Effectiveness of Social and Behavior Change Communication in Aquaculture based Nutrition

Md. Fayzur Rahman & A W M AnisuzzamanMarch 8, 2017

USAID Aquaculture for Income and Nutrition (AIN) project at a glance

Goal: To improve income and nutrition of poo and vulnerable households through aquaculture and horticulture activities in the south-west region of Bangladesh

Components Objectives

1. Fish and shrimp seed

Disseminating high quality fish and shrimp seed

2. Household aquaculture

Improving the nutrition and income status of farm households

3. Commercial aquaculture

Increasing investment, employment and fish production through commercial aquaculture

4. Institution and policy

Supporting to reforming policy and regulations and institutional capacity building for sustainable aquaculture growth

What is Social and Behavior Change Communication (SBCC)?

• has evolved from earlier models of Information, Education and Communication (IEC) and Behavior Change Communication (BCC)

• is a more comprehensive approach than IEC and BCC

• is an evidence-based, consultative process of addressing knowledge, attitudes, and practices

• provides relevant information to participants through well-defined strategies and a mix of interpersonal, group and mass media channels, including participatory methods

Why SBCC in USAID AIN?

• to affect changes in audiences’ and participants’ knowledge, attitudes, and practices around intra household nutritional consumption of mola and vegetables and hygiene practices

• to build awareness of people in target groups regarding improved aquaculture technology and aquaculture based nutrition; highlight women’s role and participation and influence practices

How SBCC developed in AIN project?

• applies a Socio-ecological model to identify the causes of problems and find a tipping point for change as well as sustainable change

• follows P-process to develop SBCC

• introduces 9 types of SBCC materials such as Poster Festoon Food cards Leaflet Booklet

TVC (national and local cable TV) Community radio Sticker and Food plates

Effectiveness of SBCC in USAID AIN project?

The USAID AIN project conducted a study to measure the effectiveness of SBCC materials in changing knowledge, attitudes and practices of the study participants using these key questions

What are the media usage behaviors of the target groups and which communication tools are most effective for which target groups? Why?

How clear were the messages developed by the project for the different participants?

To what extent did the different tools developed by the AIN project achieve the intended shifts in knowledge and behavior of the target groups? Why?

continued…..

• Study methods: Stratified random sampling for selecting the study areas

based on SBCC

Simple random sampling for 385 respondents [AIN=190 (F=70; M=120); Non-AIN=195 (F=23; M=172)] selection

Quantitative and qualitative data collection tools

Reconnaissance survey

• Study areas: Bagerhat, Patuakhali, Madaripur & Sathkhira

• Study period: April-June 2016

Pictorial Presentation of SBCC

Preliminary Findings

Media usage habits of the target groups

020406080100

79

521

9

99

43

1 4 1

9870

417

7

98

Male Female Total

Perc

ent

Clarity of SBCC messages to the target groups(%)

SBCC

Nutrient value Hand washing

technique & times Dietary

supplement Mola VegetableTVC (local tv) 100 - - - Poster 76 80 - 75Projector show 84 - - - Community Radio 100 100 - - Bangladesh betar 100 - - - Sticker - - 86 - Food card 100 100 - - Food plates - - - 85

Knowledge gained through SBCC

020406080

3150 46

686273 67

77

3956 51

70

Male Female Total

Perc

ent

Application of knowledge gained

Vegetables' nu-trient

Mola's nutrient Handwash techniques and

time

Supplimentary feeding

05

10152025303540

9 8

1814

1

2429

26

12

2117

4

Male Female Total

Perc

ent

Recommendations and conclusion

• Women and child nutrition-related SBCC should be introduced more through appropriate channels that are clear and accessible to the target groups

• Women and men were found to access different kinds of media. This information was useful in targeting groups with appropriate messages

• Mobile technology and television in the local language was found to be commonly and largely used; can be an effective channel to disseminate knowledge.

• This type of study should include pre and post SBCC interventions and evaluations to understand the effectiveness of the tools in bringing about the desired changes

Thank You

P-process

Source: https://entergizer.files.wordpress.com/2010/06/p-process.jpg

Socio-ecological model