Summary

In this Study Session, you have learned that:

• A behaviour change strategy helps set out a plan for achieving a desired change in health behaviours.
• Behaviour change communication is an approach that addresses the knowledge, attitudes, practices and skills of individuals as they relate to specific WASH programme goals.
• Social change communication is an approach that focuses on changes in community behaviour.
• Social mobilisation is the process of communities acting together towards a shared goal.
• Advocacy is a communication approach used to influence decision makers at all levels, for example to influence their decisions about raising resources or to gain political commitment for a hygiene and sanitation initiative.
• A campaign is an organised effort that seeks to influence a decision-making process and is generally appropriate when there is a need to raise awareness of an issue within a particular group. Health communication campaigns apply strategies intended to deliver messages which are designed to influence health behaviours of target audiences.