Behaviour Change Techniques & Communication
Home > Programmes > Behaviour Change Techniques
& Communication
Behaviour Change Techniques & Communication
Behavior change has become a central objective of public health interventions
over the last half decade, as the influence of prevention within the health
services has increased. The increased influence of prevention has coincided
with increased multi-lateral and bi-lateral aid in the area of human
development, and the increased need for the international development
community to show cost-effectiveness for allocated dollars spent.
Behavior change programs, which have evolved over time, encompass a broad
range of activities and approaches, which focus on the individual, community,
and environmental influences on behavior.
Behavior change programs tend to focus on a few theories which gained ground
in 1980s. These theories share a major commonality in defining individual
actions as the locus of change. Behavior change programs usually focus on
activities that help a person or a community to reflect upon their risk
behaviors and change them to reduce their risk and vulnerability are known as
interventions.
"Social marketing works to help people change their behaviors to become
healthier or to improve society or the world in some way. On the continuum of
methods to bring about health and social change are the two used most often:
education, which uses rational facts to persuade people to change their
behaviors, and coercion, which forces people to adopt a behavior under threat
of penalty for not doing so. Somewhere in between those two points lies
social marketing -- the use of commercial marketing methods to persuade
people to change their behaviors for reasons that go beyond the rational
facts to appeal to their core values. So often, people know exactly what they
should be doing and why, and they still disregard what their head tells them.
Social marketing adds heart back into the mix and utilizes emotional appeals
to resonate with the part of the brain that determines what people actually
do, as opposed to what they know they should do."
Nedra
Weinreich
| Name: Behaviour Change |
| Status: |
| Theme: Community & Safe Water Management |
Region and Country: Maharashtra, India |
| Partners: |
Beneficiaries: |
| Funding Need: |
Budget: |
| Duration: |
Contact: |
Programme Activities:
Intended Results:
Programme Management and Implementation:
Programme Monitoring and Evaluation:
Learning and Dissemination:
Related Resources:
Safe Water
Systems for the Developing World:
A Handbook for Implementing Household-Based Water Treatment and Safe Storage
Projects was produced by the CARE/CDC
Health Initiative, the CDC Foundation, CARE USA, the Estes Park Rotary Club and the Gangarosa International
Health Foundation through a contract with Patricia Whitesell Shirey, ACT
International, Atlanta, Ga. USA.
7.0 - Plan strategy for changing behavior 7.1 - Conduct formative research
7.2 - Identify specific target audiences
7.3 - Plan positioning (e.g., brand name product with
logo to appeal to mothers)
7.4 - Plan key messages
7.5 - Select methods for behavior change and specify
communication channels
7.6 - Specify communication materials needed
(e.g., label with dosing instructions)
10.0 - Prepare to implement the behavior change strategy
10.1 - Develop brand name and logo
10.2 - Develop key messages
10.3 - Make detailed plans for implementing the
methods for behavior change
10.4 - Plan training of staff to implement behavior
change methods
10.5 - Develop communication materials and training
materials
10.6 - Arrange use of channels selected
10.7 - Pretest messages and materials
10.8 - Produce and distribute materials
10.9 - Train persons who will implement the behavior
change methods
10.10 - Plan additional behavior change interventions,
if possible
10.11 - List the activities related to behavior change and
desired outputs (quantities)
11.0 - Plan monitoring and evaluation of the project
11.1 - Identify the activities/indicators/outcome measures
to be monitored
11.2 - Decide how the findings will be acted on
11.3 - Identify sources for monitoring data and data
collection methods
11.4 - Schedule monitoring
11.5 - Design and pre-test simple forms and
questionnaires for recording information
11.6 - Review the project objectives and relevant project
activities in terms of expected effects
11.7 - Identify indicators/outcome measures to evaluate
11.8 - Determine sources of data for evaluation and data
collection methods
11.9 - Plan for data gathering including schedule
and staff
12.0 - Implement the project
12.1 - Produce and distribute vessels, disinfectant, and
educational/promotional materials
12.2 - Launch the pilot project (special event)
12.3 - Supervise and support activities to implement the
behavior change strategy and sell vessels and disinfectant through distribution systems as planned; monitor the activities
12.4 - Continue supplying bottles of disinfectant
12.5 - Evaluate the pilot project
12.6 - Implement the project on a larger scale
Handwashing for Diarrheal Disease Prevention
 102
pages 2.5 mb
The Story of a Successful Public-Private Partnership in Central America
Camille Saad�, Massee Bateman, Diane B. Bendahmane. Published by the Basic
Support for Child Survival Project (BASICS II), the Environmental Health
Project, the United Nations Children’s Fund, the United States Agency for
International Development, and The World Bank. Arlington, Virginia, September
2001.
