Behaviour Change For HIV Prevention

Strategies for increasing individual and community knowledge on specific health issues have been framed asinformation, education and communication (IEC). Over the years, it has become clear that providing information is not sufficient to change individuals’ behaviours or social contexts. Many people know exactly how to prevent HIV, yet continue to engage in unsafe behaviours.

Recent research has examined what issues must be added to information strategies to create behaviour change. This new approach is called Behaviour Change Communication (BCC). It represents all of the ways in which we engage people in assessing their risks and strengthening their abilities to avoid HIV infection and transmission. It incorporates skills, social norms and advocacy elements so that knowledge is partnered with the ability to act.

Behaviour Change Interventions and Communications (BCIC) is a broad collection of strategies aimed at promoting positive changes in health behaviour. BCIC can motivate behaviour change that results in lowered rates of HIV infection and the lessened impact of HIV and AIDS. In the context of HIV, these are all of the ways in which we systematically attempt to introduce, motivate and enable people to adopt the practices which protect them from HIV infection.

Behaviour change interventions are the most common approach to fighting HIV/AIDS and they include

• Education and training
• Role modelling
• Mass media communications
• Counselling skills and peer education
• Support networks

The effectiveness of BCIC will depend on

• Communicating accurate and relevant information about how to prevent HIV infection and delay the onset of AIDS in a manner that is easily understood by and emotionally comfortable for the intended audience. 
• Stimulating the communities’ initiation of response activities including community participation in education and advocacy. 
• Building the capacity of communities to provide environments conducive to HIV prevention, treatment and related care. 
• Motivating individuals’ desires to adopt behaviours that protect themselves and others from HIV infection and related illnesses.
• Enabling individuals with the skills for performing HIV-protective behaviours both in sexual relations and in the provision of care for PLWHA. 
• Creating an institutional culture that relies on evidence-based planning for the HIV and AIDS response.

Behaviour change is an important component of health education. It addresses the issue of why people continue to be affected and infected by HIV/AIDS/STIs, even when they know the facts.

More information

• Behaviour Change Interventions and Communications, Resource Handbook. December 2004, NACA.
• Behaviour Change Interventions and Communication Strategy for the Health Sector, 2006-2009, Ministry of Health.