Interventions > Behavior Change Communication

Behavior Change Communication (BCC)

AIDSMark is dedicated to achieving health behavior change by developing and disseminating tailored messages to its target audiences. BCC combines commercial marketing techniques to position products and services with messages that promote knowledge and help normalize and reinforce healthy behaviors.

AIDSMark supports both branded and non-branded (generic) BCC campaigns at PSI. Branded campaigns focus on promoting and creating demand for products, such as the male and female condoms, and services such as voluntary HIV counseling and testing (VCT). Generic programs address risk perception, transmission and prevention mechanisms, stigma and discrimination, and unhealthy social and cultural norms. PSI’s campaigns commonly combine generic and branded communications to promote healthier behaviors while simultaneously encouraging use of a specific product.

BCC to Promote Condoms and Condom Use in Malawi
BCC programs can motivate important risk avoidance behaviors by heightening the appeal of the benefits of products and conveying important information about their importance and use. To promote the Chishango brand condom and overcome barriers to condom use in Malawi, BCC messages are conveyed through traditional symbols and language. Proverbs in the local language of Chichewa are used to overcome condom-use stigma. “The shy mouse dies in the hole,” is a popular saying that describes the danger of avoiding reality, while “The journey is a long one, carry all the luggage,” emphasizes the importance of being prepared. PSI employs such sayings on posters placed in high-risk outlets and billboards throughout the country to encourage mobile populations and other target groups to purchase and understand the importance of Chishango condoms. Regular radio spots complement print material.

BCC to Promote VCT Sites and Knowing HIV Status
AIDSMark programs use BCC to effectively promote VCT as a means to prevent HIV and as a gateway to care, treatment and support for those who test HIV-positive. In high HIV prevalence countries, VCT promotional campaigns target the general population to encourage those who are sexually active to get tested and know their HIV status. In 2006, Namibia launched a new BCC campaign entitled, "Know 4 Sure" to promote New Start VCT centers on a national basis, including VCT sites that are integrated within government hospitals. New Start clients receive a wristband with the tagline "Know 4 Sure! and New Start", indicating they know their HIV status. Namibia also conducts BCC that targets specific target groups such as the military. BCC among the military uses the tagline, "Knowledge is Power" and shows a strong soldier who knows his HIV status. Namibia uses the radio, TV and print to promote VCT among the general population and primarily uses the radio and print to promote VCT among the military. BCC campaigns are essential in normalizing HIV testing, encouraging people to know their HIV status, and in promoting high quality, reliable VCT services.

Regional BCC Campaigns
AIDSMark developed two regional BCC campaigns in sub-Saharan Africa. Predicated on the idea that there are facets of the HIV epidemic that transcend cultural, ethnic, and religious boundaries, this approach allows multiple countries to use the same campaign by making culture-specific adaptations. For example, voices for radio and TV spots are recorded in the country of broadcast to ensure accurate language, translation, and accent.

The first regional campaign addressed the “trusted partner” problem, or the belief expressed by many young, unmarried couples that they will not contract HIV from a partner that they trust is faithful. The "trusted partner" rationale is commonly cited as the primary reason to forego condom use. The campaign was implemented by 20 sub-Saharan African countries and consisted of television spots, radio messages and supporting print materials. The second regional campaign focused on breaking down barriers to delayed sexual debut among youth. Television and radio spots addressed peer pressure, sexual violence and coercion, and transactional sex — all of which were identified by research as obstacles to delayed sexual debut. As of 2006, there were 11 sub-Saharan African countries implementing the campaign.