Social and behavior change communication

Abstract

Social and behavior change communication (SBCC) is an effective communication approach and strategy that triggers people/society/communities which helps to promote changes in knowledge, attitudes, norms, beliefs. It also assists to adopt healthy, beneficial and positive behavioural practices. Audiences are carefully segmented, messages and materials are pre-tested, and both mass media and interpersonal channels are used to achieve defined behavioral objectives. Programs are designed on the basis of existing data and follow a systematic process, analyzing the problem in order to define barriers and motivators to change, and design a comprehensive set of tailored interventions that promote the desired behaviors. An SBCC strategy is the document that guides the design of interventions, establishing intended audiences, setting behavioral communication objectives and determining consistent messages, materials and activities across channels. SBCC is a research-based, consultative process that uses communication to promote and facilitate behavior change and support the requisite social change for the purpose of improving health outcomes. SBCC is guided by a comprehensive ecological theory that incorporates both individual level change and change at broader environmental and structural levels. Thus, it works at one or more levels: the behavior or action of an individual, collective action taken by groups, social and cultural structures, and the enabling environment." Social and behavior change communication (SBCC) represents the culmination of decades of research and practice in the public health field, where communication has been a critical element of efforts to encourage positive health behaviors.