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COVID 19 containment – the role of Mass Media in changing peoples’ behaviour

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by Lakshman Wickramasinghe

Sri Lanka is entering the riskiest period in its battle against Covid-19, with the British Covid 19 variant now accepted as responsible for rapid escalation of infection rates and the danger of the Indian variant coming ashore through illicit landings. At this stage the most effective response to the virus is the sustenance of behaviour changes already adopted by the majority of the population, and the promotion of right behaviour among the laggards.

The health sector which is responsible for developing technically appropriate messages for changing behaviour of people has been doing magnificently in formulating such messages. The Health Education Bureau renamed the Health Promotion Bureau did a splendid job in planning and broadcasting TV spots in association with many mass media channels as Covid-19 appeared in Sri Lanka. It was a commendable behaviour change communication initiative made with a low budget but with high creativity with a lady doctor being the main communicator.

I was wondering why such an initiative had not yet started by the Health Promotion Division in response to the New Year infection cluster but was happy to note that a few days ago two new TV spots have been launched through the State TV channels. Rupavahini also started a novel TV spot showing Covid 19 viruses conspiring to invade places where big crowds congregate. With Covid infections assuming dangerous proportions, the Sri Lankan mass media too has a responsibility to increase its support to Covid-19 behaviour change communication activities.

However, health communication initiatives launched against Covid-19 unfortunately has had to face constraints globally. This is why Dr. Tedros Adhanon Ghebreyesus, the Director General of WHO, was perhaps constrained to declare at the Munich Security Conference on February 15, 2020 that ‘we are just not fighting an epidemic, we are fighting an infodemic’ as reported in the Lancet.

This internationally acclaimed medical journal in its editorial (Vol.395, Issue10224, pg.537) of February 22, 2020 commented: “The ease through which inaccuracies and conspiracies can be repeated and perpetuated via social media and conventional outlets put public health at a constant disadvantage’.

The question to be asked then is should the government health sector, the prime defender against epidemics, be put under ‘a constant disadvantage’ by newly arrived digital media and the conventional mass media, and players connected to power politics. The answer is No.

No country can expect much support from social media in this regard. This is especially so in a country that is multi-cultural, multi-religious and with the presence of a large number of fringe political entities, folk beliefs, superstitions etc. It was only yesterday that the Ministry of Ayurvedic Medicine had to issue a press communique requesting the general public not to use various ‘prescriptions’ of local medicines published in the internet and social media.

Thus it is the main stream mass media (i.e. print, radio, and television) that has the prime responsibility for helping to creating a positive environment for the adoption of recommended behaviour by the public. Despite the cacophony of big and small alternate media, the mainstream media channels are still accepted by the vast majority of Lankans as channels that inform, educate, and entertain. They still enjoy high credibility.

In this respect it is appropriate to examine how mass media could support the government health sector. First and foremost the mainstream mass media should formulate programmes founded on authentic communication principles to genuinely and without any other agendas persuade their readers, listeners and viewers, to behave as recommended by government health authorities.

Trust and credibility of the message and its sender (or the source) is central to this objective. The clarity of message especially with regard to ‘what’ and ‘how to’ behave in the context of the current challenge and the benefits of adoption is also important. The ‘conveying of a sense of unity of messages’ is also vital. The other critical factor is the reduction of what is known as “noise” in communication jargon. This ‘principle’ prevents the main message getting lost among related but discordant messages. In this regard Rupavavhini has done well during the last two to three weeks through its morning discussion programmes.

The media (through all their programmes and features) should help to build trust among the citizenry on the ‘package of key health messages’ disseminated by the health authorities and the government. Trust is key to acceptance of behaviour change messages. So is the credibility of the source of information (the state health authority and the government in this case). They should simultaneously be promoted. These two go hand in hand as one reinforces the other. The primacy of promoting trust and credibility of the messages and the source should be a universal standard cutting across all else. Even if two or three programmes broadcast by a channel create a negative perception in their audiences then the attempts of the rest of the programmes to promote trust and credibility will be devalued.

Therefore in emergency situations such as in combating pandemics, the media through all of its major editorially driven components should support instilling of deep trust in the primacy of the messages and the credibility of the source. This ‘conveying of a sense of unity’ across all of its programmes is a must for promoting high behaviour change rates.

