Bcc training concept and practice
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BCC: Theory & Practice By: RAO Nebrida (PHANSuP)
Training on Behavior Change Communication to Improve
Access to and Utilization of MNH and TB Services Norfil Training Center I 21-23 November 2011
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Behavior Change Communication
???
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<videos for discussion: piano stair & deepest bin>
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20-minExercise: Per Barangay 1. Introduce each Group Member: nickname, nature
of work/responsibility, key word to remember him/her
2. What is your group’s collective understanding of Behavior Change Communication?
3. How long have you been doing BCC? (indicate number of years per group member then Group Total)
4. Enumerate and discuss your own experience in BCC. Be specific.
5. What specific problems, challenges or issues have you encountered?
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BCC – What is it?
• NATURE:
Any “communication” that helps foster a change in behavior in individuals, families, groups or communities.
Communication: interpersonal, group talks, mass media, visual and print materials, videos, etc.
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BCC – What is it?
• FUNCTION:
Is a multi-level tool for promoting and sustaining risk-reducing behavior change in a person/people by distributing tailored health messages in a variety of communication channels.
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BCC – What is it?
• PROCESS:
listening, understanding, and then negotiating with a person/people for long-term positive health behaviors.
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BCC – What is it?
• APPROACH:
Meaningfully engage target individual/group by TALKING with them, LISTENING to them, and having them agree (NEGOTIATION) to try something new.
Not just telling them to do something different!
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BC: How it happens?
http://rkhawks.blogspot.com/2011/03/my-stages-of-change.html
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BCC: What to do at each stage?
http://psychology.about.com/od/behavioralpsychology/ss/behaviorchange_3.htm
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BCC: What to do at each stage?
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BCC: What to do at each stage?
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BCC: What to do at each stage?
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BC: What to do?
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BC: What to do at each stage?
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BCC: Activities
Pre-contemplation
Contemplation
Action
Maintenance
So
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CC
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ACCESS (A) = a1 + a2 + a3 + a4
access
available
adequate
acceptable
affordable
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PSI’s behavior change framework
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BC Determinant: Opportunity
• Opportunity summarizes modifiable societal or structural level elements that are thought necessary to increase the likelihood that a person will be able to use a health product or service. These include awareness of methods and sources of supply and perceptions of social marketing brands and their attributes.
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BC Determinant: Ability
• Ability summarizes interpersonal level behavior change constructs such as social norms and perceptions of self-efficacy and affordability that assist or inhibit individuals to be able to act, given opportunity and motivation.
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BC Determinant: Motivation
• Motivation summarizes individual level behavior change constructs such as awareness of a health problem, its causes and severity. This awareness then results in an assessment of personal risk.
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BCC Core Strategies: Education, Law & Marketing
• Education can affect ability and motivation, but is not able to create opportunity – such as increasing the availability of health services -- for people to behave. Law is useful when opportunity and ability to behave are present, but motivation is absent and unlikely to be induced through marketing or education. Yet, legal interventions are considered inappropriate when less coercive interventions, like marketing, are effective. Marketing complements both law and education by its capacity to affect all three summary determinants of behavior change -- opportunity, ability and motivation – and by permitting targeted audiences to change behavior voluntarily.
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http://live-the-solution.com/
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BCC: People learn best by...
Source: BCC for Improved Infant Feeding, Linkages Project. March 2004.
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Gawin natin... Let’s DOH it! Workshop:
Assessing the Malabon RUP BCC Context – In search of hindering and facilitating factors...
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WS Output 1: Opportunity
Factor MNH Services TB Services
Availability
Brand Appeal or Reputation
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WS Output 2: Ability
Factor MNH TB
Affordability of services/products
Social norms and support (customs, laws, regulations, etc) that are pertinent to the health issue
Self-efficacy (experience with the service or product)
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WS Output 3: Motivation
Factor MNH Clients TB Clients
Awareness of health problem
Awareness of causes of the problem
Awareness of severity of the problem
Outcome expectation