CENTRAL OBJECTIVE

The students will be acquire knowledge and understanding about Behavior change communication and develop desirable
knowledge, attitude, skills and also help them to apply this gained knowledge and skills in practice of health education activities at
community settings.

CONTRIBUTORY OBJECTIVES

The students will be able to

 state the meaning and definition of BCC

 describe the criteria and importance
 enumerate the guiding principles
 discuss the channels of communication
 narrate the tips for effective interpersonal communication
 explain the steps of BCC
 mention the guidelines for successful BCC
 list the benefits and barriers.
INTRODUCTION
I give one clue from that you may guess what topic , we are going to discuss today ,we play one connection game from
that guess my topic?

First image indicate what the person doing, which shows his …………….?, yes Behavior
Second image indicate, by pressing the button of remote we can ……………? yes change
Third image indicate what ……………….yes into positive behavior
If it is done through communication ?

Can you guess my topic? yes my topic is BEHAVIOR CHANGE COMMUNICATION

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1. 2 min State the meaning MEANING Explaining Listening and Roller What is
and definition of taking notes board Behavior change
Behavior change A behavioral change can be a temporary or permanent communication?
communication effect that is considered a change in an
individual's behavior when compared to previous
behavior. This change is generally characterized by
changes in thinking, interpretations, emotions, or
relationships. These changes can be either good or bad,
depending on which behavior is being affected.
-Wikipedia
DEFINITION

Behavior Change Communication (BCC) is a

communication strategy which encourages
individual/community to change their behavior.
Behavior change communication (BCC) is the strategic
use of communication to promote positive health
outcomes, based on proven theories and models of
behavior change
(CDC 2018).
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2. 2 min Describe the CRITERIA FOR DEVELOPING BCC Explaining and Listening and Pamphlet Tell me any two
MESSAGES: asking answering the importance of
criteria and
BCC messages must be: questions questions behavior change
importance of communication?
 Research centered
Behavior change
 Client centered
communication  Benefit Leaning
 Service Interrelated
 Professionally developed, and interrelated to
behavior change
IMPORTANCE OF BCC:
 Increase in knowledge and attitude of the
people
 BCC helps to trigger and stimulate people for
adopting positive behavioral approaches
 BCC promotes appropriate and essential
attitude change
 As BCC strategies and messages are tailored
for specific target groups, these strategies are
efficient and effective.
 BCC approaches are more sustainable and
acceptable
 BCC helps to increase learning and skills
 It improve aptitudes and feeling of self-
adequacy
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Cont…
1.At individual-level
 BCC helps in learning, mindfulness,
convictions, and sentiments about wellbeing
practices. It plays a significant role in deciding
wellbeing conduct.
2. At community-level
 BCC approach stimulates community to take
ownership towards the approach. Additionally, it
will also help the community to replicate the
positive practices in bigger level.
3. At national level
 BCC will play a significant role in lobbying &
advocacy of certain practices. These approaches
will support and encourage government and
other stakeholders to bring a positive whim
among all the citizens for adopting positive
behavioral practices.
3. 2 mins Enumerate the Explaining Listening and OHP Tell me any two
guiding principles GUIDING PRINCIPLES OF BCC: taking notes principles to be
of BCC The guiding principles of BCC are: followed in
 BCC should be integrated with the goal and
BCC?
objective of the program
 Formative BCC assessments must be carried out
while developing BCC messages
 Target population must participate during BCC
development
 Key and direct stakeholders need to be involved
from the design stage of BCC
 Pre-testing must be done for effective BCC
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materials.
 BCC programs must involve planning for
monitoring and evaluation.
 BCC strategies must be positive and action
oriented. 
Explaining and Listening and Flannel Which
Discuss the CHANNELS OF BEHAVIOURAL CHANGE asking
4. 2 min answering the Board communication
channels of BCC
COMMUNICATION questions questions is effective in
BCC?
Diagram I
message
Person A Person B
channel

message
channel
Diagram II
Information Transmitter
source A

Destination Receiver
B
The communication processes are concerned with
the flow of information from one source to that of the
other.Diagram-I is a model of face to-face
communication, or, the two way communication
process, while Diagram-II describes the mediated
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Cont….

communication, where the use of various means of

communication are used. Mass communication
denotes message transfer via mass media such as,
newspaper, magazines, films, radio, television and
internet to reach large audience. Early researchers in
mass communication thought the mass media were
powerful tools in influencing individual’s attitudes
and behaviours.

