Behaviour Change Communication in HIV workplace interventions S. Mohammad Afsar, ILO/AIDS 1

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 and 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, 234 234, 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 CD4 and viral load

In communication Less is more