In addition, with 5.1 million people living with HIV/AIDS, the epidemic presents a new set of developmental challenges for the nation. The situation in Medak district of the southern state of Andhra Pradesh, which has been selected by the Government and UNICEF for full convergence of sectoral programmes, reflects the national scenario. In this district, Human development has suffered a setback with consecutive drought years and resulting livelihood crises and distress migration. Poverty has further exacerbated the vulnerability of women and children as reflected in low literacy level and high Infant Mortality Rate.
While the picture is grim, there are opportunities to turn around. There are steps, small but critical, that bridge the gap between possibilities and capabilities. Effective communication is one such as Behaviour Change Communication (BCC) addresses knowledge, attitudes and practices to influence individual behaviour, as well as those social factors which have an influence on behaviour.
Knowing that behaviour change takes place when individuals/families receive information, internalize/analyze it, weigh the consequences and then take action to change, the communication effort will addresses the primary audience (whose behaviour change is intended) and secondary participants (who would support/reinforce the change) through an array of channels.
Communicating about developmental issues to the individuals, families and communities is critical to help vulnerable children survive, to support girls attain education and to equip young people to protect themselves from HIV/AIDS.
Government of India and UNICEF have articulated four key behavioural results to empower families and communities with appropriate knowledge and skills to improve the care and protection of children. These are:
1. Mothers initiate breastfeeding within one hour of giving birth and practice exclusive breastfeeding during the first six months of the baby's life;
2. Parents enrol their girls in Class 1 when they reach the age of five and ensure they complete primary education;
3. Sexually active young people already engaged in risk behaviours adequately protect themselves;
4. Care-givers and children wash their hands after defecation and before handling food.
Recognizing the centrality of communication of attaining these results, the district Administration of Medak has initiated a unique action of setting up a Behavior Change Communication Cell (BCC) under its aegis.
The Change Makers
1000 SHG leaders
1000 Youth Group members
1600 Women Health Volunteers
120 BCC Master Trainers in
28 mandals of Medak
Communicate to
• promote changes in mindsets and behaviour at the household level;
• mobilize wider networks of support around families;
• promote broader social change so that families have a supportive environment in which to improve the care and protection of children.
The cell is mandated to equip families and communities with appropriate knowledge, skills and attitudes to improve the state of the children. The cell will accelerate communication activities to reach the most disadvantaged populations, especially poor families.
The communication activities will be centered on the three approaches for reaching families - communication that reaches families and communities directly, community dialogue and social mobilization.
The BCC cell will:
• Promote behavior change by SHGs, youth groups, Village health workers and village volunteers through community meetings and house-to-house visits;
• Information empowerment of the CBOs and grassroot functionaries in interpersonal communication;
• Develop integrated Information Education Communication (IEC) plans in the district in coordination with different line departments;
• Motivate and increase sense of ownership amongst all stakeholders involved in the project for successful implementation of the project;
• Provide strategic direction, technical support and leadership in overall management and implementation of BCC project;
• Coordinate, manage and monitor program resources/implementation to ensure accountability, synergy and results.
The Partners in Change
Department of health and family welfare (DHMO)
District Rural Development Agencies (DRDA)
Nehru Yuvaka Kendra (NYK)
Medvan NGO Network
Using BCC for Developmental Outcomes in Medak The developmental challenges faced by Medak, especially the high rates of Infant Mortality and Maternal Mortality, underline the need for immediate steps that dovetail service delivery with community action. This demands capacity building at various levels that help communities tread the path from awareness to adoption and eventually become change agents themselves.
Medak district administration has engaged in a series of training programs to build a youth cadre of trained volunteers to reach out to their own community members. Using BCC for development has also helped to synergize the expertise of different departments and civil society organization. They now have a common platform to impact lives in the most fundamental way touching the realm of behavior- the first step towards social change.
Medak district administration, in partnership with the stakeholders, has initiated the program with the following design. Specifically:
• DRDA, DHMO and NYKS have enhanced capacities to carry out BCC activities in 20 mandals of Medak;
• Families and communities have increased exposure to messages around breastfeeding, hand-washing, girl child education and HIV/AIDS in 20 mandals of Medak Deliverables;
• SHGs networks, youth groups and Women Health Volunteers have enhanced capacities to promote four key behaviors;
• A team of 120 master trainers on BCC created in the district to facilitate training programs on IPC;
• 1000 SHG networks, 500 youth groups and 1600 women health volunteers have an action plan ready cover all the villages and to act as peer educator;
• District administration with support of the NGO network has robust monitoring plan.
The Vision
Family and caregivers have knowledge and skills to carry out critical behaviors that secure survival, growth and development of children in 20 mandals in Medak. Earlier though I was convinced about what I was saying, I found it difficult to convince others. BCC training helped me to reflect on the nuances of communication. I feel more confident now as I am better accepted by the people.
B. Vidya, SHG leader member MedaK
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