Evaluating the Effectiveness of a Community-Based Poster Campaign in Reducing Alcohol Misuse and Promoting Healthy Behaviors in Raghunathganj, Murshidabad.

Alcohol misuse poses a significant public health challenge globally, contributing to a range of social, economic, and health-related issues. In communities like Raghunathganj, Murshidabad, where resources may be limited and awareness campaigns less frequent, the impact of alcohol misuse can be particularly pronounced, affecting individuals, families, and the broader social fabric. Addressing this complex issue requires multifaceted approaches, and community-based interventions, such as poster campaigns, offer a potentially effective and accessible strategy for health promotion. These campaigns leverage visual communication to disseminate crucial information, raise awareness, and encourage positive behavioral changes within a localized setting. This study aims to evaluate the effectiveness of a targeted community-based poster campaign implemented in Raghunathganj, Murshidabad, designed to reduce alcohol misuse and promote healthier behaviors among its residents. By focusing on a specific geographic area, the research seeks to understand the direct impact of localized health messaging on community attitudes and practices related to alcohol consumption. The investigation will explore various aspects of the campaign, including its reach, comprehensibility, and perceived influence on individual decision-making. Ultimately, the findings from this evaluation will provide valuable insights into the utility of simple, yet strategically deployed, public health campaigns in addressing critical health concerns within resource-constrained environments, offering a model for future interventions in similar communities.

Project Principal Invistigater: Dr. Triloki Kumar, PhD Co-Worker:-

Mr. Amrish Haldar Mr. Karim Sharma Ms. Sakhsi Josi Mr. Aman Halder

Material and Methodology Use:

In evaluating the effectiveness of the community-based poster campaign, a quasi-experimental design will be employed, utilizing a pre-test/post-test approach with a control group. This methodology will allow for the assessment of changes in knowledge, attitudes, and reported behaviors related to alcohol misuse and healthy living within the intervention group, compared to a demographically similar control group in a neighboring community not exposed to the campaign. The study will be conducted in Raghunathganj and a comparable control town within the Murshidabad district, both selected based on similar socio-economic profiles and alcohol consumption patterns as identified through preliminary community profiling.

Materials:

1. Poster Campaign Materials: This includes the collection of all posters developed for the campaign, detailing their visual design, key messages, language (Bengali), and placement locations within Raghunathganj (e.g., community centers, markets, schools, health clinics, prominent public walls). A log of poster distribution and maintenance will be kept.

2. Survey Questionnaires: Two structured questionnaires will be developed:

   • Baseline Survey (Pre-test): Administered to both intervention and control groups, this questionnaire will gather data on:

     • Demographics (age, gender, education, occupation, income).

     • Baseline knowledge about the harms of alcohol misuse and benefits of healthy behaviors.

     • Current attitudes towards alcohol consumption and healthy lifestyles.

     • Self-reported alcohol consumption patterns (frequency, quantity, binge drinking episodes) using validated scales where appropriate (e.g., AUDIT-C for a brief screening).

     • Self-reported engagement in healthy behaviors (e.g., physical activity, healthy eating).

     • Awareness of existing alcohol-related health campaigns.

   • Endline Survey (Post-test): Administered to both groups after the campaign period (e.g., 3-6 months), this questionnaire will repeat the questions from the baseline survey and include additional questions specifically about:

     • Recall and recognition of the poster campaign.

     • Perceived message effectiveness and clarity.

     • Perceived impact of the posters on personal knowledge, attitudes, and behaviors.

     • Sources of health information.

3. Focus Group Discussion (FGD) Guides: Semi-structured guides will be developed for FGDs with community members in Raghunathganj to gather qualitative data on their perceptions of the campaign, its relevance, barriers to behavior change, and suggestions for future interventions. Separate guides will be developed for different demographic groups (e.g., youth, adult men, adult women).

4. Key Informant Interview (KII) Guides: Semi-structured guides for interviews with local leaders, healthcare professionals, school teachers, and members of community organizations in Raghunathganj to understand the broader community context, their perspectives on alcohol misuse, and the perceived impact of the campaign.

5. Observation Checklists: For documenting the visibility, condition, and strategic placement of posters in Raghunathganj throughout the campaign period.

Methodology:

1. Study Area Selection:

   • Intervention Group: Raghunathganj, Murshidabad, where the poster campaign will be implemented.

   • Control Group: A demographically comparable community in Murshidabad district, selected based on similar socio-economic indicators (population size, literacy rates, primary occupations, existing health infrastructure) and pre-existing alcohol consumption patterns, but without exposure to the poster campaign.

2. Ethical Considerations:

   • Obtain necessary ethical approvals from institutional review boards.

   • Secure informed consent from all participants for surveys, FGDs, and KIIs, ensuring voluntary participation and the right to withdraw at any time.

   • Anonymity and confidentiality of participant data will be strictly maintained.

3. Baseline Data Collection (Pre-test):

   • A representative sample of households will be selected from both Raghunathganj and the control community using systematic random sampling.

   • Trained local enumerators, proficient in Bengali, will administer the baseline survey questionnaires door-to-door to eligible adults (e.g., aged 18-65 years) from the selected households.

   • Data will be collected before the launch of the poster campaign.

4. Campaign Implementation:

   • The community-based poster campaign will be officially launched in Raghunathganj.

   • Posters will be strategically placed in high-visibility public areas.

   • Regular monitoring will be conducted to ensure poster visibility and replacement of damaged materials. The campaign will run for a predefined period (e.g., 3-6 months).

5. Endline Data Collection (Post-test):

   • After the campaign period, the endline survey will be administered to the same participants (where possible, or a new representative sample from the same households) in both Raghunathganj and the control community.

   • Similar data collection protocols as the baseline survey will be followed.

6. Qualitative Data Collection:

   • Focus Group Discussions (FGDs): Approximately 4-6 FGDs will be conducted in Raghunathganj with diverse groups (e.g., men, women, youth, community leaders) to explore in-depth perceptions, social norms, and the campaign's impact. Each FGD will comprise 8-12 participants.

   • Key Informant Interviews (KIIs): 10-15 KIIs will be conducted with local healthcare providers, educators, community leaders, and representatives of local NGOs in Raghunathganj to gather expert opinions and contextual information.

7. Data Analysis:

   • Quantitative Data:

     • Descriptive statistics (frequencies, percentages, means, standard deviations) will be used to summarize demographic characteristics and key variables.

     • Inferential statistics, such as independent sample t-tests and chi-square tests, will compare baseline characteristics between the intervention and control groups.

     • Paired sample t-tests or McNemar's tests will assess within-group changes from pre-test to post-test.

     • Analysis of Variance (ANOVA) or Analysis of Covariance (ANCOVA) will be used to compare changes between the intervention and control groups, controlling for baseline differences.

     • Regression analysis may be employed to identify predictors of behavior change or campaign effectiveness.

   • Qualitative Data:

     • Audio recordings of FGDs and KIIs will be transcribed and translated into English.

     • Thematic analysis will be employed to identify recurring themes, patterns, and insights related to the campaign's effectiveness, challenges, and community perceptions. NVivo or similar qualitative data analysis software may be used.

8. Triangulation: Findings from quantitative surveys, qualitative FGDs, and KIIs will be triangulated to provide a comprehensive and nuanced understanding of the campaign's impact and effectiveness.