behavior change: from theory to practice from theory to practice gloria coe office of hiv/aids usaid...
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Behavior Change:Behavior Change: from Theory to Practicefrom Theory to Practice
Gloria CoeOffice of HIV/AIDS
USAID
Julia Rosenbaum Academy for Educational Development
The CHANGE Project
May 12, 2003
Why Behavior Change?Why Behavior Change?
Key behavioral Key behavioral aspects of all health aspects of all health conditionsconditions
Must address if we Must address if we are to achieve are to achieve improved health improved health outcomesoutcomes
Behavior Change CommunicationBehavior Change Communication
Behavior changeBehavior change How to understand behavior change? How to understand behavior change? Robust theories to understand behavior across Robust theories to understand behavior across
cultures, diseases/conditions, and disciplines.cultures, diseases/conditions, and disciplines.• More than 300 theoriesMore than 300 theories• 4-6 widely used (references in handout)4-6 widely used (references in handout)
CommunicationCommunication Tools and strategies to facilitate behavior Tools and strategies to facilitate behavior
change.change.
AIDSCOM AIDSCOM FrameworkFramework
Some Common Factors Or Some Common Factors Or Behavioral DeterminantsBehavioral Determinants
EXTERNALEXTERNAL AccessAccess PolicyPolicy SkillsSkills CultureCulture
INTERNALINTERNAL KnowledgeKnowledge Perceived riskPerceived risk ConsequencesConsequences Self-efficacySelf-efficacy Perceived social normsPerceived social norms Attitudes Attitudes IntentionsIntentions
BEHAVEBEHAVE FrameworkFramework PRIORITY PRIORITY AUDIENCEAUDIENCE
BEHAVIORBEHAVIOR KEY KEY FACTORSFACTORS ACTIVITIESACTIVITIES
In order to help:
to: we will focus on:
through:
PRIORITY PRIORITY AUDIENCEAUDIENCE
BEHAVIORBEHAVIOR KEY KEY FACTORSFACTORS ACTIVITIESACTIVITIES
In order to help:
to: we will focus on:
through:
Mothers giving birth in hospitals
Begin breastfeeding within one hour of birth and breastfeed exclusively through 6 months
•Hospital policies •Knowledge that breast milk is sufficient •Proper BF skills•Supportive norms (family & other)•Import policies/ national policies on breast milk substitutes
•Policy change in hospitals•Monitoring & regulation of policies•Training/support of all birth personnel•Radio and IPC aimed at mothers -in-law•Mothers support groups
Exclusive BreastfeedingExclusive Breastfeeding
Different Factors are Importantfor Different Health Behaviors
Internal External
Breastfeeding Perceived social norms
Self-efficacy
Facility norms re rooming in
Marketing codes
Workplace policy
Immunization Perceived consequences (protection, side effects)
Accessibility
HW behavior
Contraception Cultural norms Service quality
Policies
The BEHAVE FrameworkThe BEHAVE FrameworkWorks at all LevelsWorks at all Levels
IndividualsIndividuals Family/householdFamily/household CommunityCommunity Institutional systemsInstitutional systems Policy makers/Health plannersPolicy makers/Health planners
Four Important Factors for Four Important Factors for HIV/AIDS-Related BehaviorsHIV/AIDS-Related Behaviors
•KNOWLEDGEKNOWLEDGE•SUBJECTIVE NORMSUBJECTIVE NORM•PERCEIVED RISKPERCEIVED RISK•SELF-EFFICACYSELF-EFFICACY
QuestionsQuestions
A. AIDS can be a serious health problem for each of us. People infected with AIDS can suffer a great deal. If you were a carrier of the AIDS virus, do you think you could be cured?
B. Can you do anything to protect yourself against AIDS? What can you do? Does knowing how to use a condom correctly protect you from AIDS?
C. How do you think people become infected with AIDS? Can an infected person who looks and feels well infect others with AIDS? You can tell by looking whether someone has AIDS.
D. Do you and your friends ever talk about using condoms? Do your friends use condoms? Has your sexual partner ever suggested using a condom?
Self-EfficacySelf-Efficacy
87%
73%
90% 94%
81%
96%
Yes one can do something toprotect
One can use condoms toprotect
Yes condoms prevent STDsand AIDS*
Never Users Ever Users
* Statistically significant at p<.05
Social NormsSocial Norms
14%
25%
43%
72%62%
77%
Talk with friends aboutcondoms***
Friends use condoms*** Sex partner suggested usingcondom***
Never Users Ever Users
*** Statistically significant at p<.001
Perceived RiskPerceived Risk
80%
92%
66%
81%
94%
70%
AIDS is most seriousproblem
AIDS causes great suffering There is NO cure
Never Users Ever Users
KnowledgeKnowledge
72%78%
67%78%
86%76%
One can get AIDS by havingsex with infected person*
Infected person who looksand feels well can infect
others
You can NOT tell by lookingwhether someone has AIDS
Never Users Ever Users
*** Statistically significant at p<.05
PRIORITY PRIORITY AUDIENCEAUDIENCE
BEHAVIORBEHAVIOR KEY KEY FACTORSFACTORS ACTIVITIESACTIVITIES
In order to help:
to: we will focus on:
through:
Pregnant women
Accept an HIV test during prenatal care
Comply w/ ARV regimen to prevent vertical transmission of HIV-
•Specific knowledge about transmission and treatment make a difference•Norms about sexuality•Perceived consequences of HIV+ diagnosis•Health worker attitudes and behaviors•Drug availability
PMTCTPMTCT
Understanding & Challenging StigmaUnderstanding & Challenging Stigma
Stigma/discriminationStigma/discrimination challenge to combating HIV/AIDSchallenge to combating HIV/AIDS
Research conducted by ICRW/CHANGE Research conducted by ICRW/CHANGE and local partners in 3 countriesand local partners in 3 countries root causesroot causes
• Non-awareness/denialNon-awareness/denial• Ignorance/fearIgnorance/fear• Shame/blameShame/blame
PRIORITY PRIORITY AUDIENCEAUDIENCE
BEHAVIORBEHAVIOR KEY KEY FACTORSFACTORS ACTIVITIESACTIVITIES
In order to help:
to: we will focus on:
through:
Pregnant women
Accept an HIV test during prenatal care
Accept ARV regimen to prevent vertical transmission of HIV-
•Specific knowledge about transmission and treatment make a difference•Norms about sexuality•Perceived consequences of HIV+ diagnosis•Health worker attitudes and behaviors
•Mass media•Interpersonal communication at various levels•Logistics•Advocacy (budget allocation/donation)
PMTCTPMTCT
HIV-AIDS Anti-Stigma ToolkitHIV-AIDS Anti-Stigma Toolkit
IntroductionIntroduction Naming the ProblemNaming the Problem Half Knowledge & FearHalf Knowledge & Fear Sex, Morality, Shame & BlameSex, Morality, Shame & Blame Living with and Caring for Living with and Caring for
PLWHAs within the FamilyPLWHAs within the Family PLWHAs Coping with StigmaPLWHAs Coping with Stigma Stigmatized ChildrenStigmatized Children Planning for ActionPlanning for Action
Mass Media ApproachMass Media Approach
PSI – AIDMARK Kenya SpotsPSI – AIDMARK Kenya Spots
Confronting Stigma: Mass MediaConfronting Stigma: Mass Media
Who are these targeting? Who are these targeting? Which determinants do they address?Which determinants do they address? Are they effective? Why/why not?Are they effective? Why/why not?