The document discusses interpersonal communication (IPC) and behavior change communication (BCC) approaches. IPC is focused on individual messaging while BCC is outcome-oriented, research-based, and uses participatory methods. BCC addresses knowledge, attitudes, and practices through audience analysis and segmentation. It uses an appropriate mix of interpersonal, group, and mass media channels. The document also outlines key barriers to behavior change in Rajasthan, India and priority areas for a BCC strategy such as antenatal care, institutional deliveries, and nutrition. Current BCC activities in Rajasthan include MCHN day, home visits, group meetings, and folk performances.

1. Interpersonal Communication & BCC
State Institute of Health & Family Welfare, Jaipur

2. Listen to Learn
Learn to Listen
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3. IEC
IEC –A one-way process
ØFocused on “messages”
ØImplicit assumption that awareness creation
will automatically lead to behavior change
ØEmphasis on creating messages,
entertainment and media
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4. BCC
BCC (Behaviour Change Communication)
ØOutcome oriented
ØResearch-based
ØConsultative process of addressing
knowledge, attitudes, and practices through
ØIdentifying
ØAnalyzing
ØSegmenting audiences and
participants
ØRelevant information and motivation
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5. ØUsing an appropriate mix of
interpersonal, group and mass media
channels
ØParticipatory methods
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6. Behavior change
Ø K - Knowledge
Ø A - Approval
Ø I - Intention
Ø P - Practice
Ø A - Advocacy
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7. IPC v/s Mass communication
Characteristics IPC Mass communication
Nature Personal Impersonal
Reach Fast Very fast
Audience Specific General
Message Focused Generalized
Purpose Helping decision Create awareness
taking
Cost Expensive Cheap
Feedback Instant Delayed
Message Long time Short time
retention
Support of other Makes it effective Supplements
media
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8. Classification of Communication
Methods
Ø Inter-personal communication
ØFriends / Neighbors/ Influential
ØMahila mandals/Voluntary organizations
ØHealth functionaries
Ø Use of traditional media
ØPuppetry
ØStreet plays/Dramas
Ø Dances
Ø Drum Beating
ØTamashas/Story Telling
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9. Ø Group communication
ØMeetings/Group Discussion/Lectures
ØSeminars/Workshop/Panel Discussion
ØMelas/Festivals/Exhibitions
ØCampaigns
Ø Mass communication
ØRadio
ØTelevision
ØPrinted Materials
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10. Process of communication
Source
ØKnowledgeable
ØRespectable
ØCredible
ØTrustworthy
ØFulfilling the promises
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11. Process of Communication
Target audience
ØHomogenous Group
ØSegmentation of Audience
ØIntended and Un-intended Audience
ØSociological/Psychological/Cultural
Value system
ØKnowledge
ØExposure to Media
ØWillingness to change
ØSocial Participation
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12. Attributes of message: 7C’s
ØCommand Attention
Ø Cater to the Heart and Head
Ø Clarify the Message
Ø Communicate a Benefit
Ø Create Trust
Ø Convey a Consistent Message
Ø Call for Action
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13. IPC Skills
Listening
ØKeep your mind open
ØBe flexible
ØFind area of interest
ØListen to ideas
ØJudge content, not delivery
ØResist distractions
ØHold your fire
ØWork at listening
ØCapitalize on thought speed
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14. Speaking
ØFace the audience
ØMaintain eye contact
ØUse appropriate aids, if you can
ØUse appropriate language
ØFocus on the needs of the audience
ØBe brief, to the point, without ambiguity
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15. Interviewing/questioning
ØUnderstand the audience profile
ØPut questions in such a way the audience
understand and reply favorably
ØStart questions from simpler to complex
ØThe way you ask questions is important
ØDo not put questions in such a way which
may embarrass you
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16. Initiating IPC
ØIntroduce yourself
ØExplain the purpose of visit
ØEstablish mutual understanding
ØAllow the audience to speak more and
facilitate
ØWin the confidence of the audience
ØUnderstand his/her problems
ØAnalyze whether your interest and his/her
problems are the same or different
ØDo not make false promises/pose yourself
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17. Sustaining IPC
ØCreate conducive atmosphere
ØBe knowledgeable about the subject
ØEnsure confidentiality of issues shared
ØClarify the queries raised
ØGive complete information
ØCheck whether the receiver has understood
as explained
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18. Terminating IPC
ØLeave good impression of yourself
ØHave issues for next meeting
ØIdentify contact people/influencers
ØDevelop sense of belongingness
ØGive an opportunity for the audiences to
come with their real problems
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19. Barriers to Behaviour Change
Socio-Cultural Barriers
Ø Gender discrimination; son preference
Ø Norm of early child bearing/early
marriage
Ø Colostrums feeding & other new born
care practices
Ø Dietary pattern of eating two meals a
day, women eat last
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20. Health Services
Ø Lack of regular outreach services at the
village level
Ø Health provider attitude and low
motivation levels
Ø Lack of trust in public sector services
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21. Socio-Economic and Infrastructure
Ø Transport constraints
Ø Households with food insecurity
BCC
Ø Too much focus on awareness creation
Ø Limited reach of mass media in rural areas
Ø Weak systems for BCC supervision
Ø Community based BCC (IPC, group
meetings, community events) is limited
Ø Uncoordinated mass media campaigns
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22. Priority Areas for a BCC Strategy
Ø Antenatal Care
Ø Institutional Deliveries
Ø Post Natal & New Born Care
Ø Married Adolescents
Ø Gender discrimination (female feticide,
infant girl, under 5 girl, son preference
Ø Unmet need for family planning
Ø Nutrition through the life cycle (infant,
under three, adolescent, woman)
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23. Ø Routine immunization
Ø Hygiene and safe water practices
Ø Marginalized groups and households
including urban poor
Ø Need for supportive supervision of ASHAs
Ø Capacity building of BCC skills for service
providers across NRHM
Ø Workload definition and structuring of
workload for the ASHAs
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24. Messages to be addressed
Ø Age at marriage > 18 yrs
Ø Delay first pregnancy till 21 years
Ø Eat three times a day (women and
adolescent girls)
Ø Eat 3-4 times a day (pregnant women)
Ø Early registration <12 weeks
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25. Ø 3 ANC check ups
Ø Institutional Delivery
Ø Stay in the hospital for 24 hrs after delivery
Ø Immediate health seeking behaviour
Ø Immediate and exclusive breast feeding
within one hour of birth
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26. Ø Continue exclusive breast feeding up to six
months
Ø Keep the newborn warm with skin to skin care
Ø Complete Immunization/ Booster / Vitamin A
Ø Complementary feeding from six months 4-5
times a day in addition to breast feeding
Ø Wash hands with soap after defecation and prior
to feeding child
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27. Ø Increase birth interval to three years
Ø Adopt any limiting method after two children
even if both are girls
Ø Early detection of TB
Ø Empty and dry water containers once a
week
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28. BCC Activities in Rajasthan
Ø MCHN Day
Ø Home visits by ASHA.
Ø Group meetings by ASHA and ANM
Ø Swasthya Camps at the block level with
video vans (Pilot basis)
Ø Child to community BCC for hygiene
behavior, routine immunization and
prevention of mosquito breeding sites
Ø Folk performances and Nukkad Nataks
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29. Thank You
For more details log on to
www. sihfwrajasthan.com
or
contact : Director-SIHFW
on
sihfwraj@yahoo.co.in