Training on Social and Behavior Change Communication

Social and Behavior Change Communication (SBCC) is a framework that uses the strategies of advocacy, behaviour change communication (BCC) and community mobilization to influence both individual and societal change.

Each year, a lot of resources are spent trying to modify human behaviour. While some intervention strategies are successful, many fall short of their intended goals. Research shows that those interventions most likely to achieve desired outcomes are based on a clear understanding of the targeted health behaviours and the environmental context in which they occur. Social and Behaviour Change Communication (SBCC) has been successfully used by various health promotion programs to improve the well-being of target populations. It is a systematic and well-planned process that motivate people to adopt and sustain health promoting behaviours and lifestyles.

Course objectives

To build the capacity of trainees for improving health outcomes through targeted communication strategies aimed at positive behaviour change among key populations.

Target group

Programme staff of humanitarian and development agencies including project managers, officers and assistants.

Course Outline

Introductory Module: Workshop Welcome and Introduction to Social and Behavior Change Communication (SBCC)

• Participant Introduction

• SBCC Defined

• Three Characteristics of SBCC

• Ten Overarching Principles of SBCC

Module 1: Understanding the Situation

• What is Meant by ‘Understanding the Situation’?

• Layers of Causes and Effects

• People Analysis

• Context Analysis

• Formative Research Gaps and How to Fill Them

• Summary of Analysis

Module 2: Focusing and Designing

• Communication Strategy Overview

• Audience Segments, Priorities, and Profiles

• Barriers and Facilitators to Change

• Communication Objectives

• Strategic Approach and Positioning

• Channel, Activity, and Material Mix

• Refinement and Presentation

• of Communication Strategy

Module 3: Creating

• Getting Ready to Create

• Using a Creative Brief to Develop Materials

• Effective Messages

• Drafting and Reviewing Materials

• Working with Creative Agencies

• Concept Testing, Pretesting, and Field Testing

• Finalizing Designs and Getting Ready for Production

Module 4: Implementing and Monitoring

• Overview of Implementation Plans

• Planning Activities

• Budgeting for SBCC Campaigns

• Considerations for Implementation of SBCC Programs

• Monitoring SBCC Campaigns

Module 5: Evaluating and Replanning

• M&E for SBCC