BCC: Theory & Practice By: RAO Nebrida (PHANSuP)

Training on Behavior Change Communication to Improve

Access to and Utilization of MNH and TB Services Norfil Training Center I 21-23 November 2011

Behavior Change Communication

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<videos for discussion: piano stair & deepest bin>

20-minExercise: Per Barangay 1. Introduce each Group Member: nickname, nature

of work/responsibility, key word to remember him/her

2. What is your group’s collective understanding of Behavior Change Communication?

3. How long have you been doing BCC? (indicate number of years per group member then Group Total)

4. Enumerate and discuss your own experience in BCC. Be specific.

5. What specific problems, challenges or issues have you encountered?

BCC – What is it?

• NATURE:

Any “communication” that helps foster a change in behavior in individuals, families, groups or communities.

Communication: interpersonal, group talks, mass media, visual and print materials, videos, etc.

BCC – What is it?

• FUNCTION:

Is a multi-level tool for promoting and sustaining risk-reducing behavior change in a person/people by distributing tailored health messages in a variety of communication channels.

BCC – What is it?

• PROCESS:

listening, understanding, and then negotiating with a person/people for long-term positive health behaviors.

BCC – What is it?

• APPROACH:

Meaningfully engage target individual/group by TALKING with them, LISTENING to them, and having them agree (NEGOTIATION) to try something new.

Not just telling them to do something different!

BC: How it happens?

http://rkhawks.blogspot.com/2011/03/my-stages-of-change.html

BCC: What to do at each stage?

http://psychology.about.com/od/behavioralpsychology/ss/behaviorchange_3.htm

BCC: What to do at each stage?

BCC: What to do at each stage?

BCC: What to do at each stage?

BC: What to do?

BC: What to do at each stage?

BCC: Activities

Pre-contemplation

Contemplation

Action

Maintenance

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ACCESS (A) = a1 + a2 + a3 + a4

access

available

adequate

acceptable

affordable

PSI’s behavior change framework

BC Determinant: Opportunity

• Opportunity summarizes modifiable societal or structural level elements that are thought necessary to increase the likelihood that a person will be able to use a health product or service. These include awareness of methods and sources of supply and perceptions of social marketing brands and their attributes.

BC Determinant: Ability

• Ability summarizes interpersonal level behavior change constructs such as social norms and perceptions of self-efficacy and affordability that assist or inhibit individuals to be able to act, given opportunity and motivation.

BC Determinant: Motivation

• Motivation summarizes individual level behavior change constructs such as awareness of a health problem, its causes and severity. This awareness then results in an assessment of personal risk.

BCC Core Strategies: Education, Law & Marketing

• Education can affect ability and motivation, but is not able to create opportunity – such as increasing the availability of health services -- for people to behave. Law is useful when opportunity and ability to behave are present, but motivation is absent and unlikely to be induced through marketing or education. Yet, legal interventions are considered inappropriate when less coercive interventions, like marketing, are effective. Marketing complements both law and education by its capacity to affect all three summary determinants of behavior change -- opportunity, ability and motivation – and by permitting targeted audiences to change behavior voluntarily.

http://live-the-solution.com/

BCC: People learn best by...

Source: BCC for Improved Infant Feeding, Linkages Project. March 2004.

Gawin natin... Let’s DOH it! Workshop:

Assessing the Malabon RUP BCC Context – In search of hindering and facilitating factors...

WS Output 1: Opportunity

Factor MNH Services TB Services

Availability

Brand Appeal or Reputation

WS Output 2: Ability

Factor MNH TB

Affordability of services/products

Social norms and support (customs, laws, regulations, etc) that are pertinent to the health issue

Self-efficacy (experience with the service or product)

WS Output 3: Motivation

Factor MNH Clients TB Clients

Awareness of health problem

Awareness of causes of the problem

Awareness of severity of the problem

Outcome expectation