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.
- 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: Studying the Triangle of Influence.”
Photo: Google images
Yesterday, I learned that the Socio-Ecological Model for Change is comprised of two parts:
- Levels of analysis (which are represented by the rings you see in the diagram above);
- Cross-cutting factors (which are embedded in the triangle that slices across each of the layers).
THE TRIANGLE OF INFLUENCE
The Triangle of Influence comprises cross-cutting factors that SBCC interventions target in an effort to generate change. These factors may act in isolation or in combination. They are divided into four broad categories:
People need information that is timely, accessible, and relevant. When looking at information, SBCC practitioners consider the level of knowledge held by a person or group. With such information, some individuals, groups, or communities may be empowered to act. It is important to note that for most people, information is not enough to prompt change.
>> Motivation
People require motivation, which is often determined by their attitudes, beliefs, or perceptions of the benefits, risks, or seriousness of the issues that SBCC programs are trying to change. Motivation can be affected by SBCC methods or strategies, such as effective counseling, peer education, entertaining radio broadcasts, or TV programs. If done well, such communication can foster individual attitude and behavior change, as well as norm change.
>> Ability to Act
However, even motivation may not be enough. For instance, few women and girls in the countries hardest hit by HIV and AIDS have the power to negotiate the time and conditions for having sex, including condom use, or they may lack the funds to buy condoms. They need the ability to act in particular circumstances. SBCC practitioners should look at the actual skills self-efficacy (or collective efficacy), and access of the actors.
Norms -- as expressed in perceived, socio-cultural, and/or gender norms -- have considerable influence.
The Triangle of Influence comprises cross-cutting factors that SBCC interventions target in an effort to generate change. These factors may act in isolation or in combination. They are divided into four broad categories:
- Information
- Motivation
- Ability to act
- Norms
People need information that is timely, accessible, and relevant. When looking at information, SBCC practitioners consider the level of knowledge held by a person or group. With such information, some individuals, groups, or communities may be empowered to act. It is important to note that for most people, information is not enough to prompt change.
>> Motivation
People require motivation, which is often determined by their attitudes, beliefs, or perceptions of the benefits, risks, or seriousness of the issues that SBCC programs are trying to change. Motivation can be affected by SBCC methods or strategies, such as effective counseling, peer education, entertaining radio broadcasts, or TV programs. If done well, such communication can foster individual attitude and behavior change, as well as norm change.
>> Ability to Act
However, even motivation may not be enough. For instance, few women and girls in the countries hardest hit by HIV and AIDS have the power to negotiate the time and conditions for having sex, including condom use, or they may lack the funds to buy condoms. They need the ability to act in particular circumstances. SBCC practitioners should look at the actual skills self-efficacy (or collective efficacy), and access of the actors.
- Skills include psychosocial life skills: problem-solving; decision-making; critical and creative thinking; interpersonal communication; and other relationship skills, such as empathy.
- Self-efficacy is concerned with the confidence of individuals and groups (collective efficacy) in their own skills to affect change.
- Access includes financial, geographical, or transport issues that affect access to services and ability to buy products.
Norms -- as expressed in perceived, socio-cultural, and/or gender norms -- have considerable influence.
- Norms reflect the values of the group and/or society at large and social expectations about behavior.
- Perceived norms are those that an individual believes others are holding and therefore are expected of him/her.
- Socio-cultural norms are those that the community as a whole follows because of social status or cultural conventions.
- Gender norms shape the social views of expected behaviors of males and females.
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.
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