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The Alliance for Malaria Prevention Workshop on Behaviour Change Communications Bamako, Mali 21-24 September 2010 Martin Edlund, Malaria No More Anna McCartney-Melsted, JHU-VOICES 1
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What’s at stake Your role & responsibilities Key Terms: ◦ Social Mobilization ◦ Behavior Change Communications ◦ Advocacy ◦ M&E Within each category: ◦ Define the term (what it is/what it’s not); ◦ Preview upcoming sessions dedicated to each topic; ◦ Explain why each is critical to your success; Question + Answer AMP BCC workshop Bamako September 2010 2
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Why does communications matter for your LLIN campaign? 3 ◦ Make public aware of the campaign ◦ Convey key information (who, what, where, when) ◦ Mobilize communities ◦ Coordinate partner activities & messages ◦ Activate country leadership ◦ Engage media, spokespeople, private sector partners AMP BCC workshop Bamako September 2010
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4 NMCP Messaging Partner Coordination Local Communities Country Leadership MediaSpokespeople International Partners AMP BCC workshop Bamako September 2010
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5 1.Social Mobilization 2.Behavior Change Communications 3.Advocacy 1.M&E AMP BCC workshop Bamako September 2010
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What is “Social Mobilization”? 7 ◦ All Relevant Groups Leadership (political, social, religious) Health Personnel Households Objective: ensure that local communities are informed and involved in the campaign… ◦ All Phases of the Campaign Planning Execution Follow-up AMP BCC workshop Bamako September 2010
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What is “Behavior Change” Communications? 8 ◦ Multiple Levels Individuals – Perceptions of risk & self-efficacy Household and Community – routines/social norms Society – Reinforcing social norms Objective: foster positive behaviors with regard to nets (hanging, using, repairing, and replacing). ◦ Multiple Channels Interpersonal Communication Mass Communication ◦ Local message development AMP BCC workshop Bamako September 2010
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What is “Advocacy” Communications? 9 ◦ Local/National Advocacy Engage community and political leadership Policy change and accountability Mobilize media and private-sector partners Objective: use distribution to engage leadership, build political will, and mobilize resources. ◦ International Advocacy Support global resource mobilization Shine a light on country success Host VIP guests AMP BCC workshop Bamako September 2010
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M&E stands for Monitoring and Evaluation Monitoring-to ensure that BCC activities are carried out as planned Evaluation-To determine whether the messages were retained by the population and had an impact on behaviors 11
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◦ Pre (Formative) research—a combination of qualitative and quantitative ◦ Post Campaign evaluation-primarily quantitative and longitudinal ◦ Four Areas of Interest when it comes to BCC: Knowledge/Attitudes/Beliefs/Practices Exposure Ownership Useage 12
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Any Questions? 13 AMP BCC workshop Bamako September 2010
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