Integrated Social And Behavior Change Communication-Books Pdf

Integrated Social and Behavior Change Communication
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Health Communication Capacity Collaborative,Johns Hopkins Center for Communication Programs. 111 Market Place Suite 310,Baltimore MD 21202 USA,Telephone 1 410 659 6300. Fax 1 410 659 6266,www healthcommcapacity org, Cover photo credit A health worker immunizes a child at Khuwi maternity clinic in Malawi 2014 Donna. Murray Courtesy of Photoshare, This implementation kit was made possible by the support of the American People through the United. States Agency for International Development USAID HC3 is supported by USAID s Office of Population and. Reproductive Health Bureau for Global Health under Cooperative Agreement AID OAA A 12 00058. 2017 Johns Hopkins University All rights reserved,Integrated SBCC Programs I Kit i.
TABLE OF CONTENTS,INTRODUCTION 1,What is Integrated SBCC 1. About this I Kit 3,PART 1 THE DECISION TO INTEGRATE SBCC 5. Advantages 5,Disadvantages 6,PART 2 LAYING THE FOUNDATION 8. Mapping the Landscape for Integrated SBCC 8,Engaging Support 11. Preparing for Design and Implementation 17, PART 3 STRATEGIC DESIGN OF INTEGRATED SBCC PROGRAMS 22.
Considerations for the Strategic Design Process 22. Formative Research 23,Components of an Integrated SBCC Strategy 25. From Strategy to Creative Concepts and Materials 34. Designing Linkages between SBCC and Service Delivery 36. Engaging and Preparing Providers 37,Capacity 37,PART 4 INTEGRATED SBCC STRATEGY IMPLEMENTATION 39. Coordination 39,Activity Planning 39,Implementation Models 40. Integrated SBCC Platforms 42,Media Buying 43,Materials Production and Distribution 43. Capacity Strengthening 44,Monitoring 45,ii Integrated SBCC Programs I Kit.
PART 5 RESEARCH MONITORING AND EVALUATION 46,Coordinate 46. Creating an Integrated SBCC RM E Plan 47,Measurement and Data Collection 49. Process Evaluation 52,Impact Evaluation 53,Evaluation Design 54. Re Planning 60,CASE STUDIES 61, Lessons from the Integrated Life Cycle Based Health Communication Campaign in Uganda 61. Using an Umbrella Approach to Link SBCC Campaigns in Ghana 66. Using Unique Identifier Codes to Monitor an Integrated SBCC Program 72. Setting Up a Strong Coordination System to Support an Integrated SBCC Program in Egypt 75. ANNEXES 79,Annex A Socio Ecological Model 79,Annex B Pathways Model 80.
Annex C Health Competence Model 81,Annex D Bounded Normative Influence 82. Annex E Social Learning Theory 83,Annex F Communication for Social Change 84. Annex G Theory of Planned Behavior 85,Annex H Diffusion of Innovations 86. Annex I Customized 87,Annex J Worksheet 1 Stakeholder Identification 88. Annex K Worksheet 2 Stakeholder Interview Guide 90. Annex L Worksheet 3A Stakeholder Capacity Matrix 92. Annex M Worksheet 3B Implementing Stakeholder Matrix 93. Annex N Worksheet 3C Stakeholder Analysis Overlap Synergies and Gaps 94. Annex O Worksheet 4 Environmental Analysis 95,GLOSSARY 97.
