BEHAVIOUR CHANGE BEHAVIOUR CHANGE COMMUNICATION COMMUNICATION

FRAMEWORKFRAMEWORK

BEHAVIOUR CHANGE BEHAVIOUR CHANGE COMMUNICATION COMMUNICATION

FRAMEWORKFRAMEWORKPatricia RussellPatricia Russell

Regional Behaviour Change Communication Officer Regional Behaviour Change Communication Officer North-East Regional Health AuthorityNorth-East Regional Health Authority

March 18, 2009March 18, 2009

BEHAVIOUR CHANGE COMMUNICATION

• is a multi-level tool working at the individual, couple, family, community, organisational and environmental levels) for:– promoting and sustaining risk reducing

behaviour – by distributing tailored health

messages in a variety of communication channels.

BEHAVIOUR CHANGE COMMUNICATION

COMMUNITY

ORGANISATION ENVIRONMENT

COUPLE

FAMILY

INDIVIDUAL

PREVENTION MESSAGES

• Abstinence Mek • Use a condom every time you

have sex• Be in the know; Get Tested• Support persons living with

HIV/AIDS• Pinch, Leave an inch and roll

COMMUNICATION CHANNELS

• Electronic Media: – Radio– Television– Internet – Cell phones/ipods– Cds– Dvds

• Print Media– Brochures– Pamphlets– Fliers– Posters– Billboards– Newspaper

COMMUNICATION CHANNELS

• Interactive Sessions• One-on-one• Drama/role play

BEHAVIOUR CHANGE COMMUNICATION (BCC) 2009 &

BEYOND• Strategies targetted at risk assessment

not at giving information (risk includes both personal risk practices and social vulnerability that increases risk).

• Building Condom negotiation skills• Building Self Efficacy• Theory Based Interventions• Evidence Based Interventions• Closer attention to M&E

SUSCEPTIBILITY & RISK

• In order to get individuals, communities or populations to change they must first recognize that they are susceptible.

• Risk perception is key to motivating behaviour change.

• Changing behaviours require:– understanding the basic facts– adopting key attitudes– learning a set of skills and – being given access to appropriate products

and services.

BEHAVIOUR CHANGE COMMUNICATION (BCC) 2009 &

BEYONDThe BCC strategy provides the framework: • Designing, implementing, monitoring and

evaluation of interventions conducted by the Parish teams and their partners.

• Interventions focus primarily on the reduction of risk behaviours that contribute to the spread/onset of any disease.

• Interventions are directed at specific audiences.

TARGET GROUPS• Adolescents (15 – 24)• Young adults (25 – 49)• Sex Workers• Men who have sex with men• Persons living with HIV/AIDS

(PLWHA)

RISK BEHAVIOURS• Multiple sex partners• Incorrect & inconsistent condom

use• Early initiation of sex• Sex during symptomatic STI period• Not seeking Treatment for STIs

INTERVENTION GUIDELINES

• Have been developed for each high risk group. (will be distributed)

• Outreach Tools: • Risk Knowledge Survey• Accepting Attitude Assessment• Booth Evaluation Form• Outreach Registration Testing Form• Registration Form

BEHAVIOUR CHANGE COMMUNICATION

• We see

• We feel

• We Change

BEHAVIOUR CHANGE COMMUNICATION

We can help people to see by providing:• Compelling• Eye-catching• Dramatic situations

This helps the target group to visualizeproblems, solutions and/key steps to

solveproblems

BEHAVIOUR CHANGE COMMUNICATION

• Seeing the new behaviour hits the emotion.

• Visualization provides useful ideas that hit people at a deeper level than surfacing thinking.

STRATEGIES FOR MANAGING BEHAVIOUR

• Identify the behaviour to be changed

• Determine the barriers

• Take steps to remove or reduce barriers

• Involve clients in planning the change

• Involve significant others in the change plan

• Recognize that change takes time

The best time to The best time to plant a tree is twenty plant a tree is twenty years agoyears agoThe next best time is The next best time is nownow - African Proverb