BCC Strategy Development

A comprehensive Behavior Change Communication (BCC) Strategy is essential to program implementation and the introduction of any new interventions that comprise an integrated package to prevent and control all causes of anemia (i.e., including helminth and malaria infections). This Strategy should identify all the people whose behaviors need to change to deliver an integrated anemia prevention and control package. While changing the behaviors of consumer and clients is important (and will be discussed under the sub-tab BCC Messages and Materials), behaviors of other people may need to be addressed for programs to work effectively. For example, the Minister of Finance may need to be convinced to fully fund the anemia prevention and control program. If the program (and its integrated package) is delivered through several sectors, a budget line item in several sectors will be needed for effective implementation.
The BCC Strategy should have defined objectives and a set of activities that support meeting these objectives. It should not be a “wish list” of everything that needs to be done. Instead, the Strategy should identify priority groups (e.g., children younger than two and pregnant women) and interventions for the integrated package. If there are multiple causes of anemia, identify champions and other partners and stakeholders who can support the delivery of the integrated package, determine roles and responsibilities of specific people who can implement the interventions, and fully cost the delivery of the package. A defined time period and a monitoring and evaluation plan to measure success also need to be included in the Strategy.
On page 29 of Anemia Prevention and Control: What Works, there is a “good practices checklist” for developing a BCC Strategy for anemia prevention and control.