1. STRATEGIC COMMUNICATION ERA
• Strategic health communication:
– promotes specific behaviour
– positive, benefits-based messages
– mix of strategies
– systematic process with clear steps
– Pays attention to change theory and evidence

2. STAGES OF CHANGE THEORY

3. • Problem …. What problem?PRE-KNOWLEDGE
• Mmmm, maybe I should do something.CONTEMPLATION
• OK, let me try ….PREPARATION
• That wasn’t too bad, I’ll try it again.ACTION
• This is part of my life now…MAINTENANCE
• I will help persuade others … will be a
champion for new behaviourADVOCACY

4. CONDITIONS NEEDED FOR
BEHAVIOUR CHANGE
 KNOWLEDGE/AWARENESS
 RISK PERCEPTION ...believe I am at risk
 BENEFITS of the change outweigh the BARRIERS to change.
 SKILLS
 SERVICES & PRODUCTS
 ENABLING ENVIRONMENT / POPULAR SUPPORT

6. No!

9. HEAD Give the facts
HEART Persuade with
benefits

HANDS Be specific about
behaviour

10. Know your issue
Step 1

11. Know your objective
Step 2

12. Know your audience
Step 3

13. Know your strategy mix
Step 4

14. Know your message
Step 5

15. Implement & Monitor
Step 6

16. Evaluate
Step 7