C-Picks - Communication, Tools, and Technologies for Social Norms and Behaviour Change
Social and Behaviour Change Communication (SBCC) Issue 15 | December 6 2010 |
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Focus on Communication, Tools, and Technologies for Social Norm and Behaviour Change C-Picks #15 highlights three tools/toolkits from C-Change — the Gender Scales Compendium, the Voluntary Medical Male Circumcision (VMMC) Communication Toolkit, and the Family Planning Dialogue Guide (formerly the "Family Planning Conversation Tool"). It continues with recent research focused on changing masculinity social norms through SBCC and an article on family planning and behaviour change for PLHIV. Examples of the strategic use of mHealth and social marketing for behaviour change follow. The issue closes with two resources that focus on transforming behaviour through private and community conversations.
TOOLS FROM C-CHANGE 2. Voluntary Medical Male Circumcision (VMMC) Communication Toolkit 3. Family Planning Dialogue Guide GENDER EQUALITY, BEHAVIOUR CHANGE, AND MASCULINITY 4. SBCC, Gender Equality, and Masculinity - 12 Country Cases 5. Changing Behaviour by Changing Images of Manhood in Tanzania COMMUNITY-BASED PROGRAMMES FOR FAMILY PLANNING AND HIV PREVENTION 6. Support Groups Address Behaviour Change for Family Planning with PLHIV in Ghana 7. Community- and Peer-based Communication for Reproductive Health in Mozambique CHANGING FAMILY PLANNING BEHAVIOURS USING MHEALTH AND LOW-LIT TOOLS 8. Changing Family Planning via Mobile Phones in India 9. Social Marketing around Family Planning Appropiate for Rural, Low-Literacy Audiences in Niger USING DIALOGUE TO PROVOKE BEHAVIOUR AND SOCIAL CHANGE ON SEXUALITY AND HIV/AIDS 10. Changing the Dialogue Around Young Sexuality in Guatemala, Madagascar, and Rwanda 11. Conversations on the Bible and HIV TOOLS FROM C-CHANGE Developed by C-Change and USAID, with input from a relevant group of researchers, the Gender Scales Compendium is a tool to assess gender-related attitudes and beliefs and evaluate the success of interventions incorporating gender approaches. The compendium comprises eight scales that measure beliefs, attitudes, and practices relating to issues such as couples communication, decision-making about sex, household and parental responsibilities, gender-based violence, and societal acceptance of inferior roles for women and girls. The compendium is available at www.c-changeprogram.org/content/gender-scales-compendium/index.html 2. Voluntary Medical Male Circumcision (VMMC) Communication Toolkit In Kenya, C-Change and local partners developed this toolkit for Nyanza Province, which has an HIV prevalence rate of 15% and the lowest rate of male circumcision in the country. This set of innovative communication materials emphasises safe healing and the importance of continued HIV prevention practices. The toolkit includes billboards, posters, video, flip charts for health providers, radio spots, fact sheets for community, faith and business leaders, dialogue cards, and a handbook for community mobilisers. The toolkit can be downloaded at www.c-hubonline.org/7815/ 3. Family Planning Dialogue Guide This C-Change guide, published in June 2010 and available in English and French, is designed to help community health workers ("relais") in the Democratic Republic of the Congo (DRC) as they talk to small and large groups of men and women about family planning. Issues covered in the booklet include spacing of pregnancies for the health of the mother and her children, visiting the health clinic for family planning counselling and antenatal care, and adopting use of modern contraceptives. The Ministry of Health recently reviewed and approved the Family Planning Dialogue Guide and determined that it will be used nationally. The guide is available for download at www.c-changeprogram.org/resources/family-planning-dialogue-guide-community-relays-drc in French or English. GENDER EQUALITY, BEHAVIOUR CHANGE, AND MASCULINITY 4. SBCC, Gender Equality, and Masculinity - 12 Country Cases This October 2010 research report from the International Planned Parenthood Federation (IPPF) describes and analyses 12 programmes and interventions from around the world that have sought to alter the sexual attitudes and behaviours of men. "Men Are Changing: Case Study Evidence on Work with Men and Boys to Promote Gender Equality and Positive Masculinities" includes examinations of: the use of face-to-face trainings; the production of printed materials and video clips; in-person discussion groups; drama performances; radio programmes; street parades; and text messages. A number of findings, lessons learned, and best practices are identified in this report. Two lessons learned were of particular interest:
5. Changing Behaviour by Changing Images of Manhood in Tanzania This is an August 2010 case study of an integrated male engagement workplace programme called Healthy Images of Manhood (HIM), which was launched by the Extending Service Delivery (ESD) initiative in Tanzania early 2008. HIM was developed as a workplace health education intervention addressing gender, HIV, and family planning, with a focus on building effective counselling and communication skills among those who disseminate information, such as peer or community educators. It aims to strengthen local capacity and build a critical mass of male champions to act as change agents and model healthier sexual reproductive health behaviours, including: seeking health care services; being supportive, caring, and involved partners/husbands and fathers; and adopting healthy and non-violent means to respond to conflict. "Healthy Images of Manhood: A Male Engagement Approach for Workplaces and Community Programs Integrating Gender, Family Planning and HIV/AIDS - A Case Study" outlines a number of HIM-related behaviour change outcomes, as well as challenges faced, lessons learned, and recommendations for future iterations. ESD is finalising a package of HIM tools, including a gender assessment tool, a Peer Educator handbook, and a guide for corporate managers and project coordinators. A Facilitator's Guide, published in February 2010, can be accessed by clicking here. COMMUNITY-BASED PROGRAMMES FOR FAMILY PLANNING AND HIV PREVENTION 6. Support Groups Address Behaviour Change for Family Planning with PLHIV in Ghana This resource presents a mid-2009 evaluation of the Family Planning for Healthy Living project in Ghana implemented by the ACQUIRE Project partnership with Quality Health Partners and Opportunities Industrialisation Centers International (OICI). The project focused on peer education via support groups for PLHIV, involving a number of interventions, including family planning