2. BEHAVIOUR CHANGE
• Comprehensive process in which one passes
through the stages of:
• Unaware >> Aware >> Concerned >>
Knowledgeable >> Motivated to change >>
Practicing trial behavior change >> Sustained
behavior change
3. BEHAVIOUR CHANGE COMMUNICATION
• BCC is an interactive process with communities (as integrated with an
overall program) to develop tailored messages and approaches using a
variety of communication channels to develop positive behaviors;
promote and sustain individual, community and societal behavior change;
and maintain appropriate behaviors.
• Behavior change communication (BCC) is the strategic use of
communication to promote positive health outcomes, based on proven
theories and models of behavior change.
• BCC employs a systematic process beginning with formative research
and behavior analysis, followed by communication planning,
implementation, and monitoring and evaluation. Audiences are carefully
segmented, messages and materials are pre-tested, and both mass media
and interpersonal channels are used to achieve defined behavioral
objectives.
5. CRITERIA FOR DEVELOPING BEHAVIOUR CHANGE
COMMUNICATION MESSAGES
Research centered Client centered Benefit Leaning
Service Interrelated
Professionally developed,
and interrelated to
behavior change
6. IMPORTANCE OF BCC
• Increase in knowledge and attitude of the people
• BCC helps to trigger and stimulate people for adopting positive behavioral approaches
• BCC promotes appropriate and essential attitude change
• As BCC strategies and messages are tailored for specific target groups, these strategies are
efficient and effective.
• BCC approaches are more sustainable and acceptable
• BCC helps to increase learning and skills
• It improve aptitudes and feeling of self-adequacy
7. BCC AT DIFFERENT
LEVELS
• At individual-level
• BCC helps in learning, mindfulness, convictions, and
sentiments about wellbeing practices. It plays a
significant role in deciding wellbeing conduct.
• At community-level
• BCC approach stimulates community to take
ownership towards the approach. Additionally, it will
also help the community to replicate the positive
practices in bigger level.
• At national level
• BCC will play a significant role in lobbying &
advocacy of certain practices. These approaches will
support and encourage government and other
stakeholders to bring a positive whim among all the
citizens for adopting positive behavioural practices.
8. GUIDING PRINCIPLES OF BCC
• BCC should be integrated with the goal and objective of the program
• Formative BCC assessments must be carried out while developing BCC messages
• Target population must participate during BCC development
• Key and direct stakeholders need to be involved from the design stage of BCC
• Pre-testing must be done for effective BCC materials
• BCC programs must involve planning for monitoring and evaluation.
• BCC strategies must be positive and action oriented.
10. DEVELOPMENT OF BCC MESSAGE
• 1. Analysis
• Comprehend the idea of the issues and hindrances to change.
• Tune in to a potential group of spectators, survey existing project approaches,
assets, qualities, and shortcomings and investigate correspondence assets.
• 2. Strategic Design
• Settle on destinations, recognize crowd portions, position the idea for the
group of spectators
• Explain the conduct change model to be utilized, select channels of
correspondence, plan for relational discourse, draw up an activity plan, and
structure for assessment.
11. DEVELOPMENT OF BCC MESSAGE
• 3. Development, Pretesting, Revision, and Production
• Create message ideas, pretest with a group of spectator’s individuals and guards.
• Amend and produce messages/materials and pretest new and existing materials.
• 4. The executives, implementation, and monitoring
• Implement the BCC and carry out continuous monitoring to see the positive and negative effects.
• Conduct critical analysis of the approach.
• Make sure that the messages coherent with the objective of the BCC.
• 5. Making arrangements for continuity
• Acclimate to changing conditions and plan for progression and independence.
12. BCC STRATEGIES IN HEALTH
• User identification
• Community Mobilization: Mass media for making mindfulness for
national projects like adolescent wellbeing, MCH wellbeing
administrations, and so forth.
• Platform: Home visits, gatherings
• Target population: Identify the key target population of the message
• Advancement of healthy behavior messages: MCH, Nutrition,
Contraception, Adolescents, Health, Hygiene, Sanitation, Epidemics, and
so on.
13. LIMITATIONS OF BCC
a) Material-focused as opposed to conducting focused:
• In most of the cases, BCC approaches are considered as ‘material-focused’ rather than ‘conduct focused.
• This implies the greater part of the consideration; time and assets go into the generation of materials,
(for example, handouts).
• In any case, while alluring materials may grab somebody’s eye, they do not without anyone else persuade
individuals to change conduct.
b) Limited capacity within local line agencies:
• Local agencies and organizations might not have enough skills and ability to develop triggering BCC
messages.
• There may be limited abled human resource to facilitate the process of effective BCC message generation
• BCC messages if not prepared without having proper idea about the context of the target population
might be useless and go in vain
14. ROLE OF BCC IN HIV/AIDS
• Increase knowledge : BCC can ensure that people are
given the basic facts about HIV and AIDS in a language or
medium that they can understand and relate to .
• Stimulate community dialogue : BCC can encourage
community and national discussions on the basic facts of
HIV/AIDS & the underlying factors that contribute to the
epidemic, such as risk behaviors and risk settings,
environments and cultural practices related to sex and
sexuality.
15. ROLE OF BCC IN HIV/AIDS
• Promote essential attitude change : BCC can lead to
appropriate attitudinal changes about, for e.g, perceived
personal risk of HIV infection, belief in the right to and
responsibility for safe practices and health supporting
services etc .
• Advocate for policy changes : BCC can lead policymakers
and opinion leaders toward effective approaches to the
epidemic.
• Improve skills and sense of self-efficacy: It can focus on
teaching or reinforcing new skills and behaviors, such as
condom use, negotiating safer sex and safe injecting
practices.
16. ROLE OF BCC IN HIV/AIDS
• Create a demand for information and services: BCC can spur
individuals and communities to demand information on HIV/AIDS and
appropriate services.
• Reduce stigma and discrimination: Communication about HIV
prevention and AIDS mitigation should address stigma and
discrimination and attempt to influence social responses to them .
• Promote services for prevention and care : BCC can promote services
for STIs, intravenous drug users (IDUs), orphans and vulnerable children
(OVCs); voluntary counseling and testing (VCT) for mother-to-child
transmission (MTCT); support groups for PLHA; clinical care for
opportunistic infections; and social and economic support.
