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    Interpersonal Communication & BCCL

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    vkb_99996326
    The document discusses interpersonal communication and behavior change communication (BCC) strategies. It explains that BCC is an outcome-oriented and research-based process that addresses knowledge, attitudes, and practices through audience segmentation, motivation, and using interpersonal, group and mass media channels. Key priorities for a BCC strategy in Rajasthan are discussed, including antenatal care, institutional deliveries, postnatal care, and addressing issues like gender discrimination, nutrition, and immunization. BCC activities currently used in Rajasthan include MCHN day, home visits by ASHAs, group meetings, health camps, and folk performances.

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    Interpersonal Communication & BCCL

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    vkb_99996326
    46 views29 pages
    The document discusses interpersonal communication and behavior change communication (BCC) strategies. It explains that BCC is an outcome-oriented and research-based process that addresses knowledge, attitudes, and practices through audience segmentation, motivation, and using interpersonal, group and mass media channels. Key priorities for a BCC strategy in Rajasthan are discussed, including antenatal care, institutional deliveries, postnatal care, and addressing issues like gender discrimination, nutrition, and immunization. BCC activities currently used in Rajasthan include MCHN day, home visits by ASHAs, group meetings, health camps, and folk performances.

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    Interpersonal Communication & BCCl

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    The document discusses interpersonal communication and behavior change communication (BCC) strategies. It explains that BCC is an outcome-oriented and research-based process that addresses knowledge, attitudes, and practices through audience segmentation, motivation, and using interpersonal, group and mass media channels. Key priorities for a BCC strategy in Rajasthan are discussed, including antenatal care, institutional deliveries, postnatal care, and addressing issues like gender discrimination, nutrition, and immunization. BCC activities currently used in Rajasthan include MCHN day, home visits by ASHAs, group meetings, health camps, and folk performances.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    46 views29 pages

    Interpersonal Communication & BCCL

    Uploaded by

    vkb_99996326
    The document discusses interpersonal communication and behavior change communication (BCC) strategies. It explains that BCC is an outcome-oriented and research-based process that addresses knowledge, attitudes, and practices through audience segmentation, motivation, and using interpersonal, group and mass media channels. Key priorities for a BCC strategy in Rajasthan are discussed, including antenatal care, institutional deliveries, postnatal care, and addressing issues like gender discrimination, nutrition, and immunization. BCC activities currently used in Rajasthan include MCHN day, home visits by ASHAs, group meetings, health camps, and folk performances.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 29

    Interpersonal Communication & BCC

    State Institute of Health & Family Welfare, Jaipur


    Listen to Learn

    Learn to Listen

    SIHFW: an ISO 9001: 2008 certified Institution 2


    IEC

     IEC –A one-way process


    ØFocused on “messages”
    ØImplicit assumption that
    awareness creation will
    automatically lead to behavior
    change
    ØEmphasis on creating
    messages, entertainment and
    media

    SIHFW: an ISO 9001: 2008 certified Institution 3


    BCC
     BCC (Behaviour Change Communication)
    ØOutcome oriented
    ØResearch-based
    ØConsultative process of addressing
    knowledge, attitudes, and practices
    through
    ØIdentifying
    ØAnalyzing

    SIHFW: an ISO 9001: 2008 certified Institution 4


    ØSegmenting
    audiences and
    participants
    ØRelevant
    information and
    motivation
    ØUsing an appropriate mix of
    interpersonal, group and
    mass media channels
    ØParticipatory methods

    SIHFW: an ISO 9001: 2008 certified Institution 5


    Behavior change

    Ø K - Knowledge
    Ø

    Ø A - Approval
    Ø

    Ø I - Intention
    Ø

    Ø P - Practice
    Ø

    Ø A - Advocacy
    •

    SIHFW: an ISO 9001: 2008 certified Institution 6


    IPC v/s Mass communication
    Characteristics IPC Mass communication
    Nature Personal Impersonal
    Reach Fast Very fast
    Audience Specific General
    Message Focused Generalized
    Purpose Helping decision taking Create awareness
    Cost Expensive Cheap
    Feedback Instant Delayed
    Message retention Long time Short time

