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Behaviour Change Communication in Aapni Yojna

Changing Behaviours. Changing Lives. Behaviour Change Communication in Aapni Yojna. Anoop Khanna Assistant Professor Indian Institute of Health Management Research. Need for BCC. Environment building Establishing need for facilities Generating community participation

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Behaviour Change Communication in Aapni Yojna

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  1. Changing Behaviours...... Changing Lives...... Behaviour Change Communicationin Aapni Yojna Anoop Khanna Assistant Professor Indian Institute of Health Management Research

  2. Need for BCC • Environment building • Establishing need for facilities • Generating community participation • Women participation and empowerment • Utilization of facilities • Improving health and hygiene practices • Sustainability

  3. Positioning of BCC in Aapni Yojna

  4. Knowledge Attitude Personal Advocacy Self Image Social Influence BEHAVIOR Perceived Risk Emotion Norms Self Efficacy Influence of Ideation Element on Behaviour

  5. BCC Model Adopted in Aapni Yojana Thinking about it (But haven’t done it. May be, because they don’t know how to do it, its benefits, lack confidence or have some fear) Not Aware They are unaware of behavior OR They are performing harmful behavior but do not consider stopping Action They are trying out the behaviour Maintenance They perform the behavior regularly, as a part of their life. Relapse They have gone back to their old ways Advocacy They encourage others to perform the behavior Behavior Change Model suggested by Prochaska and DiClemente

  6. Approach • The behavior change model used in Aapni Yojna had a mix of diffusion approach and participatory approach. • Elements of diffusion approach focused mainly on knowledge transfer leading to behavior change. • The elements of participatory approach focused mainly on community involvement as a catalyst for individual and community development.

  7. Implementation of BCC strategy The nature of implementation structure of Aapni Yojna required behavior change at different levels. • Intrapersonal level: influence of an individual’s knowledge, attitudes, and beliefs on his or her behavior. • Interpersonal level : how significantly other people such as family members, friends, and co-workers’ influence an individual’s behavior. • Community level :organizational settings and their influences, social structure, and other societal influences.

  8. Implementation Process • Review of the Current Situation • Environment Building • Identifying Target Behaviors • Identification of Potential Change Agents • Formation of Community Level Organizations • Developing and Pre-testing Messages and Materials

  9. Major BCC Initiatives • Health Education in WG, SHGs • Health Education and Training of SPAs & SU Beneficiaries • School Sanitation Programme • Users Education Programme • Health Education for Adolescent Girls • Cleaning Campaigns

  10. BCC Initiatives : Communication Team Programmes • Health Camps • Village Sanitation Rallies • Video story-based intervention • Puppet Shows and Cultural Programmes • Demonstrations

  11. BCC Initiatives : Other Methods • Local songs • Poems • Body Mapping • Posters and picture cards • Slogan writing on wall • Model aid health discussions • Quiz, competitions, etc. • Role pays • Nukkar Naatak (Dramas)

  12. Impact • The impact of the interventions is evident. (successful constitution of groups, initiation of activities, and participation of community members in project activity) • Most of the people have adopted hygienic practices • Remarkable change in the perceptions and practices regarding menstrual hygiene among adolescents • People have become more sensitized about the cleanliness of their houses as well as of the surroundings

  13. Impact • A substantial decrease in the incidence of certain diseases, mainly those related to water and hygiene behaviours • utilization of the facilities created under the project is also appreciable • Feeling of confidence and self-efficacy among the women

  14. Critical Factors for Success • Selection of the most critical target behaviors • Appropriate channels for communication (Women’s groups, PRIs, Water Committees, etc.) • Adopting a systems approach that actively integrated all components of the initiatives. • An element of participatory approach, with gender. • Focus on both the health and non-health benefits of the project. • A system of transparency, accountability and trust.

  15. An Important Insight Small commitments generated at the beginning lead to big ones. • The commitments initiated with facilitating in the water distribution system gradually expanded to taking over the entire management of water distribution system in the village, health education and cleanliness in the village.

  16. Thanks

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