Resumen

RODRIGUEZ, Jorge M.; MUNOZ, Edgar; FANDINO-LOSADA, Andres  y  GUTIERREZ, Maria I.. Evaluating the “It’s better if we talk” (Mejor Hablemos) communication strategy for promoting pacific co-existence in Cali, Colombia, between 1996-2000. Rev. salud pública [online]. 2006, vol.8, n.3, pp.168-184. ISSN 0124-0064.

Objective Evaluating the "It’s better if we talk" communication strategy for preventing violence and promoting pacific coexistence in Cali, Colombia. Materials and Methods The strategy was developed through two intervention components in Cali between August 1996 and September 1998: the population (using the mass media) and the community (using Commune 13 and 20’s local media). Post-intervention measurement was made in 2000 to determine the strategy’s impact and compared to PAHO’s 1996 ACTIVA base-line study carried out in eight Latin-American cities (including Cali) and Spain. 3 types of analysis were used: descriptive-comparative between the periods and bivariate and multivariate analysis using attitudes and abilities as dependent variables. Results Abilities improved at population level, although they did not change in the communes taking part. Favourable changes occurred in attitudes in community areas, though remaining equal at population level. The mechanisms for solving conflicts displayed an improvement, suggesting increased tolerance from 1996 to 2000 in older men from Commune 20 and the rest of Cali. Discussion "It’s better if we talk" had little impact on the community areas taking part; nevertheless, the universal intervention had a positive impact on the rest of Cali. Interdisciplinary, ongoing multi-sector promotion and prevention must be embarked on for approaching the multifactor problem of violence in Latin-American countries involving individuals and their family, community and institutional-governmental contexts.

Palabras clave : Prevention; violence; evaluation; intervention strategy; communication; attitude; ability.

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