What Is the Desired Change?

takingbloodpressureIt is important to define the desired change before identifying the determinants. The desired change is a statement of what the audience would do as a result of being exposed to the communication intervention. This is typically expressed as a behavior change objective that answers the following three questions:

  1. What is the desired change in behavior? (Example: Pregnant mothers seek the full course of IPTp during pregnancy; clinical providers provide accurate information on malaria and pregnancy to all pregnant mothers during each antenatal visit)
  2. How much change can be expected of the audience? (Example: The proportion of pregnant mothers who receive the full course of IPTp increases from 50–75%)
  3. What is the time frame for the change; by when do we want to see these changes? (Example: in three years)

More information on How to Develop Good Objectives for SBCC