Uganda DISH II - BCC Centerpiece Materials

Behavior Change Communication

What is BCC? | The BCC Component of DISH | Achievements |
Centerpiece Materials | Campaigns

What is BCC?

Behavior Change Communication or BCC is a way of creating communication methods and resources that service the lifestyle and social needs of individuals, their families, the communities they live in and ultimately their nation. The purpose of BCC is to help people gain the awareness, knowledge and ability to meet their developmental needs.

BCC is:

Centered around people, that is based on an audiences' needs and perceptions

Interactive

Developed through partnership and collaboration with audiences

Integrated into existing and new social service programming and people's lives

Learning and action based, in other words, oriented to helping people understand issues and then be able to act in ways that improve their health, education or economic well being.

For clarity, BCC is not the same as social marketing. Social marketing tends to focus on promotion of specific health products and services. Although BCC and social marketing share common goals and some methods, each stresses different factors in the communication process.