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Behaviour change communication for HIV and AIDS among young people

Document type: article
Download file(s): 120672 (657 KB)
Abstract: Behaviour change communication (BCC) entails using communication approaches and tools with a view to empowering young people with skills and capabilities to enable them promote and manage their own health and development. It also helps foster positive change in young people’s behaviour, as well as in their knowledge and attitudes, besides motivating them to collaborate with their families, educational institutions, health service providers and communities to influence the social norms and policy environments within which young people function. A number of strategies are deployed to achieve BCC goals. These may include application of interactive approaches and life planning skills to enable behaviour change and ensure repetition of key messages by using multiple channels. The channels may include group setting and aim to address deeply-entrenched behaviours. Mass media is also deployed to reach a broad audience and introduce new desirable behaviours. Other approaches include combining education with entertainment to engage young people and also connecting youth with parents or other role models, schools, communities and religious groups.
Authors: Wangulu, E.F.
Category: General
End Page: 4
Serial number: 4
ISSN: 1871-7551
Journal: Exchange on HIV/AIDS, sexuality and gender
Keywords: HIV and AIDS , youth , communication
Language: eng
Organization: KIT - Royal Tropical Institute
Year: 2008
Region: Global
Right: © 2008 KIT
Subject: Health and Nutrition
Start Page: 1
Title: Behaviour change communication for HIV and AIDS among young people