A situation analysis undertaken by the Population Council in Bihar, India assessed a number of contributing factors to a behavior change communication (BCC) strategy. Social norms and practices can be changed if appropriate messages are delivered through a combination of communication channels including mass, mid-, and other media, coupled with improved interactions between frontline healthcare workers and target populations at family and community levels. The analysis notes that effective BCC strategy should be measured in terms of actual behavior change. Impact of BCC activities can be measured by immediate outputs and intermediate and final outcomes depending on implementation duration. The report discusses detailed examples of indicators that could be used for measuring BCC impact
