Abstract:
This paper sought to interrogate the possibility of rethinking development communication as far as reproductive
health communication is concerned in developing countries. Health is among the eight Millennium Development
Goals (MDGs). Advocacy campaigns on health matters in developing countries still lag behind in achieving the
relevant goals of meeting health needs of the society. This paper used the case of women’s reproductive health
and how participatory communication strategies can be used to encourage more women, especially in rural
communities, to attend clinics for screening and/or treatment. This paper also takes certain factors that pose
health communication challenges in achieving the goals of reproductive health in women into consideration.
These factors include; body politics, culture and stigma. By achieving the goal of reproductive health in women,
a society will be assured of a healthy workforce for development. Women in developing countries are the main
caregivers of the family and, in many rural settings, they play a major role in economic activities. Participatory
communication involves the community through all the relevant steps in attaining social behavioural change.
The people are part of the planning and thus own the project. Participatory communication takes into
consideration the language and culture of the community involved. This leads to creating local content and,
therefore, appropriate technologies of communication will be used. Once people in a community use processes
of dialogue and collective action to address their needs, the impact should propel the project forward because
there will be convergence and sharing of ideas. This model of participatory communication should, consequently,
contribute to the achievement of reproductive health goals among women and consequently a health society.