The channels of interpersonal

communication to be used for BCC by the health
personnel for the propagation of health and family
welfare massages in the countryside are through
neighbours, youth club members, Panchayat
members, Mahila Mandal members, etc. In
interpersonal communication, the functionaries of the
line departments can be used for BCC.

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5. 2min Narrate the tips for TIPS FOR EFFECTIVE INTERPERSONAL Explaining and Listening and Pamphlet Tell me any two
effective asking answering the tips for effective
interpersonal COMMUNICATION questions questions interpersonal
communication communication?
i) Introduce yourself before the audiance

ii) Explain purpose of visit and your expectation

iii) Establish mutual understanding between you and
the audiance
iv) Allow the audience to speak and interact and do
not prevent them while they are expressing their
feelings
v) Win the confidence of the audience by
encouraging them
vi) Understand their problems and symapthasise
vii) Analyze whether your interest and his/ or her
6. 7 min Explain the steps problems are the same or different Explaining and Listening and Power What are the
of BCC asking answering the point steps of BCC?
STEPS OF BEHAVIOURAL CHANGE questions questions
COMMUNICATION

Step-1: Need Analysis Step-

2: Strategy Development
Step-3: Identification and Training of BCC team
Step-4: Development and Pre-testing of BCC
materials
Step-5: Implementation and Monitoring of BCC
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 Cont... Programme.
6.Evaluation
7.Follow up

Step-1: Need Analysis: during the process of

need analysis, the BCC experts have to look into
following aspects.
i) Identification of various needs and issues in the
area.
ii) The characteristics of population, i.e., gender,
caste, ethnicity, etc. It is true that the health care
needs vary from community to community.
iii) Which aspects of family health care issues can be
addressed through communication

Step-2: Strategy Development: It is the most

important in this stage where following points are
largely taken care: i) The goal and objectives of BCC
programme are clearly identified. While doing so, it
has to be ensured that the objectives are SMART-
Specific, Measurable, Appropriate, Realistic, and
Time bound.
ii) Develop a framework and show how the BCC
programme activities would be helpful to achieve
programme goal and objectives of health and family

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 Cont… Welfare.

iii) Prioritizing various channels of BCC. The

cooperation of community and community leaders
must be obtained

Step-3: Identification and Training of BCC

Team–the third step is to choose a media team.
People with experience in health communication
must be given preference. The team should include
people with technical knowledge and also
generalists. A team member with knowledge of the
development of BCC materials would be of great
help. To be precise, the team need to comprise
health, nursing and health-related, and media
personnel.

Step-4: Development and Pre-Testing of BCC

Materials: once the BCC team is selected, the duty
of the team is to prepare BCC materials and pretest it
over a sample before finally taking it to larger
audience. Good quality BCC materials have the
following characteristics
i) accuracy
ii) clarity and consistency
iii) relevancy and need-based

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 Cont…

iv) appealing
v) sensitive to gender differences
Step-5: Implementation and Monitoring:
The implementation process starts after the
development of BCC materials. The BCC team
should mobilize a large number of stakeholders who
want to provide help to implement activities and
develop a broad sense of ownership. Involve the
stake holders and a few active audiences. These
audiences also may be involved in the monitoring
and assessment of BCC materials for making
recommendations and further improvement of BCC
activities and materials.

Step-6: Evaluation: In this stage following three

activities are to be conducted: i) Measure outcomes
and assess impact ii) Disseminate results to partners,
key stake holders, the news media, and funding
agencies. iii) Record lesson learned and archive
research finding for use in future programs.
Step-7: Follow up:
The last step in the BCC strategy is follow up. If it is
an action research programme, then the BCC Team

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 Cont…

has to follow up, usually after six months and collect

the gaps in activities and materials from the clientele.
Then, revise or redesign the programme based on
both evaluation and follow up. Explaining and Listening and Black Can you say any
7. 1min Mention the asking answering the Board two guidelines
guidelines for GUIDELINES FOR SUCCESSFUL BEHAVIOR questions questions for successful
successful CHANGECOMMUNICATION behavior
behavior change communication?
communication i) Controlling Assumptions
ii)Avoid Communication Under Emotions

iii) Quality Listening/Listening with Full

Concentration.

