Behaviour Change Communication MAA Breastfeeding Programme National OrientationcumReview

Behaviour Change Communication MAA Breastfeeding Programme National Orientation-cum-Review Meeting 11 -12 Jan 2017

Evidence 2

+ +The influence of socio-cultural beliefs appear to be on decline + 50% outreach staff use IEC materials + Communication on BF at community and family level + Home visits by ASHA + VHND site by ANM, AWW Behavioral Analysis - ________________________________ - Phenomenal increase in institutional delivery has not triggered matching increase in early initiation of breastfeeding. - ASHAs not confident of their ability to be BF facilitators and mobilizers - Missing newly weds - Barriers to not using IEC materials - Over confidence - One way communication - Workload - Mode of communication- instructional, devoid of compassion and support - Lack of protocol for conducting home visits - Lack of monitoring and mentoring mechanisms to improve quality of interaction during home visits and VHND 3

Policy Institution Health Staff Theory Socio Ecological Model Community/ Influential Family & Relatives Pregnant women/ Mothers 4

Policy Institution Advocacy Health Staff Capacity development Mentoring Communication Approaches Community/ Influential Community Mobilization Family & Relatives Interpersonal Communication Pregnant Counselling women/ Mothers 5

Is different from Program Objectives Aims to increase/change/influence/reinforce Communication Objective Knowledge Attitude Practice Belief Norm For demand supply both…. 6

Continuum of Communication Model 7

Identification of supportive gatekeepers At the habitation and community Engaging the newly weds Communicating at the VHND Drawing support of influentials: baby friendly women group

Welcome to baby friendly hospital Message display at ANC OPD and ANC ward At the facility Message display at PNC ward AHSA continues to support mothers in BF Last bit of counseling at the discharge point Exit interview

Intervention by baby friendly women’s group On return from health facility Family support Outreach workers complete the ‘communication continuum’

In summary Demand Generation Communicati on and media interventions Promotion of BF practices among newly wed, antenatal and lactating women Promotion of BF practices among families and communities Promotion of attitudinal change in service providers to support BF Creation of positive environment at facilities

Thank You 12