BEHAVIOUR CHANGE

COMMUNICATION

MRS. NAMITA BATRA GUIN

Associate Professor
Deptt. of Community Health Nursing
 BEHAVIOUR 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
 BEHAVIOUR CHANGE
COMMUNICATION

• 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.
• 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.
PROCESS OF BEHAVIOUR CHANGE
CRITERIA FOR DEVELOPING BEHAVIOUR CHANGE
COMMUNICATION MESSAGES

Research centered Client centered Benefit Learning

Professionally
Service developed, and
Interrelated 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
 • At individual-level
• BCC helps in learning, mindfulness, convictions, and
sentiments about wellbeing practices. It plays a significant
role in deciding wellbeing conduct.

• At community-level
BCC AT DIFFERENT • BCC approach stimulates community to take ownership
towards the approach. Additionally, it will also help the
LEVELS community to replicate the positive practices in bigger
level.
• 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
behavioural practices.
 GUIDING PRINCIPLES OF BCC

• BCC should be integrated with the goal and 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 materials
• BCC programs must involve planning for monitoring and evaluation.
• BCC strategies must be positive and action oriented. 
STEPS FOR DEVELOPING BCC
 DEVELOPMENT OF BCC MESSAGE

• 1. Analysis
• Comprehend the idea of the issues and hindrances to change.
• Tune in to a potential group of spectators, survey existing project approaches, assets,
qualities, and shortcomings and investigate correspondence assets.
• 2. Strategic Design
• Settle on destinations, recognize crowd portions, position the idea for the group of
spectators
• Explain the conduct change model to be utilized, select channels of correspondence,
plan for relational discourse, draw up an activity plan, and structure for assessment.
 DEVELOPMENT OF BCC MESSAGE

• 3. Development, Pretesting, Revision, and Production 

• Create message ideas, pretest with a group of spectator’s individuals and guards.
• Amend and produce messages/materials and pretest new and existing materials.
• 4. The executives, implementation, and monitoring 
• Implement the BCC and carry out continuous monitoring to see the positive and negative effects.
• Conduct critical analysis of the approach.
• Make sure that the messages coherent with the objective of the BCC.
• 5. Making arrangements for continuity 
• Acclimate to changing conditions and plan for progression and independence.
 BCC STRATEGIES IN HEALTH

• User identification
• Community Mobilization: Mass media for making mindfulness for national
projects like adolescent wellbeing, MCH wellbeing administrations, and so
forth.
• Platform: Home visits, gatherings
• Target population: Identify the key target population of the message
• Advancement of healthy behavior messages: MCH, Nutrition, Contraception,
Adolescents, Health, Hygiene, Sanitation, Epidemics, and so on.
 LIMITATIONS OF BCC

a) Material-focused as opposed to conducting focused:

• In most of the cases, BCC approaches are considered as ‘material-focused’ rather than ‘conduct focused.
• This implies the greater part of the consideration; time and assets go into the generation of materials, (for example,
handouts).
• In any case, while alluring materials may grab somebody’s eye, they do not without anyone else persuade
individuals to change conduct.
b) Limited capacity within local line agencies:
• Local agencies and organizations might not have enough skills and ability to develop triggering BCC messages.
• There may be limited abled human resource to facilitate the process of effective BCC message generation
• BCC messages if not prepared without having proper idea about the context of the target population might be
useless and go in vain
 ROLE OF BCC IN HIV/AIDS

• Increase knowledge : BCC can ensure that people are given

the basic facts about HIV and AIDS in a language or medium
that they can understand and relate to .
• Stimulate community dialogue : BCC can encourage
community and national discussions on the basic facts of
HIV/AIDS & the underlying factors that contribute to the
epidemic, such as risk behaviors and risk settings,
environments and cultural practices related to sex and sexuality.
 ROLE OF BCC IN HIV/AIDS

• Promote essential attitude change : BCC can lead to appropriate

attitudinal changes about, for e.g, perceived personal risk of HIV
infection, belief in the right to and responsibility for safe practices and
health supporting services etc .
• Advocate for policy changes : BCC can lead policymakers and opinion
leaders toward effective approaches to the epidemic.
• Improve skills and sense of self-efficacy: It can focus on teaching or
reinforcing new skills and behaviors, such as condom use, negotiating
safer sex and safe injecting practices.
 ROLE OF BCC IN HIV/AIDS

• Create a demand for information and services: BCC can spur individuals
and communities to demand information on HIV/AIDS and appropriate
services.
• Reduce stigma and discrimination: Communication about HIV prevention
and AIDS mitigation should address stigma and discrimination and attempt to
influence social responses to them .
• Promote services for prevention and care : BCC can promote services for
STIs, intravenous drug users (IDUs), orphans and vulnerable children (OVCs);
voluntary counseling and testing (VCT) for mother-to-child transmission
(MTCT); support groups for PLHA; clinical care for opportunistic infections;
and social and economic support.
THANK YOU