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Communication for Social and Behaviour Change has evolved significantly over time, reflecting shifts in development thinking, public health strategies, and understanding of human behavior. In the early decades of development communication, the dominant approach was Information, Education and Communication (IEC). IEC emerged in the 1950s and 1960s alongside modernization theories, which assumed that lack of information was the primary barrier to development. The central idea was that if people were provided with correct knowledge through mass media campaigns, posters, pamphlets, and public announcements, they would adopt desired practices. IEC was largely top-down, expert-driven, and message-oriented. Communication flowed in one direction from authorities to communities. The focus was on disseminating facts about health, sanitation, ________ ___ _____ _____ __________ _____ _______ ______ _________ _____.
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