BEHAVIOUR CHANGE COMMUNICATION pptx. by SAPNA THAKUR
- 2. OUTLINE • Introduction • Communication process • Steps and developments of behavior change communication
- 5. BCC (Behaviour change communication) skills are crucial for effectively influencing and guiding individuals or groups toward adopting new behaviours or modifying existing ones Whether you are a healthcare professional, educator, marketer or simply someone trying to motivate others, mastering these skills can be highly beneficial.
- 6. ACTIVE LISTENING STORY TELLING EMPATHY GOAL SETTING ADAPTABILITY ETHICAL CONSIDERATION CONFLICT SOLUTIONS POSITIVE REINFORCEMENT BUILDING TRUST MOTIVATIONAL INTERVIEWING EFFECTIVE QUESTIONING CLEAR AND CONCISE COMMUNICATION CULTURAL SENSTIVITY Communication skills
- 8. Communication process involves a source which can called as sender or health worker. It is the fundamental aspect of human interaction and involves several key elements SENDER- the sender is the person or entity initiating the communication. They have a message or information they want to convey to the receiver. The sender encodes this message into a form that can be transmitted, such as spoken words, written text, gestures, or visual cues. ENCODING- The sender begins with encoding process wherein he uses certain words or non-verbal methods such as symbols, signs, body gestures. Etc. to translate the information into a message. The sender’s knowledge, skills, perception, background, competencies etc has a great impact on the success of the message.
- 9. MESSAGE- once the encoding is finished the sender gets the message that he intends to convey. The message can be written, oral, symbolic or non-verbal such as body gestures, silence, sighs, sound etc. or any other signal that triggers the response of a receiver. COMMUNICATION CHANNEL- the sender chooses the medium through which he wants to convey his message to the recipient. It must be selected carefully in order to make the message effective and correctly interpreted by the receiver. The choice of medium depends on the IPR b/w the sender and the receiver and also on the urgency of the message being sent. Oral, virtual, written, sound, gestures etc. are some of the commonly used communication mediums.
- 10. RECEIVER- the receiver is the person for whom the message is intended or targeted. He tries to comprehend it in best possible manners such that the communication objective is attained. The degree to which the receiver decodes the message depends on his knowledge of the subject matter, experience, trust and r/ship with the sender. DECODING- here, the receiver interprets the sender message and tries to understand it in the best possible manner. An effective communication occurs only if the receiver understands the message in exactly the same way as it was intended by the sender NOISE- the noise show the barriers in the communication. There are chances when the message sent by sender is not received by the recipient.
- 11. STEPS/ DEVELOPMENT OF BEHAVIOUR CHANGE COMMUNICATION
- 12. • Previous study had reveled that IEC method of communication have stop creating awareness in general population but in the place of that the BCC is characterized by its direct approach towards changing behavior. • Audience are carefully segmented, message and material are presented and both media and inter-personal channels are used to achieve behavioral objectives. ANALYSIS STRATEGIC DESIGN DEVELOPMENT & TESTING IMPLEMENTATION & MONITORING EVALUATION & RE- PLANNING
- 13. 1. ANALYSIS Identify the issue regarding negative behavior that need to be addressed. Collect information regarding the individual or family. There are two components of analyses. SITUATION ANALYSIS- In this, gather information about the problem severity and factors that can promote change. AUDIENCE ANALYSIS Gather information or analysis the information regarding knowledge, attitude, skills and behavior of indeed audience.
- 14. 2. STRAETEGIC DESIGN It helps in: • Defining the most effective way to achieve objectives. • It decides the most effective way to achieve objectives. • To plan, implement, monitor and evaluate the plan. Projective objectives should be “SMART”: SPECIFIC MEASURABLE APPROPRIATE REALISTIC TIME BOUND
- 15. 3.DEVELOPMENT AND TESTING After developing material for behavior change, testing is important before implementing. This confirms that our planned activities and material will motivate the audience to change behavior. Developing BCC message includes the following 1. State program goal 2. Involve stakeholder 3. Identify target populations 4. Conduct formative BCC assessments 5. Segment target populations 6. Define behavior change objectives 7. Design BCC strategy and M and E plan 8. Develop communication products 9. Pre-test 10.Implement and monitor 11.Evaluate 12.Analyze feedback and revision
- 16. 4. IMPLEMENTATION AND MONITORING FOR IMPLEMENTING: All key participate should participate to distribute the material. For upcoming problems, there should be flexibility and communication. Train all key players so that they have necessary skills for the project. FOR MONITORING: Track the output to ensure that the material is utilized as planned and have desired effect. Track the reaction of audience to ensure that they are motivated and are changing their behavior.
- 17. 5. EVALUATION AND RE- PLANNING • Evaluate whether the desired outcome is achieved or not. • Assess the knowledge, attitude and behavior of the audience. • Identify the strengths and weakness of the plan. • Re-plan if the desired outcome is not achieved.
- 18. GUIDING PRINCIPLES IN PLANNING BCC ACTIVITIES BCC activity should be initiated with the goal and objectives. Formation assessments should be carried out while developing BCC messages to improve understanding the need, and barriers for behaviour change. In BCC development, target population must participate in all phases of the program development and implementation. Variety of communication channels can be used than one. In design stage, key and direct stakeholders need to be involved. For effective BCC, material pre-testing should be done. Monitoring and evaluation of program BCC strategies must be positive and action oriented.