Information Education and Communication, Behavioural Change Communication

IEC BCC. In order to plug the existing gaps in HE, Information Education and Communication (IEC) came into practice in the early 1990s
IEC gradually evolved to BCC and it is a part of BCC.
IEC is substantially concerned with awareness generation while BCC goes one-step forward and its action-oriented

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2. Information Education Communication (IEC) & Behavioral Change Communication(BCC) Dr Sruthy s Babu 1 st Y ear PG Institute of community medicine Madurai Medical College 2 Moderator- Dr Thirukumaran R Assistant Professor Institute of Community Medicine Madurai Medical College

3. LEARNING OBJECTIVES Introduction Communication, Communication Process, Types Of Communication, Barriers Of Communication- Health Communication Methods In Health communication IEC, Steps In IEC BCC Stages Of BCC, Principles Of BCC, Example For BCC Administration & Organization Difference Between IEC & BCC Reference 3

4. INTRODUCTION In 1792, the concept of health education (HE) was developed and it was extensively used in 1980s as a cost-effective intervention for disseminating information for the prevention of diseases. “ T he process by which individuals and groups of people learn to behave in a manner conducive to the promotion, maintenance or restoration of health” - John M. Last It assumes that knowledge determines attitudes and attitudes in turn influences the behavior. Education alone is not sufficient to initiate a behavior change because the target population requires access to proven preventive measures. 4

5. In order to plug the existing gaps in HE, Information Education and Communication (IEC) came into practice in the early 1990s IEC gradually evolved to BCC and it is a part of BCC. IEC is substantially concerned with awareness generation while BCC goes one-step forward and its action-oriented 5

6. 6 INFORMATION EDUCATION COMMUNICATION Information - Prevent health problems , promote and maintain good health. Education - Change lifestyle or behaviour for the betterment of health. Communication - Two way process of exchanging ideas, feelings, information

7. 7 Criteria Of Satisfactory Information Relevant and appropriate i.e. related to what is being studied and related to the particular program, service or activity Valid Accurate-consistent with the purpose. Necessary, useful and meaningful Minimum but adequate in quantity for the purpose for which it is going to be utilized.

8. Communication Main Components : 1. Sender ( source) - originator of the message. 2. Receiver (audience)- Controlled/ uncontrolled. 3. Message ( content) - In lines with objectives based on felt needs clear and understandable specific & accurate Timely and adequate culturally and socially appropriate 8

9. 9 4. Channels of Communication : 3 media system • Interpersonal communication – face to face communication • Mass media- T v,radio,printed media • Traditional/Folk media – Folk dances,singing,dramas , caste or religious meeting, Nautaki in UP

10. 10 5. Feed Back : Reaction of the audience to the message. Gives opportunity to the sender to modify message and render it acceptable Obtained through opinion polls, attitude surveys,interviews

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12. Types of Communication 1) One way communication (Didactic method) : Lecture 2) Two way communication (Socratic method): A udience and communicator can take part. Audience may raise questions, add their ideas ,opinions to the subject. 3) Verbal Communication : The traditional method word of the mouth. with hidden meanings. persuasive. 12 Types Of Communication

13. 4)Nonverbal Communication : Bodily movements, postures, gestures, facial expressions 5) Formal and Informal Communication : Formal (follows lines of authority)& Informal i.e. gossip circle 6) Visual Communication : charts, graphs, poster, tables, maps, etc. 13

14. 7) Telecommunication and Internet : Radio, TV , Internet -Mass Communication Media Telephone, Telegraph - Point-to-point Telecommunication System 14

15. 15 Barriers Of Communication Psychological - Emotional disturbances, neurosis, level of intelligence, language & comprehension difficulty. Environmental : Noise, congestion and invisibility Physiological : Hearing and expression difficulty C ultural : Illiteracy, level of knowledge and understanding, custom, beliefs, religion, attitudes, economic & social class diff. etc.

