Behaviour change ...

Behaviour change communication

http://www.unicef.org/ceecis/BCC_full_pdf.pdf go through the guidelines by the UNICEF.

Behavior change communication (BCC) is the strategic use of communication to promote positive health outcomes, based on proven theories and models of behavior change. BCC employs a systematic process beginning with formative research and behavior analysis, followed by communication planning, implementation, and monitoring and evaluation. Audiences are carefully segmented, messages and materials are pre-tested, and both mass media and interpersonal channels are used to achieve defined behavioral objectives.

I agree to the comment that the BCC  is unfortunately treated as behavior modification and there where it failed. In WASH projects you can not change the behavior forcibly for getting result immediately. And the ground workers do BCC in hurry to have impressive results. this is the main reason why we the grass root workers are failing to achieve the target.