Behavioural Change Communication (BCC) approach for BRAC: A formative research

As a part of social development, BRAC has been working in the Behavioural Change Communication (BCC) areas of its program participants for decades. Facing a revolutionary technological change, it is time to rethink the effectiveness of the conventional BCC tools and revise them if necessary. This st...

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Main Authors:	Shatil, Tanvir, Golam Ahmed, Rabbi, Zaman, Shahaduz
Formato:	Working paper
Idioma:	en_US
Publicado em:	BRAC Institute of Governance and Development (BIGD) 2022
Assuntos:	Entertainment Technology Rural and Urban
Acesso em linha:	http://hdl.handle.net/10361/15844

id	10361-15844
record_format	dspace
spelling	10361-158442023-02-08T10:05:05Z Behavioural Change Communication (BCC) approach for BRAC: A formative research Shatil, Tanvir Golam Ahmed, Rabbi Zaman, Shahaduz Entertainment Technology Rural and Urban As a part of social development, BRAC has been working in the Behavioural Change Communication (BCC) areas of its program participants for decades. Facing a revolutionary technological change, it is time to rethink the effectiveness of the conventional BCC tools and revise them if necessary. This study revealed the existing patterns of cultural and recreational activities at the community level that can be broadly categorized into seasonal, periodic, and everyday entertainment. Different modalities and purposiveness of entertainment, such as secular entertainment, religious entertainment, sports-based entertainment, national interests, local market-oriented entertainment, mobile-oriented entertainment, cable network and television, social media, were found to exist in the community. It was also found that a significant change has occurred in the span of everyday entertainment in both rural and peri-urban areas. This entire context was in such a phase that the information and communication technology developed in a noteworthy way. As a result, the sources of entertainment and information became personalized, localized, and digitalized. The advancement of technology created a new form of “digital and virtual culture” in the community. Mobile phones had become a vibrant source of entertainment and information, shaping a notion of personalization of information and entertainment among the community people. Since internet packages offered by different mobile operators were expensive, both in rural and peri-urban areas people did not have significant access to the internet. But they had another organized structure through which they obtained digital contents and stored them on their electronic devices. Orienting this exchange of digital contents, an informal market mechanism emerged in the community which was also explored in this study. Finally, it emerged from the cases of BRAC’s conventional BCC practices in the community that printed pictorial posters and flipcharts (conventionally used by BRAC) were losing their appeal to the target audience. Based on the findings of the study, it is now important for BRAC to consider new approaches to information, communication, and education methods while preserving some of the effective conventional methods as well. 2022-01-10T03:48:21Z 2022-01-10T03:48:21Z 2019 2019-02 Working paper http://hdl.handle.net/10361/15844 en_US https://bigd.bracu.ac.bd/publications/behavioural-change-communication-bcc-approach-for-brac-a-formative-research/ application/pdf BRAC Institute of Governance and Development (BIGD)
institution	Brac University
collection	Institutional Repository
language	en_US
topic	Entertainment Technology Rural and Urban
spellingShingle	Entertainment Technology Rural and Urban Shatil, Tanvir Golam Ahmed, Rabbi Zaman, Shahaduz Behavioural Change Communication (BCC) approach for BRAC: A formative research
description	As a part of social development, BRAC has been working in the Behavioural Change Communication (BCC) areas of its program participants for decades. Facing a revolutionary technological change, it is time to rethink the effectiveness of the conventional BCC tools and revise them if necessary. This study revealed the existing patterns of cultural and recreational activities at the community level that can be broadly categorized into seasonal, periodic, and everyday entertainment. Different modalities and purposiveness of entertainment, such as secular entertainment, religious entertainment, sports-based entertainment, national interests, local market-oriented entertainment, mobile-oriented entertainment, cable network and television, social media, were found to exist in the community. It was also found that a significant change has occurred in the span of everyday entertainment in both rural and peri-urban areas. This entire context was in such a phase that the information and communication technology developed in a noteworthy way. As a result, the sources of entertainment and information became personalized, localized, and digitalized. The advancement of technology created a new form of “digital and virtual culture” in the community. Mobile phones had become a vibrant source of entertainment and information, shaping a notion of personalization of information and entertainment among the community people. Since internet packages offered by different mobile operators were expensive, both in rural and peri-urban areas people did not have significant access to the internet. But they had another organized structure through which they obtained digital contents and stored them on their electronic devices. Orienting this exchange of digital contents, an informal market mechanism emerged in the community which was also explored in this study. Finally, it emerged from the cases of BRAC’s conventional BCC practices in the community that printed pictorial posters and flipcharts (conventionally used by BRAC) were losing their appeal to the target audience. Based on the findings of the study, it is now important for BRAC to consider new approaches to information, communication, and education methods while preserving some of the effective conventional methods as well.
format	Working paper
author	Shatil, Tanvir Golam Ahmed, Rabbi Zaman, Shahaduz
author_facet	Shatil, Tanvir Golam Ahmed, Rabbi Zaman, Shahaduz
author_sort	Shatil, Tanvir
title	Behavioural Change Communication (BCC) approach for BRAC: A formative research
title_short	Behavioural Change Communication (BCC) approach for BRAC: A formative research
title_full	Behavioural Change Communication (BCC) approach for BRAC: A formative research
title_fullStr	Behavioural Change Communication (BCC) approach for BRAC: A formative research
title_full_unstemmed	Behavioural Change Communication (BCC) approach for BRAC: A formative research
title_sort	behavioural change communication (bcc) approach for brac: a formative research
publisher	BRAC Institute of Governance and Development (BIGD)
publishDate	2022
url	http://hdl.handle.net/10361/15844
work_keys_str_mv	AT shatiltanvir behaviouralchangecommunicationbccapproachforbracaformativeresearch AT golamahmedrabbi behaviouralchangecommunicationbccapproachforbracaformativeresearch AT zamanshahaduz behaviouralchangecommunicationbccapproachforbracaformativeresearch
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Behavioural Change Communication (BCC) approach for BRAC: A formative research

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