Introduction
Improving community health requires more than providing information—it demands changing behaviors. From promoting vaccination and sanitation to encouraging healthy eating and disease prevention, communication must move beyond awareness to action. Behaviour Change Communication for Community Health focuses on equipping professionals with the knowledge, strategies, and tools to design and implement communication initiatives that inspire lasting health behavior change.
This course prepares healthcare providers, community mobilizers, program managers, and educators to apply behavioral science, communication theory, and community engagement practices. Participants will learn how to create culturally appropriate, evidence-based campaigns and interventions that drive positive health outcomes across diverse populations.
Because in community health, it’s not enough to share the message—the goal is to change lives.
Latest Trends in Behaviour Change Communication for Community Health
The practice of behaviour change communication (BCC) is constantly evolving, driven by new evidence, technologies, and approaches to social dynamics. Key trends shaping Behaviour Change Communication for Community Health include:
1. Shift Toward Participatory Communication Models
Communities are no longer passive recipients; effective BCC involves co-creation, dialogue, and empowering people to be agents of change.
2. Integration of Behavioral Science and Psychology
Principles from behavioral economics, social psychology, and neuroscience are being incorporated into campaign design to better predict and influence behavior.
3. Use of Digital and Mobile Technologies
mHealth tools, social media, SMS campaigns, and mobile apps are expanding reach and enabling personalized, real-time communication.
4. Focus on Social Norms Change
Programs are targeting the social norms that influence health behaviors, addressing peer, family, and community dynamics.
5. Multi-Channel and Integrated Communication Strategies
Effective BCC combines mass media, interpersonal communication, community engagement, and digital platforms for maximum impact.
6. Demand for Measurable Outcomes
Funders and implementers expect robust monitoring, evaluation, and learning (MEL) frameworks to demonstrate the effectiveness of BCC interventions.
Who Should Attend
This course is designed for professionals involved in designing, delivering, or supporting health promotion, education, and behavior change initiatives at the community level.
This course is ideal for:
- Community health workers and health promoters
- Public health program managers and coordinators
- NGO and international development staff
- Social and behavior change communication (SBCC) specialists
- Health educators and outreach officers
- Media and communication professionals working in health sectors
- Monitoring and evaluation (M&E) officers focusing on health programs
- Policy-makers and strategists involved in public health campaigns
Whether you are promoting maternal health, reducing HIV transmission, encouraging vaccination, or improving sanitation practices, Behaviour Change Communication for Community Health gives you the strategic and practical skills to succeed.
Learning Objectives and Outcome for the Course Sponsor
Behaviour Change Communication for Community Health builds the skills needed to create health communication programs that are culturally sensitive, strategically sound, and behaviorally effective.
Key Learning Objectives
- Understand the Foundations of Behaviour Change Communication (BCC)
- Define key concepts of BCC, SBCC (Social and Behavior Change Communication), and health promotion
- Explore theories of behavior change (e.g., Health Belief Model, Theory of Planned Behavior, Social Cognitive Theory)
- Apply Behavioural Science to Community Health Interventions
- Analyze the psychological, social, and environmental drivers of health behaviors
- Use behavioral insights to design more effective interventions
- Develop BCC Strategies Based on Formative Research
- Conduct needs assessments, audience segmentation, and behavior analysis
- Build evidence-based communication strategies grounded in community realities
- Design Effective Messages and Communication Materials
- Create culturally appropriate, clear, and persuasive health messages
- Select appropriate communication channels for different audiences
- Implement Multi-Channel Communication Campaigns
- Combine mass media, community engagement, interpersonal communication, and digital tools
- Manage timing, frequency, and integration of different communication efforts
- Engage Communities and Foster Participation
- Facilitate participatory communication methods (e.g., community theater, storytelling, dialogue groups)
- Build trust and empower community champions
- Measure, Monitor, and Evaluate BCC Efforts
- Design monitoring and evaluation (M&E) frameworks for BCC campaigns
- Use data for adaptive management and evidence-based program refinement
- Adapt BCC for Health Emergencies and Crisis Communication
- Tailor BCC strategies for rapid response during outbreaks, emergencies, and humanitarian settings
Organizational Outcomes
- Improved Health Outcomes in Target Communities
Programs influence real behavior change in hygiene, nutrition, immunization, disease prevention, and more. - Enhanced Community Engagement and Trust
Community-driven communication strategies build stronger relationships and local ownership. - Greater Efficiency and Impact of Health Programs
Evidence-based communication leads to more cost-effective, sustainable health interventions. - Better Accountability and Learning
Clear M&E frameworks allow organizations to demonstrate results, learn from experience, and secure continued funding. - Resilience and Agility in Health Emergencies
Organizations can quickly design and adapt BCC strategies during public health crises.
Course Methodology
This course is highly interactive and applied, combining theory with hands-on exercises, real-world case studies, simulations, and peer learning.
Core training components include:
Foundations of BCC and Behavioural Theory Workshops
- Analyze leading behavior change models and apply them to health scenarios
- Map behavior determinants and change pathways
Audience Research and Segmentation Exercises
- Conduct mock formative research and audience profiling
- Develop segmentation strategies for targeted interventions
Message Development and Materials Design Labs
- Create sample health communication materials (posters, scripts, videos, digital content)
- Practice using plain language, emotional appeals, and cultural adaptation
Multi-Channel Campaign Design Simulations
- Develop integrated communication plans combining mass media, interpersonal, and digital strategies
- Role-play community mobilization and stakeholder engagement activities
M&E Planning for BCC Programs
- Build theory of change models, indicators, and data collection tools
- Analyze sample datasets and adapt campaigns based on findings
Crisis Communication and Rapid Response Strategy Sessions
- Design behavior change communication plans for emergency situations (e.g., outbreak response, vaccine hesitancy)
- Practice communication under time pressure and uncertainty
Capstone Behaviour Change Communication Campaign Project
- Teams design a full BCC campaign for a real or hypothetical community health issue (e.g., malaria prevention, COVID-19 vaccination, maternal health promotion)
- Present research, strategy, messaging, channels, M&E plans, and adaptation strategies
Participants receive a digital toolkit including:
- Behaviour change theory guides and application templates
- Formative research and audience segmentation tools
- Message development worksheets and testing protocols
- Multi-channel communication planning templates
- M&E framework samples for BCC initiatives
The course is available in a 5-day in-person intensive, a modular online format, or a hybrid delivery option for ministries of health, NGOs, public health institutes, and international development agencies.
Why It Matters in Today’s World
Simply informing communities is not enough. Lasting improvements in health outcomes come from shifting behaviors, changing norms, and empowering people to take charge of their health journeys.
Behaviour Change Communication for Community Health ensures that healthcare and development professionals can bridge the gap between knowledge and action—between good intentions and real, measurable health impact.
This course prepares you to create communication that doesn’t just inform—but inspires change.
