Integrating Gender into Social and Behavior Change Communication

STEP 4: Address Gender with a Behavior Change Theory

SBCC and social marketing programs based on communication and behavioral theories, frameworks and models are more effective than those without a theoretical base. Since behaviors are complex, theories help guide the design, implementation and evaluation of a behavior change program. They can be used alone or in combination to guide program design, implementation and evaluation.

Choosing a program theory depends on the type of change needed and what drives your audience’s behavior. Now that you know more about your current situation and the gender influences on behavior, you may decide that other theories or frameworks could be useful for integrating gender into your SBCC strategy or marketing plan.

There are many theories available to SBCC planners, each of which has a slightly different emphasis. The key to designing an effective SBCC strategy or marketing plan is to select a combination of theories (frameworks and/or models) that fit with your initial understanding of what influences behavior and social norms.

There are also gender-specific theories that can be combined with your communication and/or behavioral theory. The combination should apply to the unique characteristics of your program and your audience. 

The following activity will guide you on integrating gender into a selected communication or behavioral theory, or combining a gender theory with a communication or behavioral theory. Before you begin you may want to review the different communication and behavioral theories described in the Learn More about SBCC and Gender section. Do not be afraid to look for other theories used in other disciplines that may be applicable or adaptable to the SBCC context.

Activities

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Activity 4.1: Understading Theory and Integrating Gender

This activity will guide you on selecting an SBCC change theory and pairing it with a gender-specific theory.

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STEP 3: Create a Gender-Focused Understanding of the Audience (Prev Step)
(Next Step) STEP 5: Define Gender Transformative Communication Objectives
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