Behaviour Change Intervention Behaviour- a set of actions; the ways we conduct ourselves; the things that we do.

1. MBBS.USMLE, DPH, Dip-Card, M.Phil, FCPS
Professor Community Medicine
Gujranwala Medical College Gujranwala
Ex-Professor Community Medicine
UmulQurrah University Makka/King Khalid
University Saudi Arabia

3. Behavioural st rategies
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• Problem solving
• Self-monitoring
• Goal setting (Plan: what, how, when)
• Social support
• Self-rewards (reinforcement)
• Cognitive restructuring (CBT}

4. Behavioral definition
Behaviour- a set of actions;
the ways we conduct
ourselves; the things that
we do.

6. Developing a successful
Intervention: key Components
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• Identify and know your target
populations
• Identify the behavioral goals
• Identify the influencing factors
• Identifying the appropriate
strategy for affecting each
influencing factors.

9. Personal Influences that Impact
Behaviour
• RiskAppraisal: What are my chance of
becoming infected because of what I do?
• Self Perception: What do I do about my
ability to avoid risk?
• Emotions and Arousal : How my feelings
affect my behaviour?
• Relationship/Social Influence: What
people, places and things affect me?
• Environmental: How does society
influence my behaviour?
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10. I-low do I Change my
Behaviour?
• Identify a behavior you changed or tried
to change.
• What was the impact of the behaviour
on your health?
• How much did the change affect your
life?
• Who/what were the obstacles to
changing?
• What was the reward for changing?
• Who/what were your helper for change?
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11. Behaviour Change
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List the important changes in the pictures ???

12. Smokers Lung
Behaviour Change
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Today its me,
because of u•••
Tomorrow its u,
because of me•••
Fully burnt Cigarette ASH
..----------------
Qui
t smoking...Tar the roads...NOT your LUNGS!
I

13. Behaviour Change
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• Increased interest of behaviour change in different fields
with the hope that understanding it will improve the
services offered
0
Health
Education
0
° Criminology
0
Energy
International development
0
• Behavioural change theories have gained recognition in
health for their possible effectiveness in explaining health
related behaviours and providing insight into methods that
would encourage individuals to develop and maintain
healthy lifestyles

14. Behaviour Change
• Learning theories
•Social Cognitive Theory
Theories of Reasoned
•Action and Planned Behaviour
• Trans-theoretical Model
• Health Action Process Approach
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• Many theories exist for Behaviour
change, the most prevalent are
0
0
0
0
0

15. Why Do People NOT
Change Behavior?
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• People may not
0
Understand the message
See themselves as vulnerable
Trust the bearers of the message
0
0
• People may
0 Think the short-term benefits of current behaviors
outweigh the long-term risks
• Some "healthy choices" are costly
• Recommended behavior may conflict with
beliefs
• After all, people believe that malaria is a
common disease and is not so serious
Can you name more reasons?

16. Theory of Behaviour Change
• Pavlov's Classical Conditioning
• Skinner's Operant Behavioursim
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17. Behaviour Public Health
1
7
ortunately, human beings have, in theory, control over their conduct
C
D
Smoking
''
HIV, STD, Hepatitis
Healthy life
ubstance abus Mental Disorders
Rash Driving Road Traffic Accidents
Health-compromising behaviors can be eliminated by self
regulatory efforts, and by adopting health-enhanci ng behaviors
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18. How to change behaviour ? ??
Five stages of behaviour change
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Stage 4
Action
Stage 2
Contemplation

19. Stages of Behaviour change... Diabetes
Stage 1
Precontemplation
I don't have
disease .....
' '
Why should
I change ????
Stage 2
Contemplation
I am no
more
Happy... I
• I want to LIVE...
I w ill save myself
• Prevent ion is
better then cure
Stage 3
Preparation
Stage 4
Action
I am ready to
change
I am doing...
• Learn regarding
healthy practices
• Filter facts from
Myths
• Doctor calling
® ®
• Dietary changes
• Physical activity
• Regular
medicines
Stage 5
Maintenance
I will
continue to
do....
• Positive re-
enforcement,
Negative re
enforcement
and awarding
• Opinion leader
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20. Behavior change is a continuous
process
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• It involves strong community
participation
• Refutes myths and corrects
misunderstanding
• Social norms and public policies
influence behavior change. A strategic
shift must be also be attempted
simultaneously.
• BCC often complements and supports
other prevention strategies and

21. Stepped approach to
h""""
Ajourn ey of a thousand
miles begins with a single step
x
Start
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22. What influence Behaviour?
• Human behaviour is influenced by
a huge range of factors. Why we do
what we do into some key factors
and principles that are important to
consider when designing
communications aimed at
influencing behaviour change.
'Individual behaviours are deeply
embedded in social and
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23. Some factors that influence
behavioral change
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• Physical stimuli
• Rational stimuli
• Skills
• Knowledge
• Social cultural factors
• Demographic-age, sex, etc
• Previous experiences
• Attitudes

24. Steps to Behavior Change
Knowledge
1.Recallsfamily planningmessages.
2. Understandswhat family planningmeans.
3. Can namefamily planning method(s) and/or source of supply.
Approval
4. Respondsfavorably tofamily planningmessages.
5.Discusses family planning with personal networks (family,friends)6.Thinks
family
,friends,and community approve of family planning.
7.Approves of family planning.
Intention
8. Recognizesthatfamily planningcanmeetapersonal need.
9. Intendsto consult a provider.
10. Intends to practicefamily planningat some time.
Practice
11.Goesto aproviderof information/supplies/services.
12.Chooses a methodandbeginsfamily planning use.
13.Continuesfamily planning use.
Advocacy
14. Experiences and acknowledges personal benefits of family planning.
15.Advocates practiceto others.
16.Supports programs inthe community.
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25. Steps to Behavior Change
These are the ideal steps one follows towards behavior
change. They may apply to health workers or community
members
Knowledge:
•One first learns about a new behavior (injection safety
practices)
•Recalls messages on Injection Safety and understands
meaning of the messages
•Can name Injection safety strategies and practices
Approval:
•One then approves of the new behavior (Injection safety
Strategies)
• Responds favorably to injection safety messages
•Discusses injection safety with personal network
(professional, colleagues, family and friends)
• Thinks professional colleagues, family, friends and
. - .
·
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