Behavioural Comm Change 2023 PDF

Behavioural Change Communication By Dr Olubunmi Adeyemi Nile University of Nigeria  Objectives of Health and BCC activities To understand Behavioural Communication Change Role of BCC in Program implementation Importance of BCC Challenges of BCC ...

Behavioural Change Communication By Dr Olubunmi Adeyemi Nile University of Nigeria  Objectives of Health and BCC activities To understand Behavioural Communication Change Role of BCC in Program implementation Importance of BCC Challenges of BCC  Background When changing behavior, the individual, community, or institution goes through a series of steps. Sometimes moving forward, sometimes moving backward and others may skip some steps. Even when individuals, communities, or institutions adopt new behaviors, they may or may not look at times revert to old behaviors, at least under certain circumstances. To achieve this, WHO (2019) insist that in adopting the transmission view of communication, it is reasonable to think carefully about the channels through which intervention messages are been disseminated and to whom the message is attributed.  Introduction Behaviour change communication strategics (BCC) applies to targeted messages and tailored approaches to promote healthy behaviours and reduced risk taking. The BCC, is also known as social and behaviour change communication, which encompasses on health communication, social and community mobilization, and it evolved from information, education and communication (IEC) strategies (Hannah Koenker, Joseph Keating 2015). BCC is an effective communication approach which helps to promote changes in knowledge, attitudes, norms, beliefs and behaviors. Behavior change communication (BCC) on the other hand is an interactive process of any intervention with individuals, communities and/or societies (as integrated with an overall program) to develop communication strategies to promote positive behaviors which are appropriate to their settings.  Introduction This positive behaviour aims to promote and sustain individual, community and societal behavior change; and to maintain appropriate behavior. Strategic use of communication to promote positive health outcomes is been based on proven theories and models of behavior change(WHO 2019). Behavior change communication (BCC) is the strategic use of communication to promote positive health outcomes, based on proven theories and models of behavior change. However, it is not as easy as it sounds, as there is no one-size-fits all strategy for any intervention. Interventions are context specific. Therefore, there is a need for proper information management and sharing.  Difference between Social Change and BCC The terms BCC and social change are interchangeable, and they are both refer to the coordination of messages and activities across a variety of channels to reach multiple levels of society which includes the individual, community, services and policy. Social change is grounded in theory and is evidence – based. Previously, Social change and behavioural change communication were seen as separate entities but in recent times there has been a merging of the two. It is currently known as social and behavior change communication (SBCC). Historically however, there has been a distinction between the two as illustrated in the table. Difference between Social Change and BCC…2  Health Communication The study and use of communication strategies to inform and influence individual and community decisions in order to enhance health. Health communication can be defined as communication strategies used to inform and impact individual and community decisions with the goal of improving and enriching personal and community behaviors and public health practices. Health communication is an expansive field that includes health education, risk communication, health and policy advocacy, outbreak communication, patient and provider communication, and health literacy. Health communication is a health discipline that facilitates the delivery of high quality healthcare by disseminating vital health information to the public.  Characteristics of Health Communication Information Education Motivation Persuasion Counselling Raising morals Health development  Components of Health Communication Use of research-based strategies to shape materials and products and to select the channels that deliver them to the intended audience. Understanding of conventional wisdom, concepts, language, and priorities for different cultures and settings. Consideration of health literacy, internet access, media exposure, and cultural competency of target populations. Development of materials such as brochures, billboards, newspaper articles, television broadcasts, radio commercials, public service announcements, newsletters, pamphlets, videos, digital tools, case studies, group discussions, health fairs, field trips, and workbooks among others media outlets.  