Effective Communication

The highest quality, most accessible health care services are pointless if people do not know about them or want them. Effective behavior change communication (BCC) activities raise awareness about family planning, motivate individuals to seek services, and help them to successfully use their contraceptive method of choice. BCC also helps couples discuss their fertility desires and contraception, encourages behavior change, and helps to make contraceptive use a community norm. Strategic BCC programs use a systematic process to develop and carry out communication activities, drawing on behavioral theory. They also use a mix of mass media, interpersonal, and community-based communication channels.

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Behavior Change Communication

Communication for Social Change

Communicating With Youth

Social Marketing

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Interviews with Family Planning Experts (12 resources)

Included in this section of the Toolkit are a series of audio and video interviews with family planning experts discussing the role of communication and behavior change communication in family planning. Interview discussion on behavior change communication in general and the media's role in behavior change are included. Interviewees talk about the importance of communication programs in successful family planning programs and the importance of behavior change theories in family planning decision-making. Additionally, specific program experiences in communication strategies and campaigns are described.

Behavior Change Communication

Communication for Better Health: How Family Planning Program Managers Can Build Effective Behavior Change Communication Programs (Population Reports)

2008 | Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs, Information and Knowledge for Optimal Health [INFO] | 28 p

English

This report focuses on helping family planning and reproductive health program managers establish behavior change communication (BCC) programs. To meet their goals, family planning program managers must build behavior BCC into their overall strategies. BCC is a process that motivates people to adopt healthy behaviors and lifestyles. The report reviews the research documenting the influence of BCC programs on people's reproductive health behavior.

2008 | Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs, The INFO Project | 16 p

English

This issue of INFO Reports discusses three aspects of entertainment-education to improve family planning/reproductive health and prevent HIV infection: 1) How E-E works and its potential effects on knowledge, attitudes, and behavior; 2) The best uses of the various E-E formats; and 3) The important steps for managing E-E projects, within the framework of the general process for developing communication programming.

2008 | Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs, Information and Knowledge for Optimal Health [INFO] | 8 p

English

Many health and development programs use behavior change communication (BCC) to improve people's health and wellbeing, including family planning and reproductive health, maternal and child health, and prevention of infectious diseases. BCC is a process that motivates people to adopt and sustain healthy behaviors and lifestyles. Sustaining healthy behavior usually requires a continuing investment in BCC as part of an overall health program.

2007 | Johns Hopkins Bloomberg School of Public Health; Center for Communication Programs; INFO Project | 20 p

Synopsis of Day 6 (Communication)

The INFO Project, in collaboration with WHO and IBP, sponsored an online global discussion forum to share program experiences, review research findings, highlight resources, and reach consensus on the core elements of successful family planning programs. Before launching the forum, INFO conducted an online survey with 445 health care professionals from 98 countries responding by ranking the importance of a variety of factors involved in running family planning programs.

2004 | World Health Organization [WHO] | 4 p

English

This document provides an introductory explanation of the COMBI approach and answers eight basic questions: What is COMBI? Why do we need COMBI? What are the key steps in designing a COMBI Plan? How does COMBI differ from Health Education and Promotion? How can one tell if COMBI works? Is COMBI a good investment? Where has it been applied? How can one find out more?

2003 | Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs | 300 p

English

The purpose of this strategic communication Field Guide is to provide practical guidance to those who are in a position to design, implement, or support a strategic health communication effort. The emphasis of the guide is on developing a comprehensive, long-term approach to health communication that responds appropriately to audience needs. The guide is based on the idea that effective strategic communication is based on the convergence of “senders” and “receivers” in which the differences between the two begin to disappear.

2003 | International Bank for Reconstruction and Development [World Bank] | 185 p

Originally published in 1996 as "Communication for Behaviour change: A Toolkit for Task Managers", this document is now offered as part of the World Bank's Distance Learning Course on strategic communication. The kit supports health systems investment projects through using behaviour change communication strategies. It is designed to help World Bank managers plan and supervise the implementation of communication activities in population, health, and nutrition (PHN) projects.

2003 | Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs | 16 p

English

Communicating strategically requires a clearly defined strategy with specific goals established in advance. The P-Process is a framework designed to guide communication professionals as they develop strategic communication programs. This step-by-step road map leads communication professionals from a loosely defined concept about changing behavior to a strategic and participatory program with a measurable impact on the intended audience.

2001 | National Cancer Institute | 262 p

English

This handbook presents key principles and steps in developing and evaluating health communication programs for the public, patients, and health professionals. It expands upon and replaces two earlier publications titled Pretesting in Health Communications and Making PSA's Work. The guide discusses specific steps in program development and includes examples of their use. Sources of additional information on each subject are included at the end of the chapters.

1995 | Academy for Educational Development [AED]

Tool Box

The tool box is designed to help managers of health communication programs improve their unit's organization and credibility while simultaneously strengthening staff members' communication skills and confidence in their ability to apply the communication methodology described in the Tool Box.

