Behavior Change Communication and Social Mobilization
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| The proper way to hang a net is demonstrated during an ITN campaign in Liberia. PMI works with its partners to increase demand for and proper use of long-lasting ITNs through behavior change communication programs. Source: Benoist Matsha-Carpentier/The MENTOR Initiative |
Achieving and maintaining the goals of PMI and of national malaria control programs depend on correct and consistent use of insecticide-treated nets (ITNs), acceptance of indoor residual spraying, and adherence to treatment and prevention therapies. Behavior change communication and social mobilization play an important role in the overall effectiveness and uptake of these interventions.
Behavior change communication is a process of working with individuals, communities, and societies to develop communication strategies that use specific, targeted messages and a variety of approaches to enable people to initiate and sustain healthy behaviors. Comprehensive malaria behavior change communication and social mobilization programs use different methods to increase knowledge of malaria's risk factors and change individual and community behaviors.
PMI supports behavior change and social mobilization programs in all 15 focus countries. Activities include training of health and community workers, religious leaders, and journalists in behavior change and social mobilization and interpersonal communication; radio and TV spots; music and drama shows on malaria; workshops; pamphlets, posters, and banners; printed messages accompanying packaged ITNs; and activities specific to World Malaria Day.
Implementation of these activities occurs at various locations, including clinics, homes, religious institutions, schools, and community events.
Resources
- PMI Communication and Social Mobilization Guidelines [PDF, 845KB]
- PMI Communication and Social Mobilization Guidelines: A Primer [PDF, 162KB]
- Q&A for Managers of President's Malaria Initiative BCC/IEC Programs [PDF, 54KB]
- Available in Portuguese [PDF, 58KB]
- Available in French [PDF, 58KB
- advocacy to raise resources and political and social leadership commitment for development goals;
- social and community mobilization for wider participation and ownership; and
- behavior change communication for changes in knowledge, attitudes, and practices of specific participants/audiences in programs.
A variety of terms are used to refer to health communication programs aimed at changing the behavior of individuals and communities, including information, education, and communication (IEC); behavior change communication (BCC); and social and behavior change communication (SBCC). PMI operates through three main strategies:
PMI generally uses the term behavior change communication with information, education, and communication as a component of behavior change communication.