Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study
Background: This qualitative study explored community perceptions of the components of the behaviour change communication (BCC) intervention of the BRAC Improving Maternal, Neonatal and Child Survival (IMNCS) programme in rural Bangladesh. Methods: Semi-structured interviews, key informant interv...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
BioMed Central
2016
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/45438/ http://irep.iium.edu.my/45438/ http://irep.iium.edu.my/45438/ http://irep.iium.edu.my/45438/1/Community%20Perceptions%20of%20Behaviour%20Change.pdf http://irep.iium.edu.my/45438/13/45438_community%20perception_scopus_wos.pdf |
| Summary: | Background: This qualitative study explored community perceptions of the components of the behaviour change
communication (BCC) intervention of the BRAC Improving Maternal, Neonatal and Child Survival (IMNCS) programme
in rural Bangladesh.
Methods: Semi-structured interviews, key informant interviews, focus group discussions and informal group
discussions were conducted to elicit community views on interpersonal communication (IPC), printed materials,
entertainment education (EE) and mass media, specifically (a) acceptance of and challenges presented by different
forms of media, (b) comprehensibility of terms; printed materials and entertainment education and (c) reported
influence of BCC messages.
Results: IMNCS BCC interventions are well accepted by the community people. IPC is considered an essential
aspect of everyday life and community members appreciate personal interaction with the BRAC community
health workers. Printed materials assisted in comprehension and memorization of messages particularly when
explained by community health workers (CHW) during IPC. Enactment of maternal, neonatal and child health
(MNCH) narratives and traditional musical performances in EE helped to give deep insight into life’s challenges and
the decision making that is inherent in pregnancy, childbirth and childcare. EE also improved memorization of the
messages. Some limitations were identified in design of illustrations which hampered message comprehension.
Some respondents were unable to differentiate between pregnancy, delivery and postpartum danger signs.
Furthermore some women were afraid to view the illustrations of danger signs as they believed seeing that might
be associated with the development of these complications in their own lives. Despite these barriers, participants
stated that the IMNCS BCC interventions had influenced them to take health promoting decisions and seek MNCH
services.
Conclusions: Community based maternal and newborn programmes should revise BCC interventions to
strengthen IPC, using rigorously tested print materials as aids and stand-alone media. Messages about birth
preparedness (especially savings), recognition of danger signs and immediate self-referral to biomedical health
services should be carefully aligned and effectively delivered to women, men and older members of the
community. Messaging should utilize gendered storyline and address the seasonal cycles of conception, birth,
antenatal, post-natal care and childhood illnesses. Future research should identify how best to combine IPC,
printed materials, traditional cultural forms, and incorporate use of social media and mass media in different field
situations. |
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