BCCP Initiated Social Awareness Program for PPRP-II
Dissemination of ACSM materials for the National TB-Leprosy Program
Providing Social Awareness and Community Management Services to the ROSC Project
Leaders of Influence in the development of the nation
Brand and Service Promotion Campaign for Smiling Sun
IT Exploration for Children
Operating under the Local Government Division of the Ministry of Local Government, Rural Development and Cooperatives, the Second Urban Primary Health Care Project (UPHCP-II) – a continuation of the Urban Primary Health
Care Project that began in July, 1988 – seeks to improve the health status of the urban population, especially the poor, through improved access to and utilization of efficient, effective and sustainable Primary Health Care services. Under the project, at least 30% of each service will be provided free to the poor. Beginning in July, 2005 and following a public-private-partnership model, UPHCP-II operates in 24 partnership areas under six City Corporations and selected five Municipalities through 12 partner NGOs (in 22 areas) and the Chittagong City Corporation (in 2 areas). A total of 24 Comprehensive Reproductive Health Care Centers and 161 Primary Health Care Centers deliver ESP+ services to serve about one crore population.
BCCP with extensive experience in designing, developing and implementing national Behavior Change Communication and Marketing (BCCM) strategies for GOB and NGOs has been selected to provide BCCM services to UPHCP–II and began its operation in July, 2007. As the initial task, BCCP reviewed literature, held discussions with concerned officials and made extensive field visits to assess BCCM needs of the project. A report of the needs assessment study was produced and submitted to the Project Management Unit. To have baseline data on how far people are aware about the services delivered by UPHCP-II service centers and the extent
of their utilization of these services, a Knowledge, Attitude, Behavior and Practice (KABP) survey was conducted and a report produced. Simultaneously, to analyse and project ‘where we are, where we want to go and how do we get there’ with regard to BCCM, a BCCM strategy, along with its implementation plan, was developed involving all concerned officials, partners and stakeholders. All subsequent activities were conducted following this strategy.
For demand generation, a number of activities were accomplished. The first task here was branding of the services and the service centers of UPHCP-II with a common identity. A ‘Rainbow’ logo was developed and promoted through a massive campaign that included a central level launching supported by similar events at the divisional level, holding of press conferences, production and airing of two TV and two radio spots, production and distribution of a number of print materials, production and erection of billboards, etc. In addition, materials like directional signboard (to locate the service centers), rickshaw tinplate, service-specific print materials and other communication materials were 
produced and distributed.
Considering supply side, the service providers’ skills improvement was considered number one task here. Activities conducted in this respect include holding of Advances in Family Health and Social Communication Workshop for the Project Managers, Message Development Workshop for mid-to-senior level BCC professionals, Behavior
Change Communication and Marketing Training for the midlevel BCC professionals, Interpersonal Communication and Counselling Training for the clinic-based officials, etc. Materials like flipchart, campaign guideline, advocacy guideline, information sheet, etc. were produced and supplied to the service centers to support delivery of quality services by the service providers. In addition, top level officials of the project were sent abroad to gain experience of similar projects in other parts of the world.
Some other supporting activities have also been conducted.
BCCP Initiated Social Awareness Program for PPRP-II
The Government has established a Central Procurement Technical Unit or CPTU within the Implementation Monitoring 
and Evaluation Division (IMED) of the Ministry of Planning (MOP) and issued Public Procurement Regulations in 2003, and in July 2006 also passed a procurement law in the Parliament which will provide a strong platform for better governance of budgetary spending, with economy and efficiency in public purchases. The Government has also been implementing a Public Procurement Reform Project (PPRP) following the Country Procurement Assessment Report 2002 (CPAR) recommendations, with World Bank’s technical assistance. The CPTU is undertaking the second phase of the Public Procurement Reform Project (PPRP-II) as a follow-up of the earlier phase and to strengthen the ongoing reform process and move it further along by enhancing capacity in creating a sustained program of developing skilled procurement professionals; strengthening management and monitoring procurement in target agencies; introducing electronic government procurement in those agencies and CPTU on a pilot basis; and by creating greater public awareness of a well-functioning public procurement system by engaging civil society, think tanks, beneficiaries, and the private sector.
