What is Behavioral Change?
The concept of behavior change is quite straightforward, but changing behavior is not. How often have you thought to yourself, "I should eat healthier," or "I should
exercise more?" Did you change your behavior and eat healthier or exercise more? If so, for how long? Chances are you didn't change at all, or you changed your behavior in the short term. One of the biggest challenges to development is achieving sustained behavior change. Many tools have been developed to tackle this issue, the concept of behavior change communication (BCC) has been introduced to many programs being implemented around the world, and new approaches are regularly being tested in the field.

Behavior Change: Tools and Programs
There are many tools used for behavioral change. Some of these include: awareness campaigns, information dissemination, and participatory communication. These and many more are explored in the following pages. We've highlighted some programs using technology to empower marginalized groups around the world and motivate behavior and attitude change.

Examples and Case Studies:

Social Media to Address Bonded Labor in India
Bonded labor, despite being legally abolished, is still widely prevalent in India. Most efforts to address the issue involve engaging the legal system to enforce the laws and NGOs working to rescue entrapped workers. BBC media action undertook a project called Reach and Response to generate awareness and empower the most marginalized and vulnerable sections of society. The efficacy of using community radio in India to ensure grassroots mobilization demonstrates the power of simple technology to enable disenfranchised groups to protect themselves from being exploited.

HIV Innovations and LGBTI Advocacy in Sub-Saharan Africa
While the arrival of antiretroviral medications has greatly decreased HIV fatalities in Sub-Saharan Africa, prevention of new infections, especially in rural areas, is still a formidable problem. mHealth innovations in adherence, data gathering, monitoring, and diagnosis have been crucial in impacting the situation, and will continue to be so. The struggle now involves coming up with affordable technological innovations that will couple effectively with medical advances. Simultaneously, while NGO's and CBO's continue to use the Internet and digital media to educate against homophobia and the discrimination that prevents proper healthcare from reaching gender-variant communities at high risk for HIV, local LGBTI/HIV organizations are quite often at the mercy of intolerant communities. Homophobic governments that fail to prosecute violence and a dearth of funding for local programs contribute to the threats, forcing LGBTI individuals to connect through their own digital platforms.

Empowerment through Technology in Africa
Challenging attitudes and social norms is challenging, especially when you are a member of the group being discriminated against. One tool used to empower marginalized groups is participatory communication. Here we will explore participatory and non-participatory communication tools and projects. Each tool serves a purpose. Radio campaigns may be more effective in one context over another, and the same goes for videos and film viewings. A few projects are highlighted and used to demonstrate the strengths and weaknesses of each category. Finally, recommendations are proposed for future participatory communication programs.

Online Philanthropy in China
Online Philanthropy in China page examines how private charity groups utilize new media tools, such as microblogging services and instant messaging programs, in promoting programs and fundraising. A case study on the development of a charity group - Love Save Pneumoconiosis (black lung disease) - a project seeks to collect a victim list of Pneumoconiosis and provide assistance to them, is included to elaborate how these new media tools have brought charity groups such as LSP with lower costs, greater speed and a broader scope.


Our Team
Mélissa Persaud: MIP2111 | Divya Nair: DN2315 | Wei Wang: WW2317 | *Terry Roethlein: TKR2001