9.3  Behaviour change communication (BCC)

You will probably be aware that firmly held views do not change fast. It takes time for people to change their attitudes. The aim is to increase immunization coverage, so the goal of communication about immunization is to bring about positive behaviour change. When you deliver messages to people they may understand what you are saying and acquire knowledge about immunization, but they may not take this knowledge and apply it. They still may not bring their children for immunization. They may not actually change their behaviour.

Behaviour change communication (BCC) is a process of developing communication strategies to promote a positive change in health-related behaviours in a community, appropriate to local circumstances. This can only be done by sustained work with individuals and communities to explain the issues and implications involved and support people as they try to understand them.