Download BEHAVIOUR CHANGE COMMUNICATION STRATEGY

BEHAVIOUR CHANGE
COMMUNICATION
FRAMEWORK
Patricia Russell
Regional Behaviour Change Communication Officer
North-East Regional Health Authority
March 18, 2009
BEHAVIOUR CHANGE
COMMUNICATION
• is a multi-level tool working at the
individual, couple, family, community,
organisational and environmental
levels) for:
– promoting and sustaining risk reducing
behaviour
– by distributing tailored health messages
in a variety of communication channels.
BEHAVIOUR CHANGE
COMMUNICATION
FAMILY
COUPLE
COMMUNITY
INDIVIDUAL
ORGANISATION
ENVIRONMENT
PREVENTION
MESSAGES
• Abstinence Mek
• Use a condom every time you have
sex
• Be in the know; Get Tested
• Support persons living with
HIV/AIDS
• Pinch, Leave an inch and roll
COMMUNICATION
CHANNELS
• Electronic Media:
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Radio
Television
Internet
Cell phones/ipods
Cds
Dvds
• Print Media
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Brochures
Pamphlets
Fliers
Posters
Billboards
Newspaper
COMMUNICATION
CHANNELS
• Interactive Sessions
• One-on-one
• Drama/role play
BEHAVIOUR CHANGE
COMMUNICATION (BCC) 2009 &
BEYOND
• Strategies targetted at risk assessment
not at giving information (risk includes
both personal risk practices and social
vulnerability that increases risk).
• Building Condom negotiation skills
• Building Self Efficacy
• Theory Based Interventions
• Evidence Based Interventions
• Closer attention to M&E
SUSCEPTIBILITY &
RISK
• In order to get individuals, communities or
populations to change they must first recognize
that they are susceptible.
• Risk perception is key to motivating behaviour
change.
• Changing behaviours require:
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understanding the basic facts
adopting key attitudes
learning a set of skills and
being given access to appropriate products and
services.
BEHAVIOUR CHANGE
COMMUNICATION (BCC) 2009 &
BEYOND
The BCC strategy provides the framework:
• Designing, implementing, monitoring and
evaluation of interventions conducted by the
Parish teams and their partners.
• Interventions focus primarily on the reduction
of risk behaviours that contribute to the
spread/onset of any disease.
• Interventions are directed at specific
audiences.
TARGET GROUPS
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Adolescents (15 – 24)
Young adults (25 – 49)
Sex Workers
Men who have sex with men
Persons living with HIV/AIDS
(PLWHA)
RISK BEHAVIOURS
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Multiple sex partners
Incorrect & inconsistent condom use
Early initiation of sex
Sex during symptomatic STI period
Not seeking Treatment for STIs
INTERVENTION
GUIDELINES
• Have been developed for each high
risk group. (will be distributed)
• Outreach Tools:
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Risk Knowledge Survey
Accepting Attitude Assessment
Booth Evaluation Form
Outreach Registration Testing Form
Registration Form
BEHAVIOUR CHANGE
COMMUNICATION
• We see
• We feel
• We Change
BEHAVIOUR CHANGE
COMMUNICATION
We can help people to see by providing:
• Compelling
• Eye-catching
• Dramatic situations
This helps the target group to visualize
problems, solutions and/key steps to solve
problems
BEHAVIOUR CHANGE
COMMUNICATION
• Seeing the new behaviour hits the emotion.
• Visualization provides useful ideas that hit
people at a deeper level than surfacing
thinking.
STRATEGIES FOR
MANAGING BEHAVIOUR
• Identify the behaviour to be changed
• Determine the barriers
• Take steps to remove or reduce barriers
• Involve clients in planning the change
• Involve significant others in the change plan
• Recognize that change takes time
The best time to plant a
tree is twenty years ago
The next best time is
now
- African Proverb