2. User Guide
Audience
Stakeholders involved in the development and
implementation of SBCC strategies, programs, and
campaigns
Purpose
• To walk users through the National Framework for
Effective HPN SBCC
• To build capacity for all SBCC stakeholders
• To provide background information about the Framework
• To delineate the main steps of the Framework
• To identify key questions for development and
implementation of SBCC strategies and programs
3. Framework
Audience
Stakeholders involved in planning, designing, allocating resources
for, implementing, monitoring, and evaluating SBCC strategies and
programs.
Purpose
• Harmonizes SBCC strategies and activities with national priorities
for high quality
• Ensures high quality SBCC activities
• Facilitates stakeholder coordination
• Identifies initial outcomes and long-term results of SBCC
• Fosters development of consistent, reinforcing messages for
priority audiences
• Guides resource allocation
4. Framework
Adaptable on two levels:
Conceptual Practical
• Inform communication
strategies
• Guide resource allocation
• Identify coordination
opportunities
• Inform a national
Community of Practice
• Guide implementation of
SBCC activities
5. Definitions
Social and Behavior Change Communication (SBCC)
The use of communication to influence individual and
collective behaviors pertaining to health. Methods include
interpersonal communication (IPC), community
mobilization, mass media, information communication
technologies (ICT), and others.
SBCC seeks to exert influence at four levels:
• Individuals
• Family and peer networks
• Communities
• Social environments
6. Definitions
Sustainability
The capacity to maintain programs and activities at a level that
will provide ongoing prevention and treatment for a health
problem after termination of major financial, managerial, and
technical assistance from an external donor.
Knowledge Management
A way to leverage knowledge externally and internally to
improve collaboration and communication, and to work with
greater efficiency using people/culture, processes, and
technology. It encompasses creating, organizing, sharing, and
using information and experiences about what has been proven
effective to achieve greatest impact and improve outcomes.
8. Vision
In Bangladesh, coordinated and audience-centered
social and behavior change communication (SBCC)
improves knowledge, attitudes, and practices for
health, population, and nutrition through a multi-
sectoral approach, a skilled workforce at all levels, and
the use of appropriate communication technology.
9. Support National Priorities
• National priorities are constantly
evolving
• Identify relevant and current
priorities that your SBCC strategy
or program supports
11. Step 1: Profile Development
• Research current SBCC situation and identify available
resources
• Identify strengths, weaknesses, opportunities, and
threats (SWOT analysis)
13. Step 2: Strategic Design
Use Coordination, Capacity Development, and
Community Engagement strategies to:
• Leverage strengths
• Address weaknesses
• Take advantage of opportunities
• Minimize threats
14. Step 2: Strategic Design
Coordination
• Synchronization of
interventions
• Across all levels of
stakeholders,
organizations, and
sectors
• Networking,
advocacy, and
knowledge
management
Capacity
Development
• High-performing
SBCC workforce
• Data and evidence-
driven SBCC
• Approaches include
workshops,
seminars, webinars,
and eLearning
Community
Engagement
• Builds ownership
• Stimulates dialogue
between SBCC
practitioners and
audiences
• Gives a voice to
communities
16. Step 3: Implementation Plan
• Detailed steps
• Time frames
• Expected outputs
• Indicators
• Partners/Stakeholders
• M&E strategies
• Mechanisms to continuously document all
processes, outcomes, and results
17. Cross-Cutting Themes
The following cross-cutting themes should be
considered and applied during each step of the
framework:
• Research, Monitoring, and Evaluation
• Documentation
• Knowledge Management
• Gender
18. Key Questions
• What are the national priorities?
• How have you leveraged your network to create this strategy/program?
• Who is an advocate for this strategy/program? Do the advocates
represent differing organizations/departments/levels of stakeholders?
• What existing best practices, materials, or evidence were used to
develop this strategy/program?
• How does the strategy/program build capacity and at which levels?
• Which community needs are addressed by this strategy/program? How
did the community help to identify these needs?
• How does the strategy/program incorporate research, monitoring, and
evaluation?
• How does the strategy/program plan to document best practices,
processes, decisions, and lessons learned?
• How does the strategy/program make use of internal and external
knowledge to increase collaboration and communication?
19. Sample Case Studies
These case studies are meant to provide basic guidance to
framework users. They are designed to walk the user
through each step of the framework process using
examples, but are not comprehensive.
• Case Study 1: Infant and Young Child Feeding
• Case Study 2: Male Involvement in Family Planning
• Case Study 3: Institutional Delivery
• Sample Blank Worksheet