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| Behaviour Change Communication Strategy |
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| The main strategy of behaviour change communication is to increase the quality of life of the marginalized community, enable them to say "No" to unsafe sex, increase their health-seeking behaviour and reduce stigma and discrimination towards them. TAI addresses very specific issues which influence the behaviour change of the community (ie) increase the self-esteem and |
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| confidence of the community and give them space to analyze and arrive at decisions for their future. |
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The important activities which are addressed to improve the Quality of Life are
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 Dialogue-based interpersonal communication.
Promotion of Peer Jeevans (Jeevans to denote those who give a new life).
Emotional and clinical counseling services.
Skill-building.
Collectivization efforts.
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TAl adopted a dialogue-based communication approach and designed it to be disseminated in a phased manner. The Inter-Personal Communication (IPC) includes short films, thematic apperception story cards, audio aids, folk arts and "IPC and Styling". In preparation of all tools, the community designed and participated in the creation of the tools. These were used extensively in the one-to-one education, group education and in counseling. The focus is on generating a dialogue and enabling the community to take decisions with regard to health behaviour and their lives. TAl prefers the Inter-Personal Communication mode through materials that can reach even the illiterate community. Peer Jeevans or Peer Educators, Community Beauticians and the Community Folk Arts Troupe help in the facilitation of these IPC messages.
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