A communication strategy is a plan that outlines how an SBCC program plans to achieve its goals and vision. The structure and components of an integrated SBCC strategy do not differ from that of a vertical program. However, the content of each of the components may be quite different from vertical programs. In this section you will find special considerations for each of the components of an integrated SBCC strategy.
– (Senlet, Kachiza, Katekaine & Peters, 2014)
"The development process and final strategic document is noteworthy. At the outset of the SSD-I activity, there were a myriad of health communication strategies without an overarching document covering all of the [EHP] areas. The Health Education Unit (HEU) did not have the human or other resources required to pull these together into one unifying package. In addition, it was beyond the mandate of SSDI-Communications to undertake this task. To address this challenge, the activity worked closely with the HEU to develop a strategic document for the activity’s six focal areas, and ensured that HEU skill sets and capacity were strengthened. As a result, HEU personnel were able to utilize this experience and the initial strategic document to guide them in developing a national strategic plan covering all of the EHP areas"
Goals and Objectives
Goals and objectives are designed to state the intended impact of the communication program. The goals of an integrated SBCC program should flow from the shared vision agreed on by stakeholders. The goals should be bigger than what a single-focus SBCC effort could accomplish and answer the question: “If major progress is made on all of the issues/behaviors addressed through this program, what will be the result?” In addition, the objectives should implicitly or explicitly cover all of the health or development topics and behaviors included in the integrated effort. Ideally, the objectives will reinforce each other.
Social norms are critical to integrated programs, but shifting them can take a long time. Given the breadth of integrated programming, carefully consider how best (and how much) to emphasize social change. It can be helpful to identify norms that are shared across health topics and then determine which are most critical to address. Programs might have to rely on changes in attitude and/or on individual behavior change as shorter-term proxies for social change.