Global Affairs

Integrated Marketing Communication for Behavioral Impact (IMC/COMBI) in Health and Social Development

This summer institute focuses on strategic communication planning for behavioral impact in health and social development. Behavioral results are the primary end-goals of health and social development programs. This professional development opportunity stresses that behavioral impact comes with the critical support of effective communication programs purposefully planned for behavioral results, and not directed just at awareness creation, advocacy, or public education.

The private sector experience in successfully using  Integrated Marketing Communication (IMC) for consumer behavioral results points to an approach for achieving behavioral objectives in health and social development. WHO has been applying this approach to various health issues (including emergencies and outbreaks) over the past 14 years and refers to it as “COMBI”, Communication-for-Behavioral-Impact.

UNICEF has applied the approach, within the framework of its “Communication for Development” (C4D) concept, to juvenile justice, safe motherhood, HIV/AIDS, promotion of iodized salt, immunization, child protection, child nutrition, early childhood development, and children and violence. UNFPA has applied it to HIV/AIDS prevention and reproductive health. UNDP has used it with gender issues.  

IMC/COMBI is not about producing posters, t-shirts, and pamphlets. It applies in an integrated, synchronized way the disciplines of marketing (including village-level marketing traditions), public relations and advocacy, administrative mobilization, advertising, counseling, personal selling, community mobilization, health education, mass communication, folk media, social media, and market research -- dedicated to the ultimate behavioral outcome desired.

The conference is intended for health and social development professionals who have the responsibility for designing, supervising, or managing health education, health promotion, communication for development (C4D), and other information-education-communication (IEC) programs to achieve specific behavioral results in health and social development. Prior communication experience is not required for this Institute.

Participants will learn how to apply the 10-Step process of IMC/COMBI in the strategic planning of communication programs for behavioral results. Participants will cover the following topics:

This all culminates in an IMC/COMBI Practicum: In small planning groups, each participant will work on the design of an IMC/COMBI plan for a specific behavioral objective in a health or other social development field.

The Institute Coordinator is Dr. Everold N. Hosein, Senior Communication Advisor-Consultant, World Health Organization (WHO) and Communication Consultant to UNICEF, UNFPA, and UNDP.

Offered by NYU Steinhardt in collaboration with the World Health Organization 

Location: New York City (Manhattan), New York, USA

Dates: July 10–21, 2017

Arrival/Departure: Participants should expect to arrive on Sunday, July 9 and depart on Saturday, July 22.

Institute Dates: Classes will begin on Monday, July 10 and end on Friday, July 21.


Program Costs

Housing: $990 USD
Tuition: $2,990 USD

TOTAL COST: $3,980 USD (meals not included)

Who Should Apply?

Health and social development professionals who have the responsibility for designing, supervising, or managing health education and other IEC/social mobilization programs to achieve specific behavioral goals. Prior communication training is not required for this Institute.

Reminder: Please note that the language of instruction in this Summer Institute will be English. All application materials must also be in English.

For More Information

Program Administration:
K.Sasha Best, MSEd, Events Manager, Office of the Dean,

Academic Content: 
Dr. Everold Hosein, Communication Advisor/Consultant, WHO and UNICEF, and Adjunct Professor, New York University,