In 2004 the Ministry of Health developed the National Policy on Behaviour Change Communication (BCC) to improve coordination and quality of health related BCC campaigns in Cambodia.

The policy compliments the 2003-2007 Health Sector Strategic Plan (HSSP), which identifies BCC as a key area that needs much more attention if health practices of health service consumers are to be changed and improved. The HSSP also identifies poor attitudes and practices among service providers as being a barrier to utilisation of health services and improving family health. For this reason the National Policy on BCC includes a focus on both consumers and providers of BCC and health services.

The National BCC Policy specifically addresses the need for developing:

• Quality standards and mechanisms to assure quality of BCC initiatives and materials
• Improved monitoring & evaluation of BCC initiatives and outcomes
• A national information and resource centre for BCC services
• A recognized national training centre providing standardized quality training in BCC and health promotion
• Improved coordination of BCC initiatives

The policy explicitly acknowledges NCHP as the lead agency within the Ministry of Health responsible for BCC and health promotion. It applies to all health related BCC strategies, programmes and materials in Cambodia and is guided by the following principles:

• Foster collaboration with, and participation of, key stakeholders
• Avoid coercion and control
• Focus on improving quality and access to BCC activities and materials
• Seek to ensure optimal use of available resources