    Support of other Makes it effective Supplements


    media

    SIHFW: an ISO 9001: 2008 certified Institution 7


    Classification of Communication
    Methods
    Ø Inter-personal communication
    ØFriends / Neighbors/ Influential
    ØMahila mandals/Voluntary
    organizations
    ØHealth functionaries
    Ø Use of traditional media
    ØPuppetry
    ØStreet plays/Dramas
    ØDances
    ØDrum Beating
    ØTamashas/Story Telling
    • SIHFW: an ISO 9001: 2008 certified Institution 8
    Ø Group communication
    ØMeetings/Group
    Discussion/Lectures
    ØSeminars/Workshop/Panel
    Discussion
    ØMelas/Festivals/Exhibitions
    ØCampaigns
    Ø Mass communication
    ØRadio
    ØTelevision
    ØPrinted Materials
    • SIHFW: an ISO 9001: 2008 certified Institution 9
    Process of communication


    Sources
    ØKnowledgeable
    Ø

    ØRespectable
    Ø

    ØCredible
    Ø

    ØTrustworthy
    Ø

    ØFulfilling the promises


    Ø

    SIHFW: an ISO 9001: 2008 certified Institution 10


    Process of Communication
    Target audience
    ØHomogenous Group
    ØSegmentation of Audience
    ØIntended and Un-intended
    Audience
    ØSociological/Psychological/Cultural
    Value system
    ØKnowledge
    ØExposure to Media
    ØWillingness to change
    ØSocial Participation
    Ø SIHFW: an ISO 9001: 2008 certified Institution 11
    Ø
    Attributes of message:7C’s

    ØCommand Attention
    ØCater to the Heart and Head
    ØClarify the Message
    ØCommunicate a Benefit
    ØCreate Trust
    ØConvey a Consistent Message
    ØCall for Action

    SIHFW: an ISO 9001: 2008 certified Institution 12


    IPC Skills
    Listening

    Ø Keep your mind open


    Ø Be flexible
    Ø Find area of interest
    Ø Listen to ideas
    Ø Judge content, not delivery
    Ø Resist distractions
    Ø Hold your fire
    Ø Work at listening
    Ø Capitalize on thought speed
    •
    SIHFW: an ISO 9001: 2008 certified Institution 13
    Speaking

    Ø Face the audience


    Ø Maintain eye contact
    Ø Use appropriate aids, if you can
    Ø Use appropriate language
    Ø Focus on the needs of the audience
    Ø Be brief, to the point, without ambiguity

    SIHFW: an ISO 9001: 2008 certified Institution 14


    Interviewing/questioning

    Ø Understand the audience profile


    Ø Put questions in such a way the audience
    understand and reply favorably
    Ø Start questions from simpler to complex
    Ø The way you ask questions is important
    Ø Do not put questions in such a way which
    may embarrass you

    SIHFW: an ISO 9001: 2008 certified Institution 15


    Initiating IPC
    Ø Introduce yourself
    Ø Explain the purpose of visit
    Ø Establish mutual understanding
    Ø Allow the audience to speak more and
    facilitate
    Ø Win the confidence of the audience
    Ø Understand his/her problems
    Ø Analyze whether your interest and his/her
    problems are the same or different
    Ø Do not make false promises/pose yourself
    •
    SIHFW: an ISO 9001: 2008 certified Institution 16
    Sustaining IPC
    Ø Create conducive atmosphere
    Ø Be knowledgeable about the subject
    Ø Ensure confidentiality of issues shared
    Ø Clarify the queries raised
    Ø Give complete information
    Ø Check whether the receiver has understoo
    as explained

