Behavior Change Communication and Reproductive Health

Behavior change communication (BCC) is part of an integrated, multilevel, interactive process with communities aimed at developing tailored messages and approaches using a variety of communication channels.

BCC aims to foster positive behavior; promote and sustain individual, community, and societal behavior change; and maintain appropriate behavior.

Before individuals and communities can reduce their level of risk or change their behavior, they must understand basic facts about reproductive health and HIV/AIDS, adopt key attitudes, learn a set of skills, and be given access to appropriate commodities and services.

People must also perceive that their environment supports behavior change, maintaining safe behavior (including abstinence), and seeking appropriate treatment for prevention, care, and support. 

Because reproductive health issues, in particular the HIV/AIDS epidemic, force societies to confront cultural values and practices that can contribute to risky sexual behaviors, effective BCC is vital to setting the tone for compassionate, responsible interventions. 

BCC also can produce insight into the broader socioeconomic impact of the HIV/AIDS epidemic and mobilize the political, social, and economic responses needed to mount an effective program to address the epidemic.

As an integral component of a comprehensive reproductive health and HIV/AIDS prevention, care, and support program, BCC can: