Paper short abstract:

The paper deals with the role of traditional healers in addressing primary health and nutrition care through communication strategies piloted by UNICEF and taken to scale by government as central approach to alter help-seeking behaviour.

Paper long abstract:

This paper bases itself on the premise that systematic engagement and mobilising traditional healers as key community influencers will lead to improved health and nutrition outcomes for children while also fostering positive change in social norms and cultural practices.

Development has not been unfolding equally across India and Odisha is no exception. Having the third highest tribal population in India; tribal and marginalised communities especially in remote areas remain partially insulated from processes of social development. Multiple deprivations such as low levels of education, poverty and poor access to services make tribal communities even more vulnerable.

With social development indicators focusing on an underlying need of changing behaviours, social norms and cultural practices for improved health, nutrition and child survival indicators; development strategies need to be inclusive and understand the prevalent social practices that impact demand and utilisation of health and nutrition services.

Strategic interventions to improve access and demand for services also require an enabling environment that would foster positive actions; both individual and community for social change, and demand and utilisation of services. This kind of sustained change involves a kind of 'social movement' at community level driven by influencers. In remote, insulated and vulnerable tribal communities; these influencers are 'traditional/faith healers' who enjoy immense acceptability and trust amongst community members. Perceived as 'god-men' in communities; the traditional and faith healers in these communities are informal-service providers by government institutions.