COMBI: Communication for Behavioural Impact:

Farukh Habib School Health & Nutrition Supervisor

What is COMBI?:

A dynamic approach to behaviour change that utilizes:

=

Strategic + Social Social Mobilization Communication

Measurable changes in behaviour!

Why do we need a new approach?:

Why do we need a new approach? Although there are good examples of IEC (Information, Education, Communication) programs that have improved knowledge and attitudes, there are few good examples of communications programs with measurable changes in behaviour It is critical to measure actual changes in behaviour, not just assume it has occurred

COMBI: based on theory and practice

Behaviour change theories Communication theory Marketing practice

Points in common among behaviour change theories

The person or community should have: a positive intention toward the new behaviour a minimum of barriers to achieve the behaviour sufficient ability to carry out the behaviour encounter messages that serve as reminders

Believe that the actions will have positive results and benefits

COMBI is different because:

COMBI is different because it is a methodology for planning sustained actions in communication and social mobilization.

Also,:
COMBI focuses on measurable changes in behaviour,
NOT JUST

changes in knowledge or attitude.

History of COMBI

1994: Dr. Everold Hosein offers the first 'Integrated marketing communication for behavioural impact in health and social development' course at New York University 2000: WHO promotes the COMBI methodology for planning communication and social mobilization actions

History of COMBI
2003: The Regional Dengue Program of the Pan American Health Organization (PAHO/WHO) promotes COMBI as an integral part of the Framework for a New Generation of Dengue Prevention and Control Programs in the Americas (EGI-Dengue, Strategy for Integrated Management for Dengue Programs)

2004: publication of the COMBI guide for dengue (WHO,TDR,PAHO):

Planning social mobilization and communication for dengue fever prevention and control: a step-by-step guide.

HICDARM Achieving behavioural results

Hear
about the new behaviour

Inform
yourself about it

IEC programs focus on HIC

Convince
yourself that it is worthwhile

HICDARM Achieving behavioural results

Hear
about the new behaviour

Inform
yourself about it

IEC programs focus on HIC

Convince
yourself that it is worthwhile

HICDARM Achieving behavioural results

Decide
to do something about it

Act
on this decision

COMBI focuses on DARM

Reconfirm
that your action has had a positive result

Maintain

the behaviour

What do we hope to achieve through our communication programs?:

We want to Influence a decision/behaviour/social norm Reinforce a decision/behaviour/social norm

What do we hope to achieve through our communication programs?:

We want to Influence a decision/behaviour/social norm Reinforce a decision/behaviour/social norm

What do we hope to achieve through our social mobilization programs?:

We hope to Mobilize various sectors of society to take action on a common issue Create a sense of shared responsibility

The 15 steps for COMBI planning

Assemble a multidisciplinary planning team Establish preliminary behavioral objectives Plan and conduct formative research/situation analysis. Invite feedback on the formative research.: Analyze, prioritize and finalize the behavioural objectives not more than 3! Segment target groups. Develop your strategy.

The 15 steps for COMBI planning

Pre-test behaviors . Establish a monitoring system Strengthen staff skills.: Set up systems to manage and share information Structure your program. Write a strategic plan (a COMBI plan). . Determine your budget Conduct a pilot test and revise your COMBI plan.

Thank You