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Is it enough to
provide
information and
give advice ?

Why it is not enough..
Information is rarely sufficient to change behavior
It is based on the assumption that people lack knowledge (of what they should
be doing) and that improving knowledge changes attitude, creating the desire to
change
Placing emphasis on the benefits of change, without addressing the personal
implications for the individual, which may result in resistance to change
Speller V (2007). The prevention paradox. Principles and practice of health promotion: health promotion models and theories, Public Health Action Support Team (PHAST)
Britt E, et al. (2004). Motivational interviewing in health settings: a review. Patient Education and Counseling

Why it is not enough..
• The provision of information is likely to appeal to those who want to
know how to change their behavior
• The information provision approach may worsen health inequalities,
disadvantaging those whose behavior is more immediately shaped by
their environment, and who may have less access to, or desire for,
information
Christmas S (2009). Nine big questions about behaviour change. London: Department for Transport

AN ECOLOGICAL APPROACH TO BEHAVIOUR CHANGE
A wide range of personal, social, and environmental factors influence behavior. Most
can be assigned to three levels:
Intrapersonal or individual : Beliefs, knowledge, attitudes, skills, genetics
Interpersonal or Social : Interaction among people including friends, family and the
community
Environmental : The area in which an individual lives, e.g. school, workplace,
local shops and facilities, and wider factors including the
economy, legislation and technology
1. Central Office of Information (COI) (2009). Communications and behaviour change. London: COI

behaviour change communication as taught in PSM.pptx

BY THE END OF THIS SESSION
Christmas S (2009). Nine big questions about behaviour change. London: Department for Transport

What is behaviour?
A behavior is any overt action, conscious or subconscious,
with a measurable frequency, intensity, and duration
Health behavior is “any activity undertaken by an
individual regardless of actual or perceived health
status, for the purpose of promoting, protecting or
maintaining health, whether or not such behavior is
objectively effective toward that end (WHO 1998)
Theoretical Foundations of Health Education and Health Promotion; Manoj Sharma and John A Romas

RISK BEHAVIORS AND PROTECTIVE BEHAVIORS
The World Health Organization (1998) defines Risk Behaviors as “specific
forms of behavior which are proven to be associated with increased
susceptibility to a specific disease or ill-health.”
• For example, indiscriminate sexual behavior is a risk behavior for sexually transmitted
diseases, including HIV/AIDS.
Protective behaviors aim to protect a person from developing ill-health
or a specific disease.
• For example, a person may be immunized against tetanus and thus prevent the disease.

COMMUNICATION
Communication is derived from a
Latin word, communis, which means
common
When we communicate, we are
trying to establish commonness with
someone

WHAT IS BEHAVIOUR CHANGE COMMUNICATION?

Behaviour Change Communication (BCC) – National Health Mission
Interactive process of any intervention with
Individuals, group or community
To develop communication strategies
To promote positive health behavior appropriate to the current
social conditions
Thereby help the society to solve their pressing health problems.

Kundu, K. (2008), Non-cognitive Determinants of Behaviour Change,
in Behaviour Change Communication Strategy for NRHM in Uttar Pradesh
BCC is about changing specific behaviors at the household, community and health service levels
It is more about identifying the causes and barriers to behaviour change and overcoming them
It is about understanding the communities, contexts, and environments in which behaviors occur
BCC is also about using persuasive techniques to demand health rights and to make public sector
health services available and accessible to the neediest
BCC is about integrating new practices into long standing social, cultural, and communication systems

BCC is a research-based, consultative process of addressing knowledge,
attitudes, and practices
Through identifying, analyzing, and segmenting audiences and participants in
programs and
By providing them with relevant information and motivation through well-
defined strategies
Using an appropriate mix of interpersonal, group and mass-media channels,
including participatory methods
Mackee Neill (2008) Behaviour Change Communication Strategy

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