BEHAVIOUR CHANGE COMMUNICATION FRAMEWORK Patricia Russell Regional Behaviour Change Communication Officer North-East Regional Health Authority March 18, 2009

BEHAVIOUR CHANGE COMMUNICATION is a multi-level tool working at the individual, couple, family, community, organisational and environmental levels) for: –promoting and sustaining risk reducing behaviour –by distributing tailored health messages in a variety of communication channels.

BEHAVIOUR CHANGE COMMUNICATION INDIVIDUAL FAMILYCOUPLEENVIRONMENTORGANISATIONCOMMUNITY

PREVENTION MESSAGES Abstinence Mek Use a condom every time you have sex Be in the know; Get Tested Support persons living with HIV/AIDS Pinch, Leave an inch and roll

COMMUNICATION CHANNELS Electronic Media: –Radio –Television –Internet –Cell phones/ipods –Cds –Dvds Print Media –Brochures –Pamphlets –Fliers –Posters –Billboards –Newspaper

COMMUNICATION CHANNELS Interactive Sessions One-on-one Drama/role play

BEHAVIOUR CHANGE COMMUNICATION (BCC) 2009 & BEYOND Strategies targetted at risk assessment not at giving information (risk includes both personal risk practices and social vulnerability that increases risk). Building Condom negotiation skills Building Self Efficacy Theory Based Interventions Evidence Based Interventions Closer attention to M&E

SUSCEPTIBILITY & RISK In order to get individuals, communities or populations to change they must first recognize that they are susceptible. Risk perception is key to motivating behaviour change. Changing behaviours require: –understanding the basic facts –adopting key attitudes –learning a set of skills and –being given access to appropriate products and services.

BEHAVIOUR CHANGE COMMUNICATION (BCC) 2009 & BEYOND The BCC strategy provides the framework: Designing, implementing, monitoring and evaluation of interventions conducted by the Parish teams and their partners. Interventions focus primarily on the reduction of risk behaviours that contribute to the spread/onset of any disease. Interventions are directed at specific audiences.

TARGET GROUPS Adolescents (15 – 24) Young adults (25 – 49) Sex Workers Men who have sex with men Persons living with HIV/AIDS (PLWHA)

RISK BEHAVIOURS Multiple sex partners Incorrect & inconsistent condom use Early initiation of sex Sex during symptomatic STI period Not seeking Treatment for STIs

INTERVENTION GUIDELINES Have been developed for each high risk group. (will be distributed) Outreach Tools: Risk Knowledge Survey Accepting Attitude Assessment Booth Evaluation Form Outreach Registration Testing Form Registration Form

BEHAVIOUR CHANGE COMMUNICATION We see We feel We Change

BEHAVIOUR CHANGE COMMUNICATION We can help people to see by providing: Compelling Eye-catching Dramatic situations This helps the target group to visualize problems, solutions and/key steps to solve problems

BEHAVIOUR CHANGE COMMUNICATION Seeing the new behaviour hits the emotion. Visualization provides useful ideas that hit people at a deeper level than surfacing thinking.

STRATEGIES FOR MANAGING BEHAVIOUR Identify the behaviour to be changed Determine the barriers Take steps to remove or reduce barriers Involve clients in planning the change Involve significant others in the change plan Recognize that change takes time

The best time to plant a tree is twenty years ago The next best time is now - African Proverb