WHAT I LEARNED TODAY: Day 14 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 “Explaining the Socio-Ecological Model for Change.”

Photo: Google images

As you can see above, the Socio-Ecological Model for Change is represented by rings that go round each other, and one triangle that cuts across each layer. Each of these rings represents different layers of influence, which the Model examines in order to provide insight on the causes of problems and to help find "tipping points" for change.

In other words, this Model is comprised of two parts:

1. Levels of analysis: Demonstrated by the rings, these levels represent both domains of influence as well as people involved in each level.
2. Cross-cutting factors: Embedded in the triangle, these influence each of the actors and structures in the rings.

The levels of analysis (which are represented by the rings) are:

RING 1 - RING 3

i) The individual most affected by the issue (or self),
ii) Direct influencers on the individual (represented by two rings):

• The interpersonal: Partners, families, and peers;
• The community: Organizations, service structures, providers, as well as products available.

Both the interpersonal and community rings shape community and gender norms, access to and demand for community resources, and existing services.

RING 4

Indirect influencers make up the outer enabling environment. Components may facilitate and hinder change, and include national policies and legislation, political forces, prevailing economic conditions, the private sector, religion, technology, and the natural environment. Actors such as national government, business, and faith and movement leaders are often targets for advocacy and social mobilization activities. 

THE TRIANGLE OF INFLUENCE

Each level of analysis and the actors/institutions within each level are influenced by several cross-cutting factors (the triangle of influence). It is on these cross-cutting factors that SBCC interventions may be able to generate change. These factors may act in isolation or in combination. To help identify them, they are in four large categories:

1. Information
2. Motivation
3. Ability to act
4. Norms

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.