Tamil Nadu state in India faces a growing burden of noncommunicable diseases (NCDs) and mental health (MH) disorders, which together account for nearly 75% of deaths1. Despite widespread awareness of healthy behaviors, community members face individual, social, and structural barriers to prevention, early detection, and adherence to treatment. To design a context-specific response, formative research was conducted to identify barriers and facilitators to screening, care-seeking, and management of NCDs such as cardiovascular disease; diabetes; oral, cervical, and breast cancer; and MH challenges such as self-harm and depression. The findings informed the development of a state-specific Social and Behavior Change (SBC) strategy.
Using qualitative methods, the study explored knowledge, attitudes, normative perceptions and behaviors of community members, NCD survivors, healthcare providers, and other stakeholders. Findings revealed that while awareness of NCDs and MH is rising, myths and social stigma limit screening and care-seeking. Structural factors such as poverty, high out-of-pocket expenditure, long distances to facilities, and provider shortages compound barriers.
Insights from this research informed a collaborative convening with the Government of Tamil Nadu to co-design a state SBC strategy that emphasizes multi-level interventions to address structural inequities, promote community and family support, improve provider-client interactions, and strengthen demand for services. Through research-based strategy development, the initiative laid the foundation for an equity-driven, system-integrated SBC approach to reduce the burden of NCDs and MH conditions, making Tamil Nadu the first state in India to develop a dedicated SBC strategy.
Tamil Nadu state in India faces a growing burden of noncommunicable diseases (NCDs) and mental health (MH) disorders, which together account for nearly 75% of deaths1. Despite widespread awareness of healthy behaviors, community members face individual, social, and structural barriers to prevention, early detection, and adherence to treatment. To design a context-specific response, formative research was conducted to identify barriers and facilitators to screening, care-seeking, and management of NCDs such as cardiovascular disease; diabetes; oral, cervical, and breast cancer; and MH challenges such as self-harm and depression. The findings informed the development of a state-specific Social and Behavior Change (SBC) strategy.
Using qualitative methods, the study explored knowledge, attitudes, normative perceptions and behaviors of community members, NCD survivors, healthcare providers, and other stakeholders. Findings revealed that while awareness of NCDs and MH is rising, myths and social stigma limit screening and care-seeking. Structural factors such as poverty, high out-of-pocket expenditure, long distances to facilities, and provider shortages compound barriers.
Insights from this research informed a collaborative convening with the Government of Tamil Nadu to co-design a state SBC strategy that emphasizes multi-level interventions to address structural inequities, promote community and family support, improve provider-client interactions, and strengthen demand for services. Through research-based strategy development, the initiative laid the foundation for an equity-driven, system-integrated SBC approach to reduce the burden of NCDs and MH conditions, making Tamil Nadu the first state in India to develop a dedicated SBC strategy.
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