BCC Update

Madhya Pradesh -BCC UPDATE
(January to Dec. 2009)
Communicating for behaviour change -“Integrated district approaches - Guna and Shivpuri
A BCC intervention, structured in the light of the UNICEF Country Strategy, is being made in Guna and Shivpuri with the support of 8 NGO partners and District Administration. The program has an impressive presence in 8 blocks of 2 intervening districts through a strong team of 4000 village volunteers, 68 cluster coordinators and 8 block coordinators.
The village volunteers and cluster coordinators are using various communication activities to bring about the following 4 behavioural changes amongst the target village communities:
People wash their hands with soap & water after defecation, after handling children faeces and before handling/having food.
Mothers initiate breastfeeding within one hour of giving birth, and practice exclusive breastfeeding during the first six months of the baby’s life.
Parents enrol their girls in Class 1 when they reach the age of five and ensure that they complete a primary education.
Sexually active young people already engaged in risk behaviuors adequately protect themselves.
A number of women's groups, youth groups and PRIs have been formed/activated and strengthened to promote changes in mindsets and behaviours at the household and community level.
Community groups activated/strengthen in 496 villages
From January to Dec 09 around 3.6 lakh peoples have been reached through interpersonal communication and Folk performance/Special events.
The major outcomes of 6 months-
About 8836/11016 women who delivered in last 12 months initiated breast feeding with in one hour of the delivery.
Complimentary feeding was initiated for more than three-fourth (11025) of 14369 children who completed age of six months.
449/680 schools in target area observed regular hand washing with soap before mid day meals.
About 80 youth approached the nearest ICTC for HIV testing every month.
In addition to communication on 4- Key behaviours the VVs and CCs supported the health functionaries in organizing routine immunization session in high risk Villages, by counselling families during RI sessions, facilitating meetings and motivating the families for vaccinating the missed children. The biggest turn around has been the opening up of the youth of the area and their readiness to talk on the issues of HIV & AIDS.
Village Volunteer Conventions-“Apana Utasav in Guna and Shivpuri” In order to acknowledge and appreciate the hard work put in by the village volunteers under BCC and Integrated Planning intervention, special conventions titled “Apna Utsav” were organized in Guna and Shivpuri in February & March 2009.
The objective of the programme was to rejuvenate the enthusiasm in the volunteers and to accelerate the mission activities in 2009. Over 1800 Village Volunteers participated in 3 conventions.
The volunteers were honoured for their hard work by Dr. Hamid El Bashir, State Chief of UNICEF in presence of Mr. Bhai Shelly, Programme Communication Specialist, senior district officials, and representatives of partner NGOs, academicians, media & other philanthropic groups.
Village volunteers shared their experiences and expressed their commitment to work for the cause. During the convention, details of different government schemes and expected role of village volunteers was also shared.
Before concluding the programme all the volunteers took the oath to motivate the people in their village to adopt the 4-key behaviors.
Accessing communities through community radio“Radio Dhadkan in Shivpuri”
UNICEF has partnered with Sambhav and Ideosync Media Combine to establish and run a community radio pilot project in Shivpuri. Inaugural ceremony of Dhadkan Community Radio 107.8 FM was held on 17th Feb. 09. Community Radio (CR) serves communities within 15 km radius around, covering Shivpuri town and about 51 surrounding villages with approx. population of 1.71 Lakhs. Dhadkan is being run with the help of 1 Station In-charge, 2 supervisors 6 Field Reported and 75 village level facilitators.
Salient Features
The CR team developed around 300 programs on Education, health, Women and Child Development, Agriculture, Livelihoods, Local Folk, Songs, Comedy Audio Drama, Religious songs and informative programs.
The Field reporters continuously narrow cast the developed programs in the community.
The CR team is also organizing regular meetings with listeners groups for identifying the subject from community for program development.
Disseminating facts for Life-“Partnership with NYKS and BS&G
UNICEF has associated with two major cadre based partners to spread and promote the messages from Fact For Life (FFL) in Guna & Shivpuri. Partnering with Nehru Yuva Kendra Sangathan (NYKS). The popular tele-serial Kyunki Jina Isi Ka Naam Hai based on Facts For Life (FFL) is being promoted by the youth groups of NYKS, both in Guna and Shivpuri.
In all 157 viewers groups have been formed in the two districts for collective viewing, discussion and subsequent action on the messages from the tele-serial.
Alliance with Bharat Scouts & Guides (BS&G), MP Association State wide intervention has been planned with BS&G for promotion of FFL messages through its units & patrols reaching about 5.5 Lakh children directly.
In Guna, 86 units & 344 patrols of scouts & guides aged 11-16 years are working - within schools, in the families and in the communities to develop 100% hand washing schools.
Other Initiatives -“Strengthening systems and functionaries”
1. Convergence of BCC and IEC activities through BCC Cell
BCC Cell established in Health Department Guna. Cell is functional by 1 st August 2009 in Guna in the CMHO office. Introductory meeting of BCC Cell already held with active participation of all district level officers from Health, WCD, PHED, RD, B S&G, Education, NSS and NGOs. Training of Resource groups (MTs) on IPC and communication skills completed. BCC Cell has helped NRHM to develop the BCC plan for 2010 and focusing IPC capacity building for Health workers. Also supporting Department in building capacities of Village Health Committees.
2. Customized Communication Material
A range of communication material has been developed and is being widely used in the 2 integrated districts.
IPC module for VVs “Chalo kare batain Char” - Customized training module and handbook to be used by the village volunteers has been developed for promotion of the 4 key behaviours.
IPC training module - An IPC training module has been developed to sharpen the interpersonal communication skills of the field functionaries of the line departments like health, dwcd, education etc.
Audio Docudramas - Audio docudramas have been developed and recorded for promotion of key messages on hand washing, early/exclusive breastfeeding and HIV prevention.
3. MSC Stories
The changes induced by the intervention are being tracked, both quantitatively and qualitatively.
The NGO teams have been trained in identifying and documenting Most Significant Change (MSC) stories from the field. 413 MSC stories reflecting the behaviour change have been penned till date.
Meta & content analysis show that stage of behaviour change is gradually shifting from Pre/Contemplation to Preparation & Practicing.