Designing a Social and Behavior Change Communication Strategy I-Kit
Home Designing a Social and Behavior Change Communication Strategy I-Kit
The planning steps included in this implementation kit provide guidance on how to develop a communication strategy for social and behavior change communication (SBCC). The steps and tools are designed to help program managers, communication specialists and relevant stakeholders prepare and plan for effective SBCC initiatives through a comprehensive approach that responds to audience needs and the context of the challenge(s) to be addressed, uses a memorable identity and theme for all messages and activities, and outlines plans for implementation, monitoring and evaluation.
This SBCC Implementation Kit (or I-Kit) provides practical guidance on developing a communication strategy for social and behavior change communication (SBCC).
Social and behavior change communication is used throughout this I-Kit. Implicit in this term are other names which have been used to describe this field, including behavior change communication, demand side, strategic communication, health communication, and advocacy, communication and social mobilization (ACSM).
Social and Behavior Change Communication
Social and behavior change communication (SBCC) uses science and data as well as creative ideas to focus on:
- Changing or positively influencing social norms in support of long-term, sustainable behavior change at the population level
- Fostering long-term, normative shifts in behavior in support of increasing the practice of healthy behaviors
- Improving health services provider-client interactions
- Strengthening community responses to issues
- Influencing decision-makers and family and peer networks
- Increasing demand for health services and products
- Increasing correct use of health services and products
- Influencing policy
- Encouraging an increased capacity for local planning and implementation of health improvement efforts