‘Desa SIAGA’, the ‘Alert Village’: the evolution of an iconic brand in Indonesian public health strategies

Hill, Peter S., Goeman, Lieve, Sofiarini, Rahmi and Djara, Maddi M. (2013) ‘Desa SIAGA’, the ‘Alert Village’: the evolution of an iconic brand in Indonesian public health strategies. Health Policy And Planning, 29 4: 409-420. doi:10.1093/heapol/czt027


Author Hill, Peter S.
Goeman, Lieve
Sofiarini, Rahmi
Djara, Maddi M.
Title ‘Desa SIAGA’, the ‘Alert Village’: the evolution of an iconic brand in Indonesian public health strategies
Journal name Health Policy And Planning   Check publisher's open access policy
ISSN 0268-1080
1460-2237
Publication date 2013-05-06
Year available 2013
Sub-type Article (original research)
DOI 10.1093/heapol/czt027
Open Access Status
Volume 29
Issue 4
Start page 409
End page 420
Total pages 12
Place of publication Oxford, United Kingdom
Publisher Oxford University Press
Language eng
Abstract In 1999, the Ministry of Women’s Empowerment in Indonesia worked with advertisers in Jakarta and international technical advisors to develop the concept of ‘Suami SIAGA’, the ‘Alert Husband’, confronting Indonesian males with their responsibilities to be aware of their wives' needs and ensure early access if needed to trained obstetrics care. The model was rapidly expanded to apply to the ‘Desa SIAGA’, the ‘Alert Village’, with communities assuming the responsibility for awareness of the risks of pregnancy and childbirth, and supporting registered pregnant mothers with funding and transportation for emergency obstetric assistance, and identified blood donors. Based on the participant observation, interviews and documentary analysis, this article uses a systems perspective to trace the evolution of that iconic ‘brand’ as new national and international actors further developed the concept and its application in provincial and national programmes. In 2010, it underwent a further transformation to become ‘Desa Siaga Aktif’, a national programme with responsibilities expanded to include the provision of basic health services at village level, and the surveillance of communicable disease, monitoring of lifestyle activities and disaster preparedness, in addition to the management of obstetric emergencies. By tracking the use of this single ‘brand’, the study provides insights into the complex adaptive system of policy and programme development with its rich interactions between multiple international, national, provincial and sectoral stakeholders, the unpredictable responses to feedback from these actors and their activities and the resultant emergence of new policy elements, new programmes and new levels of operation within the system.
Keyword Indonesia
Desa SIAGA
Branding
Entertainment-education
Safe motherhood, community empowerment
Policy analysis
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online ahead of print 6 May 2013.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Australian Centre for International & Tropical Health
Official 2014 Collection
School of Public Health Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 2 times in Thomson Reuters Web of Science Article | Citations
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Created: Fri, 28 Mar 2014, 19:03:38 EST by Nyree Divitini on behalf of Health LinQ