behavior change communication
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BEHAVIOR CHANGE COMMUNICATIONBilal Naqeeb
26 May 2006
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Behavior Change Communication
Behavior Change Communication (BCC) is an interactive process for developing messages and approaches using a mix of communication channels in order to encourage and sustain positive and appropriate behavior.
Participation of the stakeholders are vital at every steps of planning and implementation of the behavior change programmes to ensure sustainable change in attitude and behavior.
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Behavior Change CommunicationDefining behavior
It is important to carefully define the precise behaviour/actions you are wanting to influence
Family planning
Not becoming pregnant before 18Using contraception until want to have the first childUsing contribution to space birthsUsing contraception to stop having children
Smoking
Not starting to smokeStopping smokingNot starting up after quitting
Immunization
Bringing a child to clinic for immunization
Allowing a child to be immunized by health worker
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Behavior Change CommunicationA Framework for BCC Design
- Unaware- Aware- Concerned- Knowledgeable- Motivated to Change- Modifying behavior- Practicing sustained behavior change
Providing effectivecommunication
Creating an enablingEnvironment – Policies,
Community values,human rights
Providing user-friendly,accessible servicesand commodities
Stages in Behavior Change Enabling Factors
Mass Media
CommunityNetworks and
Traditional media
Interpersonal/Group comm.
Channels
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Behavior Change CommunicationCommunication Strategy Development Pyramid
Interventions
Pre-testing
Communication Channel& Media
Messages
Initial Planning
Desire behavior & attitude changes
Target Groups
Risk Factors
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Behavior Change CommunicationCharacteristics of Effective Messages
Effective Command attention Clearly stated Communicate a benefit Consistently repeated Reach the heart and head Create Call for action
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Behavior Change CommunicationChild Labour – An Example
LaunchProject
Pre-testing
Posters, Radio, TVNewspapers
Kaya school jana mera haq nahin?
Increased enrolment of childrenpreviously engagement in child labourDiscourage Child Labor and promote
primary educationParents, Children, Shopkeepers etc.
Increased Child Labor
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Behavior Change CommunicationFamily Planning – An Example
LaunchProject
Pre-testing
Posters, Radio, TVNewspapers
Beta Nemat aur beti rehmatBachay do hi achhay
Control over increasing population and eliminating discrimination of boys and girls
Promote family planning by addressingThe issue of discrimination
Boys have priority on girls due tonumber of reasons in Pakistani Society
Poor economic and development growth due to heavilyincreasing in population
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Behavior Change CommunicationChallenges in Pakistani Society
Religious influences – e.g. Family Planning, Limited access to information on issues like HIV/AIDS and many others, Extremism
Cultural influences – e.g. Passive role of women in society in all walks of life, Patriarchal society
International influences – e.g. International laws e.g. CEDAW, CRC
State laws – e.g. Hudood Ordinance Interest groups – e.g. Marathon race etc.
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Behavior Change CommunicationChallenges in Pakistani Society
Religious influences – e.g. Family Planning, Limited access to information on issues like HIV/AIDS and many others, Extremism
Cultural influences – e.g. Passive role of women in society in all walks of life, Patriarchal society
International influences – e.g. International laws e.g. CEDAW, CRC
State laws – e.g. Hudood Ordinance Interest groups – e.g. Marathon race etc.