Behaviour Change Communication in HIV workplace interventions S

Behaviour Change Communication in HIV workplace interventions S. Mohammad Afsar, ILO/AIDS

Role of Communication • Causative • Supportive

Why are we talking about Behaviour Change Communication (BCC)? Because Knowledge and awareness does not always translate into safe sexual behaviour

Behaviour Change Communication (BCC) A process of influencing individuals’ behaviour change through effective communication.

Behaviour Change Process An individual goes through the following stages, before actually changing behaviour – Unaware – Aware – Concerned – Knowledgeable – Motivation to change – Trial and assessment – Sustained behaviour change

(BCC) encompasses: • Increasing risk perception • Encouraging personal commitment to change • Enhancing skills to make changes • Creating an enabling environment

Strategic Segmentation of Audience § Clients § Service Providers § Opinion makers

BCC in HIV/AIDS programme: • BCC provides information and knowledge. • BCC promotes and supports the uptake of services such as Sexually Transmitted Infections (STI) treatment, Condom use, Counseling and Testing, ART, and other referral services. • Strengthens skills to make changes. • Develops a supportive environment.

Behaviour change in WPI What do we attempt to change? Behaviour change in Managers (government, employers, unions) • Develop a workplace policy and programme, if you don’t have one. • Develop and implement a programme (appoint nodal person, set up HIV/AIDS committee, allocate budget). • Allow staff time for HIV education and training.

Behaviour change in Workers • Participate in awareness programmes and know about STI, HIV , TB and AIDS. • Understand reduce risky behaviours. • Develop non-discriminatory behaviors towards People Living with HIV or co-workers. • Use condoms for protection. • Take treatment for STI. • Know your HIV status - Visit a Counseling and Testing Centre. • Share your knowledge with family/friends - Play a role in HIV prevention efforts.

BCC Plan- key components • Research to understand existing knowledge, practices, attitude and behaviours. • Development and use of audience specific communication materials. • Training of service providers. • Interpersonal communication. • Use of different media channels. • Special events/programmes. • Monitoring and evaluation to track progress.

Development of communication materials

The process • • Develop an Audience - Message- Media matrix Develop creative concept Develop design options Pre-test Finalize the material and print Disseminate Take feedback Decide about modification/new materials

Example Developing posters in ILO India

Key themes of posters Advocacy in the World of work: - Every profession is at risk - Non-discrimination/right to work - Key principles of the ILO Code - Develop HIV/AIDS policy & programme at workplace Information posters - How HIV spreads - How it doesn’t spread

Design for pre-test

Final design

Pre-test design

Final design

Final Set of Six Posters: Four posters for advocacy Two posters for creating awareness

A lesson for ever… 8

8

8 8

2, 32 56, 234, 21 72, 23 17, 231 8, 92 29, 23, 34, 67

In communication Less is more

Application… Basics of HIV/AIDS

Basics of HIV/AIDS

Basics of HIV/AIDS

• • Treatment for HIV and AIDS HIV Testing Global and national scenario Basics of HIV/AIDS Stigma and discrimination Policy principles HIV/AIDS as a workplace issue CD 4 and viral load

In communication Less is more