Harnessing Mass Media and Media Education to Enhance Health Literacy on Maternal Health through IEC Materials.

The media actively participates in disseminating health information to a large audience. It has the power to educate communities to take proactive measures to enhance their health. The media plays a key role in increasing public awareness of health issues through information, advocacy, and education. Health education through Information, Education, and Communication is essential in maternal health, influencing pregnant women's access to information, decision-making, and healthcare-seeking behaviour. Effective communication between healthcare providers and pregnant women fosters informed decision-making and creates a supportive environment for discussing health concerns. Information, Education, and Communication (IEC) resources, such as pamphlets, posters, and films, are essential for spreading important health information and fostering favourable outcomes for maternal health. These materials cater to diverse literacy levels and cultural backgrounds, improving comprehension and retention of key health messages. In Uttarakhand's Bageshwar district, female literacy significantly lags behind male literacy, impacting maternal health outcomes. An observational study in Bageshwar’s villages reveals that IEC materials, though available, often fail to engage the target audience due to language barriers and cultural mismatches. Enhancing female literacy through targeted education and empowerment initiatives is pivotal. Effective IEC strategies must include clear objectives, culturally relevant messages, and diverse communication channels to overcome these obstacles. [ABSTRACT FROM AUTHOR]