The Process of Behaviour Change

Many theoretical models and frameworks can guide the strategic design process. This strategy is developed on a framework known as the transtheoretical Process of Behaviour Change (PBC); a framework that has been used successfully in the field of health communication for many years.

The PBC framework recognizes that behavior change—and thus communication intended to influence behavior change—is a process. People usually move through several intermediate steps in the behavior change process (Piotrow et al., 1997). In addition, there is typically a correlation between increases in behaviors, such as partner-to-partner dialogue about reproductive health and subsequent use of reproductive health methods. Furthermore, this framework suggests that people at different stages constitute distinct audiences. Thus, they usually need different messages and sometimes different approaches, whether through interpersonal channels, community channels, or mass media.

An audience can generally be described as:

• Pre-knowledgeable—Is unaware of the problem or of their personal risk.

• Knowledgeable—Is aware of the problem and knowledgeable about desired behaviors.

• Approving—Is in favor of the desired behaviors.

• Intending—Intends to personally take the desired actions.

• Practicing—Practices the desired behaviors.

• Advocating—Practices the desired behaviors and advocates them to others.