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ISSN: 2167-1079

Primary Healthcare: Open Access
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A Community-Targeted and Scientifically Formulated Approach to Remould Health Behaviour: Behaviour Change Communication

Saurabh RamBihariLal Shrivastava*, Prateek Saurabh Shrivastava and Jegadeesh Ramasamy

Department of Community Medicine, Shri Sathya Sai Medical College & Research Institute, Kancheepuram , India

Corresponding Author:
Dr. Saurabh RamBihariLal Shrivastava
Assistant Professor, Department of Community Medicine
Shri Sathya Sai Medical College & Research Institute, Kancheepuram,India
Tel: +919884227224
E-mail: [email protected]

Received date: May 24, 2014; Accepted date: May 26, 2014; Published date: June 02, 2014

Citation: Shrivastava SR, Shrivastava PS, Ramasamy J (2014) A Community-Targeted and Scientifically Formulated Approach to Remould Health Behaviour: Behaviour Change Communication. Primary Health Care 4:e112. doi:10.4172/2167-1079.1000e112

Copyright: © 2014 Shrivastava SR, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.



The Behaviour Change Communication (BCC) is a process of implementing communication strategies for the welfare of individual or communities to encourage them to adopt positive behaviours suitable to the local problem and the settings. Successful implementation of BCC essentially needs extensive research and meticulous planning based on the level of knowledge and attitude of the target population. Although BCC has shown a significant impact in heterogeneous conditions, but for its successful implementation in different health problems, the costeffectiveness for the same should be estimated in different local settings. In addition, eventual outcome of the BCC strategy depends upon the knowledge level of the community health worker and their efficacy to share knowledge with the target population. To conclude, Behaviour Change Communication is a research-based, client-centered, benefit-oriented, service-linked and professionally developed strategy with significant potential that can influence and eventually modify the bad practices in order to maintain a healthy state both of individual and the society.

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