Delivering eye health education to deprived communities in India through a social media-based innovation

In this article, Chandrani Maitra, with her supervisor, Prof. Jennifer Rowley, reports on her PhD research conducted at Manchester Metropolitan University. This research aimed to develop understanding of the benefits of, and the challenges associated with the use of social media to disseminate eye health information in deprived communities in India. Such communities typically have a low level of access to health information, as the result of poor literacy, poverty, lack of women's empowerment, cultural practices, society dynamics, and medical malpractice. This study used an intervention based on the social media platform, WhatsApp, to educate a group of women volunteers so that they were able to contribute to the management of the eye health of their family, friends, and neighbours. Interviews were conducted with deprived community members (DCMs), community healthcare advocates (CHAs) and, healthcare professionals (HCPs). The DCMs reported a number of benefits associated with their participation in the eye health intervention. CHAs and HCPs agreed that an extended roll out of the intervention had potential to deliver benefits, but expressed concerns that some of the ongoing social challenges facing deprived communities might act as barriers to progress. F.J.