Behavior Change Through Mass Communication

This handbook, developed by FHI's AIDSCAP's Behavior Change Communication (BCC) unit, is part of a collection of nine handbooks that discuss concepts in behavior change communication (BCC) in relation to HIV/AIDS/STI issues.

"Behavior Change Through Mass Communication" is designed to help field-level planners and implementers use mass media as a part of their overall communication strategy.

A series of chapters covers such issues as choosing mass media, radio tips, television tips, print media tips, using publicity, alternative mass media and budgets for mass media projects.

Table of Contents

• Mass Media
• What Are Mass Media?
• Why Use Mass Media?
• Myth vs. Fact
• Choosing the Target Group for a Mass Media Project
• Choosing Mass Media
• Radio
• Television
• Print Media
• Radio Tips
• Approaching the Local Radio Staff
• How to Write a Radio PSA
• Writing Drama Scripts for Radio
• Producing a Radio Project – A Summary
• Television Tips
• Approaching the Local TV Station
• How to write a Television PSA
• Writing Drama Scripts for Television
• Producing the Television Project – A Summary
• Print Media Tips
• Approaching Print Media Staff
• Writing a Newspaper or Magazine Article
• Getting the Article Printed
• After the Article is Printed
• Using Publicity
• What is Publicity?
• Launches
• Alternative Mass Media
• Using Drama, Songs and Music
• Contests
• Budgets For Mass Media Projects
• Final Thoughts
• Appendix

Click here to download the publication in PDF format [210.2 KB].

Click here for a list of the nine handbooks in this BCC series.