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.

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.

The Purpose of CSBCThe purpose of CSBC is to help people gain the awareness,

knowledge, skills and attitudes as well as the ability to meet their developmental needs.

CSBC is:– centered around people, that is based on an

audiences' needs and perceptions;– interactive;– 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.

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

Role of CSBC in a Comprehensive HIV and AIDS Programme

Care and support

Communitymobilization

Political support Prevention

CSBC

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

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

Mass Media

Community networks and

traditional media

Interpersonal/ group communication

• Unaware• Aware• Concerned• Knowledgeable• Motivated to

change• Trial behavior

change• Sustained behavior

change

Effectivecommunication

Enabling environment

User friendly services, andaccessible

commodities

Behavior Change Process Theory

Stages of ChangeContinuum

Enabling Factors Channels

Possible Channels of Communication

Mass media: radio, TV, events

Traditional media, puppet shows,music drama

Print support materials

Interpersonal communication•Peer education•Health workers•NGOs/CBOs

Possible Partners and Channels Partners• Local and state

government• Faith-based organizations• Unions – teachers,

transport workers• Youth• Non-governmental

organizations• Health care providers• Women’s organizations• Medical associations

Channels• TV/Radio/Newspaper• Print materials• Billboards• Outreach• Peer education• Pulpit• Community events• Social networks (church,

unions, military, women’s groups)

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

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

CSBC Strategy Development

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1. Programme Goals 3.

Identify Target Audience

5. Segment Target Population

4.ConductFormativeAssessment

2.Stakeholder Involvement

7. Design BCC Strategy and M&E Plan

8. DevelopCommunicationsMaterials

9.Pre-test Materials

10.Implement and Monitor

11.Monitoring and Evaluation

12.Feedback and Revision

6. Define Behavior Change Objectives

Developing an Effective CSBC Strategy

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.

• Avoids future backlash.• Forges links for coordination and

collaboration.

2. Stakeholder Involvement

• Risk behavior• Gender• Age• Location • Ethnicity• Language• Primary and secondary target audiences

3. Identify Target Audience

• Perceptions of risk• Settings for risk• Opinion leaders/Change Agents• Services• 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

• Primary populations– Those at high risk or vulnerability– Those providing services– Policy makers

• Secondary populations that influence the primary populations ability to adopt or maintain safe behaviors

5. Segment Target Population

• 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

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

• Communication Objective– 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

• Elements:– CSBC Objectives– Theme/Entry Point– Messages– Channels– M and E Plan– Partners– Resources

7. Design CSBC Strategy and M&E Plan

8. Develop Communications Materials

• To disseminate messages• Support print materials• Mass media materials• Spot development• Advocacy materials

Test for:• Comprehension• Attraction• Persuasion• Acceptability• Audience identification• Promotes action

9. Pre-test Materials

• Sequencing of activities• Coordination• Link to services• Interactive• Synergy of channels• Flexible• Target Interventions

10. Implementation and Monitoring

• Monitoring• Inputs and outputs• Pulse on perceptions• Evaluation• BSS Findings• Special Studies

11. Monitoring and Evaluation

• Communication is not static• Needs of community change over time• CSBC is constantly changing

12. Feedback and Revision

Summary: CSBC Programme Needs 1. Understand and use CSBC processes and

principles, management, and planning.

2. Develop a coordinated delivery plan.

3. Establish quality standards.

4. Build well trained staff to provide a quality service.

5. Ensure availability of supplies, updated to meet changing needs and situations of target audience.

Summary: CSBC Programme Needs 6. Provide monitoring and logistic support for

the staff and their work.

7. Monitor and maintain relationships among implementing agencies, beneficiaries and stakeholders.

8. Hold periodical review and evaluation of both the system and the results.

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

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.