Community engagement in health promotion campaigns: A qualitative photo content analysis from vitalizing communities against NCD risk factors (V-CaN) field trial in rural central India

Abstract

Background: India faces a critical challenge with 5.8 million annual deaths from non-communicable diseases (NCDs). Maharashtra, where NCDs constitute 66% of the disease burden. The youth, lacking awareness, are vulnerable. Vitalizing communities against NCD risk factors (V-CaN) melawa, inspired by the "Pandharpur Wari" pilgrimage, aims to bridge implementation gaps and empower communities. "Arogya chi wari" integrates health practices with cultural events, offering a unique approach. Photo documentation from V-CaN melawa becomes a powerful tool for assessing community engagement qualitatively. The aim of the study was to qualitatively analyze photos from V-CaN melawas, exploring community engagement in health promotion against NCD risk factors.

Materials and methods: V-CaN melawas were organized in the field practice area of the department of community medicine. These melawas were part of the cluster randomized field trial named V-CaN, which is being implemented in a rural area of the Wardha district of Maharashtra. The V-CaN days, also known as melawas, were organized with the aim of facilitating behavioral change among participants. A qualitative study using photo content analysis was conducted, reviewing 2000 pictures from 59 V-CaN melawas. Thematic content analysis was employed, with researchers selecting 61 photos based on uniqueness.

Results: Six major themes emerged: health promotion, health system involvement, intersectoral coordination, inclusiveness, community resource mobilization, and innovation. Examples include nutrition exhibitions, health screenings, and innovative games.

Conclusions: The analysis showcases diverse community participation in V-CaN melawas, emphasizing inclusivity, collaboration, and innovation. While qualitative, the study lays the foundation for future quantitative assessments of the intervention's impact on health outcomes and community attitudes.

Keywords: Chronic disease; community participation; preventive health services; qualitative research.

Figure 1

Empowering communities: A vibrant health promotion fair. This image depicts multiple health promotion activities taking place at various stalls through posters related to nutrition, mental health, anemia, and awareness about hypertension and diabetes. Enthusiasm and participation among many villagers of different genders and age groups were also seen. Resource persons, ASHA are also seen. This event occurred in the open space of the gram panchayat

Figure 2

Community empowerment in action: SHG women marketing their products. SHG women were explaining about their products to the villagers. A few V-CaN melawa posters were also visible, like hand washing, food balance, anemia awareness, and wild vegetables. ASHA and the social worker of the department were involved in arranging the local vegetables for the display. Field staff seems to be supervising the arrangements

Figure 3

Prabhatpheri (rally) before vari (melawa). ASHA, anganwadi teacher, anganwadi and primary school children, local bhajan mandal (men and women), and a few resource people were involved in the prabhatferi (rally) to invite the villagers for the rally