provider training, peer educator training, the development of job aids and behaviour change communication materials, and regional meetings of peer educators and family planning providers. The assessment presented in "Addressing the Family Planning Needs of People Living with HIV in Ghana: A Community-Facility Partnership Approach" provides key lessons learned, including the need to support peer educators through adequate training and supervision; ensuring trained provider coverage of HIV support groups and facilities; fostering peer educator-provider partnerships for referrals; identifying champions to advocate for family planning and promoting scale-up; and addressing barriers to family planning such as stigma, transport costs, and myths/misperceptions. For more information on the Family Planning for Healthy Living Project and its communication strategies, please click here. 7. Community- and Peer-based Communication for Reproductive Health in Mozambique This December 2009 case study describes a multisectoral adolescent sexual and reproductive health programme implemented by the Government of Mozambique. The main goals of Geração Biz ("busy generation") are to influence knowledge, practices, attitudes, and behaviours related to contraception, pregnancy, sexuality, and seeking reproductive and sexual health care. The central components of Geração Biz are:
For more information about the Geração Biz programme, click here. CHANGING FAMILY PLANNING BEHAVIOURS USING MHEALTH AND LOW-LIT TOOLS 8. Changing Family Planning via Mobile Phones in India This slideshow from the Institute for Reproductive Health (IRH) at Georgetown University was presented at the International Conference on Family Planning (ICFP) in November 2009 in Kampala, Uganda. It explores an (m)Health solution that supplies a modern family planning method directly to a user's mobile phone. As part of the Fertility Awareness-based Methods (FAM) Project, IRH developed a mobile application called CycleTel™ that supplies the Standard Days Method® (SDM) directly to a user's cell phone. After a woman provides the date her menstrual period starts (each cycle) she can be advised of her fertility status on a daily basis via text messaging. Additional messages support correct use of the SDM, monitor her cycle lengths to identify whether they are in the 26-32 day range, and offer information on other family planning options and reproductive health issues. Study results indicate that CycleTel would fit well within typical mobile phone use and SMS habits in India, and that women have significant interest in applying SMS to use the SDM and receive related reproductive health information. 9. Social Marketing around Family Planning Appropiate for Rural, Low-Literacy Audiences in Niger This July 2009 German HIV Practice Collection study, "Social Marketing for Health and Family Planning: Building on Tradition and Popular Culture in Niger," examines the social marketing methods used by the Association Nigerienne de Marketing Social (Animas-Sutura) to not only sell products, but change behaviour in Niger. According to Animas-Sutura, challenges to behaviour change messaging in Niger include a population that is primarily rural, has no electricity, and has low literacy levels. Communication strategies chosen for their behaviour change approach include the following:
USING DIALOGUE TO PROVOKE BEHAVIOUR AND SOCIAL CHANGE ON SEXUALITY AND HIV/AIDS 10. Changing the Dialogue Around Young Sexuality in Guatemala, Madagascar, and Rwanda Focusing on the Fertility Awareness-based Methods (FAM) Project, this IRH presentation, from the Family Planning conference in Kampala, Uganda in November 2009, describes strategies and results of formative research conducted as part of My Changing Body (MCB), a course for very young adolescents being tested in Guatemala, Madagascar, and Rwanda. Originally developed with Family Health International, MCB was recently revised to more explicitly integrate gender and sexuality concepts, as well as include parents so they can better support their children. "Evaluating Programs Reaching Very Young Adolescents: Experiences and Lessons from My Changing Body, A Body Literacy and Fertility Awareness Course" looks at MCB’s ability to facilitate reflection and self-awareness within and among peers and with parents to develop healthy, more gender-equitable attitudes and skills. Games and other action-oriented strategies were designed around real-life issues of young people. Homework activities sought to promote child-parent dialogue. The researchers concluded that 6 sessions can provoke significant changes in some areas. One main challenge is how to make discussions relevant and practical. It is clear, from this research, that programmes designed for older adolescents do not necessarily have content relevant to very young adolescents and there is a need for formative, culturally-specific research to develop programme content. 11. Conversations on the Bible and HIV This handbook, written by twelve church leaders from a wide ecumenical background in four African countries and published by Strategies for Hope Trust in early 2010, consists of 20 Bible studies on topics related to HIV and AIDS. "Call to Me: How the Bible Speaks in the Age of AIDS" was produced to enable churches and community groups to discuss difficult, sensitive issues related to the AIDS epidemic, and to decide on ways of dealing with these. Each Bible study consists of seven clearly defined steps, leading to a final session in which the participants suggest and discuss ways in which particular issues and problems can be addressed. C-Picks and SBCC Please visit the C-Picks website for more resources and information about social and behaviour change communication (SBCC). C-Picks continues to seek new knowledge and experiences in SBCC - case studies, strategic thinking, support materials, and other relevant documentation. Please contact cchange@comminit.com SBCC E-magazine C-Picks, supported by C-Change and implemented by The Communication Initiative, is an e-magazine that highlights social and behaviour change communication (SBCC) case studies, reports, analyses, and resources in the health sector (HIV and AIDS, family planning and reproductive health, malaria, and maternal and antenatal health).
This publication is made possible by the support of the American people through the United States Agency for International Development (USAID) under the terms of Agreement No. GPO-A-00-07-00004-00. The contents are the responsibility of The Communication Initiative and the C-Change project, managed by AED, and do not necessarily reflect the views of USAID or the United States Government. |
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