Behavior change communication

Systematic behavior change approaches are fundamental to improving the nutritional status of women and young children. AED has been a leader for nearly two decades in the use of communication to bring about measurable changes in nutrition-related practices among large populations. Strategies are aimed at influencing the actions of families and communities, health workers and volunteers, as well as policy makers. In addition to considering individual health beliefs and practices, a strategic plan to promote nutritional improvements also addresses as appropriate the policy environment, local traditions and household dynamics, and the quality and availability of services and products. Audiences are carefully segmented, messages and materials are pre-tested, and both mass media and interpersonal channels are used to achieve defined behavioral objectives. AED is a proven leader in the design, implementation and evaluation of strategic behavior change programs in a range of nutrition-related practices and has achieved measurable results in programs world wide.