REFERENCES 98,Integrated SBCC Programs I Kit iii,ACKNOWLEDGEMENTS. This I Kit draws from the rich discussions at a two day Expert Consultation on Integrated SBCC Programs held. in Baltimore MD in April 2016 and sponsored by the Health Communication Capacity Collaborative HC3. and the United Nations Commission on Life Saving Commodities Approximately 46 individuals representing. 15 organizations attended and provided their insights ideas and experience on best practices in integrated. SBCC programs Those organizations listed in alphabetical order were Abt Associates Aga Khan University. Karachi Pakistan Bill and Melinda Gates Foundation FHI360 Gent University Belgium Jhpiego Johns. Hopkins Center for Communication Programs CCP John Snow Inc JSI National Institute of Hygiene and. Epidemiology Hanoi Vietnam Population Services International PSI Save the Children The Manoff Group. UNICEF University of Queensland Australia and USAID. We would particularly like to thank the following individuals who gave their time and provided critical. feedback and content in the development of this I Kit Amos Zikusooka FHI360 Angela Brasington USAID. Antje Becker Benton Save the Children Carol Hooks Independent Consultant Chelsea Cooper Jhpiego. Cheryl Lettenmaier CCP Joanna Skinner CCP Doug Storey CCP Heather Chotvacs PSI Hope Hempstone. USAID Ian Tweedie CCP Ketan Chitnis UNICEF Lydia Clemmons The Manoff Group Ron Hess. CCP Rupali Limaye CCP and Stephanie Levy USAID, Special thanks to Jen Orkis Heather Hancock Katherine Holmsen Sanjanthi Velu and TrishAnn Davis of CCP. for their extensive contribution and assistance in finalizing the I Kit and to the communication team at HC3. including Marla Shaivitz Anna Ellis Missy Eusebio and Brandon Desiderio for their support in proofreading. formatting and getting the I Kit online, Finally we would like to express our thanks to the HC3 USAID management team for their enthusiasm. support and intellectual contributions to this project. The participant list of individuals and their organizational affiliation can be found here. iv Integrated SBCC Programs I Kit,ANC Antenatal Care. AOR Agreement Officer s Representative,ARV Antiretroviral.
BCS Behavior Change Support,BNI Bounded Normative Influence. C4SC Communication for Social Change, CCP Johns Hopkins Center for Communication Programs. CHC Communication for Healthy Communities,CHL Communication for Healthy Living. CHW Community Health Worker,COP Chief of Party,DOI Diffusion of Innovations. EHP Essential Healthcare Package,FGD Focus Group Discussion.
GOE Government of Egypt,HCC Health Communication Component. HC3 Health Communication Capacity Collaborative,HEU Health Education Unit. HEP Health Extension Program,HIV Human Immunodeficiency Virus. IBP Individual Birth Plan,ICT Information Communication Technology. IDI In depth Interview,I Kit Implementation Kit,IMCI Integrated Management of Childhood Illnesses.
INGO International Non governmental Organization,IPC Interpersonal Communication. IPTp Intermittent Preventive Treatment in Pregnancy. ITN Insecticide Treated Bed,LMIS Logistics Management and Information System. MAG Management Advisory Group,MCH Maternal and child health. MCSP Maternal and Child Survival Project,M E Monitoring and Evaluation. NGO Non governmental Organization, NURHI Nigeria Urban Reproductive Health Initiative.
PHC Primary Health Care unit,PHE Population Health and Environment. PMTCT Prevention of Mother to child Transmission,PASMO Pan American Social Marketing Organization. PDA Positive Deviance Approach,RFA Request for Applications. RFP Request for Proposals,RM E Research Monitoring and Evaluation. SBCC Social and Behavior Change Communication,SDG Sustainable Development Goal.
SP Sulfadoxine pyrimethamine,SSD I Support for Service Delivery Integration. STI Sexually Transmitted Infection,SNA Social Network Analysis. STRADCOM Strategic Radio Communication,TB Tuberculosis. Integrated SBCC Programs I Kit v,TOR Terms of Reference. TCCP Tanzania Capacity and Communication Project,TTHV Tchova Tchova Historias de Vida.
UNFPA United Nations Population Fund,WHO World Health Organization. WHIP Western Highlands Integrated Program,vi Integrated SBCC Programs I Kit. INTRODUCTION, Recent years have witnessed a shift from development programs that focus on a single health or development. topic to initiatives that encompass multiple topics within a single program This shift is reflected in. the Sustainable Development Goals SDGs indicating that integrated programming is a priority across. the range of global development areas In global health specifically the shift to an integrated approach is. a key focus of movements concerned with universal health coverage primary health care health systems. strengthening and client centered care Corresponding to this larger trend toward integrated development. interest in integrated social and behavior change communication SBCC programming SBCC that addresses. multiple health topics and behaviors under the same program has also been increasing as a critical strategy. to improve health and development outcomes,WHAT IS INTEGRATED SBCC. Integrated SBCC refers to SBCC programming designed to cohesively address more than one health or. development issue within the same program Typically this involves developing a logical and unified SBCC. strategy that addresses multiple topics and or behaviors and considers how they relate or interact with one. another Examples include programs that address, Human Immunodeficiency Virus HIV and Tuberculosis TB.
