Overview of the 7 steps of successful social and behaviour change communication

1. An introduction to Strategic Health
Communication (SHC)
Moving from raising
awareness to
changing behaviour

2. BCC then & now…..
FEAR era
expert era
AWARENESS era
field era
ADVERTISING era
social marketing era
STRATEGIC
COMMUNICATION era

3. FEAR era (1960s)
• If people know the DANGERS, they will
change their behaviour.
• Experts (doctors, nurses) scare people into
changing their behaviour.

5. Please don’t speed near schools

8. AWARENESS era (1970s)
information over-load
• If people are AWARE they will change their
behaviour
– Community outreach/talks
– Information brochures, booklets
– Health Education Approach

12. Make half your plate fruit & veggies (Samoa)

15. AWARENESS RAISING PERIOD (1970s)
A Abstain
B Be faithful
C Condoms every time with every partner
D Do less risky things
E Early treatment of STIs
F Free and honest discussion
G Get real – you could be infected.

16. I don’t
know
what to
do….so,
I’ll do
nothing

17. Specific behaviour!

19. ADVERTISING ERA (1980s)
social marketing
• “SELL, don’t TELL”
• Persuade people to change their behaviour
• Focus on the benefits of changing behaviour
• Make it “the popular choice”, desirable to
change.

20. What’s the benefit?

21. Every day 2000 people win against tobacco. What about you?
What’s
the
benefit?

22. What the behaviour?
What’s the benefit?

23. SHC ERA (from 1990s to now)
HEAD Give the facts
HEART Persuade with
BENEFITS
 HANDS Be specific about
behaviour

24. HEAD
HEART
HEART
HANDS

25. LET’S RE-CAP
What era?

37. STRATEGIC COMMUNICATION ERA
• Strategic health communication:
– promotes specific behaviour
– avoids information-overload
– focus on positive, benefits-based messages
– stresses participation of audience
– is a systematic process with clear steps

38. 1. KNOW YOUR ISSUE
2. KNOW behaviour
YOUR OBJECTIVE
3. KNOW &
involve YOUR
AUDIENCE
4. KNOW
YOUR
STRATEGY
5. KNOW
YOUR
MESSAGES
6.
IMPLEMENT &
MONITOR
7.
EVALUATE
7 – STEP
FRAMEWORK
FOR STRATEGIC
HEALTH
COMMUNICATION

39. IEC MATERIALS REVIEW
 Choose 1 material fear-based era
 Choose 1 material awareness era
 Choose 1 material advertising era
 Choose 1 material from SHC era
 Choose most favourite & least favourite material & say
why

40. Know your issue
Step 1

41. Know your objective
Step 2

42. Know your audience
Step 3

43. Know your strategy mix
Step 4

44. Know your message
Step 5

45. Implement & Monitor
Step 6

46. Evaluate
Step 7