Behavior Change Communication: Past, Present, and Future

Nancy, S.; Dongre, Amol R.

Behavior change communication (BCC) aids in the prevention of both communicable and noncommunicable diseases in clinical settings and public health. Emerging and re-emerging infectious diseases in the future need to be tackled by developing behavioral immunity through effective BCC strategies. Health education and Information Education and Communication gradually evolved to BCC primarily focusing on creating a conducive environment for promoting behavior change. Various theories/models operating at the individual, inter-personal, and community levels were put forward to explain the core constructs of behavior change. Each theory/model has its own strengths and weaknesses in its applicability. In practice, no theory is perfect and each has certain limitations. Hence, a battery of theories may be needed to develop a BCC strategy. This review article critically appraises the evolution of BCC, the strengths and weaknesses of BCC theories/models and it's applicability from the past to the future. This review will benefit postgraduates and public health workers in understanding the concepts of BCC and applying the same in their practice.