11.1  Behaviour change communication

In your practice as a Health Extension Practitioner, there are different communication strategies you can use to help the people in your community to be responsible for their health. Systematic behaviour change approaches are a really important way of improving the nutritional status of the women and young children who are under your care. Behaviour change communication (BCC) strategies are aimed at influencing the actions of families and communities. In addition to considering individual health beliefs and practices, BCC can promote nutritional improvements and address local traditions and household dynamics (conditions). Audiences are carefully segmented (grouped), and communications can be made using mass media and through community leaders and elders to achieve defined behavioural objectives.

Segmentation refers to targeting key messages to the relevant audience at the relevant time. This helps prevent information overload for people, by ensuring they are not given unnecessary information. For instance, during pregnancy, it is better to focus on maternal nutrition and breastfeeding rather than talking to the mother and family about complementary feeding, which can be discussed at a later stage.