Evaluating Behavioral Change and Communication Programs Training Course

Introduction

The Evaluating Behavioral Change and Communication (BCC) Programs Training Course is designed to equip professionals with the tools and methods to effectively measure, analyze, and enhance the impact of behavior change initiatives. In today’s world, BCC programs are at the heart of development, public health, governance, and social transformation efforts. Understanding how to evaluate these complex and dynamic interventions is crucial to ensuring they lead to meaningful and sustainable outcomes.

This course provides a comprehensive framework for designing and conducting evaluations that capture both behavioral outcomes and communication effectiveness. Participants will gain insights into the theories of behavior change, the role of social and digital media in influencing public attitudes, and the challenges of attributing results in multi-sectoral communication environments.

Through interactive learning, participants will explore mixed-methods approaches to evaluate BCC programs combining qualitative and quantitative data to understand audience reach, engagement, and behavioral shifts. The course also emphasizes participatory and culturally sensitive evaluation techniques that ensure findings are locally relevant and ethically grounded.

Participants will engage with real-world case studies from health promotion, environmental advocacy, gender equality, and governance programs. They will learn how to link communication outputs to behavioral outcomes and policy influence while applying innovative data visualization tools to communicate evaluation results effectively.

In addition, the course introduces emerging topics such as digital communication analytics, social listening, and artificial intelligence for behavior monitoring. By integrating these cutting-edge tools, participants will be better equipped to design adaptive evaluation systems that respond to evolving audience behaviors and media trends.

By the end of the course, participants will possess the technical, analytical, and strategic skills to design, manage, and communicate impactful evaluations of behavior change and communication programs. They will be empowered to enhance accountability, learning, and effectiveness in BCC initiatives across sectors.

Who Should Attend

• M&E professionals working in behavior change and communication programs.
• Communication specialists in NGOs, public health, and social development sectors.
• Program managers and project officers implementing BCC initiatives.
• Policy makers and government officials in communication and health ministries.
• Social scientists and behavioral researchers.
• Advocacy and campaign coordinators.
• Digital communication and media analytics professionals.
• Donor agency representatives and evaluation consultants.
• Academics and trainers in communication and behavior change disciplines.
• Professionals designing evidence-based public engagement strategies.

Duration

5 Days

Course Objectives

By the end of the course, participants will be able to:

• Understand key theories and models of behavioral change communication.
• Design M&E frameworks for assessing communication effectiveness.
• Identify relevant indicators for tracking behavioral outcomes.
• Apply mixed-methods evaluation approaches for BCC programs.
• Conduct audience segmentation and behavioral analysis.
• Utilize qualitative tools for exploring perceptions and attitudes.
• Integrate digital and social media analytics in evaluation.
• Translate evaluation findings into actionable insights for program design.
• Strengthen learning and accountability in communication initiatives.
• Manage ethical considerations in BCC evaluation processes.

Comprehensive Course Outline

Module 1: Introduction to Behavioral Change and Communication (BCC)

• Core concepts and evolution of BCC.
• Role of communication in influencing behavior and social norms.
• BCC frameworks and theories of change.
• The intersection of communication, culture, and development.

Module 2: Designing M&E Frameworks for BCC Programs

• Logic models and results chains for BCC interventions.
• Developing indicators for behavior and communication outcomes.
• Linking communication activities to long-term impacts.
• Aligning BCC evaluation with organizational goals.

Module 3: Behavioral Theories and Evaluation Models

• The Health Belief Model, Social Cognitive Theory, and Diffusion of Innovations.
• Theory of Planned Behavior and its application in M&E.
• Evaluating social norm and attitude change.
• Designing theory-based evaluations for BCC.

Module 4: Data Collection for Behavioral Evaluation

• Quantitative and qualitative data collection tools.
• Conducting surveys, interviews, and focus groups.
• Using participatory and ethnographic methods.
• Ensuring validity, reliability, and ethical data collection.

Module 5: Analyzing Communication Outputs and Outcomes

• Measuring reach, frequency, and message retention.
• Evaluating changes in knowledge, attitudes, and practices (KAP).
• Tracking message exposure across media platforms.
• Assessing communication channel effectiveness.

Module 6: Digital and Social Media Evaluation

• Social media analytics for behavior tracking.
• Sentiment analysis and social listening tools.
• Using AI for behavioral pattern identification.
• Integrating digital metrics into M&E frameworks.

Module 7: Mixed-Methods Approaches in BCC Evaluation

• Combining quantitative and qualitative insights.
• Triangulating data sources for comprehensive understanding.
• Using contribution analysis and outcome harvesting.
• Managing data integration and interpretation challenges.

Module 8: Communicating Evaluation Results and Learning

• Data visualization and storytelling in BCC evaluation.
• Preparing reports and policy briefs for stakeholders.
• Using dashboards for real-time feedback.
• Promoting evidence use for program improvement.

Module 9: Emerging Trends and Innovation in BCC Evaluation

• Behavioral economics and nudging in evaluation.
• Evaluating mobile and digital campaigns.
• Gamification and interactive communication strategies.
• Cross-sectoral collaboration in behavioral evaluations.

Module 10: Strengthening Sustainability and Adaptive Learning

• Building institutional capacity for continuous evaluation.
• Feedback loops and adaptive management.
• Integrating evaluation into program cycles.
• Enhancing long-term learning and knowledge sharing.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: training@upskilldevelopment.com Tel: +254 721 331 808

Training Venue 

The training will be held at our Upskill Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Upskill certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: training@upskilldevelopment.com, +254 721 331 808 

Terms of Payment

Unless otherwise agreed between the two parties’ payment of the course fee should be done 3 working days before commencement of the training so as to enable us to prepare better.