An Introduction to Behaviour Change Communication (original) (raw)

Introduction A person's behaviour is how they act or carry themselves, particularly about other people (Lexico, 2020). Another way of defining a person's behaviour is what they do to either create an event, alter an existing situation, or remain unchanged (NSW Health, 2020). This behaviour is affected by internal and external factors. The internal factors are knowledge, attitude, perceived risk, consequences, self-efficacy, personal advocacy, perceived social norms, and emotions. The external factors are access, policy, and culture. Health communication is the study of communication methods, as well as their application, with the goal of informing and influencing choices and activities that will promote health. (CDC, 2020). Strategic health communication means using different communication methods and techniques for the purpose of advancing health promotion, disease prevention, and enhancing health outcomes and behaviours within both individual and communal contexts. The primary elements of strategic health communications are Advocacy, Social Mobilization, Behaviour Development Communication and Behaviour Change Communication. Behaviour Change Communication (BCC) can be described as an interactive process that involves engaging with communities in order to create customised messages and strategies utilising diverse communication channels. The primary objective of BCC is to cultivate positive behaviours, facilitate and uphold individual, community, and societal behaviour change, as well as encourage the maintenance of appropriate behaviours (FHI 2002). UNFPA (2002) refers to BCC as a dynamic process including the implementation of interventions aimed at people, groups, or communities. The primary objective of BCC is to cultivate effective communication methods that encourage the adoption of beneficial behaviours that align with specific contexts. By doing so, BCC endeavours to address the most urgent global health challenges. Consequently, this fosters a conducive atmosphere that empowers individuals to commence, maintain, and perpetuate favourable and wanted behavioural consequences. Behaviour change communication refers to the deliberate and planned use of communication techniques to facilitate the attainment of favourable health outcomes. This approach is grounded on established theories as well as models of behaviour change that have shown efficacy. (CDC 2018).