    SIHFW: an ISO 9001: 2008 certified Institution 17


    Terminating IPC

    Ø Leave good impression of yourself


    Ø Have issues for next meeting
    Ø Identify contact people/influencers
    Ø Develop sense of belongingness
    Ø Give an opportunity for the audiences
    to come with their real problems

    SIHFW: an ISO 9001: 2008 certified Institution 18


    Core Triggers

    Ø Age at marriage > 18 yrs


    Ø Delay first pregnancy till 21 years
    Ø Eat three times a day (women and
    adolescent girls)
    Ø Eat 3-4 times a day (pregnant women)
    Ø Early registration <12 weeks

    SIHFW: an ISO 9001: 2008 certified Institution 19


    Ø 3 ANC check ups
    Ø Institutional Delivery
    Ø Stay in the hospital for 24 hrs after delivery
    Ø Immediate health seeking behaviour
    Ø Immediate and exclusive breast feeding
    within one hour of birth

    SIHFW: an ISO 9001: 2008 certified Institution 20


    Ø Continue exclusive breast feeding up to six
    months
    Ø Keep the newborn warm with skin to skin care
    Ø Complete Immunization/ Booster / Vitamin A
    Ø Complementary feeding from six months 4-5
    times a day in addition to breast feeding
    Ø Wash hands with soap after defecation and prior
    to feeding child

    SIHFW: an ISO 9001: 2008 certified Institution 21


    Ø Increase birth interval to three years
    Ø Adopt any limiting method after two children
    even if both are girls
    Ø Early detection of TB
    Ø Empty and dry water containers once a
    week

    SIHFW: an ISO 9001: 2008 certified Institution 22


    Barriers to Behaviour Change

    Socio-Cultural Barriers

    Ø Gender discrimination; son preference


    Ø Norm of early child bearing/early
    marriage
    Ø Colostrums feeding & other new born
    care practices
    Ø Dietary pattern of eating two meals a
    day, women eat last

    SIHFW: an ISO 9001: 2008 certified Institution 23


    Health Services

    Ø Lack of regular outreach services at the


    village level
    Ø Health provider attitude and low
    motivation levels
    Ø Lack of trust in public sector services
    Ø

    SIHFW: an ISO 9001: 2008 certified Institution 24


    Socio-Economic and Infrastructure

    Ø Transport constraints
    Ø Households with food insecurity
    Ø

    BCC

    Ø Too much focus on awareness creation


    Ø Limited reach of mass media in rural areas
    Ø Weak systems for BCC supervision
    Ø Community based BCC (IPC, group
    meetings, community events) is limited
    Ø Uncoordinated mass media campaigns

    SIHFW: an ISO 9001: 2008 certified Institution 25


    Priority Areas for a BCC Strategy

    Ø Antenatal Care
    Ø Institutional Deliveries
    Ø Post Natal & New Born Care
    Ø Married Adolescents
    Ø Gender discrimination (female feticide,
    infant girl, under 5 girl, son preference
    Ø Unmet need for family planning
    Ø Nutrition through the life cycle (infant,
    under three, adolescent, woman)
    •
    SIHFW: an ISO 9001: 2008 certified Institution 26
    Ø Routine immunization
    Ø Hygiene and safe water practices
    Ø Marginalized groups and households
    including urban poor
    Ø Need for supportive supervision of
    ASHAs
    Ø Capacity building of BCC skills for
    service providers across NRHM
    Ø Workload definition and structuring of
    workload for the ASHAs

    SIHFW: an ISO 9001: 2008 certified Institution 27


    BCC Activities in Rajasthan
    Ø MCHN Day
    Ø Home visits by ASHA.
    Ø Group meetings by ASHA and ANM
    Ø Swasthya Camps at the block level with
    video vans (Pilot basis)
    Ø Child to community BCC for hygiene
    behavior, routine immunization and
    prevention of mosquito breeding sites
    Ø Folk performances and Nukkad Nataks

    SIHFW: an ISO 9001: 2008 certified Institution 28


     Thank you

    SIHFW: an ISO 9001: 2008 certified Institution 29

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