Change is a constant requirement demanded in all spheres of life
including the professional life. However change doesnt come by
easily, neither for the self nor from others. Whether it is change
of our own attitude, getting people to follow new work processes,
change of habits or change of consumer behavior there are inherent
support issues involved in bringing about change. Here are some
real life suggestions :
Each program framed to bring about change probably has sub-programs
and sub objectives which form milestones in bring about change.
Experience in carrying out successful change interventions has
shown that:
The
sub program should be integrated with overall program goals and
specific objectives. for eg. community care is an essential element
of HIV/AIDS prevention, care and support programs, providing critical
links with other program components.
The sub program should be linked to policy initiatives and service/support
provision to facilitate change.
The
program should encourage individual behavior change and also help
create environmental conditions that facilitate personal change.
Formative
assessment or audience research must be conducted to better
understand the needs of the target population and the barriers
to behavior change that its members face.
All
programs should contribute to stigma reduction caused due to change.
The
target population and the related community should participate
in every phase of the new developments.
Using
a variety of communication channels is more effective than relying
on any one. For example, peer education should be promoted by
media,counseling and other approaches.
Pre-testing
is essential for developing effective change materials.
Monitoring
and evaluation should be incorporated at the start of any change
program.
Objectives
for change after exposure to the communication should be
specified. These may be changes in actual behavior or shifts in
the
precursors to behavior change, such as in knowledge, attitudes
or
concepts.
Fear
campaigns do not work. They contribute to an environment of stigma
and discrimination.
Because
society-wide change is slow, changes achieved will not be seen
overnight.
In
short a simple support framework for facilitating change at the
workplace is to
Increase
Knowledge
Stimulate Community Dialogue
Promote Advocacy.
Reduce Stigma and Discrimination
Promote Services for Prevention, Care and Support.
A
simple behavioral change program is as follows:
Step 1: Identify the problem based on the overall program goals.
Step 2: Segment target populations.
Step 3: Engage in formative research.
Step 4: Identify behavior change goals.
Step 5: Seek consensus from stakeholders.
Step 6: Design communication plan, including objectives, overall
theme,
specific messages and outlets for dissemination.
Step 7: Pre-test and revise.
Step 8: Target communication to specific groups.
Step 9: Implement the plan.
Step 10: Monitor and evaluate it.
Step 11: Seek feedback and make appropriate revisions.
Email
hrd@madrasmarkets.com
for giving feedback, comments or requesting change management
services.
