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Behavior Change Communication-1

Behavior Change Communication (BCC) is an interactive process aimed at promoting positive behaviors and reducing risk related to HIV through tailored messages and community engagement. It plays a crucial role in HIV/AIDS prevention by increasing knowledge, stimulating dialogue, reducing stigma, and advocating for effective policies. Stigma remains a significant barrier, affecting marginalized groups and hindering access to necessary support and services.

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45 views2 pages

Behavior Change Communication-1

Behavior Change Communication (BCC) is an interactive process aimed at promoting positive behaviors and reducing risk related to HIV through tailored messages and community engagement. It plays a crucial role in HIV/AIDS prevention by increasing knowledge, stimulating dialogue, reducing stigma, and advocating for effective policies. Stigma remains a significant barrier, affecting marginalized groups and hindering access to necessary support and services.

Uploaded by

denismathenge075
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

BEHAVIOR CHANGE COMMUNICATION (BCC):

An interactive process with communities (as integrated with an overall program) to develop
tailored messages and approaches using a variety of communication channels to develop
positive behaviors; promote and sustain individual, community and societal behavior change;
and maintain appropriate behaviors.
BEHAVIOR CHANGE INTERVENTION (BCI):
A combination of activities/interventions tailored to the needs of a specific group and
developed with that group to help reduce risk behaviors and vulnerability to HIV by creating
an enabling environment for individual and collective change.
THE ROLE OF BEHAVIOR CHANGE COMMUNICATION
BCC is an integral component of a comprehensive HIV/AIDS prevention, care and support
program. It has a number of different but interrelated roles.
Effective BCC can:
 Increase knowledge. BCC can ensure that people are given the basic facts about HIV
and AIDS in a language or visual medium (or any other medium that they can
understand and relate to).
 Stimulate community dialogue. BCC can encourage community and national
discussions on the basic facts of HIV/AIDS and the underlying factors that contribute
to the epidemic, such as risk behaviors and risk settings, environments and cultural
practices related to sex and sexuality, and marginalized practices (such as drug use)
that create these conditions.
 Promote essential attitude change on HIV infection
 Reduce stigma and discrimination. Communication about HIV prevention and AIDS
mitigation should address stigma and discrimination and attempt to influence social
responses Create a demand for information and services.
 Advocate. BCC can lead policymakers and opinion leaders toward effective
approaches to the epidemic.
 Promote services for prevention, care and support.
 Improve skills and sense of self-efficacy. BCC programs can focus on teaching or
reinforcing new skills and behaviors, such as condom use, negotiating safer sex and
safe injecting practices. It can contribute to development of a sense of confidence in
making and acting on decisions

STIGMA
 Stigma is a mark of shame or discredit on a person or group. Stigma can manifest
itself in a variety of ways, from ignoring the needs of a person or group to
psychologically or physically harming those who are stigmatized. Stigma is often felt
by PLHA, men who have sex with men (MSM), sex workers (SWs), IDUs, migrant
populations and others.

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