2006

This publication was developed as a practical handbook in response to the needs of the United Nations Population Fund (UNFPA) Country Offices to help colleagues and their partners to plan and implement effective behaviour change communication (BCC) strategies in support of reproductive health (RH) in general, adolescent reproductive health (ARH) and HIV/AIDS prevention in particular. The assessment, communication analysis, design and development, action, and evaluation (ACADAE) approach, as detailed in this handbook, can be used to plan and implement a communication project, whether it is for behaviour change, advocacy, or social mobilisation.

The handbook is presented in four chapters in a step-by-step approach as follows:

• Chapter-1: Introduction to the Handbook- Overview.
• Chapter-2: Rethinking Behaviour Change Communication - The New Paradigm.
• Chapter-3: Clarification of the BCC Concepts - BCC is based on behaviour change theories and models - The Health Belief Model - Theory of Reasoned Action - Stages of Change.
• Chapter-4: The ACADAE Process for Planning BCC Interventions. Process steps are:

1. Assessment: Analysing a problem’s causes and affects - Problem analysis - Behaviour analysis.
2. Communication Analysis - Stakeholders analysis - Audience analysis - Communication channels analysis - Communication media/materials analysis.
3. Design & Development - BCC message design: Concepts and development - Some guidelines for pretesting.
4. Action.
5. Evaluation - Types of indicators for BCC interventions.

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Email from Peter Chen to The Communication Initiative on July 9 2007.