Behavior change communication



Behavior change communication (BCC) is a process of any intervention with individuals, communities and/or societies to develop communication strategies to promote positive behaviors which are appropriate to their settings. This in turn provides a supportive environment which will enable people to initiate and sustain positive and desirable behavior outcomes.

BCC should not be confused with behavior modification, a term with specific meaning in a clinical psychiatry setting.

Background
Providing people with information and teaching them how they should behave does not lead to desirable change in their response/behavior. However, when there is a supportive environment with information and communication (teaching) then there is a desirable change in the behavior of the target group. Thus, Behavior Change Communication is proved to be an instructional intervention which has a close interface with education and communication. It is a strategic and group oriented form of communication to perceive a desired change in behavior of target group.

Behavior Change Communication strategies
Behavior Change Communication is different from ordinary instructional method of communication and is target specific. A society consists of many sub-groups. The strategy for Behavior Change Communication will vary from group to group. Following points are important while considering the Behavior Change Communication strategy. There can be several more points in this list. A successful Behavior Change Communication requires lots of research and meticulous planning about the knowledge content of the subject and behavior/attitude pattern of the target group.
 * Vulnerability/risk factor of the target group.
 * The Vulnerability/risk factor of the group which is to be addressed.
 * The conflict and obstacles in the way to desired change in Behavior.
 * Type of message and communication media which can best be used to reach the target group.
 * Type of resources available and assessment of existing knowledge of the target group about the issue which is going to be dealt with.

Implications of Behavior Change Communication
Behavior Change Communication is an effective tool for dealing many community and group related problems. BCC has been adapted as an effective strategy for Community Mobilization, health and environment education and various public outreach programs. Enhanced knowledge about the behavior change process has facilitated the design of communications programs to reduce the risk of HIV transmission and AIDS. A wide variety of health promotion strategies use communication as either an educational or norm-forming strategy. In addition, specific strategies must be designed for high-risk groups such as women, young people, injecting drug abusers, homosexuals and HIV positive groups.