For example a TV channel in a ‘Meet the Doctor’ programme shown during non- prime viewing time would advise its audience to desist from going on picnics or pleasure trips during this critical period. Few hours later a popular teledrama episode aired at peak times would show the hero and heroine going on a fun-filled picnic with three four other friends to a popular crowded picnic spot. Such a programming mix would be most harmful as what is important is to drive home the message “don’t go on picnics at this time.” If this is unavoidable as the episode has been filmed before the New Year cluster appeared, then an appropriate explanatory line below the particular picnic shot can support unity of the key message.

Another example is that different TV stations would subtly promote particular political parties or ideologies and I believe that in a democracy this is acceptable. But in a national emergency such as Covid-19, the presentation of key behaviour change messages close to news or features relating to criticism of government programme on Covid 19 management would not convey a sense of unity of the messages. (Of course this may be debatable.) Further, such a mix would also negatively affect the trust of the audience in the key Covid 19 protection message and may also to some extent affect the credibility of the source. This is no easy question to resolve and would be akin to ‘walking on a tight rope’. But these are possible practical examples and the communication programmers must reflect deeply on striking a balanced approach where the national responsibility of promoting behaviour change is sustained while presenting investigative journalism productions.

One way of overcoming these obstacles is for all or most mass media channels to run an identical behaviour change communication campaign so that the key messages in regard to Covid 19 would be promoted by all key channels, thus displaying the concept of unity of messages. An initiative such as this would convey to the general public that irrespective of individual policies, and political sympathies, all media channels are interested in a national campaign to promote behaviour change, thus exponentially enhancing behaviour change persuasion.

Such a media campaign could be developed by one or a group of advertising agencies as their contribution to the national cause in coordination with the Ministry of Health and the media channels can broadcast programmed TV spots free of charge as their own contribution to a national cause. A prime example of such a campaign was the ‘Api Wenuwen Api’ campaign run during Eelam War IV. Currently, if such a common campaign is envisaged rapidity of implementation is critical for controlling the epidemic.

 

(The writer is a retired Officer of the International Civil Service of the United Nations system attached to UNICEF and a Behaviour Change Communication Practitioner. He also worked as a UNFPA consultant at the Health Education Bureau.)


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Relief without recovery

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A US airstrike on an Iranian oil storage facility

The escalating conflict in the Middle East is of such magnitude, with loss of life, destruction of cities, and global energy shortages, that it is diverting attention worldwide and in Sri Lanka, from other serious problems. Barely four months ago Sri Lanka experienced a cyclone of epic proportions that caused torrential rains, accompanied by floods and landslides. The immediate displacement exceeded one million people, though the number of deaths was about 640, with around 200 others reported missing. The visual images of entire towns and villages being inundated, with some swept away by floodwaters, evoked an overwhelming humanitarian response from the general population.

When the crisis of displacement was at its height there was a concerted public response. People set up emergency kitchens and volunteer clean up teams fanned out to make flooded homes inhabitable again. Religious institutions, civil society organisations and local communities worked together to assist the displaced. For a brief period the country witnessed a powerful demonstration of social solidarity. The scale of the devastation prompted the government to offer generous aid packages. These included assistance for the rebuilding of damaged houses, support for building new houses, grants for clean up operations and rent payments to displaced families. Welfare centres were also set up for those unable to find temporary housing.

The government also appointed a Presidential Task Force to lead post-cyclone rebuilding efforts. The mandate of the Task Force is to coordinate post-disaster response mechanisms, streamline institutional efforts and ensure the effective implementation of rebuilding programmes in the aftermath of the cyclone. The body comprises a high-level team, led by the Prime Minister, and including cabinet ministers, deputy ministers, provincial-level officials, senior public servants, representing key state institutions, and civil society representatives. It was envisaged that the Task Force would function as the central coordinating authority, working with government agencies and other stakeholders to accelerate recovery initiatives and restore essential services in affected regions.

Demotivated Service

However, four months later a visit to one of the worst of the cyclone affected areas to meet with affected families from five villages revealed that they remained stranded and in a state of limbo. Most of these people had suffered terribly from the cyclone. Some had lost their homes. A few had lost family members. Many had been informed that the land on which they lived had become unsafe and that they would need to relocate. Most of them had received the promised money for clean up and some had received rent payments for two months. However, little had happened beyond this. The longer term process of rebuilding houses, securing land and restoring livelihoods has barely begun. As a result, families who had already endured the trauma of disaster, now face prolonged uncertainty about their future. It seems that once again the promises made by the political leadership has not reached the ground.

