Behavior Change Communication. Designed to achieve measurable objectives, reach and involve specific audiences and position health practices persuasively as a benefit in the minds of the intended audience. People at different stages in the behavior change process may constitute distinct audiences and require different messages and different approaches, whether interpersonal communication, mass media or community mobilization. The key program elements of BCC are audience participation, recognition of behavior change as both a social and individual process, use of mass and multimedia and development of entertainment for education purposes.
Behaviour change communication
Behavior Change Communication. 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.