interpersonal communication & bcc 13.6 - sihfw) rajasthan...interpersonal communication &...
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Interpersonal Communication & BCC
State Institute of Health & Family yWelfare, Jaipur
Listen to LearnListen to Learn
Learn to Listen
SIHFW: an ISO 9001: 2008 certified Institution 2
IECIECIEC –A one-way process y p
Focused on “messages”
Implicit assumption that awareness creation
will automatically lead to behavior changewill automatically lead to behavior change
Emphasis on creating
messages, entertainment and media
SIHFW: an ISO 9001: 2008 certified Institution 3
BCCBCC (Behaviour Change Communication)
Outcome orientedOutcome oriented Research-based C lt ti f dd iConsultative process of addressing knowledge, attitudes, and practices through
IdentifyingIdentifyingAnalyzing S ti di dSegmenting audiences and participantsRelevant information and motivationRelevant information and motivation
SIHFW: an ISO 9001: 2008 certified Institution 4
U i i t i fUsing an appropriate mix of
interpersonal, group and mass media
channels
Participatory methods
SIHFW: an ISO 9001: 2008 certified Institution 5
Behavior changeBehavior change
K - Knowledge
A - Approval
I - Intention
P - Practice
A - Advocacy
SIHFW: an ISO 9001: 2008 certified Institution 6
IPC v/s Mass CommunicationCh t i ti IPC M i tiCharacteristics IPC Mass communicationNature Personal ImpersonalReach Fast Very fastReach Fast Very fastAudience Specific GeneralMessage Focused GeneralizedgPurpose Helping decision
takingCreate awareness
C t E i ChCost Expensive CheapFeedback Instant Delayed
Message Long time Short timeMessage retention
Long time Short time
Support of other Makes it effective Supplementsmedia
SIHFW: an ISO 9001: 2008 certified Institution 7
Classification of Communication M th dMethods
Inter-personal communication F i d / N i hb / I fl ti lFriends / Neighbors/ InfluentialMahila mandals/Voluntary organizationsHealth functionariesHealth functionaries
Use of traditional media Puppetrypp yStreet plays/DramasDancesDrum BeatingTamashas/Story Telling
SIHFW: an ISO 9001: 2008 certified Institution 8
Group communication
Meetings/Group Discussion/Lectures
Seminars/Workshop/Panel DiscussionSeminars/Workshop/Panel Discussion
Melas/Festivals/Exhibitions
Campaigns
Mass communicationMass communication
Radio
Television
Printed MaterialsPrinted Materials
SIHFW: an ISO 9001: 2008 certified Institution 9
Process of CommunicationProcess of Communication
SourceSource KnowledgeableRespectableRespectableCredible TrustworthyFulfilling the promises
SIHFW: an ISO 9001: 2008 certified Institution 10
Process of Communication
Target audienceHomogenous GroupSegmentation of AudienceIntended and Un-intended AudienceSociological/Psychological/Cultural Value systemsystemKnowledgeExposure to MediaExposure to MediaWillingness to changeSocial ParticipationSocial Participation
SIHFW: an ISO 9001: 2008 certified Institution 11
Attributes of message: 7C’sAttributes of message: 7C sCommand AttentionCater to the Heart and HeadClarify the MessageCommunicate a BenefitCreate TrustConvey a Consistent MessageCall for Action
SIHFW: an ISO 9001: 2008 certified Institution 12
IPC SkillsListening
Keep your mind openp y pBe flexible Find area of interestListen to ideasJudge content, not deliveryJudge content, not deliveryResist distractionsHold your fireHold your fireWork at listeningCapitalize on thought speedCapitalize on thought speed
SIHFW: an ISO 9001: 2008 certified Institution 13
SpeakingFace the audienceMaintain eye contactUse appropriate aids, if you canUse appropriate languageFocus on the needs of the audienceBe brief, to the point, without ambiguity
SIHFW: an ISO 9001: 2008 certified Institution 14
Interviewing/questioning Understand the audience profilePut questions in such a way the audience understand and reply favorablyStart questions from simpler to complexThe way you ask questions is importantDo not put questions in such a way which may embarrass you
SIHFW: an ISO 9001: 2008 certified Institution 15
Initiating IPCgIntroduce yourselfExplain the purpose of visitExplain the purpose of visitEstablish mutual understandingAll th di t k d f ilit tAllow the audience to speak more and facilitateWin the confidence of the audienceU d d hi /h blUnderstand his/her problemsAnalyze whether your interest and his/her problems
th diff tare the same or differentDo not make false promises/pose yourself
