Social Behaviour Change Communication

1. Social Behaviour
Change
Communication
- In ICDS
Mrs. Purnima Thakur, NIPCCD

2. Different Communication Types
for Different Types of Results
Internal
Communication
Creating a common platform
for effective information
sharing within the institution
Ext. Relations/
Corporate
Com.
Communicating what the
institution does and how it does
it; building trust in the institution
and support for its mission
Advocacy
Communication
Influence/accelerate action
and policies on key
global/national/ local issues
Communication
for Development/
Social & Behavior
Change
Communication
Using communication methods
and tools to engage people and
develop strategies leading to
sustainable social and
behaviour change

5. What do we learn
• … It is not just about the correctness of the
solution, but most of all about stakeholders’
PERCEPTIONS on the issue;
• … It is not as much about WHAT is
happening, but rather WHY it is happening
(key role of research in EVERY STEP of the
process)
UNICEF India C4D Section

6. What kind of
change?
•Typically a COMMUNICATION OBJECTIVE
was expected to bring change in one or more of
the following areas:
•
•
•
•
Awareness,
Knowledge,
Attitudes and (ultimately),
Practices/Behaviours
UNICEF

7. Social and Behavior
Change Communication
and Social Norms

8. PHYSICAL ENVIRONMENT
Structures and infrastructure
PUBLIC POLICY
The Context of
Change : The
Ecological
Model
National, state, local,laws
INSTITUTIONAL
COMMUNITY
Organizations, social institutions
Social networks & cultural norms
INTERPERSONAL
Family & friends
INDIVIDUAL
Knowledge, attitudes, skills
UNICEF

9. How to influence
the change ?
Institutions and Policies
Community
mobilization,
dialogue and
community media
Counseling,
IEC, IPC,
education
Social: Community
Interpersonal
Individual
Adapted from Thomas Scalway, 2009, UNAIDS
Mass Media,
Advocacy, public
events and other
Influential Sources
IPC methods,
Social support
Peer
education

10. Evolution of Social and
Behavioral Change
Communication
Then
Now
1. Messages (based on
technical solutions)
1. Dialogue (based on
understanding and motivation)
2. Individual behaviour
2. Collective social change
3. Beneficiary driven
approach, results as an end
3. Human rights approach,
rights and results as an end
4. Problem identification/
tip of the iceberg
4. Appreciation of context,
perceptions and root-causes
5. Expert-based solutions
5. Community-based solutions
6. Ad hoc, quick-fix,
production-oriented
6.
Strategic, systematic, evidence
-based, longer-term

11. In the new development
process CHANGE is
based on …
• Public Awareness and Understanding
• Social/Shared Ownership
• Participation
• Human Rights
• Listening

12. And the communication
role has evolved to
include …
•
•
•
•
•
•
•
Building trust and involving stakeholders
Listening as important as talking (two-way)
Ensuring mutual understanding
Exploring and assessing issues
Focusing more on the process than products
Promoting social change as it affects behaviours
Reconciling different realities (and reality can
be, and often is, more than one)

13. Modeling of New Social
Norms
Saving women from prostitution, GUDIA, Varanasi, India
UNICEF India C4D Program

14. SBCC
SMART Objectives

15. Stakeholders/
Audiences
some questions
• What is important to know about them?
And why?
• Who are the primary audiences? And
the secondary ones?
• What is segmentation?
UNICEF

16. Turning Challenges
into Objectives
Identify challenge
Improve villagers health
Define problem
being addressed
Main cause
Many villagers are falling sick due
to drinking contaminated water
Lack of awareness of link between
water and diseases and of
knowledge about available options
Make the link between water and
sickness clear to villagers and
propose preventive measures
Raise awareness of villagers and
promote safe behaviours
State solution
Turn into a com.
objective

17. Well
Informed
Moderately
Informed
Misinformed
Mostly
Uninformed
Unaware
Strongly
Opposed
Moderately
Opposed
Neutral
Moderately
In Support
Strongly
Support

18. Case Study:
SMART Objectives
• The key factor in shaping the strategy
• S-pecific
• M-easurable
• A-chievable
• R-ealistic
• T-imely

19. OBJECTIVES
NOT SMART
SMART
Promote the
adoption of
exclusive
breastfeeding to
communities
Implement a
national multimedia campaign
on the benefits of
vitamin A
85% of mothers and
caregivers adopt
exclusive breastfeeding
in selected communities
by 2014
Increase the knowledge
about the benefits of
vitamin A to 90% of the
population between 15
and 34 years of age at
national level by 2012

20. Designing Effective
Messages: the
Audience & the Content
Effective messages fill the gap between:
What the audience knows
and
What the audience should know

21. Different Elements
of a Message
• Identify the Central Idea
• What are subsidiary
Issues
• Choose Simple Language–
• Style—Use of humour,
emotion
• Sequence in the
presentation

22. Entertainment
Education:
A Definition
• The process of purposefully designing and
implementing a media message both to entertain and
educate, in order to increase audience members
knowledge about an educational issue, create favorable
attitudes, and change overt behavior
• Tell a story….. Engage the audience, inform, educate
and bring about subtle change
• E-E is not about adding entertainment to messages. It
is about making messages an integral part of
entertainment
22

23. ENTERTAINMENT-EDUCATION FOR PROSOCIAL
CHANGE
Media and the art of facilitation