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8. 2min List the benefits of BENEFITS OF BCC Explaining and Listening and Handout Can you say any
BCC asking answering the two benefits of
Some important benefits of BCC are that it questions questions BCC?
a) enhances knowledge, attitude, and skill
b) stimulates community dialogue
c) promotes essential attitude change
d) creates demand for information and services
e) advocates for appropriate family health care
education policies
f) enhances use of promotive, preventive and curative
health care services
g) it is more relevant to the illiterate and less literate
audiences.

BARRIERS OF BCC

 Socio-Cultural Barriers
 Provision of health care services barrier and

 socio-economic hurdles

Indian J Community Med. 2021 Apr-Jun; 46(2): 186–190.

Published online 2021 May 29. doi: 10.4103/ijcm.IJCM_441_20

 PMCID: PMC8281832

PMID: 34321723

Behavior Change Communication: Past, Present, and Future

S. Nancy and Amol R. Dongre

Author information Article notes Copyright and License information Disclaimer

Go to:

Abstract

Behavior change communication (BCC) aids in the prevention of both communicable and noncommunicable diseases in
clinical settings and public health. Emerging and re-emerging infectious diseases in the future need to be tackled by
developing behavioral immunity through effective BCC strategies. Health education and Information Education and
Communication gradually evolved to BCC primarily focusing on creating a conducive environment for promoting
behavior change. Various theories/models operating at the individual, inter-personal, and community levels were put
forward to explain the core constructs of behavior change. Each theory/model has its own strengths and weaknesses in
its applicability. In practice, no theory is perfect and each has certain limitations. Hence, a battery of theories may be
needed to develop a BCC strategy. This review article critically appraises the evolution of BCC, the strengths and
weaknesses of BCC theories/models and it's applicability from the past to the future. This review will benefit
postgraduates and public health workers in understanding the concepts of BCC and applying the same in their practice.

NURSING EDUCATION
EVALUATION
ASSIGNMENT
Write an assignment on Behavior change communication and submit on next Monday

TEST

TIME :1 HOUR MARKS:25MARKS

I .Ellaborate on: 1X20=20

a)Define Behavior change communication(2)

b)Explain detail about the importance ,guiding principles and channels of Behavior change communication.(10)

c)Describe the steps of Behavior change communication (8)

II. Write notes on : 1X5=5

a)Explain the benefits of Behavior change communication

SUMMARY
 so far we have discussed about Behavior change communication.we have seen the meaning,definition,criteria,importance,guiding
principles that it should be integrated with goal and objective ,target population must participate during BCC development ,channels of
behavior change communiction-face to face and two way communication process,mutual understanding ,allowing the audience to speak
and interact and win the confidence of audience are needed for effective interpersonal communication,Need analysis,Strategy
development,Identification and training of BCC team,Development and Pre-testing of BCC materialsImplementation and Monitoring
Evaluation and Follow up are the steps of BCC,finally seen the benefits and barriers of behavior change communication.

CONCLUSION

Through this teaching students acquired knowledge and understood about Behavior change communication and developed
desirable knowledge, attitude and skills related to it and apply this gained knowledge, skills and attitude in the practice of health education
activities at community settings.

BIBLIOGRAPHY:
 TEACHER REFERENCES:

