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BEHAVIOUR CHANGE COMMUNICATION FRAMEWORK

BEHAVIOUR CHANGE COMMUNICATION FRAMEWORK. Patricia Russell Regional Behaviour Change Communication Officer North-East Regional Health Authority March 18, 2009. BEHAVIOUR CHANGE COMMUNICATION .

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BEHAVIOUR CHANGE COMMUNICATION FRAMEWORK

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  1. BEHAVIOUR CHANGE COMMUNICATION FRAMEWORK Patricia Russell Regional Behaviour Change Communication Officer North-East Regional Health Authority March 18, 2009

  2. 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.

  3. BEHAVIOUR CHANGE COMMUNICATION

  4. 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

  5. Electronic Media: Radio Television Internet Cell phones/ipods Cds Dvds Print Media Brochures Pamphlets Fliers Posters Billboards Newspaper COMMUNICATION CHANNELS

  6. COMMUNICATION CHANNELS • Interactive Sessions • One-on-one • Drama/role play

  7. 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

  8. 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.

  9. BEHAVIOUR CHANGE COMMUNICATION (BCC) 2009 & BEYOND The 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.

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

  11. RISK BEHAVIOURS • Multiple sex partners • Incorrect & inconsistent condom use • Early initiation of sex • Sex during symptomatic STI period • Not seeking Treatment for STIs

  12. 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

  13. BEHAVIOUR CHANGE COMMUNICATION • We feel • We Change • We see

  14. BEHAVIOUR CHANGE COMMUNICATION We can help people to see by providing: • Compelling • Eye-catching • Dramatic situations This helps the target group to visualize problems, solutions and/key steps to solve problems

  15. BEHAVIOUR CHANGE COMMUNICATION • Seeing the new behaviour hits the emotion. • Visualization provides useful ideas that hit people at a deeper level than surfacing thinking.

  16. 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

  17. The best time to plant a tree is twenty years ago The next best time is now - African Proverb

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