Behavior Change Communication (BCC) for HIV/AIDS - hivpolicy.org

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• BCC strategies should be positive and action-oriented. • PLHA should be involved in BCC planning and implementation. VI. FHI’S APPROACH BCC is both an essential component of an HIV/AIDS program and a support element in the program’s service, mitigation and policy components. FHI develops BCC in the context of a prevention, care and support program. FHI advocates moving beyond individual communication products to an integrated use of many different interventions, products and channels, woven together into a comprehensive strategy. A BCC strategy based on sound formative BCC assessment can ensure that communication effectively influences community discussions and social norms and plays an important role in services and individual and community behavior, once services and commodities are in place. FHI works to contribute to national program goals and collaborate with other national, regional and international partners to achieve greater impact. Linkages with other BCC in-country initiatives and programs are essential to ensure the effectiveness of FHI’s BCC initiatives. VII. BCC STRATEGY DEVELOPMENT AND PLANNING To put this approach into action, FHI promotes a practical, step-by-step methodology for developing and implementing a BCC strategy. The following steps are meant as a general guide, rather than as a blueprint. Where local situations vary, the strategy should be adapted accordingly. (It should be noted that some of these steps may take place simultaneously. For example, monitoring the involvement of stakeholders will happen throughout all steps of strategy development.) 9
Figure 2. Steps in developing a behavior change communication strategy 1. State program 2. goals Involve 3. stakeholder Identify target 4. populations Conduct formative BCC assessments 5. Segment target populations 6. Define behavior change objectives 12. Analyze feedback and revision 7. Design BCC strategy and M & E plan 11. Evaluate 10. Implement and monitor 9. Pre-test 8. Develop communication products 10
Page 1: BEHAVIOR CHANGE COMMUNICATION (BCC)
Page 4: BEHAVIOR CHANGE COMMUNICATION (BCC)
Page 8 and 9: I. INTRODUCTION Behavior change com
Page 10 and 11: III. THE PROCESS OF BEHAVIOR CHANGE
Page 14 and 15: State program goals FHI’s program
Page 16 and 17: • Increased involvement of opinio
Page 18 and 19: Using standard methodology, FHI wor
Page 20 and 21: Choose partners In developing a BCC
Page 22 and 23: VIII. CHALLENGES This document addr
Page 24 and 25: XII. CONCLUSION BCC should be linke
Page 26: © September 2002 i Family Health I

Behavior Change Communication (BCC) for HIV/AIDS - hivpolicy.org

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