BCC (Behavior Change Communication) Division, NHM Gurgaon

'Behavior' is a vital health determinant. Promoting 'Healthy Behavior' to attain the goal of health is vital objective of health services. 'Health activities' to stop unwellness and promote healthy life are often achieved through `Health Education' that is targeted at dissemination of correct data, motivation folks|of individuals} to adopt healthy life designs and guide people to avail of medical and health services for effective utilization of health services. Health behavior modification refers to the psychological feature, volitional, and unjust processes of abandoning health-compromising behaviors in favor of adopting and maintaining health-enhancing behaviors.

Behavior modification among people and communities is achieved through a mixture of communication approaches and strategies/interventions on adoption of healthy behaviors. Behavior modification interventions associate degreed communications so talk over with an interactive method victimisation behavior modification interventions and communication approaches to develop, promote and sustain positive behaviors in people and communities. The approaches used area unit geared toward influencing behaviors of people and communities through targeted psychological positioning of data among activities like skills building, promoting and support to encourage social and cultural changes and to market the adoption and reinforcement of desired behaviors. BCC service delivery focuses on the employment of a range of targeted messages and campaigns and also the Media, together with Drama, Poetry, Storytelling and Songs additionally to ancient print and audio mass media (Newspapers, Billboards, Radio and TV).

Behavior amendment communication (BCC) is any communication (e.g., social, cluster talks, mass media, support teams, visuals and print materials, videos, etc.) that helps foster a amendment in behavior in people, families, or communities. BCC may be a method of operating with people, families Associate in Nursingd communities through totally different communication channels to push positive health behaviors and support an surroundings that allows the community to keep up positive health behaviors taken on. The BCC Division at Haryana is remitted to support the district administration in making certain that communication activities within the district equip families and communities with applicable data, skills and perspective to boost health and fashion selections. so as to satisfy this goal, varied methods as well as mass media, native and folks media, outside media, social mobilization, social selling, community dialogue, social communication area unit used.

Historically, this space of health development programming has suffered from an absence of a theoretically-sound, systematic, and evidence-based approach to communication coming up with, implementation and watching of communication activities. Communication, promotion of services/social promoting, demand generation, and social communication skills of battlefront staff remains a weak link that impacts the effectiveness of the national flagship programme NHM.In this regard a unique BCC strategy was initiated in Haryana in 2008-09 to impart health education and to speak the accessible data and data to public in rural/remote areas in straightforward and simple to grasp language. this is often a significant shift from typical to rural central and community participative approach targeting folks right up to the grass root level. BCCDivision takes care of building the capability of paramedical staffs at districts, block and village levels to style, execute and value strategic communication programs on behavior modification. The division focuses on behavior modification in seven thematic areas — planning and procreative health;adolescent, maternal and kid health, referral transport and non-communicable diseases. The division's key ways embrace the employment of behavior modification communication to extend uptake of positive health behaviors.The BCC Division is functioning within the following key areas:

A unique way of inter-personal communication at village level was started through SaksharMahilaSamooh (SMS), a village based CBO. SMS is a shot to harness potential of educated women in villages of Haryana. All the educated women who have completed their matriculation & above are members of "SaksharMahilaSamooh". In areas like Mewat, women who have completed the 8th class may be made members of SaksharMahilaSamooh. A "subgroup on health" consisting of ten most active women within the group has been constituted. These women are being trained by the health department in BCC using simple health modules specially written for this group in Hindi. There are over 6167 registered SMS groups in Haryana. for straightforward message delivery and for implementation of standard activities, an annual calendar has been prepared supported health determinants and programs. Fortnightly activities (Pakhwara approach) are planned in such some way that every one age teams area unit given target specific and want based mostly data for desired impact and alter in behavior. Educational material has been designed by the health department within the sort of Flip charts which helps these women take the right message to the agricultural public. A guide book in FAQ format has also been printed to enable them to plan their activities and also to form needing based changes within the scheduled activities. These groups are trained for disseminating messages to the community by polishing off activities like Group Meetings, Rallies, Competitions (Quizzes), Wall writings, Banners/Pamphlets and Cable publicity.

2. NEWS LETTERS Two types of Newsletters ar revealed from BCC Division, NHM Haryana i.e. SwasthSansar and Haryana Health. SwasthSansar could be a bi-monthly Hindi account for frontline employees and PRI members centered on a current health issue of concern, e.g., anemia, kid health, maternal health, planning, care throughout physiological state, etc. Haryana health is six monthly account in English for doctors on success stories ANd current important articles by specialists to possess an update within the space.

Effective IEC (Information education and communication) and BCC (Behavior amendment communication) is crucial to attain desired outcome in any programme. The key strategy for generating awareness to boost health behaviors and promotion of health seeking behavior can stay social communication by medical/paramedical workers and community volunteers with the folks. Initially, all IEC activities were dispensed underneath the various programmes within the Department e.g. CH, MH, RBSK, PNDT, FP and ARSH. Currently, all IEC units of various programmes are integrated to make a fully-fledged BCC unit that spearheads coming up with, implementation and watching of all IEC/BCC interventions within the department and also the health sector. therefore the BCC unit has the general mandate of providing coordination and technical leadershipin coming up with, printing and implementing interventions for achieving healthy behavior adoption within the community. underneath this part we tend to area unit getting ready, coming up with and printing yearly Calendars and Diaries, Posters, Banners, Hoardings, Brochures, Flipcharts and IPC Booklets for frontline staff like ASHA, ANM, PRI members and ASHA Trainers. Four IPC booklets are pulished until currently, these area unit Sanchar Margdarshika, PrabhavshaliVartalab, EvamSamvad, SurakshitMatratavandSwasthSuvidhaonkobehtar banana meinJansamudaekiBhagedari.

Publicrelations of NHM Haryana is being dealt by BCC Division solely during which the division organizes events, media and different conferences, workshops and Sammelans. excluding these the division additionally works on press releases. In media activities, the division is that specialize in concluding mass media activities like Phone-in-programs, TV/Newspaper advertisements, Radio Jingles and Video Spots.

BCC division has developed documentaries for health awareness programs. These documentaries area unit utilized by frontline employees as a resource material. a number of the documentaries developed by BCC area unit KilkarianGoonjtiRahein(on kid and Maternal Health),BetikiVidayi(on PCPNDT Act),AakhriMauka(on High Blood Pressure),SwachtaMatra(on Personal Hygiene), Chinta Mat kerMaa(on Institutional Deliveries)andPadav(on Adolescent Health).

An initiative concerned by Mission Director to directly communicate fortnightly with ASHAs and ANMs through letters for dissemination of messages on specific health problems. This work is additionally applied through BCC and until currently letters are written to ASHA, ANMs on Anemia, ANC, Post-Partum Care, HBPNC, etc.

An initiative has been haunted by BCC Division to incorporate the IEC/BCC and SBCC half within the content of capability building trainings of frontline employees done by alternative departments of NHM Haryana. BCC conjointly impart coaching on SBCC to DACs, BEEs and ASHA trainers for creating them capable of implement SBCC for achieving the positive leads to health determinants. BCC conjointly works on observance and analysis of capability building initiatives to enhance the practices supported learnings.

RAPID is associate degree observance tool developed and used by Haryana Health department for reviewing and having a transparent image of ground reality. BCC division additionally employs an equivalent tool for observance the works of SMS teams. it's additionally geared toward knowing whether or not IEC materials have reached the targeted place and regular following is being done or not. it's additionally geared toward appreciation of best practices among frontline employees to administer them recognition and motivation.

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