Course Overview
The Behavior Change and Communication Training Course is designed to equip participants with the knowledge, strategies, and tools necessary to effectively influence behavior and communicate in ways that lead to positive societal and organizational change. This course combines theoretical frameworks with practical techniques in behavior change communication (BCC), focusing on understanding human psychology, utilizing media and communication strategies, and driving sustainable behavior shifts in individuals, communities, and organizations.
Course Duration
5 Days
Target Audience
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Public health professionals
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Social marketers and communication specialists
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Government and NGO staff involved in community outreach and advocacy
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Corporate communications and employee engagement teams
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Educators and trainers in behavior change fields
Personal Impact
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Develop a comprehensive understanding of behavior change theories
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Gain skills to design and implement effective communication strategies
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Learn how to influence attitudes, beliefs, and behaviors toward positive outcomes
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Enhance communication techniques across different media platforms
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Acquire the ability to measure and evaluate the impact of behavior change interventions
Organizational Impact
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Improve internal communication strategies and employee behavior
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Design effective campaigns for public health, environmental, and social issues
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Enhance organizational engagement with target audiences through behavior-driven messaging
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Build capacity in monitoring and evaluating the success of behavior change campaigns
Course Level:
Course Objectives
By the end of the course, participants will be able to:
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Understand key behavior change models and frameworks
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Design and implement effective behavior change communication strategies
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Identify target audiences and tailor messages for maximum impact
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Develop a comprehensive plan for behavior change in public health, corporate, or social settings
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Monitor and evaluate the success of behavior change campaigns
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Utilize digital media and traditional methods for effective communication
Course Outline
Module 1: Introduction to Behavior Change and Communication
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Understanding the psychology of behavior and behavior change
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Key behavior change models (e.g., Health Belief Model, Theory of Planned Behavior, Social Cognitive Theory)
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The role of communication in driving change
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Behavioral determinants: attitudes, beliefs, norms, and values
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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
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The process of designing behavior change programs
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Identifying target audiences and segmentation strategies
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Developing SMART objectives for behavior change communication
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Creating messages that resonate: framing and tailoring messages
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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
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The impact of traditional media vs. digital media in influencing behavior
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Leveraging social media for behavior change campaigns
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Interactive platforms and gamification as tools for engagement
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Creating persuasive and interactive content: video, social media, and apps
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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
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The importance of monitoring and evaluating behavior change interventions
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Tools and methods for tracking changes in attitudes, knowledge, and behavior
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Data collection: surveys, focus groups, and digital analytics
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Identifying success factors and barriers to sustaining change
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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
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Integrating knowledge from previous modules into a behavior change campaign
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Working in groups to develop real-life campaigns tailored to specific issues (e.g., health, environment, corporate behavior)
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Presenting and receiving feedback on campaigns
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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.
Related Courses
Course Administration Details:
Methodology
These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation and Airport Transfer
Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.
- Email: [email protected]
- Phone: +254715 077 817
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
- Email: [email protected]
- Phone: +254715 077 817
Payment
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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