BCC is an interactive process to develop theory-based and research-driven communication strategies to promote positive behaviors and support an environment that enables individuals or communities to initiate, sustain, and maintain positive and desirable behavior outcomes over time. USAID SEA follows a BCC approach based on the Prochaska’s Stages of Behavior Change Model. This approach involves formative research, communication message design, action planning, implementation, and monitoring and evaluation, which all help ensure that the behavior changes are scientifically observable and measurable, as required by USAID.