iec material development
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Developing EffectiveInformation, Education &
Communication Material
a.k.a Copy WritingAndeel A l iCh ief Vis ionary Offi cerBl i tz Bureau
A Word Cloud
about me!
Objectives of this Session
Overview of BCC Behavior Change Communication
Determine the components of a
“Health Message”
Determine the characteristics of
an effective Health Message
Behavior Change Communication (BCC) is a process of any intervention with individuals, communities and/or societies to develop communication strategies to promote positive behaviors which are appropriate to their settings.
This in turn provides a supportive environment which will enable people to initiate and sustain positive and desirable behavior outcomes
Overview of BCC Behavior Change Communication
Stages of Change Theory
1. Precontemplation: unaware of the problem +
do not perceive him/herself at risk- no
intention to take action
2. Contemplation: at risk + intends
to take action
3. Preparation: decided to take action and has taken some behavioral steps in this direction
4. Action: Has taken action to change their
behavior-performs behavior and evaluate
What are the Message components?
Appeal Content
Format Context
Appeal
What approach to adopt to persuade or
convince people
Kinds of Appeals: •Humor•Logical/factual•Emotional including Fear•Positive vs. Negative •One-sided message•Two-sided message
Appeal
Fear and blaming messages proved to be ineffective
Most experts agree that fear tends to
focus an audience’s attention on what not to do, or what to avoid
Approaches are more effective when they
promote positive messages that state
clearly what audiences can and should do
Content
The information, ideas and
attitudes to convey the appeal
Characteristics of a good content•Epidemiologically correct•Appropriate•Culturally acceptable•Realistic•Easy to understand•Meets a felt need•Affordable•Requires minimum time and effort
Format
Conveying the content
through:
pictures, drawings,
etc
sounds, music,
non verbal communication (body language, eye contact,
voice, facial expressions, appearance)
Context
What are the communication channels used?
Mass Media vs. Interpersonal communication
Source
Person, institution, program, project,
sending the message
Credibility
Respected by the Target
group
Used by the target Group
7 C’s of effective communication
Completeness
Conciseness
Consideration
Concreteness
Your message is complete when it
contains all the facts, readers or listeners need
for the reaction you desire.
Communication senders need to assess their
message from eyes of the receivers to be sure they
have included all the relevant information.
7 C’s of effective communication
Answer the 5 Ws 1 H that make the message
clear.
Who
What When
7 C’s of effective communication
Consideration means preparing every
message with the message receiver in
mind.
Don’t loose your temper.
Don’t accuse. Focus on ‘you’ instead of ‘I’ or ‘we’.
7 C’s of effective communication
Smart Objectives
Situation Assessment
Needs Assessment
Documented Research
Quantitative Data Collection
Formative Research
In-depth Interviews
Focus Group DiscussionsEmerged Themes of Needed
Messages Matrix of Thematic Analysis
Prioritization of Needed Messages Prioritization of needed channels
Selection of a model for change of behavior
Development of a draft IEC material
Getting approval of gatekeepers prior to pilot testing the IEC material
Using the help of a graphic designer
Pilot test the IEC material
Re-development of IEC material
Printing of IEC material
Flow Chart Techniques/Tools
Model of Participatory Approach
Continuous Monitoring and Evaluation is needed throughout
the flow chart process
You are going to go back in your community and
develop IEC materials on Drug Abuse prevention
among masses.
1. What are the steps you will take to plan, design, develop and distribute these
materials?
2. Who are the partners and
stakeholders who will be involved in
this program?
3. What are the resources you will need to develop these materials?
4. What are the challenges and
barriers you expect to face?
5. What are the strategies and
actions to overcome these challenges
and barriers?
6. How would you monitor and
evaluate your IEC materials?
Planning, developing and distributing IEC materials
I am Googleable!
thinktank1987@hotmail.com
References
Entertainment-Education (United Nations Population Funds) 1: 1–6. January 2002. http://www.unfpa.org/upload/lib_pub_file/160_filename_bccprogbrief1.pdf
Dr. Rima Afifi: Theories of Behavior Change at the American University of Beirut, AUB
John Hubley. (1993). Communicating Health-An Action Guide to Health Education and Health promotion.
FHI & USAID. (2002). Behavior Change communication (BCC) for HIV/AIDS - A Strategic Framework
http://en.wikipedia.org/wiki/Poster Virtual University of Pakistan. Business and Technical
English Writing. ENG 201
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