Motivating Motivating Behavior and Behavior and Social ChangeSocial Change
Maseru, LesothoMaseru, Lesotho
February 2, 2009February 2, 2009
Motivating behavior Motivating behavior changechange
Sleep in a quiet room
Talking to Wife
HusbandGirlfriendBoyfriend
Working
Stayed up too late in the lounge
Breakfast
Our lives are filled with a series of conscience and unconscious behaviorswe have adopted or avoided……
Behaviors ChangeBehaviors Change
Choose a partner Choose a partner Tell your partner about Tell your partner about a behaviora behavior
that you have changed?that you have changed? How did you do it?How did you do it? What motivated you?What motivated you? What was easy/ difficult about the What was easy/ difficult about the
change?change? How do you feel about the change?How do you feel about the change? Is the change temporary or permanent?Is the change temporary or permanent?
Learning Objectives of Learning Objectives of Session TodaySession Today
Understand the science of behavior Understand the science of behavior changechange
Review the process for developing Review the process for developing BCC programsBCC programs
Identify ways that Peace Corps staff, Identify ways that Peace Corps staff, counterparts and volunteers can be counterparts and volunteers can be involved in behavior change involved in behavior change programsprograms
List current BCC List current BCC activitiesactivities
BehaviorBehavior AudienceAudience ActivityActivity
What is Behavior ChangeWhat is Behavior Change
Behavior change communication has Behavior change communication has many aliasesmany aliases IECIEC Health promotionHealth promotion Health educationHealth education Behavior change communicationBehavior change communication Social and behavior change Social and behavior change
communicationcommunication Disciple that has grown and developed Disciple that has grown and developed
over time and with experienceover time and with experience
Early Behavior ChangeEarly Behavior Change
Focus on information and creating Focus on information and creating awarenessawareness
Posters, pamphlets, eventsPosters, pamphlets, events Disease Days for awarenessDisease Days for awareness Little input from the target Little input from the target
audiencesaudiences Little attention to multiple Little attention to multiple
influences influences
No Smoking inPublic Places
Drink and DriveYou’ll do 5
Protect your newborn, get tested and know your status
Social and Behavior Change Social and Behavior Change CommunicationCommunication
Theory and evidence drivenTheory and evidence driven Behavior is complex and Behavior is complex and
multidimensional multidimensional Internal and external factors Internal and external factors
influence behaviorinfluence behavior Requires a combination of activities Requires a combination of activities
over timeover time
What can BCC doWhat can BCC do Individual LevelIndividual Level
Increase knowledge of Increase knowledge of health health risk/solution/servicesrisk/solution/services
Promote attitude changePromote attitude change Reduce stigma and Reduce stigma and
discriminationdiscrimination Create a demand for Create a demand for
information and servicesinformation and services Promote services for Promote services for
prevention, care and prevention, care and support support
Improve skills and sense Improve skills and sense of self-efficacyof self-efficacy
Community/Community/Environmental LevelEnvironmental Level Stimulate community Stimulate community
dialoguedialogue Gain support of Gain support of
Community Community leaders/influencialsleaders/influencials
Address and change Address and change community normscommunity norms
Reduce stigma and Reduce stigma and discriminationdiscrimination
Advocate for policy Advocate for policy development or changedevelopment or change
Useful Frameworks by Useful Frameworks by Level Level
IndividualIndividual:: Stages of Change Model Stages of Change Model Health Belief ModelHealth Belief Model
InterpersonalInterpersonal:: Social Learning Theory Social Learning Theory
InstitutionalInstitutional:: Organizational Change Organizational Change ModelsModels
Community & nationCommunity & nation:: Community Community organization models; Diffusion of organization models; Diffusion of InnovationsInnovations
PolicyPolicy:: Policy communication approaches Policy communication approaches
Stages of ChangeStages of Change
Pre-contemplativePre-contemplative ContemplativeContemplative
Preparation for Preparation for ActionAction
ActionAction Assume the Assume the
behavior over timebehavior over time
No problem…..No problem….. Hmmm…maybe I Hmmm…maybe I
should do should do something…something…
Ok let’s give it a Ok let’s give it a go…go…
That wasn’t so That wasn’t so bad…bad…
This is a part of my This is a part of my life now….life now….