The Communication, Behavioral Change, and Social Accountability component of the project (Component-4) has been assigned to BCCP which will include a communication strategy, an education program, a behavior change initiative and an advocacy campaign. The activities will be carried out in two phases. In the first phase, a strategic communication program for PPR system will be designed and developed; and in the second phase, the communication programs will be implemented. As part of the first phase, BCCP will design and develop a 
communication strategy; communication action plan; monitoring and evaluation system for the communication program; and knowledge and capacity building activities. The second phase will include the implementation of the communication programs through campaign development, dissemination of awareness raising materials; advocacy workshops (Future Search Conference) for target agencies; formation of Bidders' forum; and publication of success stories.
Since its inception in July, 2009 BCCP has already formed a core team and five functional teams. Detailed work plan for the first year of PPRP’s Social Awareness and Communication Component (SACC) has already been developed by each team. The project inception meeting chaired by the Secretary, IMED, Ministry of Planning was held at CPTU where BCCP made a presentation of their understanding of SACC assignment. Soon after CPTU Professionals visited BCCP and had a meeting with the management and BCCP’s PPRP team. The DG-CPTU and the team conducted an orientation session for BCCP team members on PPA 2006 and PPR 2008.
The duration of the project is 36 months. BCCP plans to deliver all the activities proposed in the contract document with highest possible quality and within the given time-frame. To achieve this, the BCCP teams are working closely with the senior management team of BCCP and are regularly liaising with their CPTU counterparts.
Dissemination of ACSM materials for the National TB-Leprosy Program
Tuberculosis has always been a major public health problem in Bangladesh. In fact, with an estimated 300,000 new cases each year, of which 70,000 die, Bangladesh’s burden of disease from tuberculosis ranks number six in the world.
BCCP undertook the dissemination of ACSM materials for the National TB-Leprosy Program. This was achieved by airing ACSM materials (TV and radio spots and the Enter-Educate Program), through Bangladesh Television
the electronic media through popular and nationally recognizable film industry celebrities, sportsmen and sponsorship and by undertaking Nationwide Mass Media Campaign on tuberculosis.
A campaign goal has been set to change service-seeking behavior for the diagnosis and treatment of tuberculosis. With a view to achieving 70% case detection and 85% cure rates, the main activities of this ACSM campaign are to increase awareness of the signs, symptoms and prevention of lung TB at all levels through community participation.
Providing Social Awareness and Community Management Services to the ROSC Project
The Reaching Out-of-School Children (ROSC) project has been undertaken by the Government of Bangladesh through the Ministry of Primary and Mass Education, co-financed by the World Bank and the Swiss Development 
Corporation. This project began in March 2008 with the aim to reduce the number of out-of-school children
through improved access to quality education in support of the Government’s national EFA (Education for All) goals.
Communication and social awareness activities can play a vital role through raising awareness on the value of education. Community mobilization empowers to support the Learning Centers (LCs), thus ensuring the quality of education and retention of students. BCCP, being a leading communications expert, was assigned the task of community mobilization for the ROSC project. BCCP’s responsibilities include raising social awareness about primary education in general and the project in particular, through appropriate media and communication campaigns; mobilizing stakeholders to manage the LCs, disseminating information on qualification criteria, resource, support and other operational guidelines for stakeholders and most importantly, assessing the effectiveness and reach of communication and social awareness activities.
BCCP has completed a number of activities under Social Awareness and Community Management (SA and CM) activities that began in March, 2008. The planned activities under the SA/CM had two phases. The tasks completed during the first phase include submission of the inception report, division of the intervention Upazilas into strategic clusters to provide basic training, formation of nine Field Training teams, development of a SA/CM plan, development of a monitoring tool and the development of Behavior Change Communication materials. In the second phase, till date, BCCP has designed and developed promotional videos, developed courtyard meeting guidelines and leaflets and conducted courtyard meetings, published quarterly newsletters, developed the Future Search Conference Guidebook and conducted Future Search Conference and refresher training for the members of the Center Management Committee (CMC). BCCP also conducted a Training Needs Assessment and developed a Basic Training curriculum for the CMC training, prepared refresher training curriculum for the CMC key members, developed a roll-out plan for the refresher training, provided TOT to the field trainers and a corresponding monitoring and evaluation plan.
Capacity building of the CMC members
Under the ROSC project 15,000 LCs, known as ‘Ananda Schools’ are located in
remote areas of Bangladesh with the target to reach out-of-school children and dropouts among the marginalised people.
These LCs are run by the community. BCCP has designed the curriculum and training materials and has conducted basic and refresher trainings for the CMC members. The basic training was attended by 28,105 CMC members of 4,035 LCs while 15,291 members of 8,659 LCs took part in the refresher training.
