Abstract
BackgroundThis 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.MethodsSemi-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.ResultsIMNCS 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.ConclusionsCommunity 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.Electronic supplementary materialThe online version of this article (doi:10.1186/s12913-016-1632-y) contains supplementary material, which is available to authorized users.
Highlights
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
The aim of this study was not to assess the technical quality of the messages, nor extent of behaviour change in the community. This qualitative study was designed by the BRAC Research and Evaluation Division (RED) led by Dr Hashima E Nasreen, in consultation with Dr Leppard, a social anthropologist/nurse/midwife with experience of health systems, health communication and a long term professional resident in Bangladesh and experienced RED researchers to explore the community perceptions of the multidimensional BRAC IMNCS BCC interventions in order to inform the stage of programming
Our interview and discussion guides included topics such as Awareness of BCC media and messages To what extent are BCC media attractive to the community members? Do community members consider the source of messages credible? Why? Why not? Does the BCC component reach the heart and head of the community members? Does the BCC component create trust? In whom? Call for action? By whom? Are these messages able to influence community practice? Do the messages appeal to the beliefs of the target audience?
Summary
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. Neonatal and child health (MNCH) programmes are of high national importance in Bangladesh [1,2,3,4,5]. Reaching the marginalised poor with a carefully designed programme to change health related behaviour is considered essential for any effective health system [15]. At lower levels of literacy women are more functionally literate than men in both urban and rural areas [16] with limited access to any form of media their knowledge on MNCH can be enhanced [14]. Pilot testing of these materials and evaluation and analysis to determine their relevance and effectiveness is limited [1, 7, 18,19,20]
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
