Training on Social and Behavior Change Communication (SBCC) 

Course Overview

Social and Behavior Change Communication (SBCC) is a powerful framework that leverages advocacy, behavior change communication (BCC), and community mobilization to drive individual and societal changes. Every year, significant resources are dedicated to modifying human behavior, but not all interventions hit their targets. Successful interventions are those that are deeply rooted in an understanding of the targeted health behaviors and the surrounding environmental context. This SBCC training has been pivotal in various health promotion programs, systematically encouraging people to adopt and sustain health-promoting behaviors and lifestyles.

Target Audience

This training is tailored for:

• Program Staff: Especially those in humanitarian and development agencies, including project managers, officers, and assistants.
• Health Promotion Professionals: Individuals involved in designing and implementing health communication strategies.
• Community Mobilizers: Those working directly with communities to inspire and guide behavior change.
• Anyone interested in effective communication for behavior change: Professionals eager to learn strategic communication methods.

Course Objectives 

By participating in the Social and Behavior Change Communication Training, attendees will:

• Enhance Capacity for Health Outcomes: Build skills to improve health outcomes through targeted communication strategies.
• Understand SBCC Framework: Grasp the core concepts and principles of SBCC that guide successful interventions.
• Design Effective Communication Strategies: Develop strategies tailored to address barriers and facilitate positive behavior change.
• Implement and Monitor SBCC Programs: Learn how to execute SBCC campaigns effectively and monitor their impact.
• Evaluate and Replan Initiatives: Gain expertise in evaluating SBCC interventions and refining strategies for better outcomes.

Course Outline 

Introductory Module: Welcome and Introduction to SBCC

• Participant Introduction: Engage with fellow participants and share motivations for attending.
• SBCC Defined: Understand what SBCC is and the three characteristics that define it.
• Principles of SBCC: Explore the ten overarching principles that guide effective SBCC.

Module 1: Understanding the Situation

• Situation Analysis: Delve into what it means to understand the situation.
• Causes and Effects: Examine layers of causes and effects influencing behavior.
• People and Context Analysis: Analyze target populations and the context they live in.
• Research Gaps: Identify gaps in formative research and how to address them.
• Summary and Insights: Consolidate analysis findings for informed strategy development.

Module 2: Focusing and Designing

• Strategy Overview: Learn the components of a robust communication strategy.
• Audience Segmentation: Identify and prioritize target audience segments.
• Barriers and Facilitators: Address challenges and leverage facilitators for change.
• Communication Objectives: Define clear and achievable objectives.
• Strategic Positioning: Develop strategic approaches and positioning.
• Channel and Material Mix: Choose the right channels and materials for impact.

Module 3: Creating

• Preparation: Get ready for the creative process.
• Creative Brief Development: Use briefs to guide material creation.
• Message Effectiveness: Craft messages that resonate and engage.
• Material Drafting and Review: Draft and refine communication materials.
• Agency Collaboration: Work effectively with creative agencies.
• Testing and Feedback: Conduct concept, pretesting, and field testing.
• Design Finalization: Prepare designs for production.

Module 4: Implementing and Monitoring

• Implementation Plans: Overview of planning and executing SBCC programs.
• Budgeting: Plan and manage budgets for SBCC campaigns.
• Program Considerations: Key factors for successful program implementation.
• Monitoring: Techniques for ongoing campaign monitoring.

Module 5: Evaluating and Replanning

• M&E for SBCC: Understand monitoring and evaluation processes specific to SBCC.

This course combines theory with practical skills to ensure participants are ready to make a significant impact with their SBCC initiatives.