Komunikasi dan Strategi untuk
Perubahan Perilaku
dan
Perubahan perilaku: kasus
Pengendalian Rokok
Disampaikan oleh:
Yayi Suryo Prabandari
Dep. Health Behavior, Environment Health & Social Medicine
Universitas Gadjah Mada, Yogyakarta-2017
Tujuan sesi
Setelah mengikuti sesi ini, mahasiswa diharapkan mampu:
•
Melakukan apresiasi pada pengertian komunikasi kesehatan
•
Melakukan analisis pada BCC/Behavior Change Communication
•
Mendiskusikan berbagai strategi perubahan perilaku
•
Mendiskusikan perubahan perilaku melalui strategi organisasi dan
masyarakat
•
Melakukan kajian pada determinan kesehatan terkait dengan
pengendalian rokok
KOMUNIKASI KESEHATAN
& BCC
–
BEHAVIOR CHANGE
Fakta
•
Informasi telah banyak
dunia virtual
•
Otak terbatas kurang suka berubah, hanya bisa
menyerap sedikit dan tidak suka informasi yang
rumit
banyak informasi masuk dalam ingatan
jangka pendek
otak menseleksi untuk masuk ke
jangka panjang
•
Studi di tahun 2000: 83% responden tahu akibat
makanan manis dan berlemak, namun hanya 42%
yang berusaha memperbaiki pola makan
Pesan tidak menarik
–
tidak emosional
susah masuk ingatan jangka panjang
KISS : Keep It Short and Simple
Komunikasi kesehatan?
Seni dan teknik untuk memberikan
informasi, mempengaruhi dan
memotivasi individu, institusional dan
audiens publik tentang pentingnya
masalah kesehatan*
Komunikasi kesehatan?
* Schiavo, 2007, cited in Fertman & Allensworth, 2010
Pendekatan multidisiplin untuk mensasar audiens yang
berbeda dan berbagi informasi yang berkaitan dengan
kesehatan dengan tujuan untuk:
–
mempengaruhi,
–
melibatkan dan
–
mendukung:
•
individu,
•
komunitas,
•
profesi kesehatan,
•
kelompok khusus,
•
pengambil keputusan dan
•
publik
untuk memperkenalkan, mengadopsi, membertahankan
perilaku, praktek dan kebijakan yang bertujuan
Steps for developing BCC
Step 1 :
Analysis,
it involves :
defining the health
problem,
the intended audience, and
communication needs.
Step 2
Strategic design
–
Establish SMART (specific,
measurable, appropriate,
realistic, time bound)
–
Develop a conceptual
framework
–
Select indicator
–
Choose communication channels
–
Develop a creative brief
Steps for developing BCC
Step 3:
Development and pre testing
–
Choose type of appeal and tone
–
Obtain creative talent
Steps for developing BCC
Step 4:
Implementation and Monitoring
•
During this step the manager of the BCC program
makes sure that each program component is
developed as planned and that each product
reaches the correct destination on time.
•
Implementation can typically involve distributing
print materials, broadcasting radio and television
messages, or conducting community meetings or
individual counseling sessions.
•
When launching the program, program managers
can engage the media to obtain maximum news
coverage of the program.
•
News
coverage often is people’s first source of
information. Kickoff events and press conferences
are good ways to get the news media’s attention
Step 3:
Development and
pre testing
–
Choose type of
appeal and
tone
–
Obtain creative
talent
–
Pre test
Steps for developing BCC
Step
5
Evaluation
Evaluation assesses program achievements and how well
the program has met its objectives
It can measure the extent to which observed changes in
outcomes can be linked to communication activities:
That is, have audience members changed in the ways
described by the communication and behavior change
objectives?
•
Information
•
Marketing
•
Restriction
•
Indoctrination
•
Regulation
12
Behavioral change approach
Not forcing
Trans-theoretical theory and the influence of media
Stages of
Behavioral Change
(Prochaska, 1988):
13
Stage
Description
Influence of
Media
Precontemplation Do not willing to change
High
Contemplation
Already aware or want
High and
moderate
Preparation
Initial step to action
Moderate
Action
Has changed
Less
Maintenance
Maintain the new
behavior
Attributes of Effective Health
Communication
(
Fertman & Allensworth. 2010)
•
Accuracy
•
Availability
•
Balance
•
Consistency
•
Cultural competence
•
Evidence based
•
Reliability
•
Repetition
•
Time
Source
(
who talk)
Attention
Message
(voice
–
accuracy)
Comprehension
Target
(
Age? Gender?)
