Integrating Gender into Social and Behavior Change Communication

The information collected during this step is the foundation of a good strategy or marketing plan because it allows your team to have a better understanding of the current context, health attitudes, norms and practices, media viewing habits and credible sources of information and communication channels (e.g. TV, mobile phones, radio). During this step you should also explore the different policies and laws supported by previous programs and lessons learned through those experiences.

Your situation analysis should consider the social and behavioral determinants, with a special focus on the gender dynamics at each level of the socio-ecological model. Understanding how gender constructs like household decision-making, spousal communication, power relations, traditional values and religious practices, cultural and gender norms, violence and access to opportunities and resources impact health can be what makes or breaks your program.

The following activities can help you further explore the gender dynamics that may impact your program. They can also help tease out economic, social, structural, cultural or educational barriers or facilitators to behavior change that your team should consider as you revise your program. You may also consider doing an updated literature review or additional formative research that looks at gender dynamics in relation to your health issue.