Behavior Change Communication Strategy for NRHM in Uttar Pradesh

Uttar Pradesh is one of the first states in India to initiate a state level BCC strategy for the National Reproductive Health Mission (NRHM). This BCC strategy document intends provides a blueprint for focused BCC interventions to achieve the goals of NRHM.

Towards this end, workable BCC strategies which can be integrated with on-going programs are proposed. The BCC strategy document for NRHM for the State of Uttar Pradesh is evidence based and uses an ancient Indian theory of communication, Sadharanikaran, in addition to the CCP “PATHWAYS” model as its conceptual foundation. Also, it is one of the first BCC strategy documents that clearly spell out priority behaviors across the spectrum of NRHM programs. These priority behaviors are the pivot around which the communication strategy has been developed.

The strategy seeks to address the following gaps in BCC services in the state:

• Lack of a coordinated BCC effort across and within national programs
• Lack of decentralized BCC planning at the district, block and village levels
• Lack of behaviorally focused, socio-culturally driven BCC approaches
• An excessive focus on electronic mass media

The document outlines several strategic BCC inputs.

Source: Department of Health and Family Welfare, Government of Uttar Pradesh

Date of Publication: March 25, 2019