ADVOCACY AND BEHAVIOR CHANGE COMMUNICATION (THEORY)

Paper Code: 
GHSC 311 (A)
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

 

Course Objectives (COs):

This course will enable the students to –

  1. Learn about communication system, new information and technology and its application.
  2. Develop an insight on Behaviour Change Communication.
  3. Apply BCC approach in environment and health promotion.

                                                                                                                                                                         

Course Learning Outcomes (COs):

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Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

GHSC 311 A

 

 

Advocacy and Behaviour Change Communication (Theory)

 

 

 

 

The students will be able to –

CO95: Understand the concept and approaches related to Behaviour Change Communication

CO96: Gain Insight into the inter linkages between communication approaches and behavior change

CO97: Learn the concepts and processes of advocacy for development and social change

 

Approach in teaching:

Interactive Lectures, Discussion, Analysis of Behavior change communications campaigns, Team teaching

 

Learning activities for the students:

Self learning assignments, Effective discussion , Simulation, Report analysis and presentation

 

CA test, Semester end examinations,  Presentation, Individual and group projects

 

12.00
Unit I: 
UNIT I

Advocacy

  • Meaning, purpose and types of Advocacy
  • Tools, techniques and approaches of advocacy
  • Elements of an advocacy strategy
  • Advocacy Planning Cycle - planning advocacy campaigns for different stakeholders

 

12.00
Unit II: 
UNIT II

Concept and approaches to Behaviour Change Communication (BCC)

  • Concept and relevance of BCC
  • Approaches to BCC
  • BCC- Strategy design and implementation
  • Appraisal of communication action plan

 

12.00
Unit III: 
UNIT III

Behaviour change communication (BCC) for Health

  • Health scenario and public health issues
  • Health programmes and strategies
  • Role of media in health promotion
  • Analysis of health campaign

 

12.00
Unit IV: 
UNIT IV

 Behaviour Change Communication (BCC) for Environment

  • Environment scenario and ecological issues
  • Environment programmes and Strategies
  • Role of media in promoting sustainable environment
  • Analysis of environmental campaign

 

12.00
Unit V: 
UNIT V

Concept of Development

  • Concept of development, characteristics of developing countries
  • Measuring development- Indices of measuring development and classification of countries based on development indices
  • Models of Development- Dominant Paradigm, Basic Needs Model, New Paradigm of development
  • Application of BCC in development

 

References: 
  • Atkin ,C.K.& Rice, R.E. (2012) Theory and Principles of Public Campaigns. In C. Atkins & R Rice (EDS) Public Communication Campaigns. Newbury Park, CA: Sage
  • Cox, R. (2006) Environmetal Communications and the Public Sphere. Thousand Oaks,CA:Sage.
  • Subedi, N R, (2008). Advocacy Strategies and Approaches: A Training of Trainers Field guide to designing communication strategy, WHO publication-2007.
  • Behaviour change consortium summary (1999-2003) www1.od.nih.gov.behaviourchange Communication strategy to conserve/improve Public Health., John Hopkins University-Centre for Communication programmes.
  • Michael Favin and Marcia Griffiths 1999, Nutrition tool kit-09-Communication for
  • Behaviour change in Nutrition projects. Human Development Network-The World Bank-1999
  • Harvard Institute of International Development (1981) Nutrition Education in Developing Countries, New York: Oelgeschlager Gunn and Hain Publishers Inc.
  • Hubley J (1993) Communicating Health. London: Teaching Aids at Low Cost,London,UK.
  • Academy for Educational Development (1988). Communication for Child Survival,AED,USA.
  • Facts for Life (1990). A Communication Challenge. UNICEF / WHO / UNESCO /UNFPA, UK.

 

 

Academic Year: 
2020-2021
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