Behaviour Centered Programming: An Approach to Effective Behaviour Change

It is a strategic planning and program design process that translates a health problem into feasible behaviour-based solutions and identifies ways to motivate and support people in carrying those solutions out. This approach can be applied to various programs, including national communications campaigns, community-based interpersonal activities, advocacy efforts, social marketing of products, goods, or services, or large, integrated programs that include many levels and kinds of work. The Behaviour Centered Programming process involves six steps: situational assessment, behavioral analysis, program definition, strategic behavior change activities, communication plan, and monitoring and evaluation plan. The process begins with a situational assessment, which involves defining the health problem, identifying the ideal behaviors that can impact the problem, and selecting the key behaviors to focus on. The ideal behaviors are concrete, measurable actions that have been determined by scientific study to have a direct impact on a health problem. The next step is behavioral analysis, which involves analyzing the results of existing research and new formative research through the lens of the behavior being targeted. This step requires identifying current behaviors, existing barriers, and existing facilitating factors that can encourage or help a person do the key behavior. The behavioral analysis also involves identifying improved sub-behaviors, which are actions or tasks that lead to the desired or "ideal" behavior. Once the behavioral analysis is completed, the final scope of the program can be defined. This involves establishing the program goal, behavioral objectives, and final target audiences. The program goal establishes the connection to the big picture health problem being tried to solve, while the behavioral objectives clearly define which behavior or behaviors the program will focus on changing, by how much, and by when. The Behaviour Centered Programming approach emphasizes the importance of understanding the target audience, including their demographic features, what they do, what they want, what keeps them from "doing the right thing," and their readiness to adopt a behavior. The approach also highlights the need to identify and address existing barriers and facilitating factors that can impact the behavior being targeted. By following the Behaviour Centered Programming process, program planners can develop effective behaviour change strategies that are tailored to the specific needs and circumstances of the target audience. This approach can help to improve health outcomes and reduce the incidence of health problems.