Development of Advocacy video
BCCP has made an advocacy video promoting the ROSC project in general and Ananda Schools in particular. This video highlighted its success stories and promoted community awareness regarding the schools and helped create a sense of the ownership among the community members.
Courtyard Meetings under the ROSC Project
BCCP designed and developed courtyard meetings in order to make the CMC members accountable and the operation of Ananda Schools clear to the community. The primary target audience for these meetings are the community people who live in the vicinity of the Ananda Schools while the CMC members are the secondary target audience. 
The specific objective of these meetings was to ensure effective and spontaneous public participation by creating public awareness and increasing public management of the school. A total of 1800 courtyard meetings have been planned while 823 have so far been
conducted in which 14,454 members of the community participated. A leaflet stating: “Ananda School. Our School” has been printed. This leaflet will play a major role in strengthening public management in directing Ananda School and creating a sense of ownership among the local people. This leaflet informs about the main objective of the ROSC project, center management, local community, organizations providing educational services and programs of Sonali Bank, activities of teachers, Upazilla and Assistant Upazilla Education Officer and education allowances and expenditure sanctioned for education services. This leaflet is being distributed in the courtyard meetings of Ananda Schools to enhance public awareness programs in the villages.
Newsletter – “ROSC Tathya Barta”
BCCP will publish four newsletters for this project, the purpose of which is to bring out and share success stories with the Ananda School members, CMC members and the project stakeholders. The first issue has already been published and distributed among the target audience. read Tathya Barta
Future Search Conference in the form of Upazila Advocacy Conference
A number of 20 Upazila advocacy conferences will be held in the selected ROSC intervention Upazilas. The objective of this Upazila advocacy conference is to advocate the ROSC project, particularly the
Ananda Schools, with the purpose to mobilize the support of the community stakeholders. The Upazila level officials, local government representatives, civil society members and local leaders are targeted to be participants for these conferences. Till date, two of these Upazila advocacy conferences have been held at Gabtali (Bogra) and Dewanganj (Jamalpur) Upazila.
Leaders of Influence in the development of the nation
Bangladeshi society confers high stature and respect on individuals whose contributions to community life and public affairs reflect special knowledge, understanding, leadership and political integrity. Both religious and secular leaders are well placed in society to contribute to national development efforts and democratic values.
They have a deep understanding of the needs and interest in local communities that they can communicate to development professionals.
Keeping these in mind, BCCP has undertaken the Leaders of Influence (LOI) Program of The Asia Foundation (TAF) as a communication partner. This four-year program financed by USAID began in May, 2007 and will extend up to 2011. The aim of the program is to empower leaders, who are in a position to influence the society thereby contributing to national development and democratic reforms. Imams or Muslim religious leaders and members of Masjid Committees are very well regarded in the community. Also religious leaders of other faiths and secular LOI such as elected local representatives, leaders of various professional bodies as well as representatives of the media and women and youth leaders enjoy similar recognition and respect, and have the potential to play a greater role in advancing national development. The LOI program engages these leaders in dialogue on practical issues relating to modern development practice and democratic values as practiced through local project initiatives supported by USAID. Consequently, the LOI can effectively convey messages on national development goals, innovations and alternatives to community members in layman’s terms.
BCCP is responsible for designing, development and production of materials for orientation sessions; conceptualizing, designing, developing and producing innovative BCC materials to disseminate the objectives of the LOI program; promote the role of the LOI in the community; and conceptualizing, designing and implementing media and community outreach events. BCCP has already developed nine sets of information guides and four sets of facilitator guides
for different LOI groups, eleven sets of leaflets on the developmental programs being conducted by the USAID partner agencies, innovative BCC materials were designed, developed and produced to disseminate the objectives of the LOI program and promote the role of the LOI in the community.
The orientation sessions were organized by TAF. The takeaway BCC materials that included brochures, key-rings, flyers, banners and festoons were distributed among the participants. These materials provided information about the program objectives and the expected role of the community stakeholders and their expected role.