Stages of Change Stages of Change ExerciseExercise
•Pre-contemplativePre-contemplative•ContemplativeContemplative•Preparation for ActionPreparation for Action•ActionAction•Assume the behavior Assume the behavior over timeover time
AssignmentAssignment
Create a message for:Create a message for:
Target: a 25 year old rural Target: a 25 year old rural male who is sexually active male who is sexually active
The Topic: testing for HIV The Topic: testing for HIV infectioninfection
Process of Developing Process of Developing BCCBCC
Establishing the behavior to addressEstablishing the behavior to address Define the target audienceDefine the target audience Determining the determinants (internal Determining the determinants (internal
and external) that influence behaviorand external) that influence behavior Craft the message appeal or approachCraft the message appeal or approach Selecting effective interventionsSelecting effective interventions Monitoring how things are goingMonitoring how things are going Measuring successMeasuring success
Establish the behavior to Establish the behavior to addressaddress
Increase Uptake of ARVsIncrease Uptake of ARVs Get testedGet tested Get resultsGet results Go for a CD4 testGo for a CD4 test Get resultsGet results Enroll in treatment programEnroll in treatment program Take medicines as prescribedTake medicines as prescribed Visits clinic regularly to monitor your progressVisits clinic regularly to monitor your progress Stay healthy (eat nutritious foods, don’t drink or Stay healthy (eat nutritious foods, don’t drink or
smoke)smoke) Enlist the help of your partner and familyEnlist the help of your partner and family Attend support groupAttend support group
Establish the behavior to Establish the behavior to addressaddress
Increase Uptake of ARVsIncrease Uptake of ARVs Train and prepare testing staffTrain and prepare testing staff Advertise where to get test and Advertise where to get test and
hours of operationhours of operation Work with the community to Work with the community to
address stigma and discriminationaddress stigma and discrimination Establish community based support Establish community based support
groupsgroups
Define the target Define the target audienceaudience
The individual or group who’s behavior you are trying to change
Define the target audienceDefine the target audience
Young PeopleYoung People Male/femaleMale/female AgeAge Income levelIncome level EducationEducation In school/ out of schoolIn school/ out of school Rural/urbanRural/urban Sexually active/not sexually activeSexually active/not sexually active Use internet regularly/no access to internetUse internet regularly/no access to internet Participate in sports or club activity/don’t Participate in sports or club activity/don’t
participateparticipate
Determinants and Factors Determinants and Factors (internal and external) that (internal and external) that
influence behaviorinfluence behavior InternalInternal
Self efficacySelf efficacy Perceived social Perceived social
normsnorms Perceived Perceived
positive/negative positive/negative consequencesconsequences
Efficacy of actionEfficacy of action Real benefitsReal benefits Real barriersReal barriers
ExternalExternal FamilyFamily ReligionReligion Gender Gender CultureCulture Community Community
AcceptanceAcceptance PoliciesPolicies
Craft the message appeal or Craft the message appeal or approachapproach
Develop messages that address key determinantsand promote benefits of
adopting or modifying behavior
ExamplesExamples
Reduce your risk of colds and Reduce your risk of colds and infections, wash your hands with infections, wash your hands with soap after visiting the market or soap after visiting the market or other busy places.other busy places.
For peace of mind and a trusting For peace of mind and a trusting relationship go for an HIV test relationship go for an HIV test together, know your status.together, know your status.
Understand your target Understand your target audienceaudience
Talk to your target audience Talk to your target audience (formally and informally)(formally and informally)
Listen to your audienceListen to your audience Find out what they read, where they Find out what they read, where they
hang out, what they like to do, who hang out, what they like to do, who they trustthey trust
Observe themObserve them Involve themInvolve them
Selecting effective Selecting effective interventionsinterventions
Type of Type of InterventionIntervention Interpersonal Interpersonal
MediaMedia
Community Community
FormatsFormats Groups discussion, Groups discussion,
peer education, peer education, support group, one –support group, one –to-one to-one
Radio, community Radio, community newspapers, signs newspapers, signs and billboardsand billboards
Public meetings, Public meetings, events, community events, community theater, church grouptheater, church group
Behavior Target Audience and Influencing Groups
Determinants
Key Factors(barriers and benefits)
Interventions Activities
BehaviorsBehaviors
Using bed nets to prevent malariaUsing bed nets to prevent malaria Gaining community support for a life Gaining community support for a life
skills programs for 12- 14 year old skills programs for 12- 14 year old girls girls
Introducing the use of a new Introducing the use of a new technology for collecting datatechnology for collecting data
Discouraging the practice of having Discouraging the practice of having sex in exchange for gifts, money, cell sex in exchange for gifts, money, cell phones (young girls with older men)phones (young girls with older men)
Monitoring and EvaluationMonitoring and EvaluationMONITORINGMONITORING
PurposesPurposes Assess quality, Assess quality,
frequency and process frequency and process Is the program Is the program
happening?happening? How often is the How often is the
program activity being program activity being carried out?carried out?
Are materials Are materials distributed?distributed?
Are people accessing Are people accessing services?services?
Are services that are Are services that are promoted available?promoted available?
MethodsMethods Simple data collection Simple data collection
formsforms Observations of Observations of
activities with checklistactivities with checklist Interviews with Interviews with
participants participants Data on usage at Data on usage at
service sitesservice sites Inventory checksInventory checks
Monitoring and EvaluationMonitoring and EvaluationEVALUATIONEVALUATION
PurposePurpose Community Community
acceptance or acceptance or participation participation
Support of key leadersSupport of key leaders Use or adaptation of Use or adaptation of
program by local program by local groupsgroups
Update of new Update of new technologytechnology
Increase or Increase or improvement in improvement in individual behaviorsindividual behaviors
MethodsMethods Interviews with Interviews with
stakeholders and stakeholders and leadershipleadership
Number of community Number of community groups conducting groups conducting interventions, using interventions, using materials, addressing materials, addressing issue/behaviorissue/behavior
Service referral, Service referral, products soldproducts sold
Observed behaviorObserved behavior Mystery client, shopperMystery client, shopper
How to involve PC in How to involve PC in programs programs
Many international NGOs, FBO Many international NGOs, FBO involved in community based activities involved in community based activities AED, PSI, CARE, RED CROSS, World AED, PSI, CARE, RED CROSS, World VisionVision
Opportunities to engage PC volunteers Opportunities to engage PC volunteers and staff in existing programsand staff in existing programs
Program developmentProgram development MonitoringMonitoring Capacity supportCapacity support
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