A government officer explained that the public service was highly demotivated. According to him, many officials felt that they had too much work piled upon them with too little resources to do much about it. They also believed that they were underpaid for the work they were expected to carry out. In fact, there had even been a call by public officials specially assigned to cyclone relief work to go on strike due to complaints about their conditions of work. This government official appreciated the government leadership’s commitment to non corruption. But he noted the irony that this had also contributed to a demotivation of the public service. This was on the unjustifiable basis that approving and implementing projects more quickly requires an incentive system.

Whether or not this explanation fully captures the situation, it points to an issue that the government needs to address. Disaster recovery requires a proactive public administration. Officials need to reach out to affected communities, provide clear information and help them navigate the complex procedures required to access assistance. At the consultation with cyclone victims this was precisely the concern that people raised. They said that government officers were not proactive in reaching out to them. Many felt they had little engagement with the state and that the government officers did not come to them. This suggests that the government system at the community level could be supported by non-governmental organisations that have the capacity and experience of working with communities at the grassroots.

In situations such as this the government needs to think about ways of motivating public officials to do more rather than less. It needs to identify legitimate incentives that reward initiative and performance. These could include special allowances for those working in disaster affected areas, recognition and promotion for officers who successfully complete relief and reconstruction work, and the provision of additional staff and logistical support so that the workload is manageable. Clear targets and deadlines, with support from the non-governmental sector, can also encourage officials to act more proactively. When government officers feel supported and recognised for the extra effort required, they are more likely to engage actively with affected communities and ensure that assistance reaches those who need it most.

Political Solutions

Under the prevailing circumstances, however, the cyclone victims do not know what to do. The government needs to act on this without further delay. Government policy states that families can receive financial assistance of up to Rs 5 million to build new houses if they have identified the land on which they wish to build. But there is little freehold land available in many of the affected areas. As a result, people cannot show government officials the land they plan to buy and, therefore, cannot access the government’s promised funds. The government needs to address this issue by providing a list of available places for resettlement, both within and outside the area they live in. However, another finding at the meeting was that many cyclone victims whose lands have been declared unsafe do not wish to leave them. Even those who have been told that their land is unstable feel more comfortable remaining where they have lived for many years. Relocating to an unfamiliar area is not an easy decision.

Another problem the victims face is the difficulty of obtaining the documents necessary to receive compensation. Families with missing members cannot prove that their loved ones are no longer alive. Without official confirmation they cannot access property rights or benefits that would normally pass to surviving family members. These are problems that Sri Lanka has faced before in the context of the three decade long internal war. It has set up new legal mechanisms such as the provision of certificates of absence validated by the Office on Missing Persons (OMP) in place of death certificates when individuals remain missing for long periods. The government also needs to be sensitive to the fact that people who are farmers cannot be settled anywhere. Farming is not possible in every location. Access to suitable land and water is essential if farmers are to rebuild their livelihoods. Relocation programmes that fail to take these realities into account risk creating new psychological and economic hardships.

The message from the consultation with cyclone victims is that the government needs to talk more and engage more directly with affected communities. At the same time the political leadership at the highest levels need to resolve the problems that government officers on the ground cannot solve. Issues relating to land availability, legal documentation and livelihood restoration require policy decisions at higher levels. The challenge to the government to address these issues in the context of the Iran war and possible global catastrophe will require a special commitment. Demonstrating that Sri Lanka is a society that considers the wellbeing of all its citizens to be a priority will require not only financial assistance but also a motivated public service and proactive political leadership that reaches out to those still waiting to rebuild their lives.

 

by Jehan Perera

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Supporting Victims: The missing link in combating ragging

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A recent panel discussion at the University of Peradeniya examined the implications of the Supreme Court’s judgement on ragging, in which the Court recognised that preventing ragging requires not only criminal penalties imposed after an incident occurs but also systems and processes within universities that enable victims to speak up and receive support. Bringing together perspectives from law, university administration, psychology and students, the discussion sought to understand why ragging continues to persist in Sri Lankan universities despite the existence of legal prohibitions. While the discussion covered legal and institutional dimensions, one theme emerged clearly: addressing ragging requires more than laws and disciplinary rules. It requires institutions that are capable of supporting victims.

