ADVOCACY AND BEHAVIOUR 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 outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

  
 

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

 

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
 
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 Unitversity-
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) CommUnitcating 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. UNITCEF / WHO / UNESCO /
UNFPA, UK.
E-RESOURCES
 
 
 
Academic Year: 
2022-2023
  • Printer-friendly version
  • PDF version