APPROACH

The approaches that fit with my worldview and experience are participatory practice models. Based on what I've learned, they appear to be the most effective way to work toward empowerment, and improved opportunity for communities.

Two participatory practice models that are related to Behaviour Change Communication are: Communication for Social Change (CFSC) and Communication for Participatory Development (CFPD).

CFSC emphasizes dialogue before collective action. The dialogue accomplishes active participation through horizontal communication and promotes mutual understanding (Phippard , 2012).

The latter, CEPD, is defined by Durden & Govender as “a process of public and private dialogue through which people define who they are, what they want and how to get it” (2012, p.xxvii). Both of these models are based on the assumption that sustainable change is more likely if the individuals and communities most affected are empowered to own both the process and the content of the communication. (Durden & Govender , 2012).