COMMUNICATION AND VERSUS BEHAVIOUR CHANGE.

Jackson Aneth  BAPRM 42565.

COMMUNICATION VERSUS BEHAVIOUR CHANGE.

Behavior change communication (BCC),

Is an interactive process of any intervention with individuals, communities and or societies as integrated with an overall program to develop communication strategies to promote positive behaviors which are appropriate to their settings.

This in turn provides a supportive environment which will enable people to initiate, sustain and maintain positive and desirable behavior outcomes.

BCC is the strategic use of communication to promote positive health outcomes, based on proven theories and models of behavior change.

BCC employs a systematic process beginning with,

1. formative research and behavior analysis, followed by

2. communication planning,

3. Implementation, and

4. Monitoring and evaluation.

Audiences are carefully segmented, messages and materials are pre tested, and both mass media and interpersonal channels are used to achieve defined behavioral objectives.

STEPS.

BCC is the comprehensive process in which one passes through the stages:

Unaware - Aware - Concerned - Knowledgeable - Motivated to change -Practicing trial behavior change - Sustained behavior change

It involves the following steps:

1. State program goals.
2. Involve stakeholders.
3. Identify target populations.
4. Conduct formative BCC assessments.
5.Segment target populations.
6.Define behavior change objectives.
7.Define BCC strategy & monitoring and evaluation plan.
8.Develop communication products.
9.Pretest.
10.Implement and monitor
Evaluate.
11.Analyze feedback and revise.

STRATEGIES.

BCC is different from ordinary instructional method of communication and is target specific.

A society consists of many sub-groups. The strategy for BCC will vary from group to group.

Following points are important while considering the BCC strategy.

Vulnerability risk factor of the target group.
The vulnerability risk factor of the group which is to be addressed.


The conflict and obstacles in the way to desired change in Behavior.

Type of message and communication media which can best be used to reach the target group.

Type of resources available and assessment of existing knowledge of the target group about the issue which is going to be dealt with.

There can be several more points in this list. A successful BCC requires lots of research and meticulous planning about the knowledge content of the subject and behavior attitude pattern of the target group.

THEREFORE, BCC is an effective tool for dealing many community and group related problems. BCC has been adapted as an effective strategy for Community Mobilization, health and environment education and various public outreach programs.