Bcc paper journalist workshop print
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The document discusses behaviour change communication (BCC), defining it as an interactive process that promotes positive health behaviors through various communication channels. It outlines the key elements and stages of BCC, including awareness, knowledge, attitude change, practice of new behaviors, and reinforcement. The document also covers audience segmentation, approaches and channels for BCC, and how to define objectives for behavior change communication.
Bcc paper journalist workshop print
- 1. BEHAVIOUR CHANGE COMMUNICTION (BCC) Paper Presented by: Innocent Daka (ZANIS) UNFPA Journalists Training Workshop Fringilla Lodge Chisamba July 2 to 6, 2012 1
- 2. OBJECTIVES Provide definition for BCC Know the six key stages of BCC Understand Different Approaches/Channels to BCC Understand Use of Mass Media & Alternative Media Define and Differentiate BCC Objectives Understand Audience Segmentation Understand Message Development in BCC
- 3. DEFINITION Behaviour Change Communication BCC is an interactive process that works through individuals, families and communities and delivered through different communication channels to promote positive health behaviours and support an environment that enables the community to maintain positive health behaviours taken on. •BCC Moves People From Awareness to Action! •It is about identifying the causes and barriers to behaviour change and overcoming the barriers. •It is about understanding the communities, contexts and environments in which behaviours occur.
- 4. BCC Explained... BCC being interactive means examines the environment and identifies different health issues that affect different segmented groups or stakeholders--people who are affected by different health issues. These stakeholders include individuals’ families and communities. The communication messages that are developed and delivered through different channels are designed, planned and implemented to meet the needs of the different groups There is ownership of the BCC programmes by the community.
- 5. BCC Explained BCC has evolved from Information, Education and Communication programmes that have formed part of health communication for a long time. While IEC programmes have been focused at imparting information and improving health knowledge, they did not have the depth of moving people to action. Therefore BCC does not just end at creating awareness. It also seeks to motivate people to believe that change in behaviour results in gaining health benefits while increasing their sense of control over their own health behaviour choices.
- 6. BCC Explained The success of BCC messages and programmes aims at providing both information and appeals to individuals emotions.
- 7. Key Elements & Stages Key Elements & Stages (BCC MODEL) 1. Awareness 2. Knowledge 3. Attitude change (Approval, Intention) 4. Practice of new behaviour 5. Reinforcement of behaviour 6. Advocacy (telling and persuading others to also adopt new behaviour)
- 8. Key Elements & Stages Awareness: One is aware of the existence of a threat in terms of HIV being real Knowledge: One first learns about how HIV is transmitted or (knowing correct use of condoms) Recalls messages on use of condoms and understands meaning of the messages Can name the strategies of safe sex and practices
- 9. Key Elements & Stages Attitude Change Approval: •One then approves of the new behaviour (safe sex and condom use Strategies) •Responds favourably to safe sex (condom use) messages •Discusses condom use with peers or others (professional, colleagues, family and friends) •Thinks professional colleagues, family, friends and community approves of condom use practices.
- 10. Key Elements & Stages Intention: •One then believes this behaviour is beneficial to them and intends to adopt it. •Recognizes that safe sex (condom) strategies can meet a personal need •Intends to adopt safe sex (condom use) practices Practice: •One then attempts new behaviour and continues to practice. (Practices proposed under each strategy in safe sex (condom use)
- 11. Key Elements & Stages Advocacy •One can then promote the new behaviour through their social or professional networks as a satisfied practitioner. •Experiences and acknowledges personal benefits of adopting behaviours that enhance safe sex (condom use).
- 12. Importance of the Elements The mentioned elements are crucial to the success of completing these steps: The rational element, based on knowledge: People need to know the basic facts about a health issue. Example: how the virus is and is not transmitted, how likely they are to become infected, and what they can do to avoid infection. People must be made to feel that the threat posed by the health problem is real and serious. In other words, both perceived susceptibility and perceived severity of the threat must be high
- 13. Importance of the Elements The emotional element, based on the intensity of attitudes or feelings: Individuals need to feel the seriousness of being vulnerable to the virus. This makes them develop an emotional commitment to the behaviours needed to avoid it. “In a heightened state of awareness because of the fear, people must believe that they have the capability to take action that will avert the threat. At this stage, people’s confidence in their ability to act—their self-efficacy—and their belief about the effectiveness of the act—also known as the response efficacy—must both be high”
- 14. Importance of the elements The practical element, based on personal skills in a new behaviour: People need to be competent in practicing the new behaviour and be confident in their ability to do so. They need a sense of self-efficacy to adopt new, health-protective behaviours. ―When high levels of existing threat are combined with high levels of efficacy, then people invoke a “danger-control strategy,” which prompts them to take meaningful steps that will minimize the threat, including taking precautions or preventive measures”
- 15. Importance of the elements The interpersonal element, or social networks: People need to associate with and be supported by their significant others (such as family members and peer groups) whose knowledge, emotions and skills can reinforce healthy behaviour changes. “There is the belief that people learn to act by observing the actions of others, observing what happens as a result of those actions, evaluating the results in relation to their own lives, and then rehearsing and attempting to reproduce those actions themselves. Social learning appreciates the use of role models”
- 16. Importance of the elements The structural element, or the social, economic and legal context in which behaviour takes place: People need to have access to necessary supplies and services (such as voluntary counselling and testing facilities), and to live in an environment where safer behaviours are accepted and promoted while risky behaviours are discouraged.
