Abstract


This operational research aimed to assess the acceptability, comprehensibility and reported influence of behaviour change communication tools such as interpersonal communications (IPC), print materials, and entertainment education (E-E) used in the Maternal, Neonatal and Child Health programme of BRAC. A qualitative study was conducted during March-April 2010 in two unions in Nilphamari Sadar upazila of Nilphamari district in northern Bangladesh. Data were collected by using semi-structured questionnaire, key informant interview, focus group discussion, and document review.  Respondents were selected using snowball sampling technique. Data were analyzed using framework and content analyses. Findings reveal that face-to-face IPC was unanimously accepted by the community members. The respondents requested increased frequency of IPC. Community members identified some inconsistencies in some of the pictures and messages on maternal danger signs. Other communication channels such as folksongs and street theatres were perceived to play strong supporting role in communicating the key messages. The community people made limited use of television and radio, although where accessible, community members perceived television as a useful medium to support adoption of new knowledge in certain groups of the viewers. Overall, the study reveals that well integrated IPC, use of modified printed materials, and E-E have potentials for motivating and supporting families and other community members to take healthy decision for birth planning and maternal and neonatal care-seeking.