This Population Reports issue discusses how managers of family planning programs can build effective behavior change communication programs.

To meet their goals, family planning programs must build behavior change communication (BCC) into their overall strategies.

BCC programs are cost-effective when they reach large audiences.

Effective BCC programs:
Use a proven process to ensure results. Typical steps consist of analysis, strategic design, development and pretesting of messages, implementation and monitoring, and evaluation.

Apply theory. Theories of behavior change help programs develop appropriate strategies and messages that will resonate with the audience.

Rely on research. Research provides information that guides program design, monitoring, and evaluation.

Involve the community. When community members help design and guide BCC programs, programs are more capable of addressing the community’s concerns and needs. Also, the community strengthens its capacity to identify and address health and social problems.

Develop relevant and creative messages and materials. Messages should make clear the benefits of the recommended behavior that the audience values. Programs need to tailor messages and materials to the interests of different audiences and their readiness to change.

Address both the individual and the larger society. Both individual behavior change and social change are necessary to achieve sustained improvements in health.

Combine communication channels. Using a mix of mass media, interpersonal communication, and community approaches increases the influence on behavior.

Plan with scaling up in mind. Expanding activities to reach more people and more areas works best when it is planned from the start.

Develop and sustain capacity for the future. Training, education, and working partnerships build capacity. Also, with technical assistance, individuals and local organizations can learn how to carry out effective BCC programs.