B C C stands for Behaviour change communication. It is a process of any intervention with individuals, communities and / or societies to develop communication strategies to promote positive behavior which are appropriate to their settings. This in turn provides a supportive environment which will enable people to initiate and sustain positive and desirable behaviour outcomes.
B C C should not be confused with behaviour modification. Providing people with information and teaching them how they should behave does not lead to desirable change in their response / behaviour. However, when there is a supportive environment with information and communication (teaching) then there is a desirable change in the behaviour of the target group. Thus, Behaviour 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 desired change in behaviour of target group.
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