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Behaviour Change and Communication - Karnataka


Behaviour Change and Communication (BCC) is a critical input to meeting the objectives of GOI national flagship programmes and the U.N. MDGs through its focus on influencing, changing and developing human behaviours and social norms.

It is also a key strategy in reaching out to excluded groups and ensuring their participation in programs.


Structural issues: Absence of any institutional structure at the district level to coordinate with key line departments and national flagship programs on integrated communication planning, implementation and monitoring.

Capacities: Lack of conceptual and operational understanding of BCC program amongst decision makers both at state and district level. Perception amongst most decision maker that “Communication does not require staff with specific skills”, leading to vacant positions. Planning for BCC does not include the practice of setting communication objectives, pretesting materials. Messages desing does not address the stages of behavior change and region specific communication needs.

Operational issues: The current socio political structure of village does not allow prioritizing social messages. Neither there is any recognition or financial incentives, if the social indicators are attained.Sub district level review meetings are department based and not issue base. Communication inputs are not prioritized to attain development outcomes

Key strategies, action and impact:

System Strengthening:

BCC cell was established under the aegis of district administration, Raichur district, where the district administration acknowledged the importance of BCC in meeting the developmental outcomes. The mandate of the cell is two fold:

a) Institutional mechanism within the district for inter-department collaboration and convergence of efforts and to bring more rationale and effective approaches to the planning, implementation and monitoring of communication activities

b) Intensify the implementation of UNICEF-supported communication activities in the integrated districts around the 4 key behaviours that will have the greatest impact on accelerating progress for the MDGs

Capacity building: A resource team of 120 master trainers was created within the social welfare departments to facilitate training programs for front line functionaries on IPC skills. Enhanced IPC skills of 4094 grassroot functionaries from 4 departments and 828 village volunteers to act as social mobilizers and engage with families to promote 4 key behaviors.

Officials from 5 key departments have been sensitized resulting into their enhanced understanding about mandate of BCC cell, their ability to state key concepts in strategic communication for Behavioral change and agreement to support trained communicators through their existing infrastructure.

Social Mobilization: 4094  grassroot functionaries from 1081 villages and 5 talukas have enhanced interpersonal communication skills to conduct community dialogue, mobilize families and communities around the 4 key behaviors, resulting into greater knowledge & improved skills amongst families and care givers.

3486 trained communicators (1899 SHGs, 385 Preraks, 1202 AWWs, NYKS rep and Kishoris) participated in 44 interactive events, organized in  5 talukas, resulting into village level communication plan in 907 villages in Raichur district. Village contact drives and sensitization programs conducted through use of local folk media in 64 gram panchayats resulting into greater knowledge and skills around the 4 key behaviors

 Knowledge management: 30 representatives have capacities to generate qualitative monitoring data and observe, analyze and document outputs and outcomes. Till now 196 such stories have been collected at the district level.


• Frequent change of the CEO, has impacted the implementation of the  program
• Utilize current staffing structure and resources of the various line departments.
• Joint planning and tracking of indicators through convergence of all line departments under the umbrella of BCC cell. 



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