Behavior's Change Communication is an interactive process of any intervention with individuals, group or community to develop communication strategies to promote positive health behavioral which are appropriate to the current social conditions and thereby help the society to solve their pressing health problems
5. BCC (Behaviour change
communication) skills are crucial for
effectively influencing and guiding
individuals or groups toward adopting
new behaviours or modifying
existing ones
Whether you are a healthcare
professional, educator, marketer or
simply someone trying to motivate
others, mastering these skills can be
highly beneficial.
6. ACTIVE LISTENING
STORY TELLING
EMPATHY
GOAL SETTING
ADAPTABILITY
ETHICAL CONSIDERATION
CONFLICT SOLUTIONS
POSITIVE REINFORCEMENT
BUILDING TRUST
MOTIVATIONAL INTERVIEWING
EFFECTIVE QUESTIONING
CLEAR AND CONCISE COMMUNICATION
CULTURAL SENSTIVITY
Communication skills
8. Communication process involves a source which can called as
sender or health worker. It is the fundamental aspect of human
interaction and involves several key elements
SENDER- the sender is the person or entity initiating the
communication. They have a message or information they want to
convey to the receiver. The sender encodes this message into a form
that can be transmitted, such as spoken words, written text, gestures,
or visual cues.
ENCODING- The sender begins with encoding process wherein
he uses certain words or non-verbal methods such as symbols, signs,
body gestures. Etc. to translate the information into a message. The
sender’s knowledge, skills, perception, background, competencies
etc has a great impact on the success of the message.
9. MESSAGE- once the encoding is finished the sender gets
the message that he intends to convey. The message can be
written, oral, symbolic or non-verbal such as body gestures,
silence, sighs, sound etc. or any other signal that triggers the
response of a receiver.
COMMUNICATION CHANNEL- the sender chooses the
medium through which he wants to convey his message to
the recipient. It must be selected carefully in order to make
the message effective and correctly interpreted by the
receiver. The choice of medium depends on the IPR b/w the
sender and the receiver and also on the urgency of the
message being sent.
Oral, virtual, written, sound, gestures etc. are some of the
commonly used communication mediums.
10. RECEIVER- the receiver is the person for whom the
message is intended or targeted. He tries to comprehend
it in best possible manners such that the communication
objective is attained.
The degree to which the receiver decodes the message
depends on his knowledge of the subject matter,
experience, trust and r/ship with the sender.
DECODING- here, the receiver interprets the sender
message and tries to understand it in the best possible
manner. An effective communication occurs only if the
receiver understands the message in exactly the same
way as it was intended by the sender
NOISE- the noise show the barriers in the communication.
There are chances when the message sent by sender is not
received by the recipient.
12. • Previous study had reveled that IEC
method of communication have stop
creating awareness in general
population but in the place of that the
BCC is characterized by its direct
approach towards changing behavior.
• Audience are carefully segmented,
message and material are presented and
both media and inter-personal channels
are used to achieve behavioral
objectives.
ANALYSIS
STRATEGIC
DESIGN
DEVELOPMENT &
TESTING
IMPLEMENTATION
& MONITORING
EVALUATION &
RE- PLANNING
13. 1. ANALYSIS
Identify the issue regarding negative behavior that need to be addressed. Collect information regarding the individual
or family. There are two components of analyses.
SITUATION ANALYSIS-
In this, gather information
about the problem severity
and factors that can
promote change.
AUDIENCE ANALYSIS
Gather information or
analysis the information
regarding knowledge,
attitude, skills and
behavior of indeed
audience.
14. 2. STRAETEGIC DESIGN
It helps in:
• Defining the most effective way to achieve objectives.
• It decides the most effective way to achieve objectives.
• To plan, implement, monitor and evaluate the plan.
Projective objectives should be “SMART”:
SPECIFIC
MEASURABLE APPROPRIATE REALISTIC TIME BOUND
15. 3.DEVELOPMENT AND
TESTING
After developing material for behavior change, testing is important before implementing. This confirms that our
planned activities and material will motivate the audience to change behavior.
Developing BCC message includes the following
1. State program goal
2. Involve stakeholder
3. Identify target populations
4. Conduct formative BCC assessments
5. Segment target populations
6. Define behavior change objectives
7. Design BCC strategy and M and E plan
8. Develop communication products
9. Pre-test
10.Implement and monitor
11.Evaluate
12.Analyze feedback and revision
16. 4. IMPLEMENTATION AND MONITORING
FOR IMPLEMENTING:
All key participate should participate to distribute the material.
For upcoming problems, there should be flexibility and communication.
Train all key players so that they have necessary skills for the project.
FOR MONITORING:
Track the output to ensure that the material is utilized as planned and have
desired effect.
Track the reaction of audience to ensure that they are motivated and are
changing their behavior.
17. 5. EVALUATION AND RE-
PLANNING
• Evaluate whether the desired outcome is
achieved or not.
• Assess the knowledge, attitude and behavior
of the audience.
• Identify the strengths and weakness of the
plan.
• Re-plan if the desired outcome is not
achieved.
18. GUIDING PRINCIPLES IN PLANNING BCC ACTIVITIES
BCC activity should be initiated with the goal and objectives.
Formation assessments should be carried out while developing BCC messages to improve
understanding the need, and barriers for behaviour change.
In BCC development, target population must participate in all phases of the program
development and implementation.
Variety of communication channels can be used than one.
In design stage, key and direct stakeholders need to be involved.
For effective BCC, material pre-testing should be done.
Monitoring and evaluation of program
BCC strategies must be positive and action oriented.
