The Role of Corporate Communication in Creating Public Awareness on Cardiovascular Diseases in Tanzania: A Case Study of Jakaya Kikwete Cardiac Institute (JKCI)

Nkinda, Anna Emmanuel (2020) The Role of Corporate Communication in Creating Public Awareness on Cardiovascular Diseases in Tanzania: A Case Study of Jakaya Kikwete Cardiac Institute (JKCI). Masters thesis, The Open University of Tanzania.

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Abstract

This research examined corporate communication strategy of Jakaya Kikwete Cardiac Institute (JKCI) about Cardiovascular Diseases (CVD). The aim of the research was to improve corporate strategic communication about CVD to the public in order to contribute to public health in Tanzania. The methods used to collect data were extensive literature reviews, archives and interviews among stakeholders such as medical doctors and nurses, patients and other health professionals from government and other institutions. The results reveal that JKCI uses different approaches in creating awareness to the public such as use of media, forums and hospital sessions. It was revealed that large population acknowledge and is aware of the efforts made by the institute in doing the same. Acute rheumatic fever and rheumatic heart disease are diseases of poverty, low socioeconomic status, and inadequate access to health care. These preventable diseases remain largely ignored in Tanzania while they continue to cause significant mortality and morbidity in the country. In the face of no existing cure, we need to focus on prevention and control methods. To this end, creating awareness of the disease and its effects on thousands of people in our communities is critically important. In this study, we outlined the importance of these efforts, their effectiveness, discuss the barriers to awareness and education, but without highlighting some important models in this arena. We strongly support awareness-raising and health promotion strategies as an integral part of Cardiovascular disease prevention and control program. Lastly, there is a need to conduct research which uses holistic approaches by applying different methods and different cases studies for comparative analysis. Keywords: Cardiovascular Diseases, corporate strategic communication, CVD to the public, public health in Tanzania

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