Series J, Number 56
Family Planning Programs

CONTENTS

Home (Key Points)

Communication Motivates Behavior Change
Figure 1. Family Planning Communication Evolves

Spotlight: Ethiopian Radio Serial Follows Process to Success

Box: Theories Inform Behavior Change Communication

Communication—A Process, Not a Product
Figure 2. Defining SMART Objectives
Figure 3. Elements of a BCC Conceptual Framework
Table 1. Many Choices for Behavior Change Communication Programs

Box: Egyptian Project Combines Channels to Reach Families

Planning for the Future

Box: Participatory Approaches Empower Communities

Bibliography

Credits

• Model for a Creative Brief
• INFO Reports: “Tools for Behavior Change Communication”

• What BCC Programs Can Achieve
• Characteristics of Effective BCC Programs
• Planning Documents That Help Guide Implementation

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See companion INFO Reports, "Tools for Behavior Change Communication"
See companion INFO Reports, "Entertainment-Education for Better Health"
See more Population Reports

KEY POINTS

To meet their goals, family planning programs must build behavior change communication (BCC) into their overall strategies. BCC is a process that motivates people to adopt healthy behaviors and lifestyles. For example, BCC programs have motivated people to use contraception and to obtain HIV tests. BCC programs are cost-effective when they reach large audiences. Effective BCC programs:

Use a proven process. Following a sound process helps ensure results. Typical steps consist of analysis, strategic design, development and pretesting of messages, implementation and monitoring, and evaluation.

Apply theory. Theories of behavior change help programs develop appropriate strategies and messages that will resonate with the audience.

Rely on research. Research provides information that guides program design, monitoring, and evaluation.

Involve the community. When community members help design and guide BCC programs, programs are more capable of addressing the community’s concerns and needs. Also, the community strengthens its capacity to identify and address health and social problems.

Develop relevant and creative messages and materials. Messages should make clear the benefits of the recommended behavior that the audience values. Programs need to tailor messages and materials to the interests of different audiences and their readiness to change.

Address both the individual and the larger society. Both individual behavior change and social change are necessary to achieve sustained improvements in health.

Combine communication channels. Using a mix of mass media, interpersonal communication, and community approaches increases the influence on behavior.

Plan with scaling up in mind. Expanding activities to reach more people and more areas works best when it is planned from the start.

Develop and sustain capacity for the future. Training, education, and working partnerships build capacity. Also, with technical assistance, individuals and local organizations can learn how to carry out effective BCC programs.

How To Use This Report

This issue of Population Reports can help managers of family planning and reproductive health programs to:

• Advocate inclusion of BCC in family planning programs, a crucial element that has had a low cost for each new contraceptive user (see Communication Motivates Behavior Change).
• Learn how to apply theories of behavior to help choose the most appropriate BCC strategies and messages (see Theories Inform Behavior Change Communication).
• Learn the key factors contributing to effective BCC programs (see Characteristics of Effective BCC Programs).
• Oversee the steps in planning, carrying out, and monitoring and evaluating a BCC program (see Communication—A Process, Not a Product).
• Make sure that monitoring and evaluation collect information that helps guide the program (see Steps 4 & 5 in Communication—A Process, Not a Product).
• Compare and assess different approaches to developing capacity for BCC programming and to scaling up BCC activities (see Planning for the Future).