Introduction to

Behavior Change
Communication
Understanding main concepts

Presentation 2
Behavior Change
• Comprehensive process in which one passes through
the stages of:
• Unaware >> Aware >> Concerned >> Knowledgeable
>> Motivated to change >> Practicing trial behavior
change >> Sustained behavior change

Presentation 2
Behavior Change Communication
(1)
• BCC is an interactive process with communities (as
integrated with an overall program) to develop
tailored messages and approaches using a variety of
communication channels to develop positive
behaviors; promote and sustain individual, community
and societal behavior change; and maintain appropriate
behaviors.

Presentation 2
BCC – definition 2
• 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.

Presentation 2
BCC – definition 3
• Behavior change objectives refer to intended changes
in the audience’s actual behavior.

Presentation 2
Role of BCC in Public Health
• Increase knowledge
• Stimulate community dialogue
• Promote essential attitude change
• Advocate for policy changes
• Create a demand for information and services
• Reduce stigma and discrimination
• Promote services for prevention and care

Presentation 2
Insights
• BCC has its roots in behavior change theories
• BCC practitioners use a combination of theories and
practical steps that are based on field realities, rather
than relying on any single theory or model.
• Rationale behind “staging” people is to tailor therapy to
a person’s needs at his/her particular point in the
change process.

Presentation 2
Insights
• When changing behavior, the individual, community, or
institution goes through a series of steps, sometimes moving
forward, sometimes moving backward, and sometimes skipping
steps. Even when new behaviors have been adopted, the
individual, community, or institution, under certain
circumstances, may revert to old behaviors.

Presentation 2
Presentation 2