Information Education Communication (IEC) is used for generating awareness. It means process of working with individuals, communities & societies to develop communication strategies to promote positive behaviour that are appropriate to their settings.
Behaviour Change Communication (BCC) is used taking another step forward - enabling action. It means provide a supportive environment that will enable people to initiate and sustain positive behaviour.
IEC/BCC activities play a very important and strategic role in the area of public health. Strategic IEC/ BCC programs use a systematic process to understand people’s behaviour and influences. A successful IEC/ BCC plan would help in refuting myths and misunderstandings prevalent in the society and will lead to a demand for the various health services being provided, thus bringing about a behavioural change among individuals and the community at large.