Lessons learned and proposed recommendations for health communication strategies for Buddhist monks under the principles of The National Sangha Health Charter

Abstract

This research is a study of lessons learned and best practices in health communication for Thai monks in four regions. The area of study comprises of 10 provinces: Chiang Mai, Lamphun, Nakhon Ratchasima, Khon Kaen, Sisaket, Bangkok, Nonthaburi, Saraburi, Nakhon Nayok, and Trang. It is conducted with qualitative method, using focus group interviews with both Buddhist monks and lay people. The informants are divided into three groups according to “Bowon Model” –-- communities, temples, and the government--- including a Buddhist monk, a devotee in the community and a health team. According to a group interview with 62 informants, the research finds that the monks’ health is linked to the pattern of almsgiving. Buddhist monks in Thailand are facing health issues such as obesity, non-communicable diseases (NCDs), and illness that come with aging.  As for the best practices in media and communication for promoting the monks’ health, the research suggests that interpersonal communications played an important role in health communication. It empowers and creates changes in the health behaviors of monks and related lay people. Whilst workshops and events, group communication, and network communication promotes health engagement and participation to monks and communities. Mass media and the internet are used to disseminate health information. It helps shorten the time for health literacy learning, allowing more time for the health team to discuss and exchange experience in health issues with the monks and health volunteers. The research concludes that communication strategies to promote Buddhist monks’ health must be holistically designed by engaging from all parties, giving monks a role to play as health communicators and health leaders in accordance with the principles of The National Sangha Health Charter, with the philosophy stated that "healthier monks, healthy temple, and strong community”.