SIHFW: an ISO 9001: 2008 certified Institution 16
Sustaining IPCg
Create conducive atmosphere pBe knowledgeable about the subjectEnsure confidentiality of issues sharedEnsure confidentiality of issues sharedClarify the queries raisedGive complete informationGive complete information Check whether the receiver has understood as explainedexplained
SIHFW: an ISO 9001: 2008 certified Institution 17
Terminating IPCg
Lea e good impression of o rselfLeave good impression of yourselfHave issues for next meetingId tif t t l /i flIdentify contact people/influencersDevelop sense of belongingnessGive an opportunity for the audiences to comewith their real problems
SIHFW: an ISO 9001: 2008 certified Institution 18
Barriers to Behaviour Changeg
Socio-Cultural Barriers Gender discrimination; son preferenceNorm of early child bearing/early marriageNorm of early child bearing/early marriageColostrums feeding & other new born carepracticespracticesDietary pattern of eating two meals ad lday, women eat last
SIHFW: an ISO 9001: 2008 certified Institution 19
Health ServicesLack of regular outreach services at the villageLack of regular outreach services at the village levelHealth provider attitude and low motivationHealth provider attitude and low motivation levelsL k f t t i bli t iLack of trust in public sector services
SIHFW: an ISO 9001: 2008 certified Institution 20
Socio-Economic and Infrastructure Transport constraints Households with food insecurity y
BCC T h f tiToo much focus on awareness creation Limited reach of mass media in rural areasWeak systems for BCC supervisionCommunity based BCC (IPC, group meetings, community events) is limitedUncoordinated mass media campaigns
SIHFW: an ISO 9001: 2008 certified Institution 21
Priority Areas for a BCC Strategyy gy
Antenatal CareAntenatal CareInstitutional DeliveriesPost Natal & New Born CarePost Natal & New Born CareMarried AdolescentsGender discrimination (femaleGender discrimination (female feticide, infant girl, under 5 girl, son preference p e e e ceUnmet need for family planningNutrition through the life cycleNutrition through the life cycle (infant, under three, adolescent, woman)
SIHFW: an ISO 9001: 2008 certified Institution 22
Routine immunizationHygiene and safe water practicesHygiene and safe water practicesMarginalized groups and households including urban poorincluding urban poorNeed for supportive supervision of ASHAsCapacity building of BCC skills for serviceCapacity building of BCC skills for service providers across NRHMWorkload definition and structuring ofWorkload definition and structuring of workload for the ASHAs
SIHFW: an ISO 9001: 2008 certified Institution 23
Messages to be Addressedg
Age at marriage > 18 yrsAge at marriage > 18 yrsDelay first pregnancy till 21 yearsE t th ti d ( dEat three times a day (women and adolescent girls)Eat 3-4 times a day (pregnant women) Early registration <12 weeks
SIHFW: an ISO 9001: 2008 certified Institution 24
3 ANC check ups Institutional DeliveryStay in the hospital for 24 hrs after delivery Immediate health seeking behaviourImmediate and exclusive breast feedingImmediate and exclusive breast feeding within one hour of birth
SIHFW: an ISO 9001: 2008 certified Institution 25
Continue exclusive breast feeding up to six monthsmonths Keep the newborn warm with skin to skin care Complete Immunization/ Booster / Vitamin A Complementary feeding from six months 4-5 times a day in addition to breast feeding Wash hands with soap after defecation and prior p pto feeding child
SIHFW: an ISO 9001: 2008 certified Institution 26
Increase birth interval to three yearsIncrease birth interval to three years Adopt any limiting method after two children even if both are girlseven if both are girls Early detection of TB Empty and dry water containers once a week
SIHFW: an ISO 9001: 2008 certified Institution 27
BCC Activities in RajasthanjMCHN Day Home visits by ASHA.Group meetings by ASHA and ANMSwasthya Camps at the block level with video vans (Pilot basis)Child to community BCC for hygiene behavior, routine immunization and
ti f it b di itprevention of mosquito breeding sitesFolk performances and Nukkad Nataks
SIHFW: an ISO 9001: 2008 certified Institution 28
Th k YThank You
For more details log on towww.sihfwrajasthan.com
or contact : Director-SIHFW
on
sihfwraj@yahoo.co.in
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