Designing for Well-being: A Studio-Based Research Project on Producing an Educational Film for Women’s Health

Abstract

This study examined the absence of culturally appropriate films for maternal health education in Ghana, where maternal mortality remains a critical concern. Grounded in semiotics and the Persuasive Health Message (PHM) framework, this research employs studio-based and qualitative methods to develop a culturally relevant educational film. During pre-production, consultations with health officers and pregnant women helped define educational objectives, identify audience needs and preferences, and determine suitable styles and formats. Feedback was systematically integrated throughout the production to refine the film’s form and content. The final film, which blends fictional and non fictional elements, aligns with the instructional approach commonly used in pregnancy schools. The final film’s syntagmatic structure conveys themes of threat, severity, susceptibility, efficacy, barriers, and rewards, while paradigmatic elements include relatable characters, colour schemes, lighting, sound effects, and compositing techniques that enhance cultural relevance and emotional engagement. The study concludes that the film serves as an educational resource on maternal education for maternal health officers in Ghana. Future research should assess its impact on knowledge acquisition, perceptions, and health behaviours among the target audience. This study gives insight and extends knowledge on the significance of integrating semiotics and PHM in film production practices for film-based health education production in Ghana.