COMMUNICATION FOR IMPROVING HEALTH

Paper Code:

DNAD 501(B)

Credits:

4

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

This course will enable the students to-

Develop a comprehensive understanding of communication theories and practices.
Enhance practical communication skill for diverse contexts.
Design and implement effective advocacy and behavior change communication (BCC) strategies.

Course Outcomes:

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

title

25DNAD501(B)

Communication for Improving Health

(Theory)

CO51: Exhibit advanced synthesis abilities by critically examining communication concepts and their utilization across various fields

CO52: Develop advanced proficiency in understanding and evaluating human communication processes, extension principles, and the role of communication in development.

CO53: Evaluate the suitability of different communication methods based on their objectives, target audience, and contextual factors, demonstrating advanced proficiency in designing and implementing effective communication strategies.

CO54: Analyze the meaning, purpose, and various types of advocacy, recognizing their significance in promoting social change and influencing policy decisions

CO55: Designing and implementing behavior change communication strategies for health promotion

CO56: Contribute effectively in course-specific interaction

Approach in teaching:

Interactive Lectures, Power point presentations, Discussion, Tutorials, Reading assignments

Learning activities for the students:

Self-learning assignments, Effective questions, Class presentation

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects

12.00

Unit I:

Communication: Concepts

Concept, meaning and importance of communication in development
Types of communication – communication transactions: Formal and Informal communication: Verbal and Non-verbal Communication
Scope of Communication – Education, training and learning industry, Motivation and , Management, Corporate Communication, Management of Organizations, Advertising and Public relations.
Elements of Communication and their Characteristics

12.00

Unit II:

Understanding Human Communication

Models of Communication
Barriers of Communication
Communicating Effectively
Concept , nature and relevance to communication process

(Empathy, Persuasion , Perception, Listening)

Communication for Extension

Concept, nature and philosophy of Extension
Principles of Extension
Relationship between Communication , Extension and Development
Meaning , importance and classification- Audio, Visual( Chart, poster , Flannel Graph,Flash Cards, Flip Book, Film Strips and Audio visual, Projected and Non projected (Folk media) Audio Visual aid

12.00

Unit III:

Methods of Communication

Group approach for small groups

Group discussions- Panel discussions, symposium, colloquy, Forum, Brain storming
Role plays
Workshops
Dramatization
Camps
Demonstration
Methods to Reach Masses
Broadcasting
Telecasting
Publications Books, news papers, magazines, Letters
Video film conferencing
Public meetings
Cyber communication
Net working

12.00

Unit IV:

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 V:

Concept and approaches to Behaviour Change Communication (BCC)

Concept and relevance of BCC

Approaches to BCC
Behaviour change communication (BCC) for Health Health Health scenario and public health issues
Health programmes and strategies
Role of media in health promotion
Analysis of health campaign

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) Environmental 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.

References:

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.Delhi, Oxford and IBH Publishing Co. Pvt. Ltd.
De. D. and Jirli B. (2011): A handbook of Extension Education, Agrobios publishers(India),
Dubey and Bishnoi (2015) Extension Education and Communication, New age International
Ray, G.L (2015) Extension and Communication Management, Calcutta, Kalyani Publications

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.switchasia.eu/site/assets/files/2058/behavior_change_communication_strategy.pdf

https://www.aidsdatahub.org/resource/hiv-aids-interventions-behavior-change-communication-bcc-campaigns

Academic Year:

2025-2026