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17. HEALTH COMMUNICATION Outward and downward communication of knowledge Health communication has to cater the following needs : Information Education Motivation Persuasion Counselling Raising morals Health development Organization 17

18. 18 HEALTH COMMUNICATION

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20. What is IEC?? Defined as an approach that attempt to change or reinforce a set of behaviour in a target audience regarding a specific problem in a predefined period of time Multidisciplinary Client centred Process of learning that empowers people to make decision modify behaviour and change social conditions 20

21. 21 STEPS IN IEC:

22. 1.Planning Situational analysis, i.e. studying the existing national policies and the organizational structure for the modifications or the improvement if any. Understanding the underlying philosophy, e.g. use of condoms in preventing acquired immunodeficiency syndrome (AIDS). Identification of target groups such as only men, or only women or couples or youth or parents or teachers, etc. Establishment of objectives, goals and targets (indicators). 22

23. Preparatory Activities Developing linkage with other existing organizations like rotary and lions club, mahila mandals, education department, Public Works Department (PWD), etc. Arranging support activities like advocacy, counseling and getting materials and money. Conducting effective training to prepare resources. Knowing the needs to the target group, designing the message for the target groups such as posters, matter for TV or radio, etc. Choosing the appropriate media or channel for cost- effectiveness. Preparing appropriate IEC material 23

24. 2.Implementation of IEC Activities Planning ways to ensure that the materials reach the target audience. Monitoring Regular checking of the programmed activities. This helps to get the feedback for the improvement. 3.Evaluation This consists of analysing the information periodically about the impact of the program to know the effectiveness. 24

25. EXAMPLE FOR IEC 25

26. What is BCC ? Process of working with individuals, families and communities through different communication channels to promote positive health behaviors and support an environment that enables the community to maintain positive behaviors taken on. Aims at moving people from awareness to action 26

27. 27 STAGES OF BCC

28. 28 Process Of Behaviour Change

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30. EXAMPLE FOR BCC BCC is a key supportive strategy for malaria prevention and treatment under NVBDCP BCC is directed at: Early recognition of signs and symptoms of malaria Early treatment seeking from appropriate provider Adherence to treatment regimens Ensuring protection of children and pregnant women Use of ITNs/LLINs Acceptance of IRS, etc. 30

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32. 32 Administration & Organization

33. 33 BCC/IEC- Plan Of Action At The Central Level Three basic thematic area's identified (Family planning, Maternal Health, Child Health) Advocacy activities (support to state govts in streamlining PIPS, capacity building workshops) Effective and penetrative Media plan (devised after situational research ) Emphasis on TV/ Radio/ Print mediums

34. 34 Audio visual strategy - three monthly- to avoid garner. Print strategy through advertisement (emphasis on branding of NRHM, advocacy, information dissemination) NRHM newsletters in various languages (focus on learning and providing correct and key information to IEC professionals, workers, stakeholders) Radio slots for visibility and information dissemination

35. 35 Participation at national level fairs for infomation dissemination and branding (ITPO trade fare, Republic day tableau, Kumbh mela, red ribbon express)

36. 36 Difference Between IEC&BCC ASPECT IEC BCC FOCUS Disseminating information and promoting awareness Promoting specific behavioural changes GOAL Increase knowledge and awareness Induce desired behaviors and attitude change APPROACH Informative and educational Persuasive and motivational AUDIENCE INVOLVEMENT Passive reception of information Active engagement to inspire behavioural change METHODS Brochures, pamphlets, workshops Social campaigns, interpersonal communication OUTCOME Increased awareness and knowledge Observable changes in behaviour EXAMPLE Health awareness campaigns, educational programs Anti-smoking campaigns focusing on behavior change

37. Reference PARK’S Text book of Preventive and social medicine 27 th edition IAPSM’S Textbook of community medicine- 2 nd edition TEXT BOOK OF COMMUNITY MEDICINE-Rajvir Bhalwar - 4 th edition Epidemiology and Management for Health Care-P.V Sathe- 6 th editiion AH Surya kantha Textbook of community medicine 4 th edition Indian journal of community medicine published online 2021 https://ncdc.mohfw.gov.in http://nirdpr.org.in https://main.mohfw.gov.in 37

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