Market and social research serve as the under-pin in the design of our BCC interventions. We study the psychographics of the target to identify the necessary triggers that stimulate behaviour change.
Our BCC Model makes use of a combination of techniques, designed to encourage and facilitate a voluntary adaptation of the behaviour that is being promoted. The sequence of events is market and social research, advocacy, social marketing communication, monitoring and evaluation. Mass media, community outreach and interpersonal communication are integral components of our strategic planning.
At GSMF, we recognize that an individual’s behaviour is directly influenced by their surrounding experiences, which involve social, economic, religious and cultural influences, therefore our market and social research for BCC planning does not exclude the community. Our research begins with the individual, and advances into the community. We investigate societal factors such as demographics of the target population, economic and other factors that shape a society’s basic values. We explore the benefits of preventive measures and credibility and accessibility of potential sources of prevention messages. From the information collected, we encourage the target to adopt the behaviour being promoted.
Advocacy is critical to the success of our campaign. Our BCC campaigns involve extensive consensus building among gatekeepers. We communicate our messages through practical channels, thereby responding to the genuine needs of our target audience.
OUR VISION is to create a sustainable organisation with the capacity to respond to emerging public health and other developmental needs in developing countries.