Acceptance
Internal process
Result
effect
Social Marketing
16
•
The use marketing techniques and principles in
introducing idea or certain behaviors
•
Marketing steps
o
Market research, to determine marketing strategy
and its factors
o
Market segmentation
o
Customer’ benefit
o
Four
P’s
on marketing
Product
Price
Place
Restriction
17
•
Giving restriction to prevent someone doing
certain behaviors
•
Examples:
–
The benefit of insurance is less for smoker
Indoctrination
18
• To force
someone to do certain behavior
Example:
Indonesian Army Force involved on National
Regulation
19
Local:
•
Community agreement
petition on smoke free
home
Government:
•
Health services should provide services for pregnant
women
Fakta
Komunikasi
Media campaign is proven effective to help tobacco control
on reducing smoker number
(Siegel, 2002).
Message development that customized messages based on
the audience belief is increasing the target’ willingness to
stop smoking
(Netemeyer, Andrews, & Burton, 2005)
Kebijakan
•
Albert et al
(2008)
reported that banning smoking in home increases the
anti smoking among adolescents and reduce the likelihood of teenagers
trying to smoke or become smokers, because they live with people who
do not smoke.
•
Albert et al research
(2008)
conducted over four years (2001-2005) in 3834
Organizational Change:
What should be considered?
Organizational structure:
•
Centralization
•
Decentralization
•
Combined
•
Participation in decision making
•
Formalization
Organizational Change:?
What should be considered?
Organizational culture:
•
typology of organizations
•
shared belief
•
cultural expression
Organizational Change:
Stage and Strategy
•
Initial assessment:
–
Problem assessment & selection of change goals
–
Force field analysis of driving & restraining forces
–
Choice of tactics for change
•
Pre initiation:
–
Choice of change agent with credibility & legitimacy
–
Increase awareness within the organization of the need for change
through evaluations and formal & informal discussion
•
Initiation:
–
Selection of top down or bottom up change strategies
Organizational Change: Stage and Strategy
•
Implementation:
–
Choice of formal & informal communication channels for the change
–
Development of administrative procedures for the change
–
Analysis of driving & restraining forces for implementation
–
Monitoring of change process
•
Institutionalization:
–
Inclusion of change in strategic plans and organizational goals &
objectives
–
Written job descriptions
–
Hiring permanent staff
COMMUNITY
Community Change: approach for
social change
•
Soacial change and conventional health promotion
program:
–
Stage 1: community analysis
–
Stage 2: designing & initiation
–
Stage 3: implementation
–
Stage 4: program maintainence & consolidation
•
Community survey
•
Qualitative
methods for
exploring
community
perception and
opinion (in-depth
interview, FGD
)
•
Training for health
provider and local
leader
Initial
program
•
Join in existing
community meeting
•
Women group (PKK)
•
Men group
•
Wife and husband
(separate and
couple)
•
Youth
•
Community leader
•
Coordination meeting
Community
approach
•
Agreement on
establishing
local regulation
•
Issued a petition
Local policy
development
Strategy for community:
Implementation of Smoke Free House Kampong
Quit Tobacco Indonesia works with Provincial & District Health Office
Multilevel
Health Promotion Target:
Multi Level
•
Individual: knowledge, attitude, behavior
•
Organization: policy, practices, programs,
facilities, and resources
•
Community: policy, practices, programs,
facilities, and resources
•
Government: policies, programs, facilities,
resources, coordination / legislation,
regulations and strengthening
30
ANC
Puskesmas
’
(Primary Health
Care) program
on pregnant
woman
Agreement to implement the Desa Siaga(Alert village) and social assistance and monitoring of pregnant women regularly
Multilevel Health Promotion Approaches:
The Example of Healthy Eating
(
Naido and Wills, 1994)
Approach
Aims
Methods
Worker/client
relation ship
Medical
To identify those
at risk from
disease
Primary health care
consultation, e.g.
measurement of BMI
Expert led.
Passive,
conforming client
Behaviour
change
To encourage
individuals to take
responsibility for
their own health
and choose
healthier lifesyle
Persuasion through
one-to-one advice
information, mas
campaigns, e.g. Look
after your heart’,
dietary message
Expert led.
Multilevel Health Promotion Approaches:
The Example of Healthy Eating
(
Naido and Wills, 1994)
Approach
Aims
Methods
Worker/client
relation ship
Educational
To increase
knowledge and
skills about
healthy life styles
Information, Exploration of
attitudes through small
group work, Development
of skills, e.g. women’s
health group
May be expert led.
