immunisation schedule. among children. Fear of side effects from IPV or other vaccines beliefs/norms and rumours Distance/travel conditions, access Distance/travel conditions to catchment area Health staff’s motivation, behaviour and ability to communicate with mothers. Behavior Analysis From step 2.1.3 problem analysis, determine which of those problem behaviors to focus on and analyze those in order to understand your key problems and a potential response better. Questions to keep in mind: Target audience groups that will be affected by and affect IPV introduction and associated programme objectives Their existing behaviors/practices that might help or hinder achieving programme objectives The communication channels that are accessible and preferred by each audience 2.2.1 Sample Template for Behaviour Analysis A sample behaviour analysis for primary caregivers (mothers of children under 5 years) is presented below. A fully developed behaviour analysis should also address other target groups as identified in the formative research. These can be specific family members, health workers, religious leaders and community elders. Desired Behaviour Actual Behaviour Feasible Behaviour Factors Encouraging Ideal Behavior Caregivers bring their children for IPV/RI to service delivery points at the ages recommended in the national schedule with immunisation card Many caregivers take their children for complete immunisation at some point in time. Delay in first immunisation based on practice of “staying in the home” after delivery and health workers not remembering to advise mothers. Caregivers unable to locate vaccination cards. Caregivers bring their children only one time to get the immunisation. Most caregivers take their children to get fully immunized Are aware of and follow the immunisation schedule Maintain the Immunisation card Understanding of the benefits of IPV and immunisation for the child Awareness of immunisation schedule, place and date Proximity to health facility. Positive attitude of health staff towards caregivers.
4.1 Message Development The process of message development will allow you to narrow down what the audience would want to hear from the communication and how it needs to be positioned in order to prompt/motivate them to act. Message development involves: Identifying areas in which to develop messages Determine the communication approach Determine media, materials, and editorial format. Drafting messages and concepts. Review, pre-test, and revise text and concepts 4.1.1 Sample Template for Message Development The following template presents the variety of factors to be taken into consideration during the message design process. Formative research or FGDs will provide information on the “Factors Influencing adoption.” The draft messages developed out of this process should be pre-tested and finalised. Behavior to Promote Factors Influencing Adoption Message Concepts Approach Tone Caregivers, particularly mothers of children under 5 Most caregivers take their children to receive IPV/ get fully immunized Follow the schedule Maintain the card IPV and immunisation is a free service. IPV will make your child stronger. Mild negative side effects from are normal Immunisation prevents serious child sickness, including polio IPV + OPV provides greatest protection against polio. Lifelong protection to the child. Immunisation card is like an identity card for a child. Parents want their children to be healthy. Male support for accessing lifesaving health services Informing, entertaining, persuading Positive, Emotional Community elders Support caregivers to ensure child is taken to the health centre IPV and immunisation is free Mild negative side effects from are normal Immunisation prevents Healthy children will make a healthy community Male support for accessing lifesaving health services Informing, entertaining, persuading Positive, Emotional, Supportive existing beliefs and attitudes)
Interpersonal – role of male Social support, inter spousal communications Annex 4: Study Guide: For Focus Group Discussions with Caregivers (mothers, fathers or grandmothers) Introduction ►Explain the reason for discussion (to improve immunization services and protection for children) ►Explain how the discussion will proceed: ground rules (turn off cell phones, everyone should participate, one person talking at a time, etc.) ►Request that everyone share opinions and experiences: explain that no one is being judged or evaluated ►Express appreciation for everyone’s participation ►Repeat that participation is voluntary and that participants’ names and individual opinions will not be shared with anyone [Hand out name tags with first names only] Main Topics Key Questions Possible Probing Questions Introduction of participants: talk about their families Can each of you please tell us: ►Who are the members of your family? ►How long you have lived in your community or neighbourhood? ►Can you please tell us something interesting or unusual about your family? Note: You can modify questions. The purpose is to help people feel comfortable with each other and with speaking out. Write these questions on a flip chart. Concept of vaccination ►What is the purpose of vaccination? ►How important is it for children to get all of vaccinations? ►Do you have any concerns having your children vaccinated? Note: If you believe that concern about vaccine safety is a major issue, you can add a question such as: How safe do you feel that vaccination is? ►What diseases does vaccination protect against? ►Do you that getting vaccinated guarantees that the person will never get the disease? Practical Knowledge of Vaccination ►How many vaccination visits do you think a child needs? ►By what age should a baby receive all of the basic vaccinations? Experiences with and Next we’d like to discuss your experiences in getting your children vaccinated: ►What have you liked about your experiences?