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When Partners Talk, Behavior May Change

Family Health International [FHI]

Online Article

Research suggests that partner communication helps couples improve their reproductive health. Date: 2002

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Communication for Social Change

Social and Behavior Change Communication (SBCC): Capacity Assessment Tool

2011 | C-Change | FHI 360

Assessment Tool for Organizations |

Facilitator's Guide for Organizations |

Assessment Tool for Donors and Networks |

Facilitator's Guide for Donors and Networks

C-Change developed the Social and Behavior Change Communication Capacity Assessment Tool (SBCC-CAT) in two versions--for use with organizations (to assess program and staff capacity in SBCC), and with donors and networks (to assess their own capacity and that of the partners they support and manage). Together with a facilitator, organizations can use this tool to determine their competencies in five areas: SBCC Situation Analysis SBCC Strategy Development SBCC Materials Development

2010 | USAID / Academy for Educational Development (AED)

SBCC Modules Webpage |

Facilitator Preparation |

Practitioner's Handbook for Module 0 |

Facilitator's Guide for Module 0 |

Practitioner's Handbook for Module 1 |

Facilitator's Guide for Module 1 |

Practitioner's Handbook for Module 2 |

Facilitator's Guide for Module 2 |

Practitioner's Handbook for Module 3 |

Facilitator's Guide for Module 3 |

Practitioner's Handbook for Module 4 |

Facilitator's Guide for Module 4 |

Practitioner's Handbook for Module 5 |

Facilitator's Guide for Module 5 |

Additional Resources

The C-Change project created this learning package for facilitated, face-to-face workshops on social and behavior change communication (SBCC). The package includes a series of six modules for communication practitioners working in development. A facilitator's guide accompanies each module. The C-Modules contain the following downloadable documents:

2008 | Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs, Information and Knowledge for Optimal Health [INFO] | 2 p

English

Risk communication is central to informed decision-making. Guidelines exist to help programs and providers present risk information clearly and effectively. People under stress typically want to know that you care before they care about what you know. People under stress typically have difficulty hearing, understanding, and remembering information. Background on Topic Risk communication is the two-way exchange of information about threats, including health threats such as avian influenza, severe acute respiratory syndrome (SARS), and HIV/AIDS.

2005 | United Nations Children's Fund [UNICEF] | 89 p

English

This working paper captures the essence of the 2004 Experts’ Consultation on Strategic Communication for Behaviour and Social Change in South Asia, held in New Delhi, India, 22 to 24 September 2004. The meeting, jointly organised by the UNICEF Regional Office for South Asia (ROSA) and the UNICEF India office, was attended by over 70 participants, including communication scholars and practitioners from the public and corporate sector, UNICEF senior staff from South Asia, headquarters and other regional offices.

2003 | Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs, Health Communication Partnership [HCP] | 264 p

English

This field guide has been designed to be used by health program directions and mangers of community-based programs who are considering using community mobilization to improve health at the individual, family, and community level. It may also be useful for directors and technicians in governmental and nongovernmental organizations committed to community health, such as churches, universities, philanthropists, and donors. No prior community mobilization experience is require to use the field guide, but any experience that you have will enhance your understanding.

2002 | Rockefeller Foundation | 50 p

English

This report provides a practical resource for community organizations, communication professionals and social-change activists working in development projects to assess the progress and the effects of their programs.

2001 | Rockefeller Foundation | 246 p

English

A study of the field of participatory communication for social change and how it is evolving. Reviews 50 illustrations of the power of community decision-making and action in Africa, Latin America and Asia. Highlights action that communicates the lives and circumstances of the economically poor and excluded in words and terms that they themselves use. "They are truly making waves by going against cultural norms, rebelling against forces that keep them down, broadcasting tales that were previously unheard by most" [from Foreword].

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Communicating with Youth

Peer Education: A Viable Approach for Reaching Youth (Global Health Technical Briefs)

2008 | Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs, Information and Knowledge for Optimal Health [INFO] | 2 p

English

Peer education is a strategy, tool, or communication channel used by people who share similar ages, backgrounds, and interests, to communicate messages. While it can be used for a variety of age groups and populations for various goals, peer education has been widely used as one approach in behavior change communication components of pregnancy, STI, and HIV prevention programs for youth worldwide.

2007 | International Planned Parenthood Federation [IPPF] | 60 p

English

This framework is a guide for IPPF Member Associations and affiliated/partner organisations. It builds upon, and complements, existing frameworks and provides an IPPF perspective on peer education. It can be used by programme designers, managers and coordinators, as well as by senior managers overseeing larger peer education initiatives. Supervisors, trainers and other young people can also use this framework in their work, and as a basic reference tool.

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Youth Peer Education Toolkit

Family Health International [FHI]

Toolkit

The Youth Peer Education Toolkit is a group of resources designed to help program managers and master trainers of peer educators. Collectively, these tools should help develop and maintain more effective peer education programs. The five parts of the toolkit are based on research and evidence from the field as well as local examples and experiences. They are designed to be adapted locally as needed. The toolkit resulted from a collaboration between the United Nations Population Fund (UNFPA) and Family Health International.

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Social Marketing

Social Marketing: A Practical Resource for Social Change Professionals

2009 | Academy for Educational Development [AED] | 93 p

English

This book, Social Marketing Behavior, was developed as a first primer on social marketing. Its goal is to introduce you to the concept, the process and the application of social marketing to a wide range of social problems.

1996 | Lawrence Erlbaum Associates | 147-168

English

This chapter examines some of the fundamental characteristics of successful contraceptive social marketing, as well as the reasons why these programs have worked so well in certain instances and less well in others. It also explores lessons on how social marketing can be improved and how new programs may be most effectively started.

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What is Social Marketing?

Population Services International [PSI]

Social Marketings FAQs

A key ingredient of successful social marketing is effective communications to encourage the adoption of appropriate health practices (including proper use of the products and services). This is done by brand-specific advertising as well as by generic educational campaigns, using a mix of strategies and channels, including mass media and interpersonal communications, to reach the target audience(s). This website provides answers to frequently asked questions about social marketing.

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