May also involve
client in negotiation
of issues for
discussion
Empower
ment
To work with
clients or
communities to
meet their
perceived needs
Advocacy, Negotiation,
Networking, Facilitation,
e.g. food co-op, fat
women’s group
Health promoter is
facilitators
Multilevel Health Promotion Approaches:
The example of healthy eating
Approach Aims
Methods
Worker/client
relation ship
Educational
To increase
knowledge
and skills
about healthy
life styles
Information,
Exploration of attitudes
through small group
work, Development of
skills, e.g. women’s
health group
May be expert led.
May also involve
client in
negotiation of
issues for
discussion
Empower
ment
To work with
clients or
communities
to meet their
perceived
needs
Advocacy, Negotiation,
Networking,
Facilitation, e.g. food
co-
op, fat women’s
group
Health promoter is
facilitators
Multilevel Health Promotion Approaches:
The Example of Healthy Eating
Approach
Aims
Methods
Worker/client
relation ship
Social change
To address
inequalities in
health based on
class, race,
gender and
geography
Development of
organizational policy, e.g.
hospital catering policy.
Public health legislation,
e.g. food labeling.
Lobbying fiscal controls,
e.g. subsidy to farmers to
produce lean meat
Entails social
KASUS
Sejarah Industri Rokok di
Indonesia
1840-1940
1891
1820
1904
> 1000
industri
rokok
Tempat
Proporsi Perokok di
I
ndonesia
*
Kosen, Aryastami, Usman, Karyana, Konas Presentation IAKMI XI, 2010
** Ministry of Health, Basic Health Research, 2007 ( prevalence of > 10 years old)
*** Ministry of Health, Basic Health Research, 2010 (prevalence of > 15 years old)
Indonesia
population is
smoker
Year
Male
Female Total
1995*
53.9
1.7
27.2
2001*
62.9
1.4
31.8
2004*
63.0
5.0
35.0
2007**
65.3
5.6
35.4
2010^
65.9
4.2
34.7
2011
#
67.0
2.7
34.8
DIBAKAR
TIDAK DIBAKAR
Rokok pabrik
Rokok kretek
Bidis
Pipa
Cerutu
Shisha
Dikunyah
Disedot
lembab
Disedot
kering
Dikulum
Diawasi
ketat
Regulasi
minimal
Produk pabrik
obat
Permen
nicotine
Air
nicotine
FCTC/Framework convention on
tobacco control
Belum dilaksanakan diIndonesia
Akses mudah untuk beli rokok (belum ada aturan) dan
murah
Setiap orang bisa beli rokok (tidak ada batasan umur)
Iklan rokok dimana-mana (termasuk di media
elektronik
Kebijakan pengendalian rokok belum
diimplementasikan secara luas
dan kurang
penguatan hukum
“ebagai sara a perte a a , dia ggap budaya
Belum ada aturan untuk membatasi industri atau
pertanian
Ada tiupan rumor bahwa kegiatan pengendalian
Intervensi multi level untuk
pengendalian tembakau
Taxation, workplace bans, restricted access, health warnings
TV campaigns
Brief intervention
•
Pharmacotherapies
•
non-prescibed
Pharmocotherapies
•
prescribed
•
non-prescribed
Intensive
Intervensi Efektif untuk Pengendalian
Penggunaan Tembakau
(Seatca, 2007)
•
Menaikkan pajak (65% dari harga eceran)
•
Melarang semua bentuk iklan rokok
•
Mengimplementasikan 100% Kawasan Tanpa Rokok
(KTR) di tempat umum, tempat kerja, tempat
pendidikan
•
Memperbesar peringatan merokok di bungkus
rokok dan menambahkan gambar akibat
Policy
National
Regulation on
SMOKE FREE
AREA (2009)
–
follow by local
regulation
(Example: Yogyakarta
Governor regulation
no 39 2009)
Tobacco control
more
decentralized and
carried out locally
+
MPOWER
(WHO
)
Indonesia has
not yet
ratified FCTC
Governor
Yogyakarta
regulation no
39
7 SMOKE
FREE setting
Regulation cannot
be applied in the
house hold
private area
SMOKE FREE
HOUSE KAMPONG
Ministry of Education
instruction no 4 1997:
Smoke Free School
Campaign and
disse-mination of Smoke
free area
Indonesian
Gov Reg on
Tobacco
Control (GRTS)
Perjalanan Kebijakan di
Setiap Orang dilarang
merokokdi Kawasan
dilarang merokok
Pasal 11 ayat 2
“
Penetapan kawasan
dilarang merokok
sbgmn disebut ayat 1
diatur dengan
Gubernur DIY
menetapkan Pergub no
42 tentang Kawasan
Dilaarang Merokok
