Behaviour Change Communication in Community-Based Organizations: A Case of Kibera Hamlets

A Project Report Submitted to the Chandaria School of Business in Partial Fulfilment of the Requirement for the Degree of the Master of Science in Organizational Development (MOD)The main objective of this study was to examine Behavior Change Communication in Community-Based Organizations. The study was based on the following objectives: to assess steps taken by a Community-Based Organization called Kibera Hamlets to develop behavior change messages; to identify the channels used by Kibera Hamlets to disseminate behavior change messages, and to assess the benefits of the behavior change messages disseminated by Kibera Hamlets. The target population for this study was 15,480 people who stay in Katwekera, which is a sub-division of Kibera, an informal settlement in Nairobi, Kenya. The population were members of the community that had been reached by Behavior Change Communication messages and were hence able to give necessary information concerning the study. Simple random sampling method was used to select a sample from the statistical population. The sample size was 420. Data was gathered using the primary data collection method by means of questionnaires. Four hundred and twenty questionnaires were distributed and 295 were duly filled and returned for analysis accounting for a 74% response rate. For ease of examination, the questionnaires were coded before analysis. The researcher used descriptive methods such as mean, standard deviation, percentages, tables and frequency distributions to analyze data. The study found that staff demonstrated keenness in applying the various steps necessary for developing behavior change messages. Furthermore, staff involved stakeholders in developing messages, identifying key target populations and segmenting them appropriately to ascertain relevance of the behavior change program. The findings also established that the staff conduct studies in the community to identify the specific problems and define suitable behavior change objectives for the program. The staff also monitored BCC campaigns to evaluate the impact of the messages and revised BCC messages based on the feedback received, thus enhancing the success of the program. Various channels were used to disseminate behavior change messages including; Sports, theater and other interactive forms of art. Interpersonal methods like peer-to-peer education, painting and drawing were also found to be resourceful in enhancing the Community Based Organization’s efforts. Traditional communication methods such as posters, leaflets, radio, bill boards, roadshows and television were used too, but not as frequently owing to the cost implications and rigidity in communication since they do not encourage as much feedback from the target audience as other interactive forms of communication. The findings reflected that the community of Katwekera benefited considerably from the BCC program. This included adults, children and civil servants. Some of the benefits were the reduced spread of Sexually Transmitted Diseases (STD’s), improved healthcare, better nutrition for children, reduced incidents of rape, reduced cases of early marriage, and an increased number of children delayed the age at which they had sex. The Behavior Change Communication program in Kibera was generally seen to be successful. The messages were strategically developed and were in many ways beneficial to the community of Katwekera. The study recommends that more effort be put on education, information sharing, equipping and empowering the community to own the idea of being change agents in enhancing behavior change. More effort needs to be channeled into assessing the qualitative benefits of Behavior Change Communication which are not easily quantifiable. More studies on Behavior Change Communication need to be conducted beyond the community level into vulnerable communities like students and staff in higher learning institutions in order to encourage more responsible behavioral choices