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.
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Making a difference through communication!
By the end of this presentation, you should be able to:
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 is to help people gain the awareness, knowledge, skills and attitudes as well as the ability to meet their developmental needs.
Unaware HIV and AIDS
Motivated to change
Sustained behavior changeBehavior Change Process Theory
Community networks and traditional media
Interpersonal/ group communication
Stages of Change
Mass media: radio, TV, events
Traditional media, puppet shows,
Print support materials
Partners HIV and AIDS
Local and state government
Unions – teachers, transport workers
Health care providers
Social networks (church, unions, military, women’s groups)Possible Partners and Channels
Identify Target Audience
Segment Target Population
Define Behavior Change Objectives
Feedback and Revision
Design BCC Strategy and M&E Plan
Monitoring and Evaluation
Implement and Monitor