SHILLONG, Jan 19: Malaria remains one of the deadliest public health challenges for Meghalaya, particularly in the rural areas, although the state has worked towards reducing the number of cases. While traditional campaigns and medical interventions have made headway, a recent study suggests that the solution to this persistent problem might lie not just in medicines or mosquito nets but in the power of conversations and community ties.
The study conducted across 10 villages in rural Meghalaya reveals that social networks—the connections with friends, family, and neighbours—play a far greater role in adopting malaria prevention behaviours than previously understood.
Between 2020 and 2022, researchers observed the health practices of over 1,500 residents, focusing on eight preventive measures like using insecticide-treated nets, repellents, and traditional techniques such as burning plants to repel mosquitoes.
The study, led by experts from the University of Birmingham, the University of Manchester, the Indian Institute of Public Health Shillong, and Martin Luther Christian University, found that individuals are far more likely to adopt malaria prevention habits if those in their social circle are doing the same.
This phenomenon, known as “social network exposure,” emerged as the most critical factor in influencing behaviour. For every additional person in a network who practiced preventive measures, the likelihood of another person adopting the same behaviour doubled, the study found.
Interestingly, while households serve as the starting point for discussions about health, they are not always the driving force behind behaviour change. The study revealed that while families initiate conversations, it is the wider social network like friends, colleagues, and community members that help reinforces these behaviours.
The research also pointed out that government-appointed health workers, like ASHAs, and even traditional healers, who are often seen as vital health advocates, had limited influence. Their advice, though valuable, does not compare to the impact of seeing peers and neighbours adopt preventive practices.
For Meghalaya to achieve its goal of malaria elimination, a shift in strategy is needed. Current efforts, like distributing insecticidal bed nets and indoor spraying, face significant roadblocks such as refusal by villagers and supply disruptions during the COVID-19 pandemic. The study suggests that these measures must be complemented by strategies that leverage social networks.
By identifying influential community members and tapping into these networks, health programmes can increase the adoption of preventive behaviours and even prepare the ground for future interventions like malaria vaccines.
