ORGANIZATION
USAID
YEAR PUBLISHED
2008
DESCRIPTION
Behavior Change Communication (BCC) is an interactive, research-based process to: meet the informational needs of particular audience groups; reduce barriers to behavior change; and motivate audiences to seek appropriate reproductive health and family planning products and services. BCC is a powerful tool to generate sustained demand for family planning. Using a mix of mass media channels, community-based activities and interpersonal communication, BCC can shift both individual behavior and community norms to enhance the overall environment surrounding family planning and reproductive health. Private sector companies such as market research firms and advertising agencies are typically engaged in this process, and BCC campaigns often result in increased sales of private sector products and services.