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Behavior Change Communication (BCC)行为改变交流: 

Behavior Change Communication (BCC) 行为改变交流 Program for Appropriate Technology in Health (PATH) 帕斯适宜卫生科技组织 Chengdu, China，December 17, 2003

Behavior Change Communication (BCC) is...行为改变交流是指: 

Behavior Change Communication (BCC) is... 行为改变交流是指 “A process for promoting and sustaining health changes in behavior in individuals and communities through participatory development of appropriately tailored health messages and approaches that are conveyed through a variety of communication channels” “通过参与式开发有针对性的健康信息和方法，并通过多种传播渠道把它们传递出去，从而促进和保持个人和社区改变其健康行为的一个过程。” （引自帕斯PATH“为文化低的人们开发HIV/AIDS/STIs材料指南”2002年12月） (Source: PATH, “Developing Materials on HIV/AIDS/STIs for Low-Literate Audience”, December, 2002)

行为改变交流（BCC is…）: 

行为改变交流（BCC is…） integrated into an overall program 整体项目的有机组成部分 an interactive process with communities 社区参与的互动的过程 tailored messages and approaches using a variety of communication channels 多种传播渠道传递有针对性的信息和方法 positive behaviors to promote and sustain behavior change 促进积极的行为并使行为变化持续

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Old IEC approach: Sender sends message to audience 传统的方式：“传播者”将信息传给听众 Audience selects message from trusted source: acts only if perceived as advantageous 听众选择来自信得过的来源的信息：只有意识到好处时才会采取行动 New Approach: 新的方法 BCC: evolved from traditional IEC approaches 行为改变交流：传统宣传教育方法的进化

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Old:传统方法 New:新的方法 “I use condoms all the time now. Girls feel safer too.” “我现在每次都用安全套，女孩们也觉得更安全了。” “Sex can kill you!” 性行为是非常危险的！

Why BCC? -- Role of BCC in Behavior Change行为改变交流在行为改变中的作用: 

Why BCC? -- Role of BCC in Behavior Change 行为改变交流在行为改变中的作用 Increase knowledge 增长知识 Improve skills & sense of self-efficacy 提高自信和技能 Promote essential attitude change促进必要的态度转变 Create demand for information and services 创造对信息和服务的需求 Promote preventive behaviors and self care 提倡预防行为和自我保健 Stimulate community dialogue 促进社区对话 Reduce stigma and discrimination 减低歧视 Advocate for policy changes 倡导政策改变 Promote services for prevention and care 加强预防和保健服务

How to develop BCC Strategy?-- Guiding Principles制定行为改变交流战略的指导原则: 

How to develop BCC Strategy? -- Guiding Principles 制定行为改变交流战略的指导原则 An integrated component of a comprehensive program 综合性项目的有机组成部分 Based on systematic formative assessment and process 以系统的形成性评估为依据 Clear behavior intervention objectives 明确的行为干预目标 Developed with active participation of the stakeholders & the community 项目相关人员和社区的积极参与 M&E at the beginning 监督评估始于项目开始

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制定有效的行为改变交流战略 Develop an Effective BCC Strategy 9. 预试 (Source:PATH/Impact, 2002)

BCC Objectives: example行为改变交流目标的例子: 

BCC Objectives: example 行为改变交流目标的例子 Program Objective 项目目标 Reduce prevalence of STIs among truck drivers 降低卡车司机中性传播疾病的发病率 Behavior Change Objective 行为改变目标 Reduce number of partners 减少性伴的数量 Increase condom use 提高安全套的使用 Increase appropriate STI seeking behavior 增加使用适宜服务的行为 BCC Objective 行为改变交流目标 Increase self risk perception 提高对自己面临危险的认识 Change attitude about condom use and number of partners 改变对安全套和性伴数的看法、态度 Increase demand for information and STI services 提高对信息和服务的需求 Increase demand for condoms 增加对安全套的需求

BCC recognizes that…（1）行为改变交流意识到: 

BCC recognizes that…（1） 行为改变交流意识到 Knowing the facts is not enough 仅有知识是不够的 Interventions that only give information do not bring about Changes in attitudes, social norms, and behaviors 仅提供知识的干预项目不会带来态度、行为和社会准则的改变

BCC recognizes that…（2）行为改变交流意识到: 

BCC recognizes that…（2） 行为改变交流意识到 New ideas/behaviors are NOT adopted in a single decision. Behavior change is a complex process 接受新观念、新行为是一个复杂的过程

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持续新行为 Stages of Behavior Changes 行为改变的阶段

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Raise awareness 提高认识 Recommend a solution 提出解决办法 Provide information 提供信息 Use community groups to counsel and motivate 社区组织的作用 Provide information on correct use准确的信息 Encouage continued use of emphasizing benefits鼓励 Reduce barriers through problem solving减少障碍 Build skills through behavioral trials 培养能力 Social support 社会支持 Remind them of benefits of new behavior 新行为的益处 Assure them of their ability to sustain new behavior 保持新行为的能力 Social support 社会支持 Identify perceived barriers and benefits to behavior change 分析改变行为的益处和困难 没意识到 意识到了 准备改变 尝试新行为 持续新行为 BCC intervention in responding to Stages of Behavior Change 行为改变交流与行为改变的阶段

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Target Groups目标人群: -- People Involved in Entertainment Business 从事娱乐行业工作的人 Gatekeepers 守门人 Owners 业主 Entertainment Workers 娱乐场所服务人员 Other staff 其他人员 Clients of entertainment establishment 到娱乐场所来的客人 Behavior Change Communication 行为改变交流 Interventions 干预: Outreach education at workplace 外展教育 BCC materials BCC 材料 Care and support services 服务 Social marketing of condom 安全套市场营销 Advocacy for policy support 政策倡导 Social/environmental support to reduce vulnerability 有利的环境 Expected Behavior Change 希望发生的行为改变 1. Allow HIV/AIDS education and condom promotion activities in the workplace 接受项目活动 2. Make condoms available in the workplace 可得到安全套 3. Communicate with peers, co-workers re HIV/AIDS info and condom usefulness 交谈 4. Convince/demand customers/partners to use condom 说服客人使用安全套 Conceptual framework of the Healthy Angels as part of the Condom Social Marketing 做为安全套市场营销项目的一部分的健康天使子项目的理论框架

Example: Healthy Angels Strategy An HIV/AIDS BCC Intervention in the Entertainment Sector 行为改变项目举例 －健康天使: 

Example: Healthy Angels Strategy An HIV/AIDS BCC Intervention in the Entertainment Sector 行为改变项目举例 －健康天使

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Thank you 谢谢！ Look forward to working with you 希望有机会与您合作 帕斯适宜卫生科技组织北京代表处 北京市朝阳区建国门外大街永安东里8号 华彬国际大厦 718室 电话：010－8528－8211 传真：010－8528－8210 邮编：100022 联系人：陈建中 （jchen@path.org) 帕斯网页：www.path.org