WHAT I LEARNED TODAY: Day 08 of the free online C-Modules course on social and behaviour change communication

I am currently reviewing Module 0 (Facilitator’s Handbook), which lays an important foundation for the rest of the course. It breaks down concepts and principles that are to be used throughout the course.

These include:

• THE DEFINITION OF SOCIAL AND BEHAVIOUR CHANGE COMMUNICATION (SBCC)
• AN OVERVIEW OF THE COURSE
• CURRENT PROJECTS
• CHARACTERISTICS OF SBCC
• TEN SBCC PRINCIPLES
• THE THEORETICAL BASE OF THE SOCIO-ECOLOGICAL MODEL

On Day 05 I reviewed sub heading four: “Characteristics of SBCC”. I learned that SBCC has three (3) characteristics:

SBCC is a process.

• It is interactive, researched, planned and strategic;
• It aims to change social conditions and individual behaviours.

SBCC applies a comprehensive, socio-ecological model to identify effective tipping points for change by examining:

• individual knowledge, motivation, and other behaviour change communication concepts
• social, cultural, and gender norms, skills, physical and economic access, and legislation that contribute to an enabling environment

SBCC uses 3 key strategies:

• ADVOCACY – to raise resources as well as political and social leadership commitment to development actions and goals
• SOCIAL MOBILIZATION – for wider participation, coalition building, and ownership, including community mobilization
• BEHAVIOUR CHANGE COMMUNICATION – for changes in knowledge, attitudes, and practices among specific audiences

Over the next few days, I will discuss each of these characteristics in detail.

TODAY I WILL CONTINUE TO DISCUSS CHARACTERISTIC 2: SBCC uses a socio-ecological model for change, and I will specifically focus on “3 possible levels of change”

I learned that theories and models address human behaviours on one of three possible levels of change: individual, interpersonal, or community/social.

The chart below describes the level of change, the main level of change processes in human behaviour, and what could be modified at each of those levels.

INDIVIDUAL >> Psychological >> Personal behaviors

INTERPERSONAL >> Psycho-social >> How the person interacts with his or her social networks

COMMUNITY/SOCIAL >> Socio-cultural >> Dominant norms at community and societal levels

Interested in signing up for this course? CLICK HERE.

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C-Modules were developed by C-Change, funded by USAID under Cooperative Agreement No. GPO-A-00-07-0004-00. The six modules can be freely downloaded and used, provided full credit is given to C-Change as follows: C-Change (Communication for Change). 2011. C-Modules: A Learning Package for Social and Behavior Change Communication. Washington, DC: FHI 360/C-Change.