Behaviour Change Communication Training Course

Participants can select proportionate interventions based on behavioural diagnosis and delivery constraints.

• Behaviour Change Wheel links diagnosis to intervention functions and policy categories
• Select education, persuasion, incentivisation, coercion, training, restriction, modelling or enablement
• Match intervention functions to COM-B findings and delivery constraints
• Apply APEASE criteria to assess affordability, practicability, effectiveness, acceptability, side-effects, equity
• Distinguish intervention functions from behaviour change techniques and implementation activities
• Document a defensible intervention rationale for programme approval

Participants can specify the active techniques that make communication interventions more likely to change behaviour.

• Behaviour change technique taxonomy identifies active ingredients within communication interventions
• Specify prompts, action planning, feedback, social support and credible sources
• Use self-monitoring and goal-setting techniques without creating reporting burden
• Translate techniques into observable message, channel and service-design elements
• Prevent fear appeals from causing denial, stigma or avoidance
• Combine information provision with environmental prompts and practical support

Participants can identify priority audience segments, influencers and access barriers.

• Segment audiences by behavioural determinants, barriers, motivators, access and influence
• Develop personas from interviews, service data, observation and community insight
• Prioritise segments using size, risk, reachability, equity and expected impact
• Map stakeholder influence, trusted messengers and potential sources of resistance
• Identify gatekeepers who control access, permissions, resources or social approval
• Test assumptions through formative research before finalising audience profiles

Participants can plan and interpret formative research for communication design decisions.

• Formative research questions link directly to behavioural hypotheses and decisions
• Choose interviews, focus groups, observation, surveys or journey mapping appropriately
• Write neutral interview guides that avoid leading questions and social desirability
• Analyse qualitative evidence using coding, themes, deviant cases and triangulation
• Interpret survey results without confusing correlation, self-report and causal evidence
• Convert findings into design requirements, message priorities and channel choices

Participants can develop action-focused messages that are persuasive, accessible and ethically sound.

• Message architecture connects desired action, benefit, barrier response and proof
• Apply framing, gain-loss messages, social norms and implementation intentions ethically
• Draft plain-language calls to action with specific timing and location
• Use credible messengers, testimonials and stories without manipulating audiences
• Check messages for stigma, bias, misinformation and unintended consequences
• Adapt copy for literacy, language, disability and cultural context

Participants can plan coordinated channels and message sequences that support action.

• Channel strategy matches audience routines, trust patterns, urgency and service access
• Compare interpersonal, community, mass media, digital and point-of-service channels
• Plan message sequencing from attention through consideration, action and maintenance
• Coordinate paid, owned, earned and partner communication touchpoints
• Design referral pathways linking communication prompts to accessible services
• Set contact frequency without creating fatigue, distrust or message saturation

Participants can involve affected groups responsibly and manage communication-related risks.

• Participatory communication builds legitimacy, relevance and local ownership of solutions
• Facilitate co-design sessions with affected groups, frontline staff and partners
• Use community feedback loops to revise messages, materials and delivery
• Address power differences, consent, confidentiality and safeguarding in engagement
• Plan crisis communication responses for rumours, misinformation and public concern
• Establish approval routes that protect accuracy without delaying urgent communication

Participants can measure behavioural results and use evidence to improve communication activity.

• Logic models connect inputs, activities, outputs, outcomes and behavioural indicators
• Define baseline, target, denominator, data source, frequency and ownership
• Select process, reach, recall, behavioural and equity indicators
• Build pre-post measurement plans with realistic attribution claims
• Use A/B testing to compare message variants and channel performance
• Report results with disaggregation, limitations, learning and recommended adjustments

Participants can produce an accountable implementation plan for a current communication priority.

• Behaviour change communication plans align objectives, audiences, interventions, channels and measures
• Create workplans with milestones, dependencies, owners, budgets and governance
• Prepare risk registers covering reputational, ethical, operational and political risks
• Specify partner roles using RACI responsibilities and escalation routes
• Sequence pilot, review, adaptation and scale-up decisions using evidence
• Produce a 90-day application plan for a live workplace priority