Thesis (BA Communication Arts) -- University of the Philippines Mindanao, June 2015

Since proper hand washing with soap is more effective than any other single health intervention in decreasing the spread of infectious diseases (Jedah at. al.,2009), this study aimed to develop and design a Social Norms Approach Communication Plan on proper hand washing for the grade school students of PH 529 given the rising number of absenteeism due to the infectious diseases among them. All the data needed for this study was collected through an interview schedule among ninety (90) randomly selected students and 8 volunteer mothers, while a Focus Group Discussion (FGD) was done among opinion leaders. Statistical results disclosed that majority of the students, including their mothers, were low on their hand washing knowledge and practices. The spearman's who revealed that their knowledge had a highly significant relationship to practices. This was closely followed by their attitude and beliefs which had a significant one. In consideration of this relevant results, knowledge building on proper hand washing and transformation of attitudes and beliefs became the main objectives of the campaign. Accordingly, and building on the results of the formative evaluation, a set of campaign strategies was designed. Included in this study were important campaign components such as the intervention plan which involved the pretesting of materials, the staff training and the partnership plan. A monitoring and evaluation plan was also incorporated for the process and impact evaluation. Finally, a provision of sustainability was put in place so as to ensure the sustainability of the initial success of the campaign plan.