Introduction to Behavior Change
Communication
Understanding main concepts
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Behavior 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
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Behavior Change Communication
(1)
• 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.
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BCC – definition 2
• 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.
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BCC – definition 3
• Behavior change objectives refer to intended
changes in the audience’s actual behavior.
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Role of BCC in HIV/AIDS
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Increase knowledge
Stimulate community dialogue
Promote essential attitude change
Advocate for policy changes
Create a demand for information and services
Reduce stigma and discrimination
Promote services for prevention and care
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Insights
• BCC has its roots in behavior change theories
• BCC practitioners use a combination of
theories and practical steps that are based on
field realities, rather than relying on any single
theory or model.
• Rationale behind “staging” people is to tailor
therapy to a person’s needs at his/her
particular point in the change process.
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Insights
• When changing behavior, the individual, community, or
institution goes through a series of steps, sometimes moving
forward, sometimes moving backward, and sometimes
skipping steps. Even when new behaviors have been adopted,
the individual, community, or institution, under certain
circumstances, may revert to old behaviors.
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Conceptual Examples of BCC
activities
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State program goals
Involve stakeholders
Identify target populations
Conduct formative BCC assessments
Segment target populations
Define behavior change objectives
Design BCC strategy and monitoring and evaluation (M&E) plan
Develop communication products (main focus of the training)
Pre-testing
Implement and monitor
Evaluation
Feedback and redesign
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Steps in Developing Behavior
Change Communication
1. State program goals
2. Involve stakeholders
3. Identify target populations
4. Conduct formative BCC assessments
5. Segment target populations
6. Define behavior change objectives
7. Define BCC strategy and M&E plan
8. Develop communication products
9. Pretest
10. Implement and monitor
11. Evaluate
12. Analyze feedback and revise
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Communications products NOT
counselling
• Communication products are the list of all
possible interventions, most popular examples
include:
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Outreach
Secondary outreach
Group work
IEC distribution
Motivational counseling
Referral
VCT
Etc.
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Levels of BCC
• BCC has several levels it can be implemented
at.
• Each level includes several theories.
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Levels of BCC and why so many
levels?
• Individual Level
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Health belief theory
Theory of Reasoned Action and planned behavior
Stages of change
Social Learning
• Community Level
– Diffusion of innovations theory
– Community mobilization
• Change in organizations
– 4 stage change
• Public Policy Level
– Distinct stages of initiation, action, implementation, evaluation and re-formulation
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Communication Channels
• Each level (and each theory) employs specific
communication channels.
• Based on this, consider the training logic.
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Training logic - 1
• Understanding BCC
• Level: narrowing to individual to change risks
affiliated with behavior
• Communication type: outreach conditions,
counseling, referral, education.
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Training logic - 2
• Things to master (3 days): BCC techniques
used during outreach and methods of their
delivering; learning and satisfying need of
IDUs on an individual level, development of
counseling skills.
• Things to master during supervision (2 days):
to develop skills in conducting training and
delivering information to IDUs.
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Literature used
• http://www.hivpolicy.org/Library/HPP000533.
pdf
• http://www.globalhealthcommunication.org/t
ools/strategy/behavior_change_communicati
on
• http://www.fhi.org/NR/rdonlyres/ejp5m2gbt
wupuf5h25y6b4oyz2lkxza334grizafsrlaux7qbb
mlksdqy4bsoi2lw3ol27rukt7l6m/Mod06.pdf
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