1. Behavior Change Communication
District Task Force
Bhagalpur
Abhishek Singh
Social Mobilization Coordinator

2. Behavior Change Communication
Any communication that is spontaneously or
deliberately designed to influence behavior is
Behavior Change Communication

3. Behavior Change Communication
Uses multiple channels of communication, aimed
at specific target audiences in order to change
knowledge, behaviors, attitudes and practices.
Also involves providing the required skills,
enabling environment and linkages with services
to help adopt new behaviors

4. Stimuli to Behavior Change
Physical
Rationale
Emotions
Skills
Family and Personal Network
Social Structure

5. Programme Communication MTR
Stages of Change Model
Steps in a person or
group changing their
practices
Pre-awareness
Aware
Contemplation
Intention
Trial
Adoption
Maintenance
Telling
others
Persuasion
Information
Encouragement
Negotiate
Discuss benefits
Support
Praise

6. Audience Segmentation
Primary Audiences- audiences who we want to
actually reach out to
Secondary Audiences – those who influence the
behaviour of primary audiences
Tertiary Audiences – Audiences for advocacy

7. Channels of Communication
Mass Media
Folk Media
Outdoor Media
 Interpersonal Communication
IEC Materials

8. ACADA Methodology
Assessment
Communication Analysis
Design
Action

9. UNICEF August 2005 Programme Communication MTR
Primary
Target
Audience
Secondary
Target
Audience
Norms of Surrounding
Society
Health Care Providers -
Services Provision
Policy
BEHAVIOUR
CHANGE
MODEL
Advocacy
for policy
change
Training,
advocacy
Groups to
change
community
norms
Groups to
create
support
Individual
Behaviour
Change

10. Thank You