Transcript Behaviour Change Communication

Behaviour Change Communication in
HIV workplace interventions
S. Mohammad Afsar, ILO/AIDS
Role of Communication
• Causative
• Supportive
Why are we talking about Behaviour Change
Communication (BCC)?
Because
Knowledge and awareness does not always translate
into safe sexual behaviour
Behaviour Change Communication
(BCC)
A process of influencing individuals’ behaviour
change through effective communication.
Behaviour Change Process
An individual goes through the following stages,
before actually changing behaviour
– Unaware
– Aware
– Concerned
– Knowledgeable
– Motivation to change
– Trial and assessment
– Sustained behaviour change
(BCC) encompasses:
• Increasing risk perception
• Encouraging personal commitment to change
• Enhancing skills to make changes
• Creating an enabling environment
Strategic Segmentation of Audience
 Clients
 Service Providers
 Opinion makers
BCC in HIV/AIDS programme:
• BCC provides information and knowledge.
• BCC promotes and supports the uptake of services such
as Sexually Transmitted Infections (STI) treatment,
Condom use, Counseling and Testing, ART, and other
referral services.
• Strengthens skills to make changes.
• Develops a supportive environment.
Behaviour change in WPI
What do we attempt to change?
Behaviour change in Managers (government,
employers, unions)
• Develop a workplace policy and programme, if you
don’t have one.
• Develop and implement a programme (appoint nodal
person, set up HIV/AIDS committee, allocate budget).
• Allow staff time for HIV education and training.
Behaviour change in Workers
• Participate in awareness programmes and know about STI,
HIV , TB and AIDS.
• Understand and reduce risky behaviours.
• Develop non-discriminatory behaviors towards People Living
with HIV or co-workers.
• Use condoms for protection.
• Take treatment for STI.
• Know your HIV status - Visit a Counseling and Testing Centre.
• Share your knowledge with family/friends - Play a role in HIV
prevention efforts.
BCC Plan- key components
• Research to understand existing knowledge, practices,
attitude and behaviours.
• Development and use of audience specific
communication materials.
• Training of service providers.
• Interpersonal communication.
• Use of different media channels.
• Special events/programmes.
• Monitoring and evaluation to track progress.
Development of communication
materials
The process
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Develop an Audience - Message- Media matrix
Develop creative concept
Develop design options
Pre-test
Finalize the material and print
Disseminate
Take feedback
Decide about modification/new materials
Example
Developing posters in ILO India
Key themes of posters
Advocacy in the World of work:
- Every profession is at risk
- Non-discrimination/right to work
- Key principles of the ILO Code
- Develop HIV/AIDS policy & programme at
workplace
Information posters
- How HIV spreads
- How it doesn’t spread
Design for pre-test
Final design
Pre-test design
Final design
Final Set of Six Posters:
Four posters for
advocacy
Two posters for
creating awareness
A lesson for ever…
8
8
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2, 32
56, 234
234, 21
72, 23
17, 231
8, 92
29, 23,34,67
In communication
Less is more
Application…
Basics of HIV/AIDS
Basics of HIV/AIDS
Basics of HIV/AIDS
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Treatment for HIV and AIDS
HIV Testing
Global and national scenario
Basics of HIV/AIDS
Stigma and discrimination
Policy principles
HIV/AIDS as a workplace issue
CD4 and viral load
In communication
Less is more