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

Abstract #58845

Jennifer M. Ballentine, MPH, Division of Reproductive Health, Centers for Disease Control and Prevention, 4770 Buford Hwy, NE, Mailstop K-34, Atlanta, GA 30341, 770-488-6231, JBallentine@cdc.gov, Anne Sebert, MPH, Axiom Resource Management, 656 Albion Street, Denver, CO 80220, Christine Galavotti, PhD, Global AIDS Program/Division of Reproductive Health, Centers for Disease Control and Prevention, 4770 Buford Hwy, NE Mailstop K34, Atlanta, GA 30341, Joseph Petraglia, PhD, Conwal, Inc., EXPK 18, MS E-04, Atlanta, GA 30341, and Katina A. Pappas-DeLuca, MA, National Center for Chronic Disease Prevention and Health Promotion, Division of Reproductive Health, Centers for Disease Control and Prevention, 4770 Buford Highway NE, Mailstop K-34, Atlanta, GA 30341-3717.

Overview: This presentation describes a comprehensive framework that guides program planners and implementers through the effective integration of formative research and behavioral theory into an entertainment-education behavior change program.

The Challenge: The MARCH (Modeling and Reinforcement to Combat HIV/AIDS) programs in Botswana, Zimbabwe, and Ethiopia utilize long-running radio serial dramas and community-based reinforcement activities to affect behavior change. Integrating behavioral theory and data into these program components poses many challenges, including communicating behavior change theory to program implementers, applying formative research to program design, and monitoring the application of data and theory. Documenting this process of integrating research and data into the program is also complicated, but is critical for replicability.

The Response: To assist the MARCH programs in overcoming these challenges, the CDC’s MARCH team provided technical assistance in all aspects of program design and implementation, conducted trainings on behavior change theory and developed planning and monitoring tools including a game designed to aid scriptwriters in the use of formative findings and theory and guidelines for reinforcement activity implementers in the effective use of radio serial drama scenes. To facilitate replicability of the program, the team compiled these training materials and tools into a comprehensive framework that guides one through the process of implementing MARCH while allowing implementers to adapt materials and tools to the particular needs of their programs. In this presentation we will share the lessons we have learned about integrating theory and research into program design and implementation and documenting this complicated process.

Learning Objectives:

At the conclusion of the session, the participant in this session will be able to:
• Describe the challenges faced in integrating theory and data into program design and plementation ;
• List at least three lessons learned from the process of integrating theory and data into program design and implementation;
• Discuss how similar tools and documentation methods can be developed and applied to behavior change programs.

Keywords: HIV Interventions, Behavior Modification

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.