Communication Process and Strategy to Create Participation for Thai Early Childhood Oral Hygiene Development Campaign Among Healthy Teeth Network Schools, Thailand


The objectives of this research are to study the communication process to create participation for Thai early childhood oral hygiene development campaign among Healthy Teeth network schools in Nakhon Pathom Province, Thailand, and to study the communication strategy to create successful participation. This research uses qualitative research. The data were collected from 15 key informants whose working related to early childhood oral hygiene. The in-depth interviews were held with key informants from 3 groups: 1) 9 directors of schools, comprising Kreua Khai Klang Kru Wiang Samphan Schools that had received the award for excellence in having students with good dental health in 2015 in Nakhon Pathom Province. 2) 4 Public Health Department officials, comprising both academics and dentists who were experts in pediatric oral health; and 3) 2 representatives of communities, comprising the village headmen of Sam Phran and Nakhon Chai Sri District. The key informants were chosen by purposive sampling. The data collecting tool was a semi-structured interview form. Data were analyzed through descriptive analysis. The research results show that (1) The communication process consists of 1) The most important senders are schools, hospitals and sub-district health promotion hospitals respectively.2) The main message is oral hygiene prevention and care. 3) The communication channels mostly used are teachers, dentists, leaflets, website, training and activities. 4) Parents and teachers will get the right oral hygiene knowledge after the campaign and their attitude and practice are also increased. (2) The communication strategies used are public communication campaign, participatory communication, public relations and communication network.

Author Information
Wattana Chancharuswattana, Sukhothai Thammathirat Open University, Thailand

Paper Information
Conference: MediAsia2019
Stream: Advertising

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Posted by James Alexander Gordon