Behavior Change Communication (BCC):

BCCis a process of working with individuals, communities and societies to:

- develop communication strategies to promote positive behaviors;

AND

- Provide a supportive environment which will help people to get positive behaviors.

Different target groups will require different approaches. Therefore, when making decisions about which target groups and which factors to address, it is necessary to consider:
 which target groups are most vulnerable;

 which risk / vulnerability factors are most important;

 which factors may be related to the impact of conflict and displacement;

 which target groups and risk / vulnerability factors the community wants to address;

 what could be motivators for behavior change;

 what could be barriers to behavior change;

 what type of messages will be meaningful to each target group;

 which communication media would best reach the target group;

 which services/resources are accessible to the target group;

 which target groups and risk / vulnerability factors are feasible in terms of expertise, resources and time.

Source - Control of Sexually Transmitted Diseases. Chapter 4: An approach to effective communication.)

A recent analysis by UNHCR of behavioral studies in a number of refugee camps found that the methodology often needed improvement.
“…Research and proper planning form the foundation of an effective communication campaign. Knowing the needs of the population and the best means of reaching that audience are crucial in achieving the goal of raising awareness and, ultimately, changing attitudes and behaviors…The key is to determine the needs and desires of the audience, then deliver messages and products that offer real benefits. Many social change campaigns fail because the message is not meaningful or relevant and consequently not motivating to members of the target audience…” (Source - Control of Sexually Transmitted Diseases. Chapter 4: An approach to effective communication.)