Abstract
Recognising the link between population and development, India initiated the family planning (FP) programme in 1951 soon after independence in 1947. The programme kept expanding; however, the thrust of the FP remained on ‘small family’ and ‘population stabilisation’. Reaching correct and timely information to individuals and community is the key first step towards bringing about a positive behaviour change on sexual and reproductive health (SRH)/FP issues. Scientifically designed social and behaviour change (SBC), based on time-tested conceptual frameworks, help in delivering desired results. Community engagement and ownership of the SRH/FP programme, through participatory methods, is an essential element of a successful and rights-based programme. Key informants interviews (KIIs) were held with the renowned experts in the health sector, they opined: scientific design of SBC is integral to the rights-based and results-driven SRH/FP programmes. Building SBC technical skills of managers and providers and institutional capacity of all those departments and organisations that are engaged in SRH/FP communication design/delivery is of paramount significance. It concludes, effective and results-based SBC strategies use concepts from psycho-social learning theories of role modelling communicated via multiple modes, including mass media and use of advocacy and social mobilisation. Dialogue with and active participation of individuals is an essential element in SBC, especially in the SRH/FP interventions.
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