Behavior Change Communication Strategy Development under World Bank Assisted ICDS-II

This study was done by Vimarsh for Government of Bihar. The study aimed at reducing malnutrition amongst 0-6 year old children and infant mortality in the State. The vehicle used was the on-going ICDS programme which was to be strengthened to achieve programme objectives. Behavioral change and adoption of good child bearing and rearing practices of care providers was one of the key objectives of the project to be achieved through effective communication strategies.
A behaviour change communication strategy was developed based upon formative research amongst identified population segments and an implementation plan with budget was prepared.
In order to make an effective strategy extensive formative research was carried outincluding qualitative studies and quantitative surveys to assess prevalence of selected practices, which resulted in selection of behavioural change objectives, which were prioritised in consultation with key stakeholders. Audience segments were defined and message concepts developed targeting the relevant population segments for a specific behavior change.