Annex F: Social and Behavior Change Communication Strategy Supplement for Urban Intervention Areas: June 2016 Summary The SPRING project has developed this supplementary Social and Behavior Change Communication (SBCC) strategy for urban intervention areas because the SBCC interventions which have been working well in rural areas have not been as effective in city neighborhoods. These interventions include working with Community Activists to engage 1,000 day households and their wider communities, to promote priority nutrition and hygiene behaviors, and to generate demand for nutrition services at health facilities. In urban areas, SPRING has found that the community leaders who are working well as Activists in rural areas are not able to perform as well, for multiple reasons. These people tend to be working more hours in their existing roles, and/or are not as willing to volunteer enough time to participate in Activist trainings, conduct visits for 1,000 households in their assigned areas, and to organize or participate in community meetings. In addition, urban households are not as likely as rural households to perceive Activists as credible sources of information on nutrition and hygiene, and feel too busy to participate in community meetings around health issues generally. The urban SBCC strategy consists of two categories of interventions: Engaging with staff of Health Promotion Units to build their capacity to effectively promote nutrition and hygiene behaviors with clients who come to their facility and in the community generally; and Engaging with and orienting regional TV, radio, and print media personnel to increase the quantity and quality of coverage of issues relating to nutrition during the 1,000 days. These interventions will be carried out, as all of SPRING’s Objective 2 activities, in partnership with the Republican Center for Health Promotion (RCHP) and the Kyrgyz Village Health Committee (KVCH) Association. The strategy focuses on three areas of high priority nutrition behaviors. Kyrgyzstan is not making progress or is actually moving backwards in terms of the prevalence of these behaviors: Exclusive breastfeeding—including family support Women’s care and diet during pregnancy and lactation including increasing dietary diversity and reducing junk food Anemia control—through improved WASH, presumptive deworming, and IFA supplementation SPRING will reach the following primary urban audiences with SBCC activities and materials: newly married couples, which may include older adolescents pregnant women mothers with children under age 2, including some messages tailored to female heads of households Influencing urban audiences to reach with SBCC activities include: older women (including but not limited to grandmothers) health providers (doctors & nurses who currently provide facility-based counseling) HPU staff community activists
Annex F: Social and Behavior Change Communication Strategy Supplement for Urban Intervention Areas: June 2016 Summary The SPRING project has developed this supplementary Social and Behavior Change Communication (SBCC) strategy for urban intervention areas because the SBCC interventions which have been working well in rural areas have not been as effective in city neighborhoods. These interventions include working with Community Activists to engage 1,000 day households and their wider communities, to promote priority nutrition and hygiene behaviors, and to generate demand for nutrition services at health facilities. In urban areas, SPRING has found that the community leaders who are working well as Activists in rural areas are not able to perform as well, for multiple reasons. These people tend to be working more hours in their existing roles, and/or are not as willing to volunteer enough time to participate in Activist trainings, conduct visits for 1,000 households in their assigned areas, and to organize or participate in community meetings. In addition, urban households are not as likely as rural households to perceive Activists as credible sources of information on nutrition and hygiene, and feel too busy to participate in community meetings around health issues generally. The urban SBCC strategy consists of two categories of interventions: Engaging with staff of Health Promotion Units to build their capacity to effectively promote nutrition and hygiene behaviors with clients who come to their facility and in the community generally; and Engaging with and orienting regional TV, radio, and print media personnel to increase the quantity and quality of coverage of issues relating to nutrition during the 1,000 days. These interventions will be carried out, as all of SPRING’s Objective 2 activities, in partnership with the Republican Center for Health Promotion (RCHP) and the Kyrgyz Village Health Committee (KVCH) Association. The strategy focuses on three areas of high priority nutrition behaviors. Kyrgyzstan is not making progress or is actually moving backwards in terms of the prevalence of these behaviors: Exclusive breastfeeding—including family support Women’s care and diet during pregnancy and lactation including increasing dietary diversity and reducing junk food Anemia control—through improved WASH, presumptive deworming, and IFA supplementation SPRING will reach the following primary urban audiences with SBCC activities and materials: newly married couples, which may include older adolescents pregnant women mothers with children under age 2, including some messages tailored to female heads of households Influencing urban audiences to reach with SBCC activities include: older women (including but not limited to grandmothers) health providers (doctors & nurses who currently provide facility-based counseling) HPU staff community activists