Interpersonal Communication & BCC

State Institute of Health & Family yWelfare, Jaipur

Listen to LearnListen to Learn

Learn to Listen

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IECIECIEC –A one-way process y p

Focused on “messages”

Implicit assumption that awareness creation

will automatically lead to behavior changewill automatically lead to behavior change

Emphasis on creating

messages, entertainment and media

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BCCBCC (Behaviour Change Communication)

Outcome orientedOutcome oriented Research-based C lt ti f dd iConsultative process of addressing knowledge, attitudes, and practices through

IdentifyingIdentifyingAnalyzing S ti di dSegmenting audiences and participantsRelevant information and motivationRelevant information and motivation

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U i i t i fUsing an appropriate mix of

interpersonal, group and mass media

channels

Participatory methods

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Behavior changeBehavior change

K - Knowledge

A - Approval

I - Intention

P - Practice

A - Advocacy

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IPC v/s Mass CommunicationCh t i ti IPC M i tiCharacteristics IPC Mass communicationNature Personal ImpersonalReach Fast Very fastReach Fast Very fastAudience Specific GeneralMessage Focused GeneralizedgPurpose Helping decision

takingCreate awareness

C t E i ChCost Expensive CheapFeedback Instant Delayed

Message Long time Short timeMessage retention

Long time Short time

Support of other Makes it effective Supplementsmedia

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Classification of Communication M th dMethods

Inter-personal communication F i d / N i hb / I fl ti lFriends / Neighbors/ InfluentialMahila mandals/Voluntary organizationsHealth functionariesHealth functionaries

Use of traditional media Puppetrypp yStreet plays/DramasDancesDrum BeatingTamashas/Story Telling

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Group communication

Meetings/Group Discussion/Lectures

Seminars/Workshop/Panel DiscussionSeminars/Workshop/Panel Discussion

Melas/Festivals/Exhibitions

Campaigns

Mass communicationMass communication

Radio

Television

Printed MaterialsPrinted Materials

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Process of CommunicationProcess of Communication

SourceSource KnowledgeableRespectableRespectableCredible TrustworthyFulfilling the promises

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Process of Communication

Target audienceHomogenous GroupSegmentation of AudienceIntended and Un-intended AudienceSociological/Psychological/Cultural Value systemsystemKnowledgeExposure to MediaExposure to MediaWillingness to changeSocial ParticipationSocial Participation

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Attributes of message: 7C’sAttributes of message: 7C sCommand AttentionCater to the Heart and HeadClarify the MessageCommunicate a BenefitCreate TrustConvey a Consistent MessageCall for Action

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IPC SkillsListening

Keep your mind openp y pBe flexible Find area of interestListen to ideasJudge content, not deliveryJudge content, not deliveryResist distractionsHold your fireHold your fireWork at listeningCapitalize on thought speedCapitalize on thought speed

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SpeakingFace the audienceMaintain eye contactUse appropriate aids, if you canUse appropriate languageFocus on the needs of the audienceBe brief, to the point, without ambiguity

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Interviewing/questioning Understand the audience profilePut questions in such a way the audience understand and reply favorablyStart questions from simpler to complexThe way you ask questions is importantDo not put questions in such a way which may embarrass you

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Initiating IPCgIntroduce yourselfExplain the purpose of visitExplain the purpose of visitEstablish mutual understandingAll th di t k d f ilit tAllow the audience to speak more and facilitateWin the confidence of the audienceU d d hi /h blUnderstand his/her problemsAnalyze whether your interest and his/her problems

th diff tare the same or differentDo not make false promises/pose yourself

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Sustaining IPCg

Create conducive atmosphere pBe knowledgeable about the subjectEnsure confidentiality of issues sharedEnsure confidentiality of issues sharedClarify the queries raisedGive complete informationGive complete information Check whether the receiver has understood as explainedexplained

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Terminating IPCg

Lea e good impression of o rselfLeave good impression of yourselfHave issues for next meetingId tif t t l /i flIdentify contact people/influencersDevelop sense of belongingnessGive an opportunity for the audiences to comewith their real problems

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Barriers to Behaviour Changeg

Socio-Cultural Barriers Gender discrimination; son preferenceNorm of early child bearing/early marriageNorm of early child bearing/early marriageColostrums feeding & other new born carepracticespracticesDietary pattern of eating two meals ad lday, women eat last

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Health ServicesLack of regular outreach services at the villageLack of regular outreach services at the village levelHealth provider attitude and low motivationHealth provider attitude and low motivation levelsL k f t t i bli t iLack of trust in public sector services

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Socio-Economic and Infrastructure Transport constraints Households with food insecurity y

BCC T h f tiToo much focus on awareness creation Limited reach of mass media in rural areasWeak systems for BCC supervisionCommunity based BCC (IPC, group meetings, community events) is limitedUncoordinated mass media campaigns

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Priority Areas for a BCC Strategyy gy

Antenatal CareAntenatal CareInstitutional DeliveriesPost Natal & New Born CarePost Natal & New Born CareMarried AdolescentsGender discrimination (femaleGender discrimination (female feticide, infant girl, under 5 girl, son preference p e e e ceUnmet need for family planningNutrition through the life cycleNutrition through the life cycle (infant, under three, adolescent, woman)

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Routine immunizationHygiene and safe water practicesHygiene and safe water practicesMarginalized groups and households including urban poorincluding urban poorNeed for supportive supervision of ASHAsCapacity building of BCC skills for serviceCapacity building of BCC skills for service providers across NRHMWorkload definition and structuring ofWorkload definition and structuring of workload for the ASHAs

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Messages to be Addressedg

Age at marriage > 18 yrsAge at marriage > 18 yrsDelay first pregnancy till 21 yearsE t th ti d ( dEat three times a day (women and adolescent girls)Eat 3-4 times a day (pregnant women) Early registration <12 weeks

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3 ANC check ups Institutional DeliveryStay in the hospital for 24 hrs after delivery Immediate health seeking behaviourImmediate and exclusive breast feedingImmediate and exclusive breast feeding within one hour of birth

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Continue exclusive breast feeding up to six monthsmonths Keep the newborn warm with skin to skin care Complete Immunization/ Booster / Vitamin A Complementary feeding from six months 4-5 times a day in addition to breast feeding Wash hands with soap after defecation and prior p pto feeding child

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Increase birth interval to three yearsIncrease birth interval to three years Adopt any limiting method after two children even if both are girlseven if both are girls Early detection of TB Empty and dry water containers once a week

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BCC Activities in RajasthanjMCHN Day Home visits by ASHA.Group meetings by ASHA and ANMSwasthya Camps at the block level with video vans (Pilot basis)Child to community BCC for hygiene behavior, routine immunization and

ti f it b di itprevention of mosquito breeding sitesFolk performances and Nukkad Nataks

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Th k YThank You

For more details log on towww.sihfwrajasthan.com

or contact : Director-SIHFW

on

sihfwraj@yahoo.co.in