The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #57959

A. Edward Elmendorf, MA, MPH¹, Michele Lioy, PhD¹, Cecilia Verzosa, PhD², and Kathryn La Russo³. (1) Africa Region, World Bank, 1818 H Street, NW, Washington, DC 20433, 202-473-5570, aelmendorf@worldbank.org, (2) External Relations, Development Communication Division, World Bank, 1818 H Street, NW, Washington, DC 20433, (3) Georgetown University, 19 Westland Ave., Rochester, NY 14618

This paper reports on a review of behavior change communication under World Bank-financed health, nutrition, and population (HNP) projects in Africa. The review started as an examination of information, education, and communication (IEC), but then broadened to behavior change communication (BCC). The study found that IEC and BCC activities, almost by definition, focus on inputs rather than outputs and outcomes. This is shortsighted and inadequate because communication can be geared towards achieving behavioral outcomes if appropriate planned and executed. Thus, the authors propose that behavior change, rather than behavior change communication, should be the objective of World Bank project components in this area. Behavior change communication has received relatively little attention in projects oriented towards health sector reform as distinct from disease control. Nutrition, family planning and reproductive health operations, in contrast, have tended to give priority to behavior change communication. The growing concern with HIV and AIDS in Africa is leading behavior change to play an increasingly important role. Success stories, and lessons to be learned from them as well as less successful efforts, are highlighted in the paper.

Learning Objectives:

• At the conclusion of this session, participants will be able to: (a)Discuss the extent to which BCC has been a major element in World Bank-financed HNP projects in Africa. (b) Understand internal and external obstacles to effective work for behavior change under World Bank-financed HNP projects. (c) Discuss and contribute ideas for increasingly successful future World Bank-financed behavior change communication for better health outcomes in Africa.

Keywords: Communication, Health Behavior

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.