Acceptability, Comprehensibility and Reported Influence - BRAC ...

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Objectives Broadly, the objective of the study was to investigate the application of BRAC MNCH BCC tools in the form of IPC, print materials, and E-E. The specific objectives were as follows: 1. To identify acceptability of different BCC channels to the target audience 2. To assess the comprehensibility of different BCC tools by the target audience 3. To assess the reported influence of messages in MNCH health-seeking and health- related behaviour of the target audience; and 4. To identify the barriers to acceptance of BCC messages regarding MNCH by the community. 4 RED Working Paper No. 21
Methods Study design The study was exploratory in nature. Data were collected using qualitative methods including key informant in-depth interview (KII), interview with semi-structured questionnaire, and focus group discussion (FGD). Documents, for example, flipcharts on care of pregnant and lactating women and newborn care, posters and stickers about maternal and newborn danger signs were reviewed (Annex 2 and 3). Research setting The study was conducted in two unions of Nilphamari district. BRAC health programme (BHP) initiated MNCH programme in Nilphamari in 2006 (21). BRAC has had other three core programmes in all over Bangladesh including Nilphamari namely microfinance, health and education. The MNCH intervention, with specially trained SSs, SKs and NHWs was implemented in addition to these core programmes. BCC tools were used as communication channels to convey messages to the target audiences. MNCH baseline and follow-up survey data show that the pilot activities in Nilphamari had positive effect on knowledge and practice in many indicators especially in ANC, family planning, birth preparedness, delivery care, post-natal care, newborn care practice, and immunization (21). It was perceived that BCC activities influenced people’s attitude and behaviour in relation to maternal and neonatal health. Considering this Nilphamari district was selected for the study. Study population The study population consisted of the primary target group of MNCH programme comprising pregnant women, mothers of newborns and under-5 children. Mothersin-law, husbands of a pregnant women/father of a newborn/under-5 children of the primary respondents were also included as study population (Table 1). Study sample Respondents were purposively selected from two unions of Nilphamari Sadar in Nilphamari district. From these two working areas four SKs were selected randomly. The initial 50 respondents were selected from these areas using snowball sampling techniques for conducting semi-structured interview. Participants for KII and FGD were selected from the initial 50 respondents. Thus, a total of 12 KII and 8 FGD sessions and informal group discussions (IGD) were conducted for data collection (Table 1). Behaviour change communication tools: experience from MNCH programme 5
Page 1 and 2: Working Paper No. 21 Acceptability,
Page 3 and 4: Abbreviations AIDS ANC BCC BHP E-E
Page 5 and 6: Acknowledgements We are indebted to
Page 7 and 8: Introduction In Bangladesh the mate
Page 9: and support for behaviour change th
Page 13 and 14: epeatedly and were coded by various
Page 15 and 16: Findings Source of information abou
Page 17 and 18: Table 4. Local term used by communi
Page 19 and 20: Entertainment education as powerful
Page 21 and 22: Therefore, when the folksong or dra
Page 23 and 24: Box 4. Muslema (19) lives in the ce
Page 25 and 26: irth asphyxia. They indicated that
Page 27 and 28: But other male respondents mentione
Page 29 and 30: Discussion This research found that
Page 31 and 32: It was revealed that village doctor
Page 33 and 34: community to behaviour change. As w
Page 35 and 36: References 1. NIPORT, ORC Macro, Jo
Page 37 and 38: 32. Tanjanias elderly coming out fr
Page 39 and 40: Annex 2. Name of Flipchart: Care of
Page 41 and 42: (cont…….. Annex 3) Danger sign
Page 43: (cont…….. Annex 4) October Nove

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