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Behavior Change Communication (BCC) is a systematic process of communicating information and motivating individuals, families and communities to adopt healthy behaviours. In community health, BCC is used to address problems such as poor sanitation, malnutrition, unsafe drinking water, tobacco use, immunization gaps and maternal and child health practices. It goes beyond simply giving information because it aims to bring about sustained changes in knowledge, attitudes, beliefs and practices. The first step is assessment of the health problem and the existing behaviour. The health worker identifies the problem, its causes and the behaviours that need to be changed. Information about the community, cultural practices, beliefs, knowledge and available resources is collected. For example, if diarrhoeal diseases are common because people drink contaminated water, the causes and current water-handling practices are assessed. The second step is identification and segmentation of the target audience. Different groups may have different needs, ___ _________ ____ ___ __________ ___.
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