A continuing global dilemma for health and social development professionals is finding effective ways to encourage adoption and maintenance of behaviours that enhance people’s lives, the critical challenge being that of achieving behavioural impact. Communication for behavioural impact (COMBI) is a methodology for influencing and/or reinforcing a decision/behaviour/social norm, and/or mobilizing various sectors of society to take action on a common issue and creating a sense of shared responsibility. It is based on the private-sector approach of integrated marketing communication and offers a dynamic approach to achieving behavioural results in social development, and not just results in terms of increased awareness and knowledge.

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