A lack of knowledge or understanding is often not the main gap or motivator for many behaviours. People practice certain behaviors when they believe them.

Myths, misconception, cultural practices, and other obstacles including cost, location and availability are key barriers that can prevent change.

Key influencers of primary target audiences play a major role in influencing behaviour change.

Behaviour change approaches are essential to foundational cross-cutting change strategies for the achievement of programme results. Therefore, we take a balanced approach in our programming with supply and demand side interventions.

Our Behaviour Changes Interventions (BCI) design process:

1. Commissions qualitative formative research to get the relevant information on knowledge, behaviours, practices, and services through a gender lens, to gain insight into the socio-cultural context of the targeted areas.
2. Develops an innovative, gender-responsive, and context-specific effective BCI strategy based on the research findings.
3. Specifies the target audience segments for profiling and behaviour analysis to select a specific behaviour for the target audience to change.
4. Identifies the benefits, opportunities and challenges that influence the audience’s behaviour, and specify behaviour change objectives.
5. Defines the intervention and marketing mix of behaviour change communication: product, price, place, promotion, and channels in the public and private sectors.
6. Engages expert agencies in creating high-level communication campaigns and communication materials that fit program objectives and leverage emotional appeals.