The Johns Hopkins Center for Communication Programs (CCP) has received a five-year award with a $300 million ceiling from the United States Agency for International Development (USAID) to lead its social and behavior change programs around the world.
Breakthrough ACTION uses state-of-the-art, evidence-based tools to encourage people in developing countries to adopt healthy behaviors, from using modern contraceptive methods to sleeping under bed nets to being tested for HIV. This work not only harnesses the power of communication – from mass media campaigns to TV and radio dramas to simple posters in a health clinic – to inspire long-lasting change, but also takes advantage of other behavioral science approaches such as behavioral economics, market insights and human-centered design to improve programs.
Within its first months, Sierra Leone, Côte d’Ivoire, Nigeria, Zambia, Swaziland and Rwanda have already joined the program and CCP expects to work in dozens of countries, primarily in Africa and Asia. CCP will build on previous HC3 successes while also building new partnerships. CCP will also use the expertise it gained during the recent West African Ebola outbreak to do similar emergency response work, if needed.