Behavior Change Communication

Behavior Change Communication

Course Preamble.
Promoting positive behavior change is a complex process requiring a thorough understanding of
what motivates people to adopt or resist new behaviors. Behavior Change Communication (BCC)
is a multi-level tool for promoting and sustaining risk-reducing behavior change in individuals
and communities by distributing messages using a variety of communication channels. Theory and
research suggest that behavioral interventions to prevent bad choices may be most effective when
they are personalized and effectively compelling, when they provide models of desired behaviors,
and when they are linked to social and cultural narratives. BCC strategies are therefore designed
to not only impart knowledge and skills but also provide psychosocial support that is needed to
initiate and sustain change. The course is designed to equip delegates with skills to design and
implement effective behavior change communication interventions.

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