- 17. Importance of elements The Change Agent element: the person or group that has adopted health behaviour begin to encourage others to adopt the new behaviour. They also start lobbying for structures that are supportive to the health behaviour
- 18. BCC Different Approaches/ Communication Channels
- 19. Different Approaches/Channels The understanding of different approaches/communication channels is important to BCC because it determines how best to reach the intended audience with the messages. Individual Approaches BCC on a one-to-one basis is important in the prevention both secondary and tertiary prevention of the disease. In secondary prevention it can reverse the early symptoms of the disease while in tertiary prevention it seeks to slow the progress of the disease which already exists.
- 20. Different Approaches/Channels The one-on-one or individually focused methods are useful in: •Home based care and support interventions •Counselling and testing for sexually transmitted diseases— HIV/AIDS •Peer education, reaching out to audiences that may be hard to reach BCC on a one-to-one basis is important in the prevention of both secondary and tertiary prevention of the disease. In secondary prevention it can reverse the early symptoms of the disease while in tertiary prevention it seeks to slow the progress of the disease which already exists.
- 21. Different Approaches/ Channels Group Methods Group methods of Behaviour Change Communication are used widely and offer an intermediary approach between one-to-one approaches and wider community approaches. Under this method groups can vary. The methods used are educational or informative. These include: Lectures, seminars, workshops and Conferences, Active participation is part of these methods. Another method used is Experiential, which include skills training, behaviour modification, inquiry learning/problem solving, simulation, role play and self-help groups.
- 22. Different Approaches/ Channels Group Methods Group Methods have shown to have a role in: Assisting individuals to gain knowledge and change attitudes and behaviour Providing a supportive setting for people who may share a common goal (such as a group of people attending ante natal clinic) Assisting members of a community or organization to improve their ability in approaching their own health problems or getting them empowered to facilitate change within their community or organization
- 23. Different Approaches/ Channels Community Approaches Community based approaches to BCC can potentially have a greater impact on a larger amount of people. One of the principles of BCC is work with individuals, families and communities to support an environment that enables the community to maintain positive health behaviours take on. BCC works through concrete and effective community action in setting priorities, making decisions, planning strategies and implementing them to achieve better health. By developing this principle some major changes can potentially be made at a community level as a result of community based BCC programs.
- 24. Different Approaches/ Channels Community Approaches Community –Based Formats include: Media—local newspapers, radio stations, bulletin boards, posters Activities—Health fairs, dramas, concerts rallies, parades, sports events, community meetings Mobilisation—a participatory approach of process of communities identifying and taking action on shared concerns
- 25. Different Approaches/ Channels Mass media approaches In BCC, mass media will be effectively used by knowing the strengths and weaknesses of the different methods. The mass-media methods include Television Radio Newspapers Magazines Outdoor/transit publicity Internet
- 26. Approaches/Channels Frequency and Reach are important terms in planning use of this approach. Frequency—the average number of times that one person is exposed to a message Reach—the number or percentage of members of the target audience that will be exposed to the message.
