1. Behaviour Change Communication in HIV workplace interventions
S. Mohammad Afsar, ILO/AIDS 1

2. Role of Communication
Causative
Supportive

3. Why are we talking about Behaviour Change Communication (BCC)?
Because
Knowledge and awareness does not always translate into safe sexual behaviour

4. Behaviour Change Communication (BCC)
A process of influencing individuals’ behaviour change through effective communication.

5. Behaviour Change Process
An individual goes through the following stages, before actually changing behaviour
Unaware
Aware
Concerned
Knowledgeable
Motivation to change
Trial and assessment
Sustained behaviour change

6. (BCC) encompasses: Increasing risk perception
Encouraging personal commitment to change
Enhancing skills to make changes
Creating an enabling environment

7. Strategic Segmentation of Audience
Clients
Service Providers
Opinion makers

8. BCC in HIV/AIDS programme:
BCC provides information and knowledge.
BCC promotes and supports the uptake of services such as Sexually Transmitted Infections (STI) treatment, Condom use, Counseling and Testing, ART, and other referral services.
Strengthens skills to make changes.
Develops a supportive environment.

9. Behaviour change in WPI
What do we attempt to change?
Behaviour change in Managers (government, employers, unions)
Develop a workplace policy and programme, if you don’t have one.
Develop and implement a programme (appoint nodal person, set up HIV/AIDS committee, allocate budget).
Allow staff time for HIV education and training.

10. Behaviour change in Workers
Participate in awareness programmes and know about STI, HIV , TB and AIDS.
Understand and reduce risky behaviours.
Develop non-discriminatory behaviors towards People Living with HIV or co-workers.
Use condoms for protection.
Take treatment for STI.
Know your HIV status - Visit a Counseling and Testing Centre.
Share your knowledge with family/friends - Play a role in HIV prevention efforts.

11. BCC Plan- key components
Research to understand existing knowledge, practices, attitude and behaviours.
Development and use of audience specific communication materials.
Training of service providers.
Interpersonal communication.
Use of different media channels.
Special events/programmes.
Monitoring and evaluation to track progress.

12. Development of communication materials

13. The process Develop an Audience - Message- Media matrix
Develop creative concept
Develop design options
Pre-test
Finalize the material and print
Disseminate
Take feedback
Decide about modification/new materials

14. Example
Developing posters in ILO India

15. Key themes of posters Advocacy in the World of work:
Every profession is at risk
Non-discrimination/right to work
Key principles of the ILO Code
Develop HIV/AIDS policy & programme at workplace
Information posters
How HIV spreads
How it doesn’t spread

16. Design for pre-test

17. Final design

18. Pre-test design

19. Final design

20. Final Set of Six Posters:
Four posters for advocacy
Two posters  for creating awareness

21. A lesson for ever… 8

22. 8

23. 8 8

24. 2, 32
56, 234
234, 21
72, 23
17, 231
8, 92
29, 23,34,67

25. In communication
Less is more

26. Application…
Basics of HIV/AIDS

27. Basics of HIV/AIDS

28. Basics of HIV/AIDS

29. Treatment for HIV and AIDS
HIV Testing
Global and national scenario
Basics of HIV/AIDS
Stigma and discrimination
Policy principles
HIV/AIDS as a workplace issue
CD4 and viral load

30. In communication
Less is more