Steps involved in Developing an Effective Behaviour Communication Change Strategy Developing an effective BCC strategy involves the following steps: State program goals Involve stakeholders Identify target populations Conduct formative BCC assessments  Steps involved in Developing an Effective Behaviour Communication Change Strategy-2 Establish program goals Involve stakeholders and other key people Identify target audiences Conduct formative BCC assessment Segment target audiences Define behaviour change objectives Design BCC strategy and monitoring and evaluation plan Develop communication products and activities Steps in Effective Behaviour Communication Change Strategy Pre – test communication products and activities Implement and monitor program Evaluate program Analyze feedback and re – design Steps Involved  Stages of Behaviour Communication Change BCC is the comprehensive process in which one passes through the stages: Unaware > Aware > Concerned > Knowledgeable > Motivated to change > Practicing trial behavior change> Sustained behavior change  Strategic Roles for Behaviour Communication Change BCC is different from the ordinary instructional method of communication. It is target specific. A society consists of many sub-groups. The strategic role of BCC will vary from group to group. The following are areas of importance where strategic roles of BCC come into play: The Risk factor of the target group considered for a program. The vulnerability/risk factor of the group which is to be addressed To reach populations who remain at risk as transmission dynamics change. To facilitate identification of people with asymptomatic infections and their compliance with treatment. Strategic Roles for Behaviour Communication Change To inform communities of the optimal timing of infection control interventions. To explain changing diagnostic concerns and treatment guidelines. The conflict and obstacles in the way to desired change in behavior are to be assessed Type of message and communication media which can best be used to reach the target group need to be considered. Type of resources available and assessment of existing knowledge of the target group about the issue which is going to be dealt with need to considered. A successful BCC requires much research and planning about the knowledge of the target group as well as their behavior and attitude on the subject. Strategic Frameworks for BCC  Importance of BCC Based on Level of Care ❖At individual level: Increases the knowledge and promotes appropriate attitude change of the people BCC helps in learning mindfulness, convictions, and sentiments about wellbeing practices. It plays a significant role in deciding wellbeing conduct. It improve aptitudes and feeling of self-adequacy  Importance of BCC Based on Level of Care..(2) ❖At community level: It stimulates community to take ownership towards the approach. It helps the community to replicate the positive practices in bigger level. It helps to increase learning and skills BCC approaches are more sustainable and acceptable It helps to trigger and stimulate people for adopting positive behavioral approaches BCC strategies and messages are tailored for specific target groups for efficient and effective implementation.  Importance of BCC Based on Level of Care..(3) ❖At national level: It plays a significant role in lobbying and advocacy certain practices. It supports and encourages government and other stakeholders to bring a positive whim among all the citizens for adopting positive behavioral practices. It helps to trigger the development of policy guidelines for adopting positive behavioral approaches BCC strategies and messages are tailored as advocacy tools for local and international partners support for implementation. It is relatively cost-effective Steps Involved In Developing An Effective Behaviour Communication Change Strategy  Characteristics of BCC BCC is characterized by its direct approach towards changing behavior ✓ BCC must be research based ✓ Client centered ✓ Benefit oriented ✓ Service linked ✓ Professionally developed and linked to behavior  Roles of BCC In Program Implementation Increase awareness Promote positive attitude change Community dialogue and community discussions Advocate for policy changes Improve skills and sense of self-efficacy Create a demand for information and services Reduce stigma and discrimination Promote services for prevention and care Goals of BCC must be approached in the following way  Goals Provide a supportive environment which will enable people to initiate, sustain and maintain positive and desirable behaviour outcomes Increase perception of risk or change attitudes toward use of condoms Increase demand for services Create demand for information on related health programs Create demand for appropriate health services Interest policy makers in investing in youth friendly health services (services must be in place) Promote acceptance among communities  Challenges Limited training resources / capacities Political and physical environments Material focused. as opposed to conducting focused Budgets Sustainability: constantly to meet the changing needs of target populations.This requires the continuous input of human and financial resources. Linkages and coordination of messages BCC messages may be rendered useless if care is not taken to understand local cultural beliefs, taboos and languages.  Conclusion BCC is can be used to impact a community positively and leave behind lasting change which can in turn have a positive impact on generations to come. It is relatively inexpensive and has the potential to be widely accepted if used adequately. Under the health education and promotion, BCC should be linked to all the overall goals and strategies of disease prevention drawing lessons from HIV/AIDS prevention, care and support programs. Individuals who plan and implement disease programs should develop strategic approaches that view BCC not as a collection of different and isolated communication tactics as well as a framework of linked approaches that function as part of an on-going, interactive prevention process. Thank You