- 27. Different Approaches/ Channels Advantages & Disadvantages Interpersonal Some Advantages: Most credible source Most participatory Highly effective Some Disadvantages Difficult to control messages Requires training Costly to scale up Takes time to build reach
- 28. Different Approaches/ Channels Advantages & Disadvantages Community Some Advantages Participatory May be more credible than mass media Low cost Encourages sustainability of effort Some Disadvantages Costly to scale up Low reach beyond immediate community Low Frequency
- 29. Different Approaches/ Channels Advantages & Disadvantages Radio Some Advantages Has wide reach in both urban and rural areas Less expensive Does not require a literate audience Cost efficient Messages can be repeated a number of times in a day Some Disadvantages Costly to build reach when many different stations cover area No visuals Can be interactive with audience Fragmented
- 30. Different Approaches/ Channels Advantages & Disadvantages Newspapers Some Advantages Wide circulation—people can share a copy Timely Message length People can clip and save news articles Can reach influential people—policy makers Some Disadvantages Requires literate audience Bias against visual impaired Poor photo reproduction May be expensive to some people
- 31. Approaches/Channel Advantages and Disadvantages Outdoor/Transit Some Advantages Good for awareness building High Traffic areas Brief message Reinforces other media messages Can reach influential people—policy makers Some Disadvantages Limited time of exposure Limited message content It is not durable
- 32. Selecting Communication Channels and Media Mix If you want a message to reach as many different people as possible in the targeted audience, the channel mix will be based on reach type—TV, Radio, well attended Community Event If you intend to communicate a gradual message that will create awareness over a period of time, the media that is affordable enough to increase the frequency of the message is ideal. Radio, Interpersonal Communication and print fall in this category. Sometimes it is ideal to mix both reach and frequency media to get the optimum outcome of the BCC activity
- 34. Audience Segmentation Segmenting target populations Assess the target population, understand its psychosocial and demographic characteristics. This enables targeting groups specifically to their interests and influencing factors when designing interventions Psychosocial characteristics include knowledge, attitudes and practices. Demographic characteristics are represented by age, place of residence or economic activity, place of birth, ethnicity and beliefs. Others considered are structural factors and settings like workplace, risk settings and border settings. Example, if truck drivers are target population, border points, lay-by villages and brothels constitute risk settings.
- 35. Audience Segmentation The target population is segmented into three parts as follows: Primary Target Audience: Secondary Target Audience: Tertiary Target Audience: Primary Target Audience This is the group of people that you are hoping will change in some way as a result of the BCC program. Example BCC for safe motherhood primary target will be pregnant women. For reduction of HIV transmission in the transport sector, the primary target population could be truck drivers, because they are away from home for long periods of time and more likely to engage in risky behaviour.
- 36. Audience Segmentation Secondary Target Audience This is the people who have significant influence on the primary target audience. Example: for expecting mothers early attendance of antenatal, the target may be Mother in Laws, husbands and TBA’s. For the truck drivers, the wives and girlfriends of men who frequent sex workers might fall into this category. There are often several secondary target populations around one primary target group, requiring different communication approaches and messages.
- 37. Audience Segmentation Tertiary Target Audience These are the people that wield significant power to assist you in your program. Example, these are people who may be able to influence policy and funding for resources that will support your intervention. Examples of tertiary target audiences may be Community leaders or traditional leaders, ministry of health officials, and NGO’s. “After identifying the targets an assessment of the groups segmented is done so that stakeholders are fully aware of the realities of the targets. This ensures that when the BCC programme is developed the messages, themes and channels resonate with the target group”.
- 38. Defining BCC Objectives BCC objectives are looked at from two levels. First, there is Behaviour change objectives These answer questions about the health behaviour that target group must adopt. They are derived from programme objectives. For Fish mongers at higher risk of STIs and HIV the behaviour you want adopted include 1. Reduction in number of sexual partners 2. Use of STI and HIV services 3. Consistent use of condoms
- 39. Defining BCC Objectives BCC Objectives should be SMART: Specific Measurable Achievable Relevant and Time-based
- 40. Defining BCC objectives Second, there is Behaviour change communication objectives: These objectives are developed from behaviour change objectives. They answer questions about what the communication messages will do to support the adoption of the behaviour by the target group Examples: 1. Increase self risk assessment 2. Increase confidence in condom use 3. Increase demand for VCT and STI testing services 4. Increase knowledge and enhance positive attitude about services
- 41. BCC objectives BCC Objectives must result in the following Relating to the behaviour change model, media personnel working on BCC programme or undertaking BCC activities should ensure their BCC objectives have the corresponding outcomes: Awareness: results in increased awareness about the threat of a health problem or threat e.g. HIV/AIDS, resulting in increased demand for information about HIV and AIDS. (Target must be asking ask for information about HIV and AIDS.) Knowledge: Increased knowledge about HIV and AIDS. (Target group will have correct knowledge of modes of transmission of HIV and AIDS.)
