Behavior Change Communication Workshop Addis Ababa February 2009 1
1. What is BCC?
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What is BCC? A process of working together with communities to promote positive behaviors by developing communication strategies that are appropriate to their settings
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Adults learn when they… • Feel that their existing knowledge & skills are valued • Can relate new ideas to what they already know • Feel safe to ask questions & make mistakes 8
3 day BCC training • Behavior change process: – Complex reasons behind behaviors – What is needed for people to change behavior
• Communication process: – Communicators – Messages – Methods and media – Audiences
• Process of developing a BCC project: – IRC framework
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IRC BCC Framework Conduct Formative Assessment 1 Evaluate 6
Develop Communication Plan 2
Monitor
Implement 5 Pre-test 4
Develop Message & Materials 3
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2. Stages of Behavior Change
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Stages of behavior change 6. sustained behavior change
5. trial behavior change
4. motivated to change
3. concerned
2. aware
1. unaware
Stages of behavior change sustained behavior change Positive reinforcement trial behavior change Provide skills, services & products motivated to change Emotional engagement Issue becomes personal concerned
aware
unaware
Detailed information for in-depth understanding
Initial Information to get their attention
3. Pillars of Behavior Change
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Stages of behavior change sustained behavior change Positive reinforcement trial behavior change Provide skills, services & products motivated to change Emotional engagement Issue becomes personal concerned
aware
unaware
Detailed information for in-depth understanding
Initial Information to get their attention
3 Pillars of Behavior Change
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4. Introduction to targeted health problems
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3 important health problems in children under 5 • Malaria • Pneumonia • Diarhoea
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• Key facts • “Facts for Life”
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5. Understanding the problem
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Things are not always what they seem‌
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“But why?”
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6. Conducting a formative assessment for a BCC project
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Formative Assessment • Methods: – Existing information – Qualitative research – (Quantitative research)
• Questions to which we need to find answers: – Behaviors – People – Communication
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Analysis of transcripts
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Observation
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7. What is communication?
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We need to use what we learned about the audiences to decide:
What are the best ways to
communicate with this audience?
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What is communication? • Exchange of information about: – Knowledge – Beliefs – Feelings – Attitudes
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The communication process Communicator
Audience Message Method
feedback 66
8. The Communicator
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The Communicator • Examples of communicators? • Why is it important to think about the communicator? • What kind of qualities should a communicator have? 68
Qualities of a communicator
1. Attractiveness
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Qualities of a communicator
2. Similarity to audience
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Qualities of a communicator
3. Inspire emotional involvement
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Qualities of a communicator
4. Credibility
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Qualities of a communicator
5. Power to influence
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9. The message
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• Behavior change requires a feeling as well as knowledge • So when we communicate, we should target the heart and the mind
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What is a Fact?
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What is a Key Fact?
• Key facts are the most important truths that people need to know about a health issue
HIV is transmitted through unprotected sex Using a condom prevents the transmission of HIV during sex
What is a Benefit?
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What is a Key Benefit?
Key benefits are advantages people can expect if they take a certain action
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• If you use a condom every time you have sex, you will be protected against getting HIV
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• A message is an idea that based on key facts and benefits
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What is the purpose of a Message?
• The purpose of a message is to motivate people to change their behavior.
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What is a Key Message? • The key message is the main idea you
want the audience to remember
• Sometimes the key fact and benefit are contained in the message.
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• Sometimes the message is an idea that leads the audience to think about the key fact and benefit.
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Developing a Message • When developing a message, ask yourself: – Who is the primary audience? – What do you want the audience to do? (i.e. What is the positive behavior)
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What are the key facts they need to know? What benefits will they get? What do you want them to feel? What is the main idea that you want them to walk away with? 101
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A message can be communicated through words, pictures, music, drama‌.
What is a Good Message?
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Catches the audience’s attention Easy to understand Appropriate to the audience Provides accurate information Motivates the audience Appeals to the heart and the mind Promotes a positive action
What do you think?
9. Communication methods and media • Interpersonal methods • Small media • Mass media 108
Interpersonal methods • Techniques for starting conversations
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Pictures
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Third Person Projection
Third Person Projection
Third Person Projection
Third Person Projection
Third Person Projection
Word Association
Coca-Cola
Word Association
Italy
Word Association
Haile Selassie
Word Association
Insecticide Treated Net (ITN)
“Lets talk about different kinds of women. Suppose a man has sexual relationships with three women. One is a prostitute. One is a lover. And the third is his wife” • Which of these women gives you the highest risk of HIV infection? Why do you think that? • Which of these women gives you the lowest risk of HIV infection? Why do you think that? • How does one come to know if a women has AIDS or not? A. Bailey (2007)
12. Creating a communication plan • • • • • • • • • • •
Priority negative behaviors Corresponding positive behaviors Promoting factors and barriers Primary audience(s) Secondary audience(s) Audience segments Audience profile Communication methods / media Potential communicators Key facts & benefits Action plan
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13. Pre-testing
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What is Pre-testing? • Pre-testing involves showing the materials to individuals from the target audience before releasing them, in order to determine whether they are understandable and acceptable.
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Why Pre-test? • Pre-testing will tell you if the materials are : • • • • • • •
Understandable Culturally appropriate Believable and realistic Acceptable to the audience Visually appealing Informative Motivational
From How to Conduct Effective Pretests: Ensuring Meaningful BCC Messages and Materials, AIDSCAP, p.5
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Why Pre-test? • Words and images may not convey the messages that we intend • Cultural interpretations • Language – literal translation does not always work!! • Dare Drink and Drive • Pepsi campaign in Uganda, Christmas 2006 • How would you interpret this? 125
Why Pre-test? • Before mass producing an offensive message or spreading misinformation ask the audience what they think you are saying!
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When should you pre-test? • Pre-testing should be done on the first draft of the materials • Make revisions based on feedback from pre-test
• Pre-test revised materials again • May require several rounds of pre-testing to “get it right” 127
How do you pre-test? • Ask members of the target audience to review the materials. • Use their feedback to make revisions
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What methods should you use? • Pre-testing is usually done using focus group discussions (FGDs) or individual interviews. • Interviews can be scheduled or “intercept interviews” • 10-20 people should review the materials
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What methods should you use? • If there is text in the message, it is important to check “readability” • Use simple tests • Ask children with similar educational level to read and interpret
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