Background: The Community Health and Development Program (CHDP) is a longstanding program of the University of the Philippines (UP) Manila, School of Health Sciences, Extension Campus in South Cotabato. While its service goes beyond teaching and extends to community development projects benefiting indigenous sectors, yet there has been no comprehensive and systematic evaluation on the program's health communication materials which promote culturally safe and acceptable health care practices that lead to normative changes. Objective: Using descriptive-interpretive qualitative approach, the researcher identified the communication approaches and documented their health knowledge, attitude, and practices (KAP) to identify any normative changes. Methodology: A total of 24 respondents gave their views on the program's dengue, malnutrition, teenage pregnancy, and family planning campaigns using a closed-ended survey, qualitative KAP analysis, and ethnovideography. Results: Results showed that information dissemination is limited to printed media and interpersonal communication via small groups; contents of health communication campaigns are less understandable; and social mobilization efforts demonstrated low levels of community engagement. Also, communication between health workers and Blaan indigenous peoples is not transactional due to the lack of feedback and involvement in the decision-making process. The respondents' knowledge on health demonstrated low levels of end-user engagement reflective of unsustainable knowledge on modern medicine. Normative changes are only evident on family planning campaigns. Conclusion The long-term sustainability of health promotion among indigenous peoples may be inhibited due to non-evident normative changes that trigger societal transformation. The paper suggests that a specialized communication strategy intended for Blaan indigenous peoples must be considered and applied in order to react collectively and effectively to address health issues.
Health Communication