from Yona Maro

Global development assistance for health has grown 375% since 1990, reaching $26.87 billion in 2010. Yet progress towards the Millennium Development Goals has been uneven and most of are off-target to reach 2015 deadlines. Focusing on the information ecology around people and their health needs is a critical component. Public health policy and health-related attitudes and behavior are greatly influenced by local media coverage. Internews evidence shows that media development interventions can contribute to policy changes and accountability and can mobilize communities towards better health outcomes.

Development investments in the media have traditionally relied on paid messaging and serialized dramas to convey health information. Social and Behavior Change Communication (SBCC) approaches use media as a conduit, rather than a partner, underwriting PSAs and other targeted health advertising. The visibility and impact of these approaches is short-lived and dependent on sponsorship.
http://www.internews.org/pubs/health/IN_HealthFlyer-2011-10.pdf
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