The Central American Handwashing Initiative aimed to reduce morbidity and
mortality among children under five through a coordinated communication
campaign promoting proper handwashing with soap to prevent diarrheal disease.
The Initiative was conceived and facilitated by the United States Agency for
International Development (USAID) through two of its projects: Basic Support
for Institutionalizing Child Survival (or BASICS) and the Environmental
Health Project (EHP).
Supercourse
Learning and Models of Behavior Change
At the conclusion of this module the learner will be able to:
-
Examine behavior change theory and its role in changing health habits in
individuals and populations
-
It is hoped that this presentation will stimulate discussion among audience
participants. Health is a topic that provides common ground among people and
most everyone has areas of challenge related to fitness. It can be helpful to
share our approaches to fitness with one another.
Johns Hopkins Bloomberg School of Public Health Center for Communication
Programs specializes in health-related BCC programs, primarily in
developing countries. It includes programs in reproductive health and family
planning, tuberculosis, malaria, clean water and sanitation, and HIV/AIDS.
PSP-One - Private
sector partnerships for better health
Theory at a Glance: A Guide for Health Promotion Practice
Publication from the National Cancer Institute
Health and
Behavior Information Transfer (HABIT)
A health behavior news service from the Center for the Advancement of Health
providing news, funding information and resources related to health behavior
issues. To SUBSCRIBE to HABIT,
click here.
Transtheoretical Model of Behavior Change
The Cancer Prevention Research Center at University of Rhode Island offers an
explanation of the model as well as psychological measures of stages of
change for various behaviors.
Behavior
Change Resources
Information relevant to measuring and achieving behavior change in clinical
or educational settings.
One of their programs is designed to help you manage large amounts of
behavioral data effectively and efficiently. The program permits rapid and
accurate data entry of different data types (frequency, interval, duration or
trial) in a grid or a calendar like interface. Its sophisticated graphing and
report component allows you to generate multiple baseline graphs, phase
lines, and to analyze and summarize your data by periods and environmental
events.
International Journal of
Behavioral Nutrition and Physical Activity (IJBNPA) is the official
journal of the International
Society for Behavioral Nutrition and Physical Activity (ISBNPA). The
ISBNPA is covering the cost of publication, enabling IJBNPA to be an Open
Access journal without charge to the authors.
Theoretical Framework for Communications
Johns Hopkins University's Center for Communication Programs (JHUCCP)
provides an introduction to useful theories for developing communications and
social marketing programs.
The ABCs of Human Behavior for Disease Prevention
An article by the Academy for Educational Development
Steps to Behavior Change
A model from JHUCCP of the steps that lead to lasting behavior change.
American Academy of Health
Behavior
AAHB has as its mission to advance the practice of health education and
health promotion through health behavior research
American Journal of
Health Behavior
The journal of the American Academy of Health Behavior
ILO-FHI HIV/AIDS Behaviour Change Communication Toolkit for the Workplace
This toolkit provides a step-by-step approach, emphasizing prevention through
education, gender awareness and practical support for behaviour change.
Its intended users are government authorities, employers' and workers' and
their organizations, businesses, ILO/AIDS National Project Coordinators,
national BCC consultants and collaborating NGOs. It is designed for those
with little or no experience in communications planning.
Behavioral Disorders: Focus on Change
Understanding How People Change Is First Step in Changing Unhealthy Behavior
Stages-of-change research has been used to develop dozens of behavior change
programs, including HIV prevention, to help people live longer, healthier
lives.
Attitudes Drive Behavior
First, influence occurs when a source deliberately tries to change a
receiver. Second, persuasion occurs when a source deliberately uses
communication to change a receiver's attitude. Third, an attitude is a
person's evaluation of an object of thought.
Igniting Change! Capacity-Building Tools for Safe Motherhood Alliances
This report is a collection of tools to help focus and strengthen collective
efforts, from the grassroots to the policymaking level, to improve maternal
and neonatal health.
The tools foster communication and collaboration among all levels of safe
motherhood stakeholders—policymakers, healthcare providers and facilities,
communities, families and women—who come together to share their viewpoints
and solutions for improved maternal and newborn health. The tools emphasize
strengthening group processes, building capacity for the linkages between
diverse stakeholders, and helping stakeholders work as a team to advocate for
safe motherhood. (2004) Available in English.
