1. Introduction to Behavior Change Communication
Understanding main concepts
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2. Behavior Change
Comprehensive process in which one passes through the stages of:
Unaware >> Aware >> Concerned >> Knowledgeable >> Motivated to change >> Practicing trial behavior change >> Sustained behavior change
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3. Behavior Change Communication (1)
BCC is an interactive process with communities (as integrated with an overall program) to develop tailored messages and approaches using a variety of communication channels to develop positive behaviors; promote and sustain individual, community and societal behavior change; and maintain appropriate behaviors.
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4. BCC – definition 2
Behavior change communication (BCC) is the strategic use of communication to promote positive health outcomes, based on proven theories and models of behavior change.
BCC employs a systematic process beginning with formative research and behavior analysis, followed by communication planning, implementation, and monitoring and evaluation. Audiences are carefully segmented, messages and materials are pre-tested, and both mass media and interpersonal channels are used to achieve defined behavioral objectives.
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5. BCC – definition 3
Behavior change objectives refer to intended changes in the audience’s actual behavior.
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6. Role of BCC in HIV/AIDS Increase knowledge
Stimulate community dialogue
Promote essential attitude change
Advocate for policy changes
Create a demand for information and services
Reduce stigma and discrimination
Promote services for prevention and care
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7. Insights BCC has its roots in behavior change theories
BCC practitioners use a combination of theories and practical steps that are based on field realities, rather than relying on any single theory or model.
Rationale behind “staging” people is to tailor therapy to a person’s needs at his/her particular point in the change process.
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8. Insights
When changing behavior, the individual, community, or institution goes through a series of steps, sometimes moving forward, sometimes moving backward, and sometimes skipping steps. Even when new behaviors have been adopted, the individual, community, or institution, under certain circumstances, may revert to old behaviors.
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10. Conceptual Examples of BCC activities
State program goals
Involve stakeholders
Identify target populations
Conduct formative BCC assessments
Segment target populations
Define behavior change objectives
Design BCC strategy and monitoring and evaluation (M&E) plan
Develop communication products (main focus of the training)
Pre-testing
Implement and monitor
Evaluation
Feedback and redesign
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11. Steps in Developing Behavior Change Communication
1. State program goals 2. Involve stakeholders 3. Identify target populations 4. Conduct formative BCC assessments 5. Segment target populations 6. Define behavior change objectives 7. Define BCC strategy and M&E plan 8. Develop communication products 9. Pretest 10. Implement and monitor 11. Evaluate 12. Analyze feedback and revise
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12.
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13. Communications products NOT counselling
Communication products are the list of all possible interventions, most popular examples include:
Outreach
Secondary outreach
Group work
IEC distribution
Motivational counseling
Referral
VCT
Etc.
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14. Levels of BCC BCC has several levels it can be implemented at.
Each level includes several theories.
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15. Levels of BCC and why so many levels?
Individual Level
Health belief theory
Theory of Reasoned Action and planned behavior
Stages of change
Social Learning
Community Level
Diffusion of innovations theory
Community mobilization
Change in organizations
4 stage change
Public Policy Level
Distinct stages of initiation, action, implementation, evaluation and re-formulation
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17. Communication Channels
Each level (and each theory) employs specific communication channels.
Based on this, consider the training logic.
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18. Training logic - 1 Understanding BCC
Level: narrowing to individual to change risks affiliated with behavior
Communication type: outreach conditions, counseling, referral, education.
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19. Training logic - 2
Things to master (3 days): BCC techniques used during outreach and methods of their delivering; learning and satisfying need of IDUs on an individual level, development of counseling skills.
Things to master during supervision (2 days): to develop skills in conducting training and delivering information to IDUs.
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20. Literature used http://www.hivpolicy.org/Library/HPP000533.pdf
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