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

2. 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

3. Behavior Change Communication
Experience of Save the Children in Somali region

4. 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.

5. 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.

6. 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

7. 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

8. 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.

9. 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

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

12. 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

13. 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

14. 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?

15. 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

16. 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.

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

18. 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

19. 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

20. 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

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

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

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

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