Behavior Change Communication
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Behavior Change Communication (BCC) is an interactive process using communication channels to encourage positive behaviors. It defines the behaviors to influence, uses frameworks to understand stages of change, and develops strategies using multiple channels. Effective messages are clear, benefit-focused, and repeated to reach people emotionally and rationally. Examples show using BCC to increase school enrollment by discouraging child labor and promote family planning by addressing discrimination. Challenges in Pakistani society include religious, cultural, international, and interest group influences.
Behavior Change Communication
- 1. 112/21/14 BEHAVIOR CHANGE COMMUNICATION Bilal Naqeeb 26 May 2006
- 2. 212/21/14 Behavior Change Communication Behavior Change Communication (BCC) is an interactive process for developing messages and approaches using a mix of communication channels in order to encourage and sustain positive and appropriate behavior. Participation of the stakeholders are vital at every steps of planning and implementation of the behavior change programmes to ensure sustainable change in attitude and behavior.
- 3. 312/21/14 Behavior Change Communication Defining behavior It is important to carefully define the precise behaviour/actions you are wanting to influence Family planning Not becoming pregnant before 18 Using contraception until want to have the first child Using contribution to space births Using contraception to stop having children Smoking Not starting to smoke Stopping smoking Not starting up after quitting Immunization Bringing a child to clinic for immunization
- 4. 412/21/14 Behavior Change Communication A Framework for BCC Design - Unaware - Aware - Concerned - Knowledgeable - Motivated to Change - Modifying behavior - Practicing sustained behavior change Providing effective communication Creating an enabling Environment – Policies, Community values, human rights Providing user-friendly, accessible services and commodities Stages in Behavior Change Enabling Factors Mass Media Community Networks and Traditional media Interpersonal/ Group comm. Channels
- 5. 512/21/14 Behavior Change Communication Communication Strategy Development Pyramid Interventions Pre-testing Communication Channel & Media Messages Initial Planning Desire behavior & attitude changes Target Groups Risk Factors
- 6. 612/21/14 Behavior Change Communication Characteristics of Effective Messages Effective Command attention Clearly stated Communicate a benefit Consistently repeated Reach the heart and head Create Call for action
- 7. 712/21/14 Behavior Change Communication Child Labour – An Example Launch Project Pre-testing Posters, Radio, TV Newspapers Kaya school jana mera haq nahin? Increased enrolment of children previously engagement in child labour Discourage Child Labor and promote primary education Parents, Children, Shopkeepers etc. Increased Child Labor
- 8. 812/21/14 Behavior Change Communication Family Planning – An Example Launch Project Pre-testing Posters, Radio, TV Newspapers Beta Nemat aur beti rehmat Bachay do hi achhay Control over increasing population and eliminating discrimination of boys and girls Promote family planning by addressing The issue of discrimination Boys have priority on girls due to number of reasons in Pakistani Society Poor economic and development growth due to heavily increasing in population
- 9. 912/21/14 Behavior Change Communication Challenges in Pakistani Society Religious influences – e.g. Family Planning, Limited access to information on issues like HIV/AIDS and many others, Extremism Cultural influences – e.g. Passive role of women in society in all walks of life, Patriarchal society International influences – e.g. International laws e.g. CEDAW, CRC State laws – e.g. Hudood Ordinance Interest groups – e.g. Marathon race etc.
- 10. 912/21/14 Behavior Change Communication Challenges in Pakistani Society Religious influences – e.g. Family Planning, Limited access to information on issues like HIV/AIDS and many others, Extremism Cultural influences – e.g. Passive role of women in society in all walks of life, Patriarchal society International influences – e.g. International laws e.g. CEDAW, CRC State laws – e.g. Hudood Ordinance Interest groups – e.g. Marathon race etc.