iec material development

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.


Answer the 5 Ws 1 H that make the message

clear.

Who

What When


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’.


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!

[email protected]

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

http://www.unfpa.org/upload/lib_pub_file/160_filename_bccprogbrief1.pdf



http://en.wikipedia.org/wiki/Poster