Population health and environment PHE,Handwashing and improved child feeding practices. Family planning and HIV prevention, Reproductive maternal newborn and child health RMNCH. Antenatal care ANC prevention of mother to child transmission of HIV PMTCT and prevention of. malaria in pregnancy,Integrated management of childhood illnesses IMCI. Agriculture and nutrition,Immunization and family planning. What Are the Models for an Integrated SBCC Program. Integrated SBCC programs can follow one of four different models. Add on A new program integrates additional health topics into an existing vertical SBCC program. Phased Implementation A program phases in health topics and or behaviors gradually over a period of. time presenting information in progressively manageable pieces. Overarching Umbrella Brand A program develops and promotes an overarching brand encompassing. all the included health topics, Combination A program chooses a mix of the above integrated programming models.
More detailed information on these models can be found in the Implementation section. SBCC programs may integrate to varying degrees among several dimensions such as co location. coordination collaboration or cross training FHI360 2016 While these dimensions may indeed and. perhaps should be part of any integrated SBCC initiative taken separately they do not constitute complete. integration This I Kit seeks to guide SBCC programs looking to achieve complete integration that is when. multiple health sectors e g family planning HIV and RMNCH jointly plan and implement activities and. comprehensively address all relevant audiences A completely integrated SBCC program is able to deliver. cohesive and logically packaged SBCC interventions that unite divergent health areas. An integrated SBCC program addresses the interplay among multiple topics In contrast a vertical SBCC. program addresses an issue in relative isolation For example a vertical program may develop an SBCC. strategy only for malaria control or only for increasing demand for family planning but not address RMNCH. HIV or other health topics in the same strategy,Integrated SBCC Programs I Kit 1. Vertical SBCC Programs Integrated SBCC Programs, Address an issue in relative isolation Address the interplay among multiple health topics. 2 Integrated SBCC Programs I Kit,ABOUT THIS I KIT,What Is the Purpose of this I Kit. This I Kit provides guidance to programs seeking to develop an integrated SBCC strategy It offers insights. recommendations examples tools and links to useful resources It focuses on the aspects of SBCC unique. to integrated programming and avoids basic SBCC content that would be applicable to any SBCC program. For information on general SBCC strategy development visit HC3 SBCC Implementation Kits and SBCC. How To Guides The emphasis of this I Kit is health but the concepts and tools may be applied to a range of. development issues,Who Is the Audience for This I Kit. The intended users of this I Kit are project managers who are considering developing an integrated SBCC. strategy regardless of whether or not service delivery is integrated This I Kit assumes the user has prior. experience designing and implementing SBCC strategies and wants guidance specific to SBCC for integrated. programs Staff who are not directly implementing programs but who provide oversight or funding for. integrated SBCC programs such as those working for a government ministry or donor agency and who want. to develop a general familiarity with SBCC integration will also benefit from this I Kit. What Does This I Kit Contain, A synthesis of promising practices for integrated SBCC as currently understood.
Guidance and considerations for developing implementing and evaluating integrated SBCC programs. Case studies of integrated SBCC programs, Sample tools to assist in the development of integrated SBCC programs e g landscape mapping. analysis templates and, Links to additional resources such as how to guides for a number of different aspects of SBCC. How Should This I Kit Be Used, Managers may use this I Kit as a guide to help develop implement and evaluate an integrated SBCC program. that covers multiple health and development topics Please carefully consider which recommendations may. apply to your program and which may need to be modified. This I Kit is organized into five sections each containing a variety of resources. 1 Start by deciding whether or not to use integrated SBCC What are the pros and cons of integrated. SBCC and what evidence exists to demonstrate its value. 2 Next lay the foundation for integrated SBCC by mapping the landscape engaging support and. preparing for implementation, 3 Then strategically design or adapt the integrated SBCC program Learn what to take into consideration. Integrated Social and Behavior Change Communication Programs Implementation Kit August 2017 Integrated SBCC Programs I Kit i Contact Health Communication Capacity Collaborative Johns Hopkins Center for Communication Programs 111 Market Place Suite 310 Baltimore MD 21202 USA Telephone 1 410 659 6300 Fax 1 410 659 6266 www healthcommcapacity org Cover photo credit A health worker

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