Introduction to SBCC

SBCC is a systematic process that uses communication to influence individuals and communities to adopt behaviors that lead to positive outcomes, particularly in areas like health, development, and social issues.  SBCC can be used to address a wide range of social issues, including:

• Promoting health behaviors (e.g., vaccination, hygiene). 

• Raising awareness about social issues (e.g., gender equality, environmental protection). 

• Mobilizing communities to take action (e.g., disaster preparedness, community development). 

Social and Behaviour Change Communication (SBCC) seeks to apply tactics from marketing, social and community mobilization, mass media, entertainment, advocacy, interpersonal communication, social media and other communication approaches to support positive social and individual change. 

• Key Principles:

  • Strategic: SBCC is not just about sending messages; it's about carefully planning and implementing communication strategies to achieve specific behavioral goals. 

  • Evidence-based: SBCC relies on research and data to understand the target audience and tailor messages effectively. 

  • Interactive: SBCC involves two-way communication, where feedback from the audience is used to improve the communication process. 

  • Audience-centered: SBCC prioritizes the needs, preferences, and perspectives of the target audience. 

  • Multi-channel: SBCC utilizes a variety of communication channels, including interpersonal communication, media, and community mobilization, to reach the target audience. 

• Process:

  1. Formative Research: Understanding the target audience, their behaviors, and the context in which they live. 

  2. Behavior Analysis: Identifying the specific behaviors to be changed and the factors that influence them. 

  3. Communication Planning: Developing a communication strategy that includes messages, channels, and activities. 

  4. Implementation: Putting the communication plan into action. 

  5. Monitoring and Evaluation: Tracking the impact of the communication efforts and making adjustments as needed. 

STEPS IN DEVELOPING SOCIAL BEHAVIOUR CHANGE STRATEGY 

1. Problem statement /Identify gaps in behaviour change

2. Understand the Audience and Other Potential Participants in the Program)

 3. Situational analysis of the problem from formative research  

4. Audience segmentation

5. Define communication, behaviour change, and program objectives.

6. Define BCC strategy and M&E plan

7. Develop communication messages and decide on channels

8. Develop messages and materials.

9. Pre-test messages and materials with audience members.

10.  Implementation and Monitoring

11.  Evaluation

12. Analyse feedback