Behaviour change is the process adopting and maintaining positive health behaviour or discarding harmful practices. Activities which focus on information, education and communications as the primary means of motivating positive health behaviour are generally referred to as information, education and communications (IEC). The underlying assumption of an IEC programme is that awareness and knowledge would lead to self-introspection and personal awareness. Behaviour change interventions do presume however, that awareness of personal norms, self assessments and continuous reinforcements might lead to positive societal and individual actions.

The national response to HIV and AIDS recognizes the power of BCIC to motivate HIV-protective behaviour. BCIC is also an essential component of treatment programmes and initiatives for impact mitigation. Many sectors and industries have now instituted communications for HIV and AIDS as an integral part of their HIV and AIDS programmes.  These are complemented by use of a variety of channels such as mass media, radio, outdoor and print.

In order to adopt and maintain HIV-preventive behaviour Botswana has embarked upon multisectoral approach that emphasizes:

Sustained, well designed, targeted BCIC
Development of supportive social norms and a conducive environment for all age groupings to express themselves

 A guided national prevention (BCIC) programme and technical support for contributing effectively to the fight against HIV and AIDS

National Strategy  for strengthening BCIC developed in 2006 provides a common framework to be used by all sectors and focuses on three important areas:

  Building capacity for sound BCIC among implementers in HIV and AIDS response structures

 Strengthening systems for supervision and guidance within HIV and AIDS response structures including NACA

 Providing tailored technical assistance to address specific BCIC challenges

Several ministries and private organizations are developing sector-specific  BCIC strategies to address issues pertaining to their organizations in a focused manner. Opportunities for developing sound prevention programmes and promotional materials continue to exist through the newly endorsed National Operational Plan for Scaling HIV Prevention , Mid-Term Review of the National Strategic Framework (NSF) and ensuing discussions on the next NSF (NSF II).
SADC has been responding to the HIV epidemic for more than two decades and one of the most useful avenues for strengthening this response has been through sharing of Best Practices and producing guiding documents .
National IEC-related programmes and campaigns undertaken by NACA or partners and partners are varied in nature and approach.  While many of these would include mass media programmes, advertorials or promotions, some are purely community mobilization activities.

A variety of channels have been employed including

Print, outdoor and billboard
Radio, television and
Other forms of memorabilia
The following can be accessed:
1. Multiple Concurrent Partnerships 
2. Safe Male Circumcision (through Ministry of Health)
3. World AIDS Day 2002 
4. World AIDS Campaign 2008
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