This document discusses effective strategies for communicating organizational changes to drive behavior change. It begins by noting that 80% of communication efforts are ineffective at driving behavior change. It then advocates for "behavioral communications" that clearly define measures, consequences, tools and rewards to promote specific actions. The document provides templates and checklists for segmenting audiences, defining goals and metrics, and developing multi-channel communication plans to support change initiatives. It emphasizes the need to address how employees will be measured, consequences, tools/support, and incentives to truly change behaviors.