Course Outline

Module 1: Introduction to Behavior Change and Communication

• Understanding the psychology of behavior and behavior change

• Key behavior change models (e.g., Health Belief Model, Theory of Planned Behavior, Social Cognitive Theory)

• The role of communication in driving change

• Behavioral determinants: attitudes, beliefs, norms, and values

• Introduction to Behavior Change Communication (BCC) and its applications

Case Study:The success of the Tobacco-Free Campaign in the U.S. using mass media and policy advocacy to change smoking behaviors.

Module 2: Designing Effective Behavior Change Communication Strategies

• The process of designing behavior change programs

• Identifying target audiences and segmentation strategies

• Developing SMART objectives for behavior change communication

• Creating messages that resonate: framing and tailoring messages

• Channels and media: Choosing the right platform for the message

Case Study:The Anti-Malaria Campaign in sub-Saharan Africa, which used tailored messaging and community mobilization to reduce malaria rates.

Module 3: The Role of Media and Digital Tools in Behavior Change

• The impact of traditional media vs. digital media in influencing behavior

• Leveraging social media for behavior change campaigns

• Interactive platforms and gamification as tools for engagement

• Creating persuasive and interactive content: video, social media, and apps

• Ethical considerations in digital behavior change campaigns

Case Study:The Ice Bucket Challenge and its viral success in promoting awareness and action for ALS research through social media engagement.

Module 4: Monitoring, Evaluating, and Sustaining Behavior Change

• The importance of monitoring and evaluating behavior change interventions

• Tools and methods for tracking changes in attitudes, knowledge, and behavior

• Data collection: surveys, focus groups, and digital analytics

• Identifying success factors and barriers to sustaining change

• Adapting campaigns for long-term behavior maintenance

Case Study:The World Health Organization’s Handwashing Campaign, which employed rigorous monitoring and evaluations to sustain hygiene behavior in various countries.

Module 5: Behavior Change in Action: Developing Your Own Campaign

• Integrating knowledge from previous modules into a behavior change campaign

• Working in groups to develop real-life campaigns tailored to specific issues (e.g., health, environment, corporate behavior)

• Presenting and receiving feedback on campaigns

• Final reflection and the importance of continuous learning in behavior change

Case Study:The Recycling Campaign in Sweden, which used community-based approaches and social norms to encourage sustainable waste disposal habits.