Sri Lanka enacted the Prohibition of Ragging and Other Forms of Violence in Educational Institutions Act No. 20 of 1998 following several tragic incidents in universities, during the 1990s. Among the most widely remembered is the death of engineering student S. Varapragash at the University of Peradeniya in 1997. Incidents such as this shocked the country and revealed the consequences of allowing violent forms of student hierarchy to persist. The 1998 Act marked an important legal intervention by recognising ragging as a criminal offence. The law introduced severe penalties for individuals found guilty of engaging in ragging or other forms of violence in educational institutions, including fines and imprisonment.

Despite the existence of this law for nearly three decades, prosecutions under the Act have been extremely rare. Incidents continue to surface across universities although most are not reported. The incidents that do reach university administrations are dealt with internally through disciplinary procedures rather than through the criminal justice system. This suggests that the problem does not lie solely in the absence of legal provisions but also in the ability of victims to come forward and pursue complaints.

The tragic reminders; the cases of Varapragash and Pasindu Hirushan

Varapragash, a first-year engineering student at the University of Peradeniya, was forced by senior students to perform extreme physical exercises as part of ragging, resulting in severe internal injuries and acute renal failure that ultimately led to his death. In 2022, the courts upheld the conviction of one of the perpetrators for abduction and murder. The case illustrates not only the brutality of ragging but also how long and difficult the path to justice can be for victims and their families. Even when victims speak about their experiences, they may not always disclose the full extent of what they have endured. In the case of Varapragash, the judgement records that the victim told his father that he was asked to do dips and sit-ups. Varapragash’s father had testified that it appeared his son was not revealing the exact details of what he had to endure due to shame.

More than two decades after the death of Varapragash, the tragedy of ragging continues. The 2025 Supreme Court judgement arose from the case of Pasindu Hirushan, a 21-year-old student of the University of Sri Jayewardenepura, who sustained devastating head injuries at a fresher’s party, in March 2020, after a tyre sent down the stairs by senior students struck him. He became immobile, was placed on life support, and returned home only months later. If the Varapragash case exposed the deadly consequences of ragging in the 1990s, the Pasindu Hirushan case demonstrates that universities are still failing to prevent serious violence, decades after the enactment of the 1998 Act. It was against this background of continuing institutional failure that the Supreme Court issued its Orders of Court in 2025. Among the key mechanisms emphasised by the judgement is the establishment of Victim Support Committees within universities.

Why do victims need support?

Ragging in universities can take many forms, including verbal humiliation, physical abuse, emotional intimidation and, in some instances, sexual harassment. While all forms of ragging can have serious consequences, incidents involving sexual harassment often present additional barriers for victims who wish to come forward. Victims may hesitate to complain due to weak institutional mechanisms, fear of retaliation, or uncertainty about whether their experiences will be taken seriously. In many cases, those who speak out are confronted with questions that shift attention away from the alleged misconduct and onto their own behaviour: why did s/he continue the conversation?; why did s/he not simply disengage, if the harassment occurred as claimed?; why did s/he remain in the environment?; or did his/her actions somehow encourage the accused’s behaviour? Such responses illustrate how easily victims can be subjected to a second layer of scrutiny when they attempt to report incidents. When individuals anticipate disbelief, minimisation or blame, silence may appear safer than disclosure. In such circumstances, the presence of a trusted institutional body, capable of providing guidance, protection and support, become critically important, highlighting the need for effective Victim Support Committees within universities.

What Victim Support Committees must do

As expected by the Supreme Court, an effective Victim Support Committee should function as a trusted institutional mechanism that places the safety and dignity of victims at the centre of its work. The committee must provide a safe and confidential point of contact through which victims can report incidents of ragging without fear of intimidation or retaliation. It should assist victims in understanding and pursuing available complaint procedures, while also ensuring their immediate protection where there is a risk of continued harassment. Recognising the psychological harm ragging may cause, the committee should facilitate access to counselling and emotional support services. At a practical level, it should also help victims document incidents, record statements, and preserve evidence that may be necessary for disciplinary or legal proceedings. The committee must coordinate with university authorities to ensure that complaints are addressed promptly and responsibly, while maintaining strict confidentiality to protect the identity and well-being of those who come forward. Beyond responding to individual cases, Victim Support Committees should also contribute to broader awareness and prevention efforts, within universities, helping to create an environment where ragging is actively discouraged and students feel safe to report incidents. Without such support, the process of pursuing justice can become overwhelming for individuals who are already dealing with the emotional impact of abuse.

