Understanding of Social and Behavior Change Communication Intervention in Health Programs: The Case of Amref Health Africa International Non-Governmental Organization.

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Addis Ababa University


The effective communication of information on prevention disease and healthy lifestyles has played an important part in the improvement of the health status of the population. The benefits of good health communication are many, from better relationships between providers and patients to improved treatment compliance to reduced inequities of care. Amref Health Africa implemented its major programs in the developing regions, (Afar, Benishangul, Gambela and Somali). The population in these communities is found under a significant level of illiteracy and their living standard is also immeasurable. Therefore, in order to address these disadvantaged communities it is crucial that health professionals and stakeholders that have been working on the health prevention and control should communicate them strategically. This study is, therefore, primarily focused on the absence of communication strategies in the Social and Behavior Change Communication endeavors planned and executed by Amref health Africa, an international NGO. So as to bring the desired social and behavior changes, the Social and Behavior Change Communication (SBCC) should employ a well-developed communication strategy that takes stakeholders, target groups and gatekeepers into account.Qualitative research method was basically used to deal with the study problem, and quantitative research method was employed in order to supplement the data analysis. Data were collected through semi-structured in-depth individual interviews, 15 Amref health Africa program staffs who participated in the in-depth interview and focus group discussion (FGD) by using technology (zoom meeting) because of COVID-19. In-depth interviews were conducted with 15 Amref Health Africa program staffs and three focus group discussions (FGD) were conducted with program officers, project managers, and program managers since they are part of the SBCC programs directly and indirectly. Based on the findings of the research, the study recommends the need to develop integrated social and behaviour change communication (ISBCC) strategy. Developing integrated SBCC strategy to address the three program areas, Reproductive, 2 Maternal, Newborn, Child and Adolescent Health (RMNCH), Disease Control and Prevention (DCP) and WASH



The case of Amref Health Africa International Non-Governmental organization