BCC (Behavior Change Communication) Division, NRHM Haryana BCC DIVISION

'Behavior' is a very important health determinant. Promoting 'Healthy Behavior' to achieve the goal of health is key objective of health services. 'Health activities' to prevent disease and promote healthy life can be achieved through `Health Education' which is targeted at dissemination of correct information, motivation of people to adopt healthy life styles and guide people to avail of medical and health services for effective utilization of health services. Health behavior change refers to the motivational, volitional, and actionable processes of abandoning health-compromising behaviors in favor of adopting and maintaining health enhancing behaviors. Behavior change among individuals and communities is achieved through a combination of communication approaches and strategies/interventions on adoption of healthy behaviors. Behavior change interventions and communications therefore refer to an interactive process using behavior change interventions and communication approaches to develop, promote and sustain positive behaviors in individuals and communities. The approaches used are aimed at influencing behaviors of individuals and communities through targeted psychological positioning of information accompanied by activities such as skills building, marketing and advocacy to encourage social and cultural changes and to promote the adoption and reinforcement of desired behaviors. BCC service delivery focuses on the use of a variety of targeted messages and campaigns and the Media, including Drama, Poetry, Storytelling and Songs in addition to traditional print and audio mass media (Newspapers, Billboards, Radio and TV). Behavior change communication (BCC) is any communication (e.g., interpersonal, group talks, mass media, support groups, visuals and print materials, videos, etc.) that helps foster a change in behavior in individuals, families, or communities. BCC is a process of working with individuals, families and communities through different communication channels to promote positive health behaviors and support an environment that enables the community to maintain positive health behaviors taken on. The BCC Division at Haryana is mandated to support the district administration in ensuring that communication activities in the district equip families and communities with appropriate knowledge, skills and attitude to improve health and lifestyle decisions. In order to meet this goal, various strategies including mass media, local and folk media, outdoor media, social mobilization, social marketing, community dialogue, interpersonal communication are employed.

Historically, this area of health development programming has suffered from a lack of a theoretically-sound, systematic, and evidence-based approach to communication planning, implementation and monitoring of communication activities. Communication, promotion of services/social marketing, demand generation, and interpersonal communication skills of front line workers remains a weak link which impacts the effectiveness of the national flagship programme NHM. In this regard a novel BCC strategy was initiated in Haryana in 2008-09 to impart health education and to communicate the available information and knowledge to public in rural/remote areas in simple and easy to understand language. This is a major shift from conventional to rural centric and community participative approach targeting people right up to the grass root level. BCC Division looks after building the capacity of paramedical staffs at districts, block and village levels to design, execute and evaluate strategic communication programs on behavior change. The division focuses on behavior change in seven thematic areas — family planning and reproductive health; adolescent, maternal and child health, referral transport and non-communicable diseases. The division's key strategies include the use of behavior change communication to increase uptake of positive health behaviors. The BCC Division is working in the following key areas:

2. NHM, Haryana Monthly Magazine: NHM Haryana Monthly Magazine is published by BCC Division. It focuses on monthly Programmatic Achievements related to RMNCH+A. It covers the activities, Health Days observed, Programmatic Campaigns, Best Practices, State Level Functions, Workshops, Meetings etc occur during the month.

3. Designing of IEC/BCC material
Effective IEC (Information education and communication) and BCC (Behavior change communication) is crucial to achieve desired outcome in any programme. The key strategy for generating awareness among general public is to improve health behaviors and promotion of health seeking behavior through interpersonal communication by medical/paramedical staff and community volunteers. Initially, all IEC activities were carried out under the different programmes in the Department e.g. CH, MH, RBSK, PNDT, FP and AH. Currently, all IEC units of different programmes have been merged to form a fully-fledged BCC unit that spearheads planning, implementation and monitoring of all IEC/BCC interventions in the department and the health sector. Thus, the BCC division unit has the overall mandate of providing coordination and technical leadership in designing, printing and implementing interventions for achieving healthy behavior adoption in the community.

4. Media 

 Relations of NHM Haryana are being conducted by BCC Division, in which the division organizes events, Press conferences, workshops and Sammelans. BCC division issues Press Releases addressing various Health Issues. In media activities, the division is focusing on carrying out mass media activities like Radio Interviews, TV Interviews, Display Advertisement in Print Media, Radio Spots for various Radios for Chandigarh, Haryana and Delhi Stations and Television Commercial (TVCs) for regional and local TV Channels.

BCC division has produced many documentaries for health awareness programs. These documentaries are shared with all the districts and are used by frontline workers as a resource material. These Documentaries are shown in the waiting area in the Health Facilities, during the meetings, Workshops and are uploaded on website and Social Media. Some of the documentaries developed by BCC are Kilkarian Goonjti Rahein (on Child and Maternal Health), Beti ki Vidayi (on PCPNDT Act), Aakhri Mauka (on High Blood Pressure),Swachta Matra (on Personal Hygiene), Chinta Mat ker Maa (on Institutional Deliveries) and Padav (on Adolescent Health).

The Documentaries produced recently are Maternal Health, Health & Wellness Centres, Covid Warriors, Urban Health, Corneal Blindness and Senior Citizen Corner at District Hospitals. 3 TVCs are also produced on Urban Health.

An initiative has been taken up by BCC Division to include the IEC/BCC and SBCC part in the content of capacity building trainings of frontline workers done by other departments of NHM Haryana. BCC also impart training on SBCC to DACs, BEEs and ASHA trainers for making them capable of implement SBCC for achieving the positive results in health determinants. BCC also works on monitoring and evaluation of capacity building initiatives to improve the practices based on learning. BCC division is imparting training on SBCC/BCC to other departments like Women and Child Development, Education and Public Health Departments.


8. Printing:

BCC Division empanels printers for the printing of various print materials under National Health Mission. It caters to all the departments of NHM which includes Reproductive and Child Health (RCH) Programmes, Non Communicable Disease (NCD) and Vertical Disease Control (VDCP) Programmes.