Behavioral Change Communication

The art of using imagery and words in a manner that informs and moves the intended target group to action. Yes, I thought I knew how to and was doing it, but last month it fully dawned on me that I did not and I was not. I mean I was communicating, but not necessarily…

The art of using imagery and words in a manner that informs and moves the intended target group to action.

Yes, I thought I knew how to and was doing it, but last month it fully dawned on me that I did not and I was not.

I mean I was communicating, but not necessarily consciously and intentionally. Specifically, I wasn’t always clarifying what the problem is before I launch into the proposition or call to action.

With guidance from Behavioral Change Communication (BCC) Expert, Mr. Philip Luswata, and his team of experts I think I now get the hang of it.

For example, instead of titling our call for applications to our next training course “Financial Management Training,” which I had originally done, with guidance from Mr. Luswata, I titled it “Simple Money Skills for Everyday Business.”

Recalling the advice Mr. Luswata gave to our learners, the first cohort of the CPAR Youth Media Training, I adjusted the original story for the call, to include a strong problem statement:

“Sustainability of businesses in Uganda is bleak – “80-90% of startups fail within the first three years.” Many initiatives intended for income generation fail because they do not achieve their intended objective of generating income surpluses… According to an article, “The Silent Killers of Business,” published in Monitor, a major ‘killer of businesses’ is the business owner’s “failure to separate personal finances from business finances.” Certainly, without proper financial records, it is hard for a business owner to separate personal from business expenditure. And worse more, it is hard for a business owner to establish if the business is eating into the owner’s personal finances and making the owner poorer instead. A major reason, indeed, as to why income generating activities are not succeeding is because the initiators and owners of those activities do not take the time to set up and maintain the necessary financial records. CLICK HERE to read on …

I would love for you to read the call and let me know how you feel about it. Did it move you to action?