Community outreach events designed by BCCP is 
an
interactive approach that involved the various stakeholders of the community including the civil society and introduced them to the LOI program and to the development programs being implemented by the USAID partner agencies. Each event started with a discussion meeting followed by an exhibition and cultural program. The oriented LOI, together with the civil society members, social workers, journalists,
women and youth leaders, business community leaders, NGO representatives, college, University teachers and high government officials were invited to the discussion meeting. At the exhibition, the USAID partner agencies displayed the developmental activities they are undertaking in various areas. The cultural program undertook the “Enter-educate approach” to educate participants through entertainment. Some BCC materials were also distributed among the participants. Eleven community outreach events have already been conducted in five divisional towns - Khulna, Sylhet, Rajshahi, Chittagong, Barisal and six 
district towns - Dinajpur, Cox’s Bazar, Jessore, Mymensingh, Bogra and Kushtia.
By the end of the orientation sessions, the LOI need to be clear about their role after they return to their respective communities. Also the use of talking points and the leaflets need to be clearly explained so that the participants are able to establish community level practices in accordance with the lessons learned from the orientation sessions.
BCCP understands that an impact monitoring of the orientation and community outreach events will be an effective process to determine the extent of community level interaction and practices being made by the participants. This will also help to bring to attention any necessary corrective measures in the orientation programs. In addition some success stories may be published in the newspaper/newsletter or turned into documentaries.
Brand and Service Promotion Campaign for Smiling Sun
BCCP undertook the development and implementation of a brand and service promotion campaign under Smiling Sun Franchise Program in July, 2008. As communication strategy BCCP included capacity building of service providers
through brand orientation to increase the marketing and service promotion skills of the service providers; campaigns to raise awareness of the clients about the brand, services and health issues by increasing use of the clinics through brand promotion and demand generation and by strengthening the linkage between quality of care standards and the brand at the service provision and, finally, community mobilization to create a more conducive environment among key local community stakeholders and gatekeepers to support optimal clinic and service use, especially among women and children.
These undertakings will result in the increased use of Smiling Sun services and products.
The promotion of the brand image of the Smiling Sun Clinics will be done through a comprehensive campaign effort which will include television and radio commercials, billboards, posters and leaflets and will be simultaneously accompanied by local level media activities. The campaign
will bring about conspicuous changes both in the physical and administrative environment of the clinics. Providers on the other hand will be made to understand the importance of health marketing and the importance of enhanced skills in selling products. Moreover, doorstep promotional drives, interactive sessions using traditional media such as folk songs, street dramas, cable TV, puppet shows and courtyard meetings facilitated and further strengthened such promotion by utilizing local and cost effective resources.
In this regard, BCCP prepared an implementation plan that covers the preparatory activities, development and production of campaign support materials, the development of curriculum and the actual implementation of the campaign and relevant interventions. As part of the capacity building component,
the branding and service promotion marketing training curriculum has been developed; and a draft course outline, final draft curriculum and plan for a test run training with 
the target audiences has been prepared. The tagline Smiling Sun for all has been selected for the Smiling Sun Branding Campaign and this will be promoted through all the materials to be produced. The other activities undertaken so far include finalization of the Smiling Sun brand manual, development of a creative brief for TV advertisement, and the development of templates of various promotional materials. For community mobilization, a campaign guidebook has been developed and a marketing toolkit concept has been drafted and shared with SSFP. Various job aids has also been reviewed and revised including AFP card, Tiahart posters, etc.
As a result of these initiatives, it is expected that the Smiling Sun Clinics will emerge in the market with higher technical capacity and a wider range of services to better compete with others offering like services and the Smiling Sun name will be synonymous with quality services in health care throughout Bangladesh.
a reputed community based NGO – Community Participation Development (CPD). The aim of the project is to give disadvantaged children better opportunities in life by introducing them to the digital era.
It has been observed that affordability is the main criteria that provide access to computer and its use. The project aims to break this concept by bringing IT education to the doorstep of the underprivileged community and provide equal opportunity to both boys and girls. Introducing computer literacy among underprivileged children will eventually empower them to be part of the information highway.
final evaluation at the end of the three-month period. Each three-hour session is comprised of one hour of instruction and two hours of practice. The best performer of the basic course will be eligible for the advanced course. Basic course will cover the basics of computer literacy while the advanced course will focus on advanced applications of computer knowledge. 
adolescent reproductive health, HIV/AIDS information, promotion of non-formal education and Avian Influenza. BCCP will integrate that experience into this program. In this project, the role of CPD is to identify the most deserving underprivileged children and monitor and facilitate best use of the knowledge gained. At present the IT training center is situated within the premises of CPD and the current beneficiaries are from the families who take part in CPD programs. CPD will also explore community acceptance, generate community demand in order to sustain this project, encourage other NGOs for replicating the program and donor agencies for funding.