Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016

This study on public health communication specially deals with blood donation. It studies two existing blood donation programs in Davao City and their different strategies to create awareness and motivation among their intended audiences. The aim of this study is to determine what communication strategies work in the community-level, do these strategies create awareness regarding the programs and what are the enablers and barriers in the motivation of the audiences to become blood donors. A quantitative-qualitative research design is utilized in this study by devising survey. Results showed that the barangay uses mass communication tools to inform their residents about blood donation while the parish utilizes an interpersonal communication approach as a primary communication strategy. This revealed a high awareness on the communication strategies of the parish than the barangay. Socio-demographics characteristics of the two communities were also considered and in the case of the barangay, sex, and the educational attainment had a significant relationship with their awareness of the communication strategies. Data on the enablers and barriers in the motivation to donate blood were determined and analyzed as one for the barangay and for the parish. Results showed that friends, family, and relatives are the highest enabler to make people donate. The major barriers in becoming a blood donor are a person's overall health status. Community-oriented communication channels should be included in communication strategies to improve blood donation programs in Davao City.