WHAT I LEARNED TODAY: Day 09 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 “4 reasons why there has been a shift in thinking about human behaviour.”

Photo credit: Google images

I learned that over the years, there has been a shift in thinking about human behaviour. For example, early in the HIV and AIDS epidemic, communication practitioners largely believed that giving correct information about HIV transmission and prevention would result in behaviour change.

While providing correct information is an important part of behaviour change, information alone has proved to be insufficient. Practitioners now acknowledge four key facts about human behaviour:

1. People give meaning to information based on the context in which they live.

2. Culture and networks influence people’s behaviour.

3. People can’t always control the issues that determine their behaviour.

4. People's decisions about health and well-being compete with other priorities.

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.