Pasal 4 ayat 4
“
Bupati/Walikota dapat
menetapkan tempat lain
sebagai Kawasan
dilarang Merokok selain
yang ditetapkan pada
ayat 1
Nasional:
PP tahun 2009
Ttg Kesehatan pasal
113 ayat 2
tembakau
zat adiktif
Pasal 115 ayat 1
ditetapkan beberapa
kawasan sebagai
Kawasan Tanpa Rokok
(Pelayanan kesehatan,
tempat proses
mengajar, tempat anak
bermain, tempat ibadah,
angkutan umum, tempat
47
TTM in Tobacco Cessation
Stage
A tobacco user in this stage…
Precontemplation
Gives no thought to quitting use, and has no
intention to quit in the near future (i.e., within
next 6 months)
Contemplation
Has begun to examine their tobacco use and
desire to quit; Is weighing the pros and cons of
quitting tobacco
Preparation
Has made a commitment to quit (usually within
next 30 days), and has begun developing a plan
for quitting
Action
Has put their plan for quitting tobacco into action
(< 6 months)
Maintenance
Has successfully sustained abstinence for at
Tobacco Cessation: A HBM Approach
Construct
Definition (for Tobacco Users)
Perceived
Susceptibility
Tobacco user’s perceived chances of developing
smoking-related conditions (i.e., lung cancer, CVD, gum
disease, infertility, etc.)
Perceived
Severity
Tobacco user’s beliefs regarding seriousness of various
smoking-related conditions and the consequences of
these conditions
Perceived
Benefits
Tobacco user’s belief in the efficacy of the advised action
for smoking cessation in reducing various health risks
Perceived
Barriers
Tobacco user’s opinion of the tangible and psychological
costs of the advised action for quitting smoking
Cues to Action
Strategies to activate "readiness" to quit within tobacco
user
Self-Efficacy
Tobacco user’s confidence in their ability to terminate use
Terima kasih atas perhatiannya
Telusuri website berikut untuk mendapatkan bahan presentasi dan
sosialisasi tentang dampak rokok terhadap kesehatan, serta
pengendalian tembakau secara umum:
www.quittobaccointernational.org
Referensi:
• Adams, ML, Jason, LA., Pokorny, S., & Hunt, Y. The Relationship between Tobacco School Policies and Youth Tobacco Use . Journal of School Health
(2009) 79(1): 17-23
• Alberts, AB., Biener, L., Siegel, M., Cheng, DM., & Rigotti, N. Household smoking bans and adolescent antismoking attitudes and smoking initiation: findings from longitudinal study of a Massachusetts youth cohort. Am. J. of Pub. Health(2008) 98(10):1886-189
• Davies M & Macdowall W., 2006. Health Promotion Theory.McGrawHill Education Open University press.
• Dignan MB., Carr PA., 1992. Program Planning for Health Education and Promotion. Second Edition. USA: Lea & Febiger
• Ewles L & Simnet I., 1994. Promosi Kesehatan: petunjuk praktis. Terjemahan, edisi kedua (terjemahan). Yogyakarta: Gadjah mada University press
• Fertman, CI., & Allensworth, DD. 2010 Health Promotion Program. San Fransisco, US: A Wiley Imprint
• Fichtenberg, CM & Stanton A Glantz. 2002 Effect of smoke-free workplaces on smoking behavior: a systematic review.BMJ 2002;325;188-194
• Gan, Q., Hammond, SK., Jiang, Y., Yang, Y., & Hu, T. Effectiveness of a smoke-free policy in lowering secondhand smoke concentrations in offices in China. J. Occup Environ Med (2008) 50: 570-57
• Keleher, H., MacDougall, C., & Murphy, B. 2007 Understanding Health Promotion. Victoria, Australia: Oxford University Press
• Kumar, R., O’Malley, PM., & Johnston, LD. School Tobacco Control Policies Related to Students’ Smoking and Attitudes Toward Smoking: National Survey Results, 1999-2000. Health Educ Behav2005; 32; 780
• Marmot M & Wilkinson RG., 2006. Social Determinant of Health. Second Edition. USA: Oxford University Press
• Netemeyer, RG, Andrews, JC, and Burton, S. 2005. Effects of Antismoking Advertising–Based Beliefs on Adult Smokers’ Consideration of Quitting.
American Journal of Public Health 95(6):1062-106