Park.k(2021). “Text book of preventive and social medicine”,(26th edition),Banarsidas Bhanot publishers,Jabalpur.
Clement.I, “Basic concepts of community health nursing.” (2nd edition),Jaypee brothers medical publishers,Newdelhi.
Ann Allender.J,etal.(2014) “Community Health Nursing”.(8th edition),Wolters kluwer,Philadelphia.
Bijayalakshmi Dash(2017). “A comprehensive text book of community health nursing”,(1st edition), Jaypee brothers medical
publishers,Newdelhi.
Greta Thornbory(2009). “Public health nursing”,(1 st edition),Wiley Blackwell publication,United kingdom.
Suresh ,K.(2012). “Communication And Educational Technology In Nursing”.(1St Edition),Elsvier India Pvt. Ltd, New Delhi.
Shebeer, K.Bazeer. (2012). “Text Book Of Nursing Education” .(2nd Edition),Jaypee Brothers Medical Publications,New Delhi.
ElakkuvanaBhaskararaj, D.( 2017). “Text Book Of Nursing Education”.(2nd Edition),Emmess Medical Publishers,Bangalore.
Neeraja,K,P.(2003). “ Textbook Of Nursing Education” . (1stEdition),Jaypeebrothers Medical Publications,New Delhi.
Pramila,R.(2010). “Nursing communication and educational technology” .(1st Edition),Jaypee brothers medical publishers(P) Ltd,
New delhi.

STUDENT REFERENCE:

 Basavanthappa,B,T.(2009). “Nursing education”.(2nd Edition),Jaypee brothers medical publishers (P) Ltd,Newdelhi.

 Elakkuvanna B.(2013). “Textbook of Nursing Education”. (1St Edition),Emmess medical publishers,Bangalore.
 Park.k(2021). “Text book of preventive and social medicine”,(26th edition),Banarsidas Bhanot publishers,Jabalpur.
 Bijayalakshmi Dash(2017). “A comprehensive text book of community health nursing”,(1st edition), Jaypee brothers medical
publishers,Newdelhi.
 Shebeer, K.Bazeer. (2012). “Text Book Of Nursing Education”.(2nd Edition),Jaypee Brothers Medical Publications,Newdelhi.
 Neeraja ,K,P. (2003). “The textbook of Nursing Education.(1st Edition),Jaypee publications,Newdelhi.
 Pramila,R.(2010). “Nursing communication and educational technology .(1st Edition),Jaypee brothers medical publishers(P)
Ltd,Newdelhi.
 Sankaranarayanan.B.(2010).Learning and Teaching Nursing”.(4 th edition), Jaypee Brothers Medical Publications,Newdelhi.
NET REFERENCES:

 https://www.egyankosh.ac.in/bitstream
 https://www.public healthnotes.com
 https://www.wikipedia.org

JOURNAL REFERENCES

 International journal of Innovative Research and Development,September 2018.

 Indian journal of Community medicine,April 2021.
 International journal of Nursing Education and Research,2019.
 COLLEGE OF NURSING
MADURAI MEDICAL COLLEGE
MADURAI – 20

COMMUNITY HEALTH NURSING -I

MICRO TEACHING (SKELETAL PLAN) ON

BEHAVIOR CHANGE COMMUNICATION

SUBMITTED BY SUBMITTED TO
ANITHA.A, Miss.A.SHANTHI M.Sc(N),

I YEAR M.Sc. (N), READER,

COLLEGE OF NURSING, COLLEGE OF NURSING,

MADURAI MEDICAL COLLEGE, MADURAI MEDICAL COLLEGE,

MADURAI-20. MADURAI-20.

SIGNATURE OF THE FACULTY SUBMITTED ON: 05 .03.2023

PLACEMENT : I YEAR M.Sc. NURSING

SUBJECT :COMMUNITY HEALTH NURSING-I

TOPIC : BEHAVIOR CHANGE COMMUNICATION

GROUP OF STUDENTS : PEER GROUP

VENUE : I YEAR M.Sc. NURSING CLASS ROOM

DATE :

METHOD OF TEACHING : LECTURE CUM DISCUSSION

TEACHING AIDS : ROLLER BOARD, CHART, FLANNEL BOARD, HANDOUT, PAMPHLET,POWERPOINT.

NAME OF THE GUIDE : Miss.A.SHANTHI M.Sc(N)

READER,

COLLEGE OF NURSING,

MADURAI MEDICAL COLLEGE

MADURAI -20.

NAME OF THE EVALUATOR : Prof.Dr.S.RAJAMANI,M.Sc(N),MBA(HM),MSc(Psy).,Ph.D

PRINCIPAL,
COLLEGE OF NURSING
MADURAI MEDICAL COLLEGE,

MADURAI - 20