Behavior Change Communication (BCC) for HIV/AIDS - hivpolicy.org

• BCC strategies should be positive and action-oriented.
• PLHA should be involved in BCC planning and implementation.
VI. FHI’S APPROACH
BCC is both an essential component of an HIV/AIDS program and a support element in the program’s
service, mitigation and policy components. FHI develops BCC in the context of a prevention, care and
support program. FHI advocates 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.
FHI works to contribute to national program goals and collaborate 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’s BCC initiatives.
VII. BCC STRATEGY DEVELOPMENT AND PLANNING
To put this approach into action, FHI promotes a practical, step-by-step methodology for developing and
implementing a BCC strategy. The following steps are meant as a general guide, rather than as a blueprint.
Where local situations vary, the strategy should be adapted accordingly. (It should be noted that some of
these steps may take place simultaneously. For example, monitoring the involvement of stakeholders will
happen throughout all steps of strategy development.)
9