1 / 21

Behavior Change: from Theory to Practice

Behavior Change: from Theory to Practice. Gloria Coe Office of HIV/AIDS USAID Julia Rosenbaum Academy for Educational Development The CHANGE Project May 12, 2003. Why Behavior Change?. Key behavioral aspects of all health conditions

gisela
Download Presentation

Behavior Change: from Theory to Practice

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Behavior Change: from Theory to Practice Gloria Coe Office ofHIV/AIDS USAID Julia Rosenbaum Academy for Educational Development The CHANGE Project May 12, 2003

  2. Why Behavior Change? • Key behavioral aspects of all health conditions • Must address if we are to achieve improved health outcomes

  3. Behavior Change Communication • Behavior change • How to understand behavior change? • Robust theories to understand behavior across cultures, diseases/conditions, and disciplines. • More than 300 theories • 4-6 widely used (references in handout) • Communication • Tools and strategies to facilitate behavior change.

  4. AIDSCOM Framework

  5. EXTERNAL Access Policy Skills Culture INTERNAL Knowledge Perceived risk Consequences Self-efficacy Perceived social norms Attitudes Intentions Some Common Factors Or Behavioral Determinants

  6. BEHAVEFramework KEY FACTORS PRIORITY AUDIENCE BEHAVIOR ACTIVITIES In order to help: to: we will focus on: through:

  7. Exclusive Breastfeeding KEY FACTORS PRIORITY AUDIENCE BEHAVIOR ACTIVITIES In order to help: to: we will focus on: through: Mothers giving birth in hospitals Begin breastfeeding within one hour of birth and breastfeed exclusively through 6 months • Policy change in hospitals • Monitoring & regulation of policies • Training/support of all birth personnel • Radio and IPC aimed at mothers -in-law • Mothers support groups • Hospital policies • Knowledge that breast milk is sufficient • Proper BF skills • Supportive norms (family & other) • Import policies/ national policies on breast milk substitutes

  8. Different Factors are Importantfor Different Health Behaviors

  9. The BEHAVE FrameworkWorks at all Levels • Individuals • Family/household • Community • Institutional systems • Policy makers/Health planners

  10. Four Important Factors for HIV/AIDS-Related Behaviors • KNOWLEDGE • SUBJECTIVE NORM • PERCEIVED RISK • SELF-EFFICACY

  11. Questions • AIDS can be a serious health problem for each of us. People infected with AIDS can suffer a great deal. If you were a carrier of the AIDS virus, do you think you could be cured? • Can you do anything to protect yourself against AIDS? What can you do? Does knowing how to use a condom correctly protect you from AIDS? • How do you think people become infected with AIDS? Can an infected person who looks and feels well infect others with AIDS? You can tell by looking whether someone has AIDS. • Do you and your friends ever talk about using condoms? Do your friends use condoms? Has your sexual partner ever suggested using a condom?

  12. Self-Efficacy * Statistically significant at p<.05

  13. Social Norms *** Statistically significant at p<.001

  14. Perceived Risk

  15. Knowledge *** Statistically significant at p<.05

  16. PMTCT KEY FACTORS PRIORITY AUDIENCE BEHAVIOR ACTIVITIES In order to help: to: we will focus on: through: Pregnant women Accept an HIV test during prenatal care Comply w/ ARV regimen to prevent vertical transmission of HIV- • Specific knowledge about transmission and treatment make a difference • Norms about sexuality • Perceived consequences of HIV+ diagnosis • Health worker attitudes and behaviors • Drug availability

  17. Understanding & Challenging Stigma • Stigma/discrimination • challenge to combating HIV/AIDS • Research conducted by ICRW/CHANGE and local partners in 3 countries • root causes • Non-awareness/denial • Ignorance/fear • Shame/blame

  18. PMTCT KEY FACTORS PRIORITY AUDIENCE BEHAVIOR ACTIVITIES In order to help: to: we will focus on: through: Pregnant women Accept an HIV test during prenatal care Accept ARV regimen to prevent vertical transmission of HIV- • Specific knowledge about transmission and treatment make a difference • Norms about sexuality • Perceived consequences of HIV+ diagnosis • Health worker attitudes and behaviors • Mass media • Interpersonal communication at various levels • Logistics • Advocacy (budget allocation/donation)

  19. HIV-AIDS Anti-Stigma Toolkit • Introduction • Naming the Problem • Half Knowledge & Fear • Sex, Morality, Shame & Blame • Living with and Caring for PLWHAs within the Family • PLWHAs Coping with Stigma • Stigmatized Children • Planning for Action

  20. Mass Media Approach • PSI – AIDMARK Kenya Spots

  21. Confronting Stigma: Mass Media • Who are these targeting? • Which determinants do they address? • Are they effective? Why/why not?

More Related