Making Victim Support Committees work

According to the Orders of Court, these committees should include representatives from the academic and non-academic staff, a qualified counsellor and/or clinical psychologist, an independent person, from outside the institution, with experience in law enforcement, health, or social services, and not more than three final-year students, with unblemished academic and disciplinary records, appointed for fixed terms. Further, universities must ensure that committees consist of individuals who possess both expertise and genuine commitment in areas such as student welfare, psychology, gender studies, human rights and law enforcement, in line with the spirit of the Supreme Court’s directions, rather than consisting largely of ex officio positions. If treated as routine administrative positions, rather than responsibilities requiring specialised knowledge, sensitivity and empathy, these committees risk becoming symbolic rather than functional.

Greater transparency in the appointment process could strengthen the credibility of these committees. Universities could invite expressions of interest from individuals with relevant expertise and demonstrated commitment to supporting victims. Such an approach would help ensure that the committees benefit from the knowledge and dedication of those best equipped to fulfil this role.

The Supreme Court judgement also introduces an important safeguard by giving the University Grants Commission (UGC) the authority to appoint members to university-level Victim Support Committees. If exercised with integrity, this provision could help ensure that these committees operate with greater independence. It may also help address a challenge that sometimes arises within institutions, where individuals, with relevant expertise, or strong commitment to addressing issues, such as violence, harassment or student welfare, may not always be included in institutional mechanisms due to internal administrative preferences. External oversight by the UGC could, therefore, create opportunities for such individuals to contribute meaningfully to Victim Support Committees and strengthen their effectiveness.

Ultimately, the success of the recent judgement will depend not only on the directives it issued, the number of committees universities establish, or the number of meetings they convene, or other box-checking exercises, but on how sincerely those directives are implemented and the trust these committees inspire among students and staff. Laws can prohibit ragging, but they cannot by themselves create environments in which victims feel safe to speak. That responsibility lies with institutions. When universities create systems that listen to victims, support them and treat their experiences with seriousness, universities will become places where dignity and learning can coexist.

(Udari Abeyasinghe is attached to the Department of Oral Pathology at the University of Peradeniya)

Kuppi is a politics and pedagogy happening on the margins of the lecture hall that parodies, subverts, and simultaneously reaffirms social hierarchies.

by Udari Abeyasinghe

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Big scene … in the Seychelles

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Mirage: Off to the Seychelles for fifth time

Several of our artistes do venture out on foreign assignments but, I’m told, most of their performances are mainly for the Sri Lankans based abroad.

However, the group Mirage is doing it differently and they are now in great demand in the Seychelles.

Guests patronising the Lo Brizan pub/restaurant, Niva Labriz Resort, in the Seychelles, is made up of a wide variety of nationalities, including Russians, Chinese, French and Germans, and they all enjoy the music dished out by Mirage, and that is precisely why they are off to the Seychelles … for the fifth time!

The band is scheduled to leave this month and will be back after three weeks, but their journey to the Seychelles will continue, with two more assignments lined up for 2026.

In August it’s a four-week contract, and in December another four-week contract that will take in the festive celebrations … Christmas and the New Year.

Donald’s birthday
celebrations

According to reports coming my way, it is a happening scene at the Lo Brizan pub/restaurant, Niva Labriz Resort, whenever Mirage is featured, and the band has even adjusted its repertoire to include local and African songs.

They work three hours per day and six days per week at the Lo Brizan pub/restaurant.

Donald Pieries:
Leader, vocalist,
drummer

Led by vocalist and drummer Donald Pieries, many say it is his

musical talents and leadership that have contributed to the band’s success.

Donald, who celebrated his birthday on 07 March, at the Irish Pub, has been with the group through various lineup changes and is known for his strong vocals.

He leads a very talented and versatile line up, with Sudham (bass/vocals), Gayan (lead guitar/vocals), Danu (female vocalist) and Toosha (keyboards/vocals).

Mirage performs regularly at venues like the Irish Pub in Colombo and also at Food Harbour, Port City.

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