Behavioral Change Communication is a method proposed by E. Roggers in his book “Diffusion of Innovations”.
Behavior Change Communication (BCC) is a process of working with individuals, communities and societies in order to:
- develop communication strategies for promoting positive behaviors which are appropriate to their settings;
- provide a favorable environment which will enable people to initiate and uphold positive behaviors.
Breavis was the first to adapt the methodology for market research. BCC model has been used to create an analytical model and provide the necessary data in several projects conducted in the fields of marketing, branding and positioning.