Behaviour Change Communication in Health Promotion: Appropriate Practices and Promising Approaches

Abstract

Behavior Change Communication may take different forms to appeal to individuals or groups to change behavior towards a specific health problem. The study focuses on how communication can be used as a potent tool for promoting positive health behavior among populations to prevent and control the spread of diseases and illnesses. The study also identifies models of communication that can be used to guide the development of strategies that foster protection, reduces risky behaviors, and encourage adoption and maintenance of positive behaviors. There are a wide variety of different communication channels ranging from basic face-to-face conversation, telecommunication channels like the telephone or e-mail, computational channels like the medical record and mass media channels like TV, radio, posters, brochures etc. It is important to know which channels can most effectively reach particular target populations. Campaigns attempt to influence adoption of recommended behaviors by influencing what people know and believe about their behavior, or influence actual or perceived social norms, or by changing actual skills and confidence in skills assumed to influence behavior. The study concludes that the effort to bring about positive behavior change in the society should involve all stakeholders.