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1. Communication for Behaviour and Social Change Making a difference through communication!
2. 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.
3. 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.
4. 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.
centered around people, that is based on an audiences' needs and perceptions;
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.
5. 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
6. Role of CSBC in a Comprehensive HIV and AIDS Programme A comprehensive HIV/AIDS program will contain a combination of prevention, care and support services, community mobilization, and political support. The BCC component can link these various elements together and contribute to changing the way individuals, communities, and societies deal with underlying issues.A comprehensive HIV/AIDS program will contain a combination of prevention, care and support services, community mobilization, and political support. The BCC component can link these various elements together and contribute to changing the way individuals, communities, and societies deal with underlying issues.
7. 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
8. 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
Motivated to change
Sustained behavior change Behavior Change Process Theory When changing behavior, the individual, community, or institution goes through a series of steps?from unaware, to concerned, to sustained behavior change. Understanding where the majority of a group is in the change process is crucial when designing a BCC strategy. When audiences become ready to change, the activities, services, or products being promoted must be available to them.
When changing behavior, the individual, community, or institution goes through a series of steps?from unaware, to concerned, to sustained behavior change. Understanding where the majority of a group is in the change process is crucial when designing a BCC strategy. When audiences become ready to change, the activities, services, or products being promoted must be available to them.
10. Possible Channels of Communication
11. Possible Partners and Channels Partners
Local and state government
Unions ? teachers, transport workers
Health care providers
Medical associations Channels
Social networks (church, unions, military, women?s groups)
12. 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
13. 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
14. CSBC Strategy Development
15. Developing an Effective CSBC Strategy
16. 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.
17. Avoids future backlash.
Forges links for coordination and collaboration. 2. Stakeholder Involvement
18. Risk behavior
Primary and secondary target audiences 3. Identify Target Audience
19. Perceptions of risk
Settings for risk
Opinion leaders/Change Agents
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
20. Primary populations
Those at high risk or vulnerability
Those providing services
Secondary populations that influence the primary populations ability to adopt or maintain safe behaviors 5. Segment Target Population
21. 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
22. 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
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
M and E Plan
7. Design CSBC Strategy and M&E Plan
24. 8. Develop Communications Materials To disseminate messages
Support print materials
Mass media materials
25. Test for:
Promotes action 9. Pre-test Materials
26. Sequencing of activities
Link to services
Synergy of channels
Target Interventions 10. Implementation and Monitoring
Inputs and outputs
Pulse on perceptions
Special Studies 11. Monitoring and Evaluation
28. Communication is not static
Needs of community change over time
CSBC is constantly changing 12. Feedback and Revision
29. Summary: CSBC Programme Needs Understand and use CSBC processes and principles, management, and planning.
Develop a coordinated delivery plan.
Establish quality standards.
Build well trained staff to provide a quality service.
Ensure availability of supplies, updated to meet changing needs and situations of target audience.
30. Summary: CSBC Programme Needs Provide monitoring and logistic support for the staff and their work.
Monitor and maintain relationships among implementing agencies, beneficiaries and stakeholders.
Hold periodical review and evaluation of both the system and the results.
31. 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
32. 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.