- 42. BCC objectives BCC Objectives must result in the following Attitude Change: Increased self-risk assessment. (Sexually active target audience with multiple partners realise if they do not adopt safer sex they feel at increased risk of contracting HIV) Practice: Increased demand for information on STIs. (Miners or truck drivers will ask for more information on STIs). Reinforcement of Behaviour: Increased demand for services. (Sex workers will demand VCT services.) Advocacy: Encouraging others to take on positive health behaviour Take each target population’s needs and situation into consideration, along with the initiatives that answer those needs
- 43. Developing Messages BCC messages must support your objectives Examples: 1. Reduce number of sexual partners 2. Use STI/HIV services 3. Use condoms consistently BCC messages have two components they intend to meet 1. Desired behaviour 2. Key benefit One must be able to perceive a benefit for adopting a health behaviour. Example: If I stick to one sexual partner, I will protect myself and my family from HIV/AIDS, I will save money and I will be seen to be responsible.
- 44. Sample Messages MESSAGES FOR YOUNG PEOPLE 1. YOUNG PEOPLE NEED YOUR SUPPORT TO PROTECT THEMSELVES FROM HIV/AIDS 2. YOUR RIGHTS TO REPRODUCTIVE HEALTH SERVICES ARE YOUNG PEOPLE’S RIGHTS TOO 3. PREVENT ABORTIONS, SUPPORT YOUNG PEOPLE TO ACCESS REPRODUCTIVE HEALTH SERVICES 4. CONDOMS CAN PREVENT UNWANTED PREGNANCIES 5. PROTECT YOURSELF FROM HIV USE CONDOMS EVERY TIME YOU HAVE SEX
- 45. Sample Messages MESSAGES FOR ANTENATAL/POSTNATAL ATTENDANCE 1. MEN ACCOMPANY YOUR PARTNERS TO ANTENATAL 2. MEN SUPPORT YOUR PARTNERS ATTEND ANTENATAL 3. ALL ANTENATAL VISITS ARE IMPORTANT WHEN PREGNANT PROTECT YOUR LIFE AND THAT OF THE BABY 4. THE FIRST DAY I KNEW I WAS PREGNANT I MADE MY FIRST VISIT TO ANTENATAL 5. VISIT ANTENATAL CLINIC AT LEAST FOUR TIMES DURING PREGNANCY 6. DELIVER AT A HEALTH FACILITY PROTECT YOUR LIFE AND THAT OF YOUR BABY
- 46. Sample Messages 3. I CARE FOR MY FAMILY I TESTED FOR HIV 4. PROTECT YOUR UNBORN BABY FROM HIV GO WITH YOUR PARTNER FOR HIV COUNSELLING AND TESTING 3. FATHERHOOD IS A RESPONSIBILITY FEW CHILDREN ARE EASY TO SUPPORT USE FAMILY PLANNING
- 47. Sample Messages MESSAGES FOR HIV/AIDS PREVENTION 1. GO FOR VCT KNOW YOUR HIV/AIDS STATUS PROTECT THE UNBORN CHILD 2. KNOW YOUR HIV STATUS USE A CONDOM AND PROTECT YOUR WANTED BABY
- 48. Seven Characteristics of Effective Messages Cater to the Heart and the Head (messages must appeal to the emotions to make people think seriously about the problem) Create trust; (People trust what makes sense to them. Messages must be believable and consistent with reality) Call for action (Purpose of messages is to change people’s behaviour. A message must call to action .
- 49. Seven Characteristics of Effective Messages Command Attention (Effective messages must stand out and get noticed) Are Clearly Stated (Keep It Short and Simple. Clear messages have an impact) Communicate a Benefit (Messages that communicate a benefit have a greater chance to appeal to people) Are Consistently Repeated (Credibility is built when messages are repeated over time)
- 50. Seven Characteristics of Effective Messages Cater to the Heart and the Head (messages must appeal to the emotions to make people think seriously about the problem) Create trust; (People trust what makes sense to them. Messages must be believable and consistent with reality) Call for action (Purpose of messages is to change people’s behaviour. A message must call to action
- 51. Developing communication products Development of specific communication support materials should be based on decisions made about channels and activities. They can include: Print news and feature articles Print materials to support health workers on specific care issues Television spots for general broadcast Promotional materials about the project, for advocacy Scripts for theatre and street theatre Radio or television drama (soap opera)
- 52. What to remember! Knowledge change: an increase in knowledge e.g. among targeted youth on modes of transmission of STIs such as HIV Attitude change: an increase in perception of personal risk or a change in authorities’ attitudes toward promoting condoms to youth Environmental change: a decrease in conditions that compel women not to use Family Planning Products or an increase in acceptance of messages about condom e.g. In institutions preaching fidelity .
- 53. THANK YOU