Behavior Change Communication Framework to Improve Maternal and Child Health Outcomes in Vulnerable Populations

• Author(s): Funmi Eko Ezeh; Stephanie Onyekachi Oparah
• Paper ID: 1711300
• Page: 527-549
• Published Date: 31-10-2019
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 3 Issue 4 October-2019

Abstract

Maternal and child health (MCH) outcomes continue to be central indicators of societal development and equity in healthcare systems. Vulnerable populations?defined by socioeconomic, cultural, or geographic marginalization?experience persistent disparities in maternal and neonatal morbidity and mortality. Behavior Change Communication (BCC) has emerged as a critical framework for addressing these disparities by leveraging communication theories, participatory models, and culturally embedded strategies to influence knowledge, attitudes, and practices. This article develops a comprehensive framework for improving maternal and child health outcomes in vulnerable populations through a systematic integration of BCC principles, communication theories, and community-driven practices. The study draws from diverse disciplinary traditions, including health promotion, social and behavior change communication, community empowerment, and public health program evaluation. It critically reviews evidence from randomized controlled trials, systematic reviews, and theoretical contributions that underscore the role of BCC in promoting uptake of maternal healthcare services, child immunization, nutrition practices, and perinatal care. Furthermore, it contextualizes BCC strategies within structural barriers such as poverty, gender inequity, and cultural norms, while emphasizing community participation and empowerment as mechanisms for sustainability. Using a structured methodology, this paper outlines key components of the BCC framework, including message design, audience segmentation, participatory media approaches, and integration with health systems. Two illustrative flowcharts and data tables are included to visualize the framework and its application across intervention contexts. The findings highlight that while BCC interventions are not a panacea, their integration with broader health systems and social support mechanisms can drive significant improvements in maternal and child health outcomes. Ultimately, this paper contributes to scholarship and practice by synthesizing evidence into an actionable framework, aligning with Sustainable Development Goals and global public health priorities. The proposed BCC framework positions communication as both a scientific and ethical imperative in reducing health inequities and ensuring healthier lives for mothers and children in vulnerable communities.

Keywords

Behavior Change Communication, Maternal Health, Child Health, Vulnerable Populations, Health Promotion, Communication Framework, Community Engagement

Citations

IRE Journals:
Funmi Eko Ezeh, Stephanie Onyekachi Oparah "Behavior Change Communication Framework to Improve Maternal and Child Health Outcomes in Vulnerable Populations" Iconic Research And Engineering Journals Volume 3 Issue 4 2019 Page 527-549

IEEE:
Funmi Eko Ezeh, Stephanie Onyekachi Oparah "Behavior Change Communication Framework to Improve Maternal and Child Health Outcomes in Vulnerable Populations" Iconic Research And Engineering Journals, 3(4)