According to the India State-Level Disease Burden Initiative report, Tamil Nadu is among the top three states with the largest dominance of NCDs (non-communicable diseases). NCDs such as cardiovascular disease, respiratory diseases, diabetes, cancers and mental health challenges, have overtaken diarrheal diseases and other infections associated with poverty as the leading causes of illness and death. According to a World Bank report, the percentage of deaths due to NCDs in India increased from 37.9 percent in 1990 to nearly 70 percent in 2016.
The Johns Hopkins Center for Communication Programs (CCP) is commissioned by the World Bank to provide technical support to the Government of Tamil Nadu, India in using social and behavior change (SBC) as a strategic tool to help reduce the burden of non-communicable diseases (NCDs) in the state. The project will focus on four major NCDs (cardiovascular diseases, diabetes mellitus, oral, cervical, and breast cancers, and mental health).
Center for Communication and Change – India will work along with CCP in developing an SBC strategy and providing capacity strengthening, implementation, and M&E support to the NCD division of the Department of Health, Government of Tamil Nadu. The SBC strategy will provide a road map to better address prevention and care-seeking behaviors related to NCDs and would influence the overall wellbeing of the people in the state.