ADVOCACY AND BEHAVIOR CHANGE COMMUNICATION (THEORY)

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

This course will enable the students to

  • Learn about communication system, new information and technology and its application.
  • To develop an insight on Behaviour Change Communication.
  • To apply BCC approach in environment and health promotion.
12.00
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: 
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: 
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: 
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: 
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

 

Essential Readings: 

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: 
2018-2019
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