BCC Concepts Marian HB Comment

7/30/2019 BCC Concepts Marian HB Comment

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BEHAVIORAL CHANGEBEHAVIORAL CHANGECOMMUNICATION:COMMUNICATION:

BASIC CONCEPTS AND PRINCIPLESBASIC CONCEPTS AND PRINCIPLES

BEHAVIORAL CHANGEBEHAVIORAL CHANGECOMMUNICATION:COMMUNICATION:

BASIC CONCEPTS AND PRINCIPLESBASIC CONCEPTS AND PRINCIPLESPresentation by:Presentation by:

Marian SamuMarian Samu


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Introduction

Providing people with information andteaching them how they shouldbehave does not lead to desirablechange in their response/behaviour.

However, when there is a supportiveenvironment with information andcommunication (teaching), then thereis a desirable change in the behaviourof the target group.


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Behaviour Change Communication (BCC) is

a process of any intervention withindividuals, communities and/orsocieties to develop communicationstrategies to promote positivebehaviours which are appropriate totheir settings. This in turn provides asupportive environment which will

enable people to initiate and sustainpositive and desirable behaviouroutcomes.

Definition


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Thus, BCC is proved to be aninstructional intervention which hasa close interface with educationand communication.

It is a strategic and group orientedform of communication to perceivea desired change in behaviour of a

target group.


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BCC vs IEC

The terms BCC and IEC arecommonly used.

What exactly do they meanand what is the difference

between BCC and IEC?


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IEC is a process of working withindividuals, communities andsocieties to:

develop communication strategiesto promote positive behaviours

which are appropriate to theirsettings.

IEC


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BCC is a process of working withindividuals, communities and societies to:

develop communication strategies topromote positive behaviours which areappropriate to their settings; AND

provide a supportive environment whichwill enable people to initiate and sustain

positive behaviours.

BCC


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Behavior change

Unsafe Safe

BCC, commodities, Quality service,

Enabling Environment

Rights


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BCC is different fromordinary instructionalmethod of communication

and is target specific.


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Community and societyprovide the supportiveenvironment necessary for

behavior change.

IEC is thus part of BCC whileBCC builds on IEC.


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Behaviour change is a goal, but people movethrough several stages and steps before

they change behaviour

Knowledge

Approval Intention

Practice

Advocacy(motivating others to change)


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Behavior 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 andsometimes different approaches.

It is important to know what stage the person is beforebeginning a communication process

As knowledge and approval reaches high levels, BCC emphasismust shift to later steps

identifying cues for action

maximizing access and quality of services identifying and removing barriers to change

creating opportunities for increased peer advocacy


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Percentage CSWs having knowledge, intent,trial and maintainence for use of condom-

Bangladesh37.8

27.8

14.6

6.3

0

5

10

15

20

25

30

35

40

Knowledge Intent Trial Maintenance

Knowledge= knows about use of condoms prevent STD; Intent=desire to use condom; Trial= tried condom

at aleast once in last 24 hrs; Maintanence= used condom>50% of all last sexual encounter in last 24 hrs


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Designing BCC programs Before designing a BCC intervention,it is important to be clear about

exactly whose behaviour is to beinfluenced and which aspect oftheir behaviour should be the focusfor change.


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Seven Cs of communication

Command Attention

Only messages that are noticedand remembered can beeffective. Messages need to

attract attention and elicitcomments.


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Cater to the Heart and head

Most people are moved at least as much by emotion asmuch as reason.

A message that arouses emotion are effective becausepeople learn better when their emotions are aroused.

Emotions can be aroused by story telling, reflecting howeverbriefly on the individual or group.

Appeal to reason at the same time adds staying power to themessage and consolidates the thought process.



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Clarify the message

Focus and freedom from clutter areimportant. A message should convey asingle important point. Ancillaryinformation and multiple themes

distract and some may simply miss thepoint.



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Communicate abenefit

People need a strong motive to change

their behaviour. The best motivator isthe expectation of a personal benefit.



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Create trust

A message that people will act on their ownaccord must come from sources they trust.If the promise of trust does not come from acredible source, they will not believe it. It isimportant for the source to be available to

support any need arising as a result of thetrial of the messages given by them



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Call for action

After seeing or receiving a message, people should knowexactly what they should do. Once convinced that thepromised benefit is worth pursuing, people need to knowhow to act on this belief ; where to go, what to do, what

to buy and how to use. Directives should be clearlystated. Without a specific cue for action, people mayhear, understand and even approve of a message butstill take no action.



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Consistency counts

Repetition is essential. The same messagerepeated with variations, but with basicconsistency, becomes familiar and

acceptable.

Seven Cs of communication Materials


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Seven Cs and Behavior change process

Clarify the messagecommand attention

knowledge

Cater to the heart and

head

Create trust

Approval

Convey a benefit

Intention

Practice

AdvocacyCall to action

Consistency counts

Create confidence to speak out


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Communication Channels


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BCC Concepts Marian HB Comment