1. Training on Behavior Change Communication to Improve
Access to and Utilization of MNH and TB Services
Norfil Training Center I 21-23 November 2011
BCC: Theory & Practice
By: RAO Nebrida (PHANSuP)

2. Behavior Change
Communication
???

3. <videos for discussion: piano stair & deepest bin>

4. 20-minExercise: Per Barangay
1. Introduce each Group Member: nickname, nature
of work/responsibility, key word to remember
him/her
2. What is your group’s collective understanding of
Behavior Change Communication?
3. How long have you been doing BCC? (indicate
number of years per group member then Group
Total)
4. Enumerate and discuss your own experience in BCC.
Be specific.
5. What specific problems, challenges or issues have
you encountered?

5. BCC – What is it?
• NATURE:
Any “communication” that helps foster a
change in behavior in individuals, families,
groups or communities.
Communication: interpersonal, group talks,
mass media, visual and print materials, videos,
etc.

6. BCC – What is it?
• FUNCTION:
Is a multi-level tool for promoting and
sustaining risk-reducing behavior change in a
person/people by distributing tailored health
messages in a variety of communication
channels.

7. BCC – What is it?
• PROCESS:
 listening, understanding, and then
negotiating with a person/people for long-
term positive health behaviors.

8. BCC – What is it?
• APPROACH:
Meaningfully engage target individual/group
by TALKING with them, LISTENING to them,
and having them agree (NEGOTIATION) to try
something new.
Not just telling them to do something
different!

9. BC: How it happens?
http://rkhawks.blogspot.com/2011/03/my-stages-of-change.html

10. BCC: What to do at each stage?
http://psychology.about.com/od/behavioralpsychology/ss/behaviorchange_3.htm

11. BCC: What to do at each stage?

12. BCC: What to do at each stage?

13. BCC: What to do at each stage?

14. BC: What to do?

15. BC: What to do at each stage?

16. Action
Maintenance
Contemplation
Pre-contemplation
BCC: Activities
Source: BCC for Improved Infant Feeding, Linkages Project. March 2004.

17. ACCESS (A) = a1 + a2 + a3 + a4
available
affordable access adequate
acceptable

18. PSI’s behavior change framework

20. BC Determinant: Opportunity
• Opportunity summarizes modifiable societal
or structural level elements that are thought
necessary to increase the likelihood that a
person will be able to use a health product or
service. These include awareness of methods
and sources of supply and perceptions of
social marketing brands and their attributes.

21. BC Determinant: Ability
• Ability summarizes interpersonal level
behavior change constructs such as social
norms and perceptions of self-efficacy and
affordability that assist or inhibit individuals to
be able to act, given opportunity and
motivation.

22. BC Determinant: Motivation
• Motivation summarizes individual level
behavior change constructs such as awareness
of a health problem, its causes and severity.
This awareness then results in an assessment
of personal risk.

23. BCC Core Strategies:
Education, Law & Marketing
• Education can affect ability and motivation, but is not
able to create opportunity – such as increasing the
availability of health services -- for people to behave.
Law is useful when opportunity and ability to behave
are present, but motivation is absent and unlikely to be
induced through marketing or education. Yet, legal
interventions are considered inappropriate when less
coercive interventions, like marketing, are effective.
Marketing complements both law and education by its
capacity to affect all three summary determinants of
behavior change -- opportunity, ability and motivation
– and by permitting targeted audiences to change
behavior voluntarily.

24. http://live-the-solution.com/

25. BCC: People learn best by...
Source: BCC for Improved Infant Feeding, Linkages Project. March 2004.

27. Gawin natin... Let’s DOH it!
Workshop:
Assessing the Malabon RUP BCC Context – In
search of hindering and facilitating factors...

28. WS Output 1: Opportunity
Factor MNH Services TB Services
Availability
Brand Appeal or
Reputation

29. WS Output 2: Ability
Factor MNH TB
Affordability of
services/products
Social norms and support
(customs, laws,
regulations, etc) that are
pertinent to the health
issue
Self-efficacy (experience
with the service or
product)

30. WS Output 3: Motivation
Factor MNH Clients TB Clients
Awareness of health
problem
Awareness of causes of the
problem
Awareness of severity of
the problem
Outcome expectation