Post on 26-Dec-2015
Communication for Behaviour and Social Change
Making a difference through communication!
Presentation Objectives
By the end of this presentation, you should be able to:
• describe the steps in developing a communication strategy;
• explain CSBC programme needs and challenges.
Communication for Social and Behaviour Change
Communication for Social and Behaviour Change or CSBC is a wide range of activities and interventions targeted to specific individuals and groups that are intended to facilitate and promote selected changes in behaviour to mitigate HIV transmission and to strengthen care and support of those who are infected and/or affected by HIV and AIDS.
The interventions should enable individuals and groups to sustain positive behaviours to mitigate the impact of HIV and AIDS.
CSBC is developed within a framework and through the creation of communication strategies which focus on the lifestyle and social needs of individuals, their families, and the communities they live in.
The Purpose of CSBC
The purpose of CSBC is to help people gain the awareness, knowledge, skills and attitudes as well as the ability to meet their developmental needs.
CSBC is:– centered around people, that is based on an
audiences' needs and perceptions;– interactive;– developed through partnership and collaboration with
audiences;– integrated into existing and new social service
programming and people's lives;– learning and action based, in other words, oriented to
helping people understand issues and then be able to act in ways that improve their health, education or economic well being.
Role of CSBC in HIV and AIDS
• Increase knowledge • Stimulate community dialogue• Promote essential attitude change• Advocate for policy changes• Create a demand for information and
services• Reduce stigma and discrimination• Promote services for prevention and
care
Role of CSBC in a Comprehensive HIV and AIDS Programme
Care and support
Communitymobilization
Political support
Prevention
CSBC
Goals of Communication for Social and Behaviour Change for HIV and AIDS
• Safer sex practices (abstinence, delayed debut, less partners, condom use)
• Improved health care seeking behavior for STIs, TB
• Promote VCT and other services (MTCT)• Create a demand for HIV/AIDS information• Harm reduction of IDU (safer injecting)• Stimulate community discussion on risk • Reduce stigma and discrimination• Blood safety -- better practices, recruitment• Health worker attitudes and practices
Guiding Principles of CSBC
• Integrated comprehensive HIV and AIDS interventions and/or programmes
• Based on systematic formative assessment• Developed with active participation of the
stakeholders and the community• Uses a variety of communication channels• Monitoring and evaluation planned at the beginning
and implemented throughout the life of the intervention
• Involvement of PLWA• Positive and action oriented• Messages and materials are pre-tested
Mass Media
Community networks and
traditional media
Interpersonal/ group communication
• Unaware• Aware• Concerned• Knowledgeable• Motivated to
change• Trial behavior
change• Sustained behavior
change
Effectivecommunication
Enabling environment
User friendly services, andaccessible
commodities
Behavior Change Process Theory
Stages of ChangeContinuum
Enabling Factors
Channels
Possible Channels of Communication
Mass media: radio, TV, events
Traditional media, puppet shows,music drama
Print support materials
Interpersonal communication•Peer education•Health workers•NGOs/CBOs
Possible Partners and Channels
Partners• Local and state
government• Faith-based organizations• Unions – teachers,
transport workers• Youth• Non-governmental
organizations• Health care providers• Women’s organizations• Medical associations
Channels• TV/Radio/Newspaper• Print materials• Billboards• Outreach• Peer education• Pulpit• Community events• Social networks (church,
unions, military, women’s groups)
Mass Media
• Targeted to general community• Increases acceptance of and empathy
for community initiatives• Helps to create positive image of
condom use• Increases personal risk assessment• Tackles issue of stigma
Interpersonal Communication
• Outreach – with support tools• Peer education – with support tools• Local media – drama, puppets, etc.• Targeted materials for specific groups• Materials for health care workers
CSBC Strategy Development
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1. Programme Goals 3.
Identify Target Audience
5. Segment Target Population
4.ConductFormativeAssessment
2.Stakeholder Involvement
7. Design BCC Strategy and M&E Plan
8. DevelopCommunicationsMaterials
9.Pre-test Materials
10.Implement and Monitor
11.Monitoring and Evaluation
12.Feedback and Revision
6. Define Behavior Change Objectives
Developing an Effective CSBC Strategy
1. Programme Goals
• CSBC is based on the overall goals of the HIV and AIDS programme.
• A programme goal may be to decrease prevalence of HIV among a certain population group.
• Avoids future backlash.• Forges links for coordination and
collaboration.
2. Stakeholder Involvement
• Risk behavior• Gender• Age• Location • Ethnicity• Language• Primary and secondary target audiences
3. Identify Target Audience
• Perceptions of risk• Settings for risk• Opinion leaders/Change Agents• Services• Barriers to behavior change• Perceived key benefits• Media habits and entertainment habits• Health care seeking behaviors• Hopes and fears for the future• Communication resources and infrastructure
4. Conduct Formative Assessment
• Primary populations– Those at high risk or vulnerability– Those providing services– Policy makers
• Secondary populations that influence the primary populations ability to adopt or maintain safe behaviors
5. Segment Target Population
• Increase use of condoms• Increase use of services• Delay of sexual activity• Reduction in number of partners• Community’s ability to discuss risk and
stigma• Betterment of health provider attitude
6. Define Behavior Change Objectives
Examples of CSBC Objectives• Programme Objective
– Reduce prevalence of STIs among truck drivers • Behavior Change Objective
– Increase condom use– Reduction in number of partners– Increase appropriate STI seeking behavior
• Communication Objective– Increase self risk perception– Increase demand for information and STI services– Increase demand for condoms– Change in attitude about condom use and number of
partners– Increase skill in condom use
• Elements:– CSBC Objectives– Theme/Entry Point– Messages– Channels– M and E Plan– Partners– Resources
7. Design CSBC Strategy and M&E Plan
8. Develop Communications Materials
• To disseminate messages• Support print materials• Mass media materials• Spot development• Advocacy materials
Test for:• Comprehension• Attraction• Persuasion• Acceptability• Audience identification• Promotes action
9. Pre-test Materials
• Sequencing of activities• Coordination• Link to services• Interactive• Synergy of channels• Flexible• Target Interventions
10. Implementation and Monitoring
• Monitoring• Inputs and outputs• Pulse on perceptions• Evaluation• BSS Findings• Special Studies
11. Monitoring and Evaluation
• Communication is not static• Needs of community change over time• CSBC is constantly changing
12. Feedback and Revision
Summary: CSBC Programme Needs
1. Understand and use CSBC processes and principles, management, and planning.
2. Develop a coordinated delivery plan.
3. Establish quality standards.
4. Build well trained staff to provide a quality service.
5. Ensure availability of supplies, updated to meet changing needs and situations of target audience.
Summary: CSBC Programme Needs
6. Provide monitoring and logistic support for the staff and their work.
7. Monitor and maintain relationships among implementing agencies, beneficiaries and stakeholders.
8. Hold periodical review and evaluation of both the system and the results.
Challenges
• Integrating CSBC into all programme elements
• Limited training resources• Political and physical environments • Sustainability and flexibility• Expanding the response • Linkages and coordination• Developing sound CSBC objectives• Developing capacity in CSBC
Conclusion• CSBC is not a collection of different,
isolated communication tactics, but rather, it is a framework of linked approaches that function as part of an on-going, interactive process.