Note: Print copies may be ordered for
free in limited
quantities. To view the publication online, please click on this link >
More Information
102 pages 903 kb
Hands-On
Social Marketing: A Step-by-Step Guide by Nedra Kline Weinreich
Have you ever read an article or emerged from a workshop, excited about using
social marketing techniques in your own program, only to come back to the
office and say, "Now what do I do?" And how often do people say, "We need to
take a social marketing approach," without really understanding what that
means and how to implement it? Hands-On Social Marketing: A Step-by-Step
Guide will provide you with the practical skills you need to put social
marketing to work for you.
Building Social Marketing Into Your Program by Nedra Kline Weinreich
First-time social marketers often feel overwhelmed by the rigorous market
research processes they see in other large-scale programs. They may hesitate
to incorporate social marketing activities into their own programs, unsure
whether they have the resources and expertise to undertake such a project.
The following ten tips are designed to help those new to the field to
understand the basic principles of social marketing, with practical
suggestions on how to implement these concepts in any type of program.
Behavior Change Theories and Models
Because theories and models of human behavior can guide the development and
refinement of health promotion and education efforts, this page reviews
elements of behavioral and social science theories and models.
Social Marketing: Improving the Quality of Life by Philip Kotler
Marketing Social Change: Changing Behavior to Promote Health, Social
Development, and the Environment (Jossey Bass Nonprofit & Public Management
Series) by Alan R. Andreasen
Fostering Sustainable Behavior: An Introduction to Community-Based Social
Marketing (Education for Sustainability Series) by Doug McKenzie-Mohr
The Art of Cause Marketing: How to Use Advertising to Change Personal
Behavior and Public Policy by Richard Earle
Social Marketing in the 21st Century by Alan R. Andreasen
Research
findings relevant to EE Paradigm I: Systematic behavior-change campaigns
Related FHI publications:
Behavior Change: A Summary of Four Major Theories - 13 pages (121.82KB)
Behavior Change Communication (BCC) handbooks
BCC Network for HIV/AIDS: First Regional Meeting for East, Central and
Southern Africa Renewed Emphasis on Behavior Change Communication for
HIV/AIDS Prevention and Care
A Guide to Developing Materials on HIV/AIDS and STIs
Fact sheet, Behavior Change Communication for HIV/AIDS
Projects working in Social Marketing & Behavior Change
A2Z: The USAID Micronutrient and Child Blindness Project
AED: Ghana Sustainable Change Project
AED: Healthy and Ready to Work
Afghanistan REACH
Basic Support for Institutionalizing Child Survival (BASICS)
Best Practices for Parenting Tobacco-Free Youth
Building Awareness of Mild Traumatic Brain Injury with Physicians and Coaches
CHANGE Project
Civic Engagement for Education Reform in Central America (CERCA)
Communication and Social Marketing Capacity Building to Increase Immunization Rates
Community Guide Recommendations: Obesity
Energy Sector Technical Advisory and Assistance Services IQC
Enhancing Behavioral Change Communication in Border and High Transit Sites of Botswana, Lesotho, Namibia and Swaziland
Ethiopia Child Survival and Systems Strengthening Project (ESHE)
From Marketing to Counter-Marketing: Analysis of Strategies for Women
GreenCOM
Healthy Weight Initiative
HIP - Hygiene Improvement Project
Honduras HIV/AID Program (COMCAVI-Comunicando Cambio para la Vida)
Improving Reproductive Health in Ukraine
Improving the Eating and Physical Activity Behaviors of Low-Income Older Adults
LINKAGES
Long-Range Planning to Address Overweight and Obesity in the United States
Making Medical Injections Safer
Media-Smart Youth
MIT Dangerous Drinking Campaign
National Technical Assistance System for Immunization Coalitions
NetMark
New Voices National Fellowship Program
Nicaragua Basic Education Program (BASE II)
People, Energy and Development IQC
POUZN
Preventing Type II Diabetes (STOPP-T2D)
Promoting Exercise among Older People
PSN Community Engagement and Media Outreach Technical Assistance Program
Public Health Alert on Prevention Services for Men who Have Sex With Men
Secretariat for Tobacco-Use Cessation Blueprint
Social Sector Investment Policy Dialogue Program
Study of Tobacco Industry Documents from Marketing to Counter-Marketing: Analysis of Strategies for Women
The Social Acceptance Project - Family Planning
Tuberculosis (TB) Prevention Training Project
Tween Traffic Safety Initiative
USAID Development Education Project
USAID Technical Assistance and Support Contract (TASC 2) - Global Health
Young Leaders for Peace and Development
Centers
AED Center for Global Health Communication & Marketing
AED Center for Social Marketing and Behavior Change
|
