Bring COVID-19 message to remote areas

By Pacharo Munthali When the news broke out late last year of the novel Coronavirus, it sounded like a distance horror movie that may be gone before it finds its footing in the lands of Malawi. Just like Ebola and other corona family viruses, the thinking was that sooner than later, it would be gone. At least, so many thought. Three months plus months down the lane, the footprints of the virus are becoming pronounced than ever. More than 30 000 people with cases of Covid-19 are gone. More worryingly more than 630 000 cases have been reported. More countries are shutting down as the epidemic continues to wreak havoc. Health care systems have been pushed to the blink. While China has managed to recover, new ground zeros like Italy have emerged. There are fears for other countries too. Coronavirus has continued to make its presence more conspicuous in more Africa countries than ever. While there have been few deaths within the continent, the number of confirmed cases is still on the rise. Malawi like other African countries has been active. Steps have been taken to ensure that the country’s population is protected. While there are a number of approaches that have been put into practice, steps to ensure that people are in the know of the virus have been employed. Switching on one’s local television and radio stations, it is clear to see and listen to jingles on COVID-19 being played. As one watches the jingles, the message is clear and constant – Wash your hands frequently; cover your mouth and nose with flexed elbow or tissue when coughing or sneezing; avoid close contact with anyone who has cold or flu-like symptoms; and seek medical care early if you or your child has a fever, cough or difficulty breathing. Press statements and dissemination of information through social media especially Ministry of Health (MoH) Facebook Page coupled with continued media engagement has been clear. During all this time the other constant occurrence has been consistent circulation of misinformation and rumours. The Ministry in one of its update says it has been “responding to rumours and misinformation to counteract” the vice that is liable to cause panic. Further, MoH says plans are underway to establish a toll-free line for inquiries (0887 37 12 88). Actually there are so many myths. Others think the Covid-19 is not coming to Malawi. Some believe that if you circumcised then you cannot get the virus. Still there are other quarters that say if you have Group O you cannot get it. Some are saying Coronavirus is a natural occurrence the way it came is the way it will go. All these are some of the many misconceptions. To deal with Covid-19, there is need for efforts from all stakeholders. The country has seen religious groups such as Catholic Church, Anglican, CCAP and Jehovah Witness – just a few – taking a lead in ensuring that members of their respective groupings and communities at large are in the know. This is the disease that may be detected during one of the tests, or may never be found in Malawi. But knowing its symptoms and how to avoid it is paramount. More still needs to be done. While Malawi government is currently using traditional media and new media to ensure that as many people as possible are in the know of Covid-19, there is need for more efforts aimed at penetrating to the hard to reach areas. As a country, we have always lived a life of togetherness, a kind of approach that may not be in tandem with what is being preached – to curb the spread of Corona virus, people are being advised to maintain social distance. Now we are in a society where maintaining social distance has never been part of our narrative. As a country how are we planning and coming up with communication approaches that will provide an ideal platform that will make people understand this reasoning? While toll-free is important, at this infant period here in Malawi it would be great to employ community based communication approaches that understand the ecological side of people. On Health Promotion part, apart from using approaches like the ones that Ben Mankhamba using a public address system has been helping communities to understand more about the the virus. In addition to HSAs, empowering community based structures including faith based structures that have already started playing their role with right information it will be important for the whole population to be in the know. In Health Communication, employing a number of approaches with the same message but for the different audience is important. To have a gratifying uptake of the message it is important to segment the audience. An informed citizenry means empowerment. People will be able to know what is right or wrong. The anxiety that comes with fake news and rumours will be dealt with. As the World Health Organization (WHO) warned a week ago - the window of opportunity to prepare is closing and that critical gaps remain. "Every country can still change the course of this pandemic by scaling up their emergency preparedness or response," said Matshidiso Moeti, the WHO's regional director for Africa quoted by the BBC. The Author is Development Communication and Community Engagement Scholar, writing in his personal capacity.