Raising Consciousness Creating Awareness Behaviour Change Communication CHETNA STRC Ahmedabad

Raising Consciousness Creating Awareness

Behaviour Change Communication

CHETNA STRCAhmedabad

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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’

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BCC – Definition

Behavior change objectives refer to intended changes in the audience’s actual behavior.

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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

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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

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Behaviour Change process

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Behaviour Change Process

Stages of ChangeContinuum

• Unaware

• Aware

• Concerned

• Knowledgeable

• Motivated to change

• Trial behavior

change

• Sustained behavior change

Enabling Factors

Effectivecommunication

Enabling environment

User friendly services, andaccessible

commodities

Channels

Mass Media

Community networks and traditional media

Interpersonal/ group communication

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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

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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

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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.

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Communication to influence behaviors

Adopting safe Sexual behavior Correct consistent condom use – casual partner, already infected

Counter Myths, misconceptions, misinformation

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Communicate about what?

Enhance health care seeking behaviors and service uptake (prevention & care)

Benefits of the various services – key promiseAvailability of the services Stigma and discrimination

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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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