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...

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Main Authors:	Rahman, Atiya, Leppard, Margaret, Rashid, Sarawat, Jahan, Nauruj, Nasreen, Hashima E
Format:	Article
Language:	English English
Published:	BioMed Central 2016
Subjects:	RA0421 Public health. Hygiene. Preventive Medicine
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

id	iium-45438
recordtype	eprints
spelling	iium-454382017-10-20T08:16:42Z http://irep.iium.edu.my/45438/ Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study Rahman, Atiya Leppard, Margaret Rashid, Sarawat Jahan, Nauruj Nasreen, Hashima E RA0421 Public health. Hygiene. Preventive Medicine 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. BioMed Central 2016-08 Article PeerReviewed application/pdf en http://irep.iium.edu.my/45438/1/Community%20Perceptions%20of%20Behaviour%20Change.pdf application/pdf en http://irep.iium.edu.my/45438/13/45438_community%20perception_scopus_wos.pdf Rahman, Atiya and Leppard, Margaret and Rashid, Sarawat and Jahan, Nauruj and Nasreen, Hashima E (2016) Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study. BMC Health Services Research, 16. pp. 1-13. ISSN 1472-6963 E-ISSN 1472-6963 https://bmchealthservres.biomedcentral.com/articles?tab=keyword&searchType=journalSearch&sort=PubDate&volume=16&page=6 10.1186/s12913-016-1632-y
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	RA0421 Public health. Hygiene. Preventive Medicine
spellingShingle	RA0421 Public health. Hygiene. Preventive Medicine Rahman, Atiya Leppard, Margaret Rashid, Sarawat Jahan, Nauruj Nasreen, Hashima E Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study
description	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.
format	Article
author	Rahman, Atiya Leppard, Margaret Rashid, Sarawat Jahan, Nauruj Nasreen, Hashima E
author_facet	Rahman, Atiya Leppard, Margaret Rashid, Sarawat Jahan, Nauruj Nasreen, Hashima E
author_sort	Rahman, Atiya
title	Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study
title_short	Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study
title_full	Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study
title_fullStr	Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study
title_full_unstemmed	Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study
title_sort	community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural bangladesh: an exploratory study
publisher	BioMed Central
publishDate	2016
url	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
first_indexed	2023-09-18T21:04:40Z
last_indexed	2023-09-18T21:04:40Z
_version_	1777410853632475136

Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: An exploratory study

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