Behaviour Change Communication (BCC) is health communication that is behaviorally focused as well as environmentally contextualized. It seeks to empower people to change the behaviour that puts their health in jeopardy, by effecting social change, which in turn makes it possible for behaviour change to take place. It proceeds from a correct understanding of obstacles to behavior change through formative research, and proceeds to modify them through appropriate communication interventions. This makes it easier for individuals and communities to make and to sustain behaviour change for the enhancement of their health. BCC avoids blaming the people for not changing their behaviour by making it unethical to persuade people without removing the barriers, which prevent them from changing their behaviour.
SCHOOL OF PUBLIC HEALTH AND SOCIAL SCIENCES
P.O. Box 65015
Dar es Salaam
Tel: Direct: +255 22 2153371, Tel : +255 22 2150302-6 (Ext. 1281 Dean, 1282 OMS)