WHAT I LEARNED TODAY: Day 11 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 “Why is it important to study behavioural theories and models?”

Photo: Google images

I learned that it is important for practitioners to study theories and models because, according to (Glanz, Rimer and Su, 2005) this helps them to begin to understand -- or -- further reinforce:

• WHAT health problems should be addressed?
• WHY should the identified health problems be addressed?
• HOW should the identified health problems be addressed?

As they study different theories and models, practitioners should ask themselves:

1. What has been useful about this theory for the program?
2. How has it fallen short of what was needed to effectively understand and change behaviours?

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.