|
BCCP is committed to provide high quality services to audiences in rural and urban settings to help them adopt a positive behavior towards various social issues. BCCP not only develops communication strategies but also implements, monitors and evaluates them along with designing materials and developing community-based, mass media and Inter-Personal Communication (IPC) interventions. BCCP also provides training to key personnel of relevant institutions in strategic communication, message development and designing Entertainment-Education programs. BCCP has recently diversified into other areas of development like education, anti-trafficking, agriculture, democracy and local government, anti-terrorism, public procurement reform and other social development sectors. Among others, following are a few examples of strategic communication programs that are currently being implemented by BCCP:
The 5-year program on Behavior Change Communication and Marketing (BCC/M) of the Second Urban Primary Health Care Project of the Ministry of Local Government aims at increasing knowledge and developing health seeking behavior among urban people especially the poor; and, improving skills and developing a sense of self-efficacy among providers. The project will end in December, 2011.
The Social Awareness and Community Management Services for the Reaching Out of School Children (ROSC) Project of the Ministry of Primary and Mass Education focuses on raising awareness about primary education and, mobilizing stakeholders to open new Learning Centers (LCs) and manage or expand existing ones. The 2-year project ending in March, 2010 has been renewed for another three years.
Beginning in July, 2009, the 36-month long Social Awareness Campaign and Communications program for the Public Procurement Reform Project (PPRP-II) of the Ministry of Planning includes developing and implementing a communication strategy to raise awareness about a well functioning public procurement system; and, to engage key stakeholders in the monitoring of the procurement process and its outcomes.
Mayer Hashi, a 54-month project which began in May, 2009, focuses on increasing the use of Long Acting and Permanent Methods (LA/PM) of family planning as well as preventing postpartum hemorrhage/ maternal health. BCCP is partnering with CCP to support EngenderHealth and other partners to attain improved maternal health through the Mayer Hashi project.
BCCP’s Expertise
BCCP has proven expertise in all aspects of Strategic Communication. In addition, the professionals of BCCP acquired valuable expertise in some other areas that are supportive and contributive to large scale programs. The expertise of BCCP can be categorized as:
- Developing strategic communication plan
- Implementing mass media campaigns
- Developing community based interventions and advocacy programs for social mobilization, mainstreaming the issues and policy change
- Developing enter-educate programs
- Designing communication tools combining creatives and entertainment
- BCC capacity building of institutions and individuals
- Conducting formative and evaluative research
- Facilitating collaboration among public, private and NGO sectors
- Leveraging resources to extend the reach of programs
The Service offered by the BCCP follow a systematic reserch-based planning tool popurly known as the "P Process"
Communication Strategy
Strategic communication requires strategic planning with well-articulated goals linked to comprehensive activities. Several communication programs complying with all major constituencies of strategic communication were developed and implemented by BCCP. The National FP-MCH IEC Strategy for Bangladesh 1993-2000; National HIV/AIDS Communication Plan; National BCC Strategy for NGO Service Delivery Program; and Adolescent Reproductive Health Communication Strategy are a few of the strategies developed and implemented.
Mass Media Campaign
BCCP makes purposeful use of available media to disseminate tailored messages to specific audiences addressing the sensitivity of issues. The audience focused campaigns combine outreach activities, TV/Radio spots and enter-educate programs to capture attention of the common people and persuade them to go for action. The Green Umbrella Campaign, Smiling Sun Campaign, Know Yourself Campaign and Rainbow Campaign are a few examples of national mass media campaigns undertaken by BCCP.
Community Based Intervention and Advocacy Program
Gaining support through social mobilization, mainstreaming the issues and advocacy is important for development initiatives and reform. BCCP undertook innovative approaches such as 'Jiggasha Approach', Future Search Conference, Orientation and Life Skills Workshop to ensure commitment, policy change, human and financial resource mobilization and enhance capacity of communities for different programs.
Enter-Educate Program
Applying this approach in drama serials, TV and radio magazine programs, and sitcoms, BCCP reinforces the message and influences changes in behavior of the target audience. In so doing, drama serials like Shabuj Shathi, Shabuj Chhaya, Eyi Megh Eyi Roudro and Enechi Shurjer Hashi gained much popularity. The radio programs Jante Chai Janate Chai and Amra Shobai Jante Chai were especially designed to help develop the young minds of adolescents and encourage a positive outlook on life.
Communication Training
BCCP continues to organize the annual Advances in Family Health and Social Communication Workshop. The workshop integrates theory and practice through the use of Strategic Communication Planning and Evaluation (SCOPE) software. It also conducts Message Development Workshop twice a year. The communication professionals trained in these workshops are playing an important role in implementing various socio-economic development programs for the government, non-government and private sectors. An august body, Bangladesh Association for Social Communication, of the alumnae of advances workshop participants was formed in 1997.
BCC Material Production
Message and material development is considered as an integral part of Strategic Communication and the process involves several steps to conceptualize, design and finalize. Successful implementation of the program largely depends upon a number of in-house support services. BCCP rose to the challenge of catering to the growing demand of the partners with a full-fledged creative design section, Photo Bank, Media Material Center and a team for message pretesting and material distribution.
Research and Evaluation
The research team guides designing of the communication programs, monitors and evaluates impact. BCCP has further strengthened its research team to manage and conduct large scale research studies, both qualitative and quantitative. KABP and formative research are also conducted to explore program development, observe behavior pattern; understand knowledge, perception, and practice of the target audience; assess communication and training needs; and, pre-test messages and materials.
Resources
The well-equipped research team carries out formative and evaluative researches to guide program development, fine tune approaches, monitor and evaluate impact. Baseline survey and KABP are also conducted to explore program development, observe behavior pattern; understand knowledge, perception, and practice of the target audience; and, assess communication and training needs.
The Vision
It is BCCP’s vision to have an empowered and enlightened Bangladesh free from poverty and exploitation based on age, sex and religion through raising awareness and increasing knowledge of the people utilizing strategic communication. BCCP plans to position itself as a center of excellence and a dependable source of strategic communication, community mobilization and advocacy in the country as well as in the region.
|