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ADVOCACY AND BEHAVIOUR CHANGE COMMUNICATION
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.
- Develop an insight on Behaviour Change Communication.
- Apply BCC approach in environment and health promotion.
Course Outcomes (COs):
|
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
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The students will be able to – CO102:Appraise the concept and approaches related to Behaviour Change Communication CO103:Analyse the inter linkages between communication approaches and behaviour change CO104:Examine the concepts and processes of advocacy for development and social change CO105: Outline application on BCC in development
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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:
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. ThousandOaks,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
- Wilkins, K.G. (2014). The Handbook of Development Communication and Social Change
Volume 4 of Global Handbooks in Media and Communication Research. John Wiley & Sons. - Tufte, T. (2017). Communication and Social Change: A Citizen Perspective. John Wiley & Sons.
- Hornick, R. (2002). Public Health Communication Evidence for Behavior Change. Taylor and Francis.
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
- Wilkins, K.G. (2014). The Handbook of Development Communication and Social Change
Volume 4 of Global Handbooks in Media and Communication Research. John Wiley & Sons. - Tufte, T. (2017). Communication and Social Change: A Citizen Perspective. John Wiley & Sons.
- Hornick, R. (2002). Public Health Communication Evidence for Behavior Change. Taylor and Francis.
E-RESOURCES
- 328568750_Behaviour_Change_Communication_in_Health_Promotion_Appropriate_Practices_and_Promising_Approaches
- https://www.fhi360.org/expertise/social-and-behavior-change-nutrition\
- https://www.nutritionintl.org/wp-content/uploads/2019/02/BCI_Tool-kit_Di...
- https://www.fsnnetwork.org/sites/default/files/Designing%20for%20Behavior%20Change%20for%20ANRM%20Health%20and%20Nutrition_508_0.pdf
- https://2017-2020.usaid.gov/global-health/health-areas/nutrition/technical-areas/effective-scale-nutrition-social-and-behavior
- https://www.switch-asia.eu/site/assets/files/2058/behavior_change_communication_strategy.pdf
- https://www.aidsdatahub.org/resource/hiv-aids-interventions-behavior-change-communication-bcc-campaigns
- https://snv.org/assets/explore/download/snv_behaviour_change_communicati...
REFERENCE JOURNALS
- International Journal of Community Medicine
- International Journal of Communication and Health
- Science Direct
- Journal of Health Communication
- European Journal of Health Communication
- Global Health Communication
Academic Year:
