What Is Social and Behavior Change Communication?

Social and behavior change communication (SBCC) is an approach that promotes and facilitates changes in knowledge, attitudes, norms and beliefs, and promotes healthy and safe practices among specific groups of people. These groups of people are called the intended audiences of a strategy. In the case of SSFFC malaria medicines, audiences may be malaria patients, consumers of malaria medicines, health workers, pharmacists, drug vendors, manufacturers, regulators, law enforcement officers and decision-makers.

A strategic SBCC approach follows a systematic process to analyze a problem, define key barriers and motivators to change, create a strategy and then design and implement a comprehensive set of interventions to support and encourage positive behaviors.

There are a number of models available to guide the planning of SBCC programs, most of which share the same basic principles. One of these models is called the P Process, which provides a step-by-step road map to guide the user from a loosely defined concept about changing behavior, to a strategic and participatory program that is grounded in theory and has measurable impact.

The P-Process has five steps:

• Step One: Inquire
• Step Two: Design the Strategy
• Step Three: Create and Test
• Step Four: Mobilize and Monitor
• Step Five: Evaluate and Evolve

Three cross cutting concepts ensure that SBCC approaches are effective:

• SBCC theory
• Stakeholder participation
• Continuous capacity strengthening