Amend presentation name in Footer and Apply to All 26 April 2016

ENGINE: Empowering New Generations to Improve Nutrition and Economic opportunities Operates in 16 woredas of Somali region (October 2014-March 2018) Objectives of the project Improved nutritional status of women and young children through sustainable, comprehensive, coordinated, and evidence-based interventions

Behavior Change Communication Experience of Save the Children in Somali region

Definition of terms Communication: is an act by which a person shares knowledge, feelings, ideas and information, in ways such that each gains a common understanding of the meaning, intent and use of the message BCC: . BCC is a process of any intervention with individuals, communities and/or societies to develop communication strategies to promote positive behaviors which are appropriate to their settings.

Definition of terms BCC in nutrition targets change of behavior or practice unlike Nutrition education which aims at increasing awareness or knowledge Segmentation: refers to targeting key messages to the relevant audience at the right time and place. It’s a way of ensuring that people get the information that is most relevant to them when they need it.

Key Principles of BCC Based on evidence from formative research Understanding the target groups Exploring the multiple factors that affect behavior Addressing barriers to change Targeting those who influence behavior as well as those who practice it Tailoring programming to each target group

Key Principles of BCC Reaching target using multiple channels Maintaining frequent contact with target groups Keeping in mind that knowledge is not enough to change behavior Messages are timely and relevant to the target group Employing adult education techniques

BCC Strategies and Tools It is a strategy that enables to change nutrition related behaviors in your community. It will be able to bring about change in behavior (attitude and practices) of the community Should promote better health through optimal feeding practices and improved dietary habits.

BCC Strategies and Tools… BCC focuses on 7 ENA, most particularly optimal infant and young child and maternal feeding practices and their key messages It also facilitates the adoption of healthy adult dietary styles Should use clear, age-appropriate and action- oriented messages that can be delivered through multiple contact points and channels

ENGINE SBCC implementation Approach: Nutrition counseling at health facility ECC at community level

Production of SBCC tools Established SBCC technical working group Oversee and support development and/or adaptation of materials and implementation Chaired by IEC focal person in Nutrition section at RHB; TOR Members: RHB, IRC, Mercy corps/PRIME, UNICEF, Save the Children/ENGINE, others Conducted formative research Developed SBCC tools for health facility and community levels

Formative research Activities Focus group discussion (FGD) Review available information on MIYCN and produce summary document (behavioral matrix) DHS, PRIME baseline, PRIME barrier analysis, other available sources Used to guide focus of the SBCC Focus group discussion (FGD) Cultural resources inventory Concept testing

Formative research… FGD Key objectives and research questions: Identify emotions that drive parents to provide for their children and what they will miss if they are unsuccessful; what are the norms, attitudes and beliefs in the Somali region regarding child rearing and aspirations for children and themselves? Explore specific beliefs about infant and child feeding; what is acceptable or desirable and feasible in terms of breastfeeding and complementary feeding from their perspective? What are the challenges? Determine how to position messages to influence parents; who do they trust to give them guidance on child rearing/child nutrition?

Formative research… Participants Mothers and fathers of children under the age of two or families with a pregnant woman living in target kebeles of two pastoral and two agro pastoral woredas

Formative research… Inventory of cultural resources for SBCC Include objects, places, events, rituals, roles, relationships, traditions, values, or people with special significance. Have the potential to promote a desired behaviour or gender role that will help improve MIYCN.

Formative research… Concept testing Infant and young child nutrition during 1000 days – Maize concept Three pillars – dietary diversity Couple communication/gender role

Revise/Create counseling materials for HWs and HEWs at HCs and HPs Generate list/inventory of all relevant nutrition/health materials currently in use in Somali region Review list/mapping of national level materials used for health facility counseling in nutrition Create a “mapping assessment” of the Somali materials and the ENGINE/national level flip chart used at health facility level

Revise/Create counseling materials for HWs and HEWs at HCs and HPs Share mapping and hold meeting with TWG on SBCC to discuss and agree on list of changes/adaptations in messages, pictures Create mock-up of new/revised materials--take additional photos, create new messages as needed, Review final document and print

Adapt/Develop materials for Community Change Agents Review ENGINE ECC materials—using checklist, identify most relevant for Somali Region Revise—develop mock-up of adapted/new materials for Somali Region based on results from formative research Utilize ENGINE eCC framework as guide and develop proposed set of eCC sessions for Somali region based on results of formative research Adapt/develop and test draft flip chart and other materials

Training of staff and CCAs TOT training of Community Facilitators and Nutrition Officers Cascade training of community change agents (CCA)

List of SBCC materials Counseling card ECC chart Cue cards IFA calendar 1000 days poster Earn and buy game Testimony cards Training manual

Challenges Difficulty of males to attend the ECC sessions since males are mostly rearing livestock and also farming Drought: difficult to implement ECC

Evaluation Baseline and end line survey conducted Result to be shared when ready