Behavior Change Communication

Behavior change communication (BCC) is the strategic use of communication to promote positive health outcomes, based on proven theories and models of behavior change. BCC employs a systematic process beginning with formative research and behavior analysis, followed by communication planning, implementation, and monitoring and evaluation. Audiences are carefully segmented, messages and materials are pre-tested, and both mass media and interpersonal channels are used to achieve defined behavioral objectives.

Behavior change communication (BCC) is part of an integrated, multilevel, interactive process with communities aimed at developing tailored messages and approaches using a variety of communication channels.

BCC aims to foster positive behavior; promote and sustain individual, community, and societal behavior change; and maintain appropriate behavior.

Before individuals and communities can reduce their level of risk or change their behavior, they must understand basic facts about reproductive health and HIV/AIDS, adopt key attitudes, learn a set of skills, and be given access to appropriate commodities and services.

People must also perceive that their environment supports behavior change, maintaining safe behavior (including abstinence), and seeking appropriate treatment for prevention, care, and support.

The terms BCC and IEC are commonly used. What exactly do they mean and what is the difference between BCC and IEC?

Information, Education and Communication:

IEC is a process of working with individuals, communities and societies to:

- develop communication strategies to promote positive behaviors which are appropriate to their settings.

Behavior Change Communication”

BCC is a process of working with individuals, communities and societies to:

- develop communication strategies to promote positive behaviors which are appropriate to their settings; AND

- provide a supportive environment which will enable people to initiate and sustain positive behaviors.

What is the difference between BCC and IEC?

Experience has shown that providing people with information and telling them how they should behave (“teaching” them) is not enough to bring about behavior change. While providing information to help people to make a personal decision is a necessary part of behavior change, BCC recognizes that behavior is not only a matter of having information and making a personal choice. Behavior change also requires a supportive environment. Recalling the interventions model, we learned that ”behavior change communication” is influenced by “development” and “ health services provision” and that the individual is influenced by community and society. Community and society provide the supportive environment necessary for behavior change. IEC is thus part of BCC while BCC builds on IEC.

An introduction to BCC programs

Before designing a BCC intervention, it is important to be clear about exactly whose behavior is to be influenced and which aspect of their behavior should be the focus for change. Communities are made up of different groups with different risk and vulnerability factors. Even within the same broad group, there may be subgroups with distinct characteristics. Different target groups will require different approaches. Therefore, when making decisions about which target groups and which factors to address, it is necessary to consider:

§ which target groups are most vulnerable;

§ which risk / vulnerability factors are most important;

§ which factors may be related to the impact of conflict and displacement;

§ which target groups and risk / vulnerability factors the community wants to address;

§ what could be motivators for behavior change;

§ what could be barriers to behavior change;

§ what type of messages will be meaningful to each target group;

§ which communication media would best reach the target group;

§ which services/resources are accessible to the target group;

§ which target groups and risk / vulnerability factors are feasible in terms of expertise, resources and time.