Behaviour Change:
Patient to Patience
Outline of Presentation
• Behaviour Change
• Behaviour and public health
• Determinants of behaviour
• Stages of behaviour change
• Behaviour change process
Enabling factors
Channels of communication
• Myths and facts regarding behaviour change
• Conclusions
Behaviour Change …1
List the important changes in the pictures ???
Behaviour Change…2
Today its me,
because of u...
Tomorrow its u,
because of me...
Fully burnt Cigarette Smokers Lung
Quit smoking... Tar the roads... NOT your LUNGS!
Behaviour Change…3
• Increased interest of behaviour change in different fields with the
hope that understanding it will improve the services offered
– Health
– Education
– Criminology
– Energy
– International development
• Behavioural change theories have gained recognition in health for
their possible effectiveness in explaining health-related
behaviours and providing insight into methods that would
encourage individuals to develop and maintain healthy lifestyles
Behaviour Change…4
• Different terms used for behaviour change
– Strategic Behavioral Communication (SBC)
– Information, Education, Communication (IEC)
– Communication for Social Change (CSC)
– Behaviour change communication (BCC)
Behaviour Change …5
• Many theories exist for Behaviour change, the most
prevalent are
– Learning theories
– Social Cognitive Theory
– Theories of Reasoned Action and Planned Behaviour
– Trans-theoretical Model
– Health Action Process Approach
Outline of Presentation
• Behaviour Change
• Behaviour and public health
• Determinants of behaviour
• Stages of behaviour change
• Behaviour change process
Enabling factors
Channels of communication
• Myths and facts regarding behaviour change
• Conclusions
Behaviour Public Health
Fortunately, human beings have, in theory, control over their conduct
Smoking
Non communicable diseases
Alcohol such as (NCDs)
•Diabetes
•Obesity
Dietary •Hypertension,
•Cancers, etc.
Physical Activity
Sexual Activity HIV, STD, Hepatitis
Substance abuse Mental Disorders
Rash Driving Road Traffic Accidents
Health-compromising behaviors can be eliminated by self-
regulatory efforts, and by adopting health-enhancing behaviors
Outline of Presentation
• Behaviour Change
• Behaviour and public health
• Determinants of behaviour
• Stages of behaviour change
• Behaviour change process
Enabling factors
Channels of communication
• Myths and facts regarding behaviour change
• Conclusions
Determinants of
health related behaviour
Outline of Presentation
• Behaviour Change
• Behaviour and public health
• Determinants of behaviour
• Stages of behaviour change
• Behaviour change process
Enabling factors
Channels of communication
• Myths and facts regarding behaviour change
• Conclusions
How to change behaviour ???
Five stages of behaviour change
Stage 5 Stage 1
Maintenance Precontemplation
Stage 4 Stage 2
Action Contemplation
Stage 3
Preparation
Stages of Behaviour change… Diabetes
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Precontemplation Contemplation Preparation Action Maintenance
I don’t have I am no more I am ready to I am doing… I will continue
disease ….. Happy… I am change to do….
worried… I am
having
Diabetes
Why should • I want to LIVE... • Learn regarding • Dietary changes • Positive re-
I change ???? I will save myself healthy practices • Physical activity enforcement,
• Prevention is • Filter facts from • Regular Negative re-
better then cure Myths medicines enforcement
• Doctor calling and awarding
• Opinion leader
Diffusion of Ideas Model
People are more likely to adopt a new behavior when
someone they respect or admire endorses the behavior:
– Opinion leaders influence an initial group
– New social norm is established
– Rest of community follows (Social conformation)
15
Outline of Presentation
• Behaviour Change
• Behaviour and public health
• Determinants of behaviour
• Stages of behaviour change
• Behaviour change process
Enabling factors
Channels of communication
• Myths and facts regarding behaviour change
• Conclusions
Behavior Change Process
Stages of change Channels Enabling factors
continuum
• Unaware • Mass media •Effective
• Aware
• Community communication
• Concerned
networks and
• Knowledgeable •Enabling
traditional media
• Motivated to environment
change • Interpersonal/group
• Trial behaviour communication
•User friendly
change
• Sustained
services and
behaviour accessible
change commodities
Outline of Presentation
• Behaviour Change
• Behaviour and public health
• Determinants of behaviour
• Stages of behaviour change
• Behaviour change process
Enabling factors
Channels of communication
• Myths and facts regarding behaviour change
• Conclusions
Myths and facts about behaviour change
Myths Facts
Crisis is a powerful People go into denial of the bad things
impetus for change that might happen to them
Change is motivated by fear To achieve sustainable results, it takes
time.
Regular reinforcements are needed
We can't change because our
brains become "hardwired" Majority of patients don't sustain changes
in the unhealthy lifestyles that worsen their
early in life disease
Change for better is always difficult to
Behaviour change methods make
don’t yield adequate results We can continue learning complex
new things throughout our lives
Change in behaviour is not Behaviour addressed should be the “felt
need” of the people targeted
sustained Community involvement is important
for success of any change process
Behavior change is a continuous process
• It involves strong community participation
• Refutes myths and corrects misunderstanding
• Social norms and public policies influence behavior
change. A strategic shift must be also be attempted
simultaneously.
• BCC often complements and supports other prevention
strategies and approaches
Outline of Presentation
• Behaviour Change
• Behaviour and public health
• Determinants of behaviour
• Stages of behaviour change
• Behaviour change process
Enabling factors
Channels of communication
• Myths and facts regarding behaviour change
• Conclusions
Stepped approach to change
A journey of a thousand
miles begins with a single step
Thanking You