Social and Behavioral Change Communication (SBCC)

so good day everyone and good day classmates so my report is all about the social and behavior change communication so uh before that let me just introduce uh to you what is social behavioral change communication and why is it somehow important so social and behavior change communication or sbcc seeks to apply tactics from marketing social and Community mobilization media entertainment advocacy interpersonal uh communication social media and other communication approaches to support positive social and individual change so as part of a multi SBC strategy this strategic communication tactics are critical tools to promote and create an

environment that supports it so social and behavior change communication sbcc is one approach to Social and behavioral change that many may feel need no explanation most of us are familiar with marketing communication and public information campaigns that attempts to raise awareness or somehow advocate for Change and influence uh public opinion when parts of a multi brunch SBC strategy strategic Communications can also stimulate POS positive and measurable social and behavioral change whether it be interpersonal engagement targeted advocacy or larger scale mobilization communication tactics should be informed by a solid foundation of data and Community dialogue so

communication tactics like this are uh most effective when closely integrated with other SBC approaches so everybody respond to communication differently so you must consider all aspects of geographic social and uh economic uh context when deciding your communication strategy so demographics uh literacy levels digital access media consumption and Trust will determine the combination of communication tactics you employ and how you segment them so the more evidence you have to work from the more effective your strategic communication efforts will be so here are some common steps to uh for developing communication plans so the number one is

understand the program and where the communication can be or can add value so collecting primary and secondary data and using participatory processes will help you develop a better understanding of the people of the people context and the barriers that the sbcc strategy will address number two is Define your communication strategy or objectives what role can communication play in the SBC strategy what you want to achieve through communication so by identifying the goal of your communication efforts you can design ways to measure their impact number three is identify of course your own audiences having a deep

understanding of who you are trying to reach will make your communication more effective so communication tactics that uh consider the local context will be more targeted appropriate and effective number four will be uh develop and test your key messages develop clear and concise messaging that will resonate with your Audience by testing these messages we the intended audience you can identify concrete ways to improve your messaging in the next iteration number five will be select your communication tactics and materials your audience and your communication objectives should determine what communication channels you use consider how your audiences

uh receive information while opinions they'll um or whose opinions they value and and what forms those valued Communications come in tactics can be broadly groups into uh into mass media interpersonal social and Community channels it is often unnecessary to combine tactics across these groups to increase their chances of success every tactic should be uh developed using a two-way process so that the audience can provide information and feedback and influence decisions number six is finalize your strategy so the communication arm of your work should support the reinforce and reinforce your uh overall SBC strategy so a

finalized strategy should include your message how you will communicate it and measure its impact based on the context objectives and Target audiences so your Str your strategy should always include how to measure the impact of your Communications number seven which is the last one is to measure your results your communication objectives should be measurable and linked to your program and social behavioral results consider intermediate measures to allow regular adjustments and introduction of new strategic faces based on the evidence you collect so let us have social and uh behavioral objectives we often consider communication as the

primary way to raise awareness and share information however strategic communication can support SBC strategies in many more ways it can encourage Community engagement influence uh social norms support policy advocacy promote service uptake reach underserved population Foster a media environment that resonates with the downstream engagement and much much more so consider a mix of SBC tactics and con and uh complement each other and support the social and behavioral objectives you are working towards so the limits of Social and behavioral change communication so on its own sbcc is rarely enough uh to uh achieve social and behavioral

change result it is too often reduced to messaging or used to share information and encourage policy compliance without addressing the structural and the social barriers that stands in the way often such Communications have failed to meaningfully involve communities and users in the initial decision and design process but when programs carefully consider the people they affect and uh the determinance of change sbcc can be a powerful way to engage uh Inspire and Empower people to make to make healthier decisions however exhaustive research and Community engagement don't always use ineffective communication campaigns complex um challenges such as

preventing the social uh the sexual abuse of children and adult adolescents uh child marriage and the female genital mutilation um all have deep roots for example so even the most robust communication campaign cannot overpower deeply ingrained social norms and belief systems such Norms are p uh pervasive and are reflected reflected in the legal system uh also in job markets and socialization process so the colosal challenges can only be approached through holistic programs so communication efforts alone are often uh fall short of addressing the underlying structural and social elements that allow these major challenges to continue

so that will be all thank you so much for having me with this report