Social and Behaviour Change Communication uses communication strategies that are based on behaviour science to positively influence knowledge, attitudes and social norms among individuals, institutions and communities.
How SBCC is different from conventional communication.
Social and Behaviour Change Communication is a process of interactively communicating with individuals, institutions, communities and societies as part of an overall programme of information dissemination, motivation, problem solving and planning.
SBCC uses a variety of communication channels to drive and sustain positive behaviour among individuals, communities and societies. SBCC employs a systematic process that includes formative research and behaviour analysis; communication planning, implementation and monitoring; creating an environment that supports desired outcomes; and evaluation.
The three core elements of SBCC:
Understand the target audience’s needs, drives and preferences to conceptualise tailored messages and approaches across communication channels.
Interventions and efforts to bring about desired behaviour changes in an easy and feasible way while protecting and improving outcomes.
Achieve shifts in the definition and perception of issues, in people’s participation, in policies, and social attitudes and behaviour.