260556 Adolescents are Change Seekers or Conformers: Triggers to design BCC campaigns for Adolescent Health

Tuesday, October 30, 2012

Heer Chokshi , Communication and Program Development, Futures Group International India, Gurgaon, India
Anasua Sarkar, Ms , Communication, Futures Group International India, Haryana, India
A. Jayachandran, Dr , Operations Research, Futures Group India, Gurgaon, India
Background: The IFPS Technical Assistance Project is funded by USAID to reduce fertility and increase contraceptive prevalence in India through provision of technical assistance to State Health Society of Uttarakhand in implementing an adolescent health initiative. Findings of this study were used to design a BCC campaign. Methodology: A formative study (42 interviews and 10 focus groups with married and unmarried adolescents, parents and community influencers) was conducted to provide triggers and directions for campaign, message and material development. Results: Among unmarried adolescents the level of independence exhibited differentiates ‘conformers' from ‘change seekers'. Conformers' are attached to their family, caring, responsible and conform with social norms while change seekers are ambitious and wish to serve society. These traits determine life aspiration- conformer boys join family occupation and girls start a family. Change seeker boys hope to serve the country by joining the army, moving to bigger city for jobs and girls wish to work as teachers or beauticians. Fun is derived from social interaction with friends and in solitary activities like reading. High fondness for school and learning was noted among all. All adolescents display high knowledge about nutrition and hygiene related behaviors. Parents are consulted for matters relating to career, family occupation and marriage, but not for other aspects like sex education, reproductive and sexual health. Apart from daily chores, they need parental approval for all other activities. Among married adolescents, the family decides for them and also acts as a support.

Learning Areas:
Administer health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
• Identify factors that need to be considered while developing impactful campaigns for adolescents. • Identify the themes, visual imagery and creative routes that are most likely to resonate with adolescents, act as motivators and increase chances for adoption of positive reproductive and sexual health behaviors. • Identify ways to communicate to and involve parents, and create an enabling environment for successful adolescent health behavior change communication (BCC) campaigns.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have a background in demography from IIPS Mumbai and over 13 years’ experience in small and large scale research projects including the National Family Health Survey II. I oversee all Operations Research, engage in data analysis for making projections, program development and policy action.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.