Behavior Change Communication Strategy

FHI/Pakistan adopts a behavior change communication (BCC) strategy focusing on adolescence and youth to help Pakistan maintain its low HIV/AIDS prevalence rate.

To reach the target youth groups, FHI/Pakistan uses BCC as the most important tool, especially during this early stage of the country's epidemic and its HIV/AIDS prevention programs. Implementation of BCC is both an essential component of any HIV/AIDS program and a support element in the program's service delivery, mitigation and policy components.

FHI Chooses Integrated BCC Approach

FHI/Pakistan develops BCC in the context of a prevention, care and support program. FHI/Pakistan prefers moving beyond individual communication products to an integrated use of many different interventions, products and channels, woven together into a comprehensive strategy. A BCC strategy based on sound formative BCC assessment can ensure that communication effectively influences community discussions and social norms and plays an important role in services and individual and community behavior, once services and commodities are in place.

Multiple Linkages Remain Vital to Success

FHI/Pakistan works to contribute to national program goals and collaborates with other national, regional and international partners to achieve greater impact. Linkages with other BCC in-country initiatives and programs are essential to ensure the effectiveness of FHI/Pakistan's BCC initiatives.