Evidence-based approaches to behavior change create sustainable impact
Getting people to change their beliefs, behaviors, and habits in favor of healthier behaviors is one of the biggest challenges in global health. It requires strategies that address some of society’s most sensitive and complex issues: adolescent sexuality, a woman’s right to control decisions affecting her health, community attitudes and expectations about individual behavior, and access to health services and products.
Applied behavioral communication—PATH’s approach to behavior change communication—uses data-driven strategies based on research from the behavioral sciences and market analytics to encourage people to make healthy decisions. Our work opens the door for individuals and communities to adopt and maintain behaviors and tools that improve health, fight diseases, and save lives.
Customized communication to reach the most vulnerable
PATH uses applied behavioral communication to influence a range of behaviors. Our approaches help protect people against HIV/AIDS, tuberculosis, malaria, and other diseases, and they promote safe births and maternal, newborn, and child health. Communication strategies inform the development and introduction of new health technologies, expand access to high-quality health services and products, and increase demand for health innovations. They are also key to tackling gender inequity.
From community theater to social media
PATH develops cost-effective, evidence-based behavior change programming and multimedia materials that are customized to the needs and cultural context of individuals, families, and communities so they can become effective models of change. We use an array of creative communication approaches to mobilize communities, catalyze dialogue, reduce risky behaviors, and create market-based strategies to help innovative solutions reach those who need them most.
PATH has a long history of influencing health behaviors through radio, television, and community theater. We’ve taken it the next step by empowering local communities to produce, edit, and star in health education videos customized for their contexts and dialects. We use social media to raise awareness of diseases such as hypertension and create demand for high-quality products and services to fight HIV and other diseases. We train and support local leaders to build trust and rally communities to tackle diseases like malaria.
Through training, better access to information, and innovative communication strategies, PATH is laying the foundation to improve the health of families and communities.
A cross-sector partnership to battle hypertension
Hunting down every malaria infection in a vast swathe of rural Africa