The Health Belief Model explains health behavior through perceived susceptibility, perceived severity, perceived benefits, and perceived barriers -- for example, someone is more likely to get vaccinated if they believe they're at real risk, believe the disease is serious, believe the vaccine works, and don't see access or cost as a major obstacle. The 1986 Ottawa Charter for Health Promotion, a WHO framework, defines five action areas for improving population health: building healthy public policy, creating supportive environments, strengthening community action, developing personal skills, and reorienting health services toward prevention. Behavior change communication (BCC) goes further than simple awareness campaigns by targeting specific, actionable behaviors -- not just 'know the facts about malaria' but 'sleep under a treated bed net every night' -- often using trusted community messengers, radio, and interpersonal communication rather than relying on posters alone. This distinction matters in practice because awareness without a clear behavioral ask or without addressing real barriers (cost, access, social norms) rarely changes outcomes, which is why most large-scale health campaigns -- HIV prevention, family planning, immunization -- are now designed around BCC principles rather than information delivery alone.