About Behavior Change Communication

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Title Behavior Change Communication
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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. Providing people with information and teaching them how should they behave does not lead to desirable change in there 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...
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