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Behavioural Change Communication (BCC) refers to a strategic approach that uses communication techniques and tools to influence individuals, communities, and societies to adopt positive health behaviours and practices. It is not merely about providing information; rather, it focuses on creating awareness, changing attitudes, and promoting actions that improve health outcomes. BCC is grounded in social and behavioural theories that recognize the complex interplay between knowledge, beliefs, social norms, and environmental factors in shaping human behaviour. By integrating interpersonal communication, mass media, community mobilization, and advocacy, BCC aims to encourage people to make informed decisions that contribute to their well-being and that of their community. In the context of health and development, BCC plays a crucial role because behaviour is a primary determinant of health. ________ ___ ________ ___ ____.
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