1. Raising Consciousness Creating Awareness Behaviour Change Communication CHETNA STRC Ahmedabad

2. 2 Behavior Change Communication ‘ Any communication - interpersonal, group talks, mass media, support groups, visuals and print materials, videos - that help promote change in behaviour in individuals, families, or communities’

3. 3 BCC – Definition Behavior change objectives refer to intended changes in the audience’s actual behavior.

4. 4 Role of BCC in HIV/AIDS Increased knowledge Stimulate community dialogue Promote essential attitude change Create a demand for information and services Reduce stigma and discrimination Promote services for prevention and care

5. 5 Goals of BCC Component To reduce the no. of high-risk exposure for HIV/STD infection by: Condom demand creation and use STD related treatment – seeking and preventing behavior To reduce no. of sexual partners To design and recommend policies that support HIV prevention activities

6. 6 Behaviour Change process Change in Knowledge Change in Attitude Change in Practice

7. 7 Behaviour Change Process Stages of Change Continuum Unaware Aware Concerned Knowledgeable Motivated to change Trial behavior change Sustained behavior change Enabling Factors Effective communication Enabling environment User friendly services, and accessible commodities Channels Mass Media Community networks and traditional media Interpersonal/ group communication

8. 8 Approaches to Influence change Advocacy: media based recognition, public events; periodic newsletters. Mid media: Folk media campaigns; local melas;Wall paintings, out door media IPC: counseling and education on key FAQs Mass media: including radio and TV spots and programmes; celebrity endorsement; mobile based campaign. Community Mobilization: short film shows and thematic discussions & dialogue in community based meetings, SHG meetings Peer Education

9. 9 Behaviour change is a continuous process Not all individuals go through the same steps of the process in the same order, speed or time People at different steps require different messages and sometimes different approaches. It is important to know what stage the person is before beginning a communication process

10. 10 Risk Factors Individual Risk Factors: results from individual’s attitudes, behavior and actions. e.g. multiple sex partners, poor STD symptom recognition, no condom use “Lessens pleasure” etc. Biological Risk Factors : that exists because of biology of the human body. e.g. women are more vulnerable, age specially children under 18, etc. Social Risk Factors: social condition that increase the risk exposure to HIV. e.g. migration, poverty, illiteracy, gender discrimination, sexual abuse etc.

11. 11 Communication to influence behaviors Adopting safe Sexual behavior Correct consistent condom use – casual partner, already infected Counter Myths, misconceptions, misinformation

12. 12 Communicate about what? Enhance health care seeking behaviors and service uptake (prevention & care) Benefits of the various services – key promise Availability of the services Stigma and discrimination

13. 13 Strategies for BCC Creating role models- peer educators... Developing positive speakers bureau Recognition for the best performance- condom depot owners, volunteers FGD to address specific issues Counselling for difficult cases Discussion/services at work place

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