How do you affect behavior change a the individual, community and country-level? This animated video defines Social and Behavior Change Communication (SBCC) and outlines how to begin to devise an SBCC program. SBCC has been applied to behavior change in the areas of HIV, malaria, family planning, Ebola and child survival.

What if you could make a simple change right now that could improve your health or your family's health for years to come?

You'd probably make that change today, right?

Well, sometimes change isn't that simple.

What if this change was the opposite of something you'd always done?

And what if everyone else you knew was also doing that same thing?

This means you wouldn't just be breaking a habit, you could be breaking a community tradition or a social norm.

So how do you get a person to make a behaviour change?

To do that, you need Social and Behaviour Change Communication, or SBCC.

SBCC programmes use the power of communication to change behaviours by influencing people's knowledge, attitudes and social norms for the better.

SBCC is more than just an advertisement or a website.

It coordinates messaging across a variety of communication channels reaching multiple levels of society.

The individual, the community and eventually policy makers, so people receive the right information at the right time from sources they know and trust.

Social and behaviour change communication influences people to make healthier decisions.

This can lead to long-lasting impacts on health and wellbeing.

It has been proven to help prevent HIV and AIDS, increase the use of modern family planning methods, promote malaria prevention and treatment, improve child survival rates, and more.

That's because SBCC is strategic, systematic and targeted.

SBCC programmes are grounded in theory, designed using existing data, and measured to show evidence of their impact.

The first step is to define and understand the specific health problem you want to solve.

Then Use SBCC theory to frame the design of your program.

From there, design communication products with the help of your program partners.

Don't forget to get feedback from your target audience.

Program activities are then implemented and monitored to see how the audience responds.

Finally, data is collected and the programme's outcome is analysed against its original objectives.

The programme can then be adjusted if it isn't turning out as expected.

This analysis also helps continuously improve the design and impact of future SBCC programs.

And the evidence shows that SBCC programs work.

A study of nearly 40 different family planning programs in developing countries shows that SBCC increased the use of modern family planning methods by 8%.

That means for every 1 million people the programme's reached, 80, 000 of them started using modern family planning.

But SBCC doesn't just improve health and wellbeing, it can also save lives.

From 1986 to 2006, more than 70 HIV prevention programs used SBCC in Africa, Australia, Central and South America, Europe and the US.

These programs led to an 18% increase in condom use across all countries.

Social and behavior change communication can also address issues like Ebola, maternal and newborn health, tobacco cessation and clean water.

To find out more visit healthcomcapacity.org


Speaker 0: What if you could make a simple change right now that could improve your health or your family's health for years to come? You'd probably make that change today, right? Well, sometimes change isn't that simple. What if this change was the opposite of something you'd always done? And what if everyone else you knew was also doing that same thing?

This means you wouldn't just be breaking a habit, you could be breaking a community tradition or a social norm. So how do you get a person to make a behaviour change? And then a community? And then a country? To do that, you need Social and Behaviour Change Communication, or SBCC.

SBCC programmes use the power of communication to change behaviours by influencing people's knowledge, attitudes and social norms for the better. SBCC is more than just an advertisement or a website. It coordinates messaging across a variety of communication channels reaching multiple levels of society. The individual, the community and eventually policy makers, so people receive the right information at the right time from sources they know and trust. Social and behaviour change communication influences people to make healthier decisions.

This can lead to long-lasting impacts on health and wellbeing. It has been proven to help prevent HIV and AIDS, increase the use of modern family planning methods, promote malaria prevention and treatment, improve child survival rates, and more. That's because SBCC is strategic, systematic and targeted. SBCC programmes are grounded in theory, designed using existing data, and measured to show evidence of their impact. So how does it work?

The first step is to define and understand the specific health problem you want to solve. Then Use SBCC theory to frame the design of your program. From there, design communication products with the help of your program partners. Don't forget to get feedback from your target audience. Program activities are then implemented and monitored to see how the audience responds.

Finally, data is collected and the programme's outcome is analysed against its original objectives. The programme can then be adjusted if it isn't turning out as expected. This analysis also helps continuously improve the design and impact of future SBCC programs. And the evidence shows that SBCC programs work. A study of nearly 40 different family planning programs in developing countries shows that SBCC increased the use of modern family planning methods by 8%.

That means for every 1 million people the programme's reached, 80, 000 of them started using modern family planning. That's a lot of healthy communities. But SBCC doesn't just improve health and wellbeing, it can also save lives. From 1986 to 2006, more than 70 HIV prevention programs used SBCC in Africa, Australia, Central and South America, Europe and the US. These programs led to an 18% increase in condom use across all countries.

Social and behavior change communication can also address issues like Ebola, maternal and newborn health, tobacco cessation and clean water. To find out more visit healthcomcapacity.org

See all The Health Communication Capacity Collaborative transcripts on Youtube

What is Social and Behavior Change Communication?