Health Communication Strategy for Stunting Prevention in Kapuas Barat District, Kapuas Regency

Abstract

This study examines how health communication is planned, implemented, mediated, and received within the stunting-prevention program in Kapuas Barat District, Kapuas Regency. A descriptive qualitative design was conducted at Mandomai Community Health Center. Data were collected through semi-structured in-depth interviews, direct observation, and documentation involving ten informants representing health professionals, health workers, a posyandu leader, village government, pregnant women, mothers of toddlers, and a newly married community member. Data were analyzed through reduction, display, conclusion drawing, and verification. Lasswell's communication model and Rogers' diffusion of innovations theory guided interpretation. The findings show that communication is active but embedded in routine maternal and child health services rather than organized through a written, segmented, and outcome-based strategy. Trusted face-to-face interaction through health workers and posyandu actors remains the dominant channel, supported by maternal and child health books, posters, leaflets, and limited digital media. Messages are practical and broadly accepted, but preconception audiences, spouses, and families are reached inconsistently. Knowledge and persuasion are more visible than sustained implementation and confirmation because economic conditions, time, distance, and service access constrain action. The study's original contribution is an integrated diagnostic framework that links Lasswell's five communication elements with Rogers' adoption stages to identify where message delivery fails to develop into stable preventive behavior. The study recommends life-stage audience segmentation, coordinated multichannel reinforcement, stronger local communicators, ethical and non-stigmatizing communication, and outcome-based evaluation.