Helping people make healthy choices has been the goal of CCP since the beginning. Our programs reflect our core belief that Social and Behavior Change (SBC) is key to solving the world's most pressing health problems. We are a pioneer in SBC for health and are widely acknowledged as a leader in the field. Our work combines innovation and creativity with grounding in theory and evidence. Fundamental to our approach is our understanding that behaviors and norms are grounded in a complex socio-ecological context —i.e., behavior doesn’t occur in a vacuum – and that successful programs require communication interventions at multiple levels.