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348:, health and environmental education and various public outreach programs. Enhanced knowledge about the behavior change process has facilitated the design of communications programs to reduce the risk of HIV transmission and AIDS. A wide variety of health promotion strategies use communication as either an educational or norm-forming strategy. In addition, specific strategies must be designed for high-risk groups such as women, young people, injecting drug abusers, homosexuals and HIV positive groups.
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75:. SBCC employs a systematic process beginning with formative research and behavior analysis, followed by communication planning, implementation, and monitoring and evaluation. Audiences are carefully segmented, messages and materials are pre-tested, and mass media (which include radio, television, billboards, print material, internet), interpersonal channels (such as client-provider interaction, group presentations) and community mobilisation are used to achieve defined behavioral objectives.
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Behavior change is influenced by motivation from others (external influence) as well as from within oneself (internal influence). Internal influence plays a significant role in creating more enjoyment of a behavior change, instilling a sense of ownership of the new behavior, which in turn instills a
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Providing people with information and teaching them how they should behave does not lead to desirable change in their response/behavior. However, when there is a supportive environment with information and communication (teaching) then there is a desirable change in the behavior of the target group.
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However, it is not as easy as it sounds, as there is no one-size-fits all strategy for any intervention. Interventions are context specific. Therefore, there is a need for proper information management and sharing. It is advised to document and report the interventions that worked somewhere, for
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strategies to promote positive behaviors which are appropriate to their settings and thereby solving the world's most pressing health problems. This in turn provides a supportive environment which will enable people to initiate, sustain and maintain positive and desirable
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SBCC is different from the ordinary instructional method of communication and is target specific. A society consists of many sub-groups. The strategy for SBCC will vary from group to group. The following points are important while considering the SBCC strategy.
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Thus, SBCC is proved to be an instructional intervention which has a close interface with education and communication. It is a strategic and group oriented form of communication to perceive a desired change in behavior of target group.
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SBCC has proven effective in several health areas, such as increasing the use of family planning methods, reducing the spread of malaria and other infectious diseases, and improving newborn and maternal health.
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There can be several more points in this list. A successful SBCC requires much research and meticulous planning about the knowledge content of the subject and behavior/attitude pattern of the target group.
413:
707:
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sense of ownership of the changed behavior. When designing SBCC strategies, enabling factors that affect the outcome must be considered. The following are some of the factors:
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Osbaldiston, R; Sheldon, K (2002). Schmuck, A; Schultz, W (eds.). "Social dilemmas and sustainable development: Promoting the motivation to cooperate with the future".
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SBCC has several levels at which it can be implemented. Each level includes several theories. Each level (and each theory) employs specific communication channels.
700:
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Over 1,200 attendees came to the 2018 SBCC Summit, where
Entertainment-Education was a main topic among Social and Behavior Chance Communications professionals.
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https://web.archive.org/web/20130927085358/https://caluniv.ac.in/Global%20mdia%20journal/Winter%20Issue%20December%20%202011%20Articles/AR-3%20Kumar.pdf
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SBCC consists of effective communication which is central to the success of interventions to reduce the risk of HIV infection. It plays a role to:
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SBCC is an effective tool for dealing with many community and group related problems. BCC has been adapted as an effective strategy for
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Type of resources available and assessment of existing knowledge of the target group about the issue which is going to be dealt with
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SBCC is the strategic use of communication to promote positive health outcomes, based on proven theories and models of
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Unaware > Aware > Concerned > Knowledgeable > Motivated to change > Practicing trial behavior change
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Davidson; et al. (2003). "Evidence-based behaviour change medicine: what is it and how do we achieve it?".
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The SBCC Summit 2018 in Bali, Indonesia, focusing on social and behavior change communication and featuring
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stages of initiation, action, implementation, evaluation and re-formulation
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primarily through its "impact first", rather than "story first", approach.
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SBCC is the comprehensive process in which one passes through the stages:
565:"Behavior Change Communication (BCC) for HIV/AIDS: a strategic framework"
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Aggleton, P. (April 1997). "Behavior change communication strategies".
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The conflict and obstacles in the way to desired change in behavior
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The vulnerability/risk factor of the group which is to be addressed
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638:"Social marketing can help achieve sustainable behaviour change"
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Merritt, Rowena; Truss, Aiden; Hopwood, Toby (17 March 2011).
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example, the kind of messages, the medium and the audience.
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Johns
Hopkins University Center for Communication Programs
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Define SBCC strategy & monitoring and evaluation plan
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BEHAVIOUR CHANGE COMMUNICATION IN EMERGENCIES: A TOOLKIT
491:"A Tool Box for Building Health Communication Capacity"
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671:. Nepal: United Nations Children’s Fund. p. 246.
51:)" is an interactive process of any intervention with
455:. United Nations Population Funds: 1–6. January 2002.
570:. Family Health International (FHI). September 2002.
467:"Behavior Change Communication — MEASURE Evaluation"
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715:– a central knowledge base for experts in the field
59:(as integrated with an overall program) to develop
185:User-friendly, accessible services and commodities
28:SBCC on the Development-Entertainment spectrum.
305:Vulnerability/risk factor of the target group
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372:Create a demand for information and services
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86:setting. SBCC differentiates itself from
696:Community Mobilization and Participation
378:Promote services for prevention and care
33:Social and behavior change communication
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442:"COMMUNICATION/BEHAVIOR CHANGE TOOLS"
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82:, a term with specific meaning in a
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366:Promote essential attitude change
328:has been described as a tool for
147:Define behavior change objectives
141:Conduct formative BCC assessments
128:It involves the following steps:
375:Reduce stigma and discrimination
78:BCC should not be confused with
399:Behavior change (public health)
153:Develop communication products
117:> Sustained behavior change
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518:Annals of Behavioral Medicine
45:Communication for Development
713:The Communication Initiative
583:Psychology of Sustainability
363:Stimulate community dialogue
591:10.1007/978-1-4615-0995-0_3
530:10.1207/S15324796ABM2603_01
404:Design for behaviour change
369:Advocate for policy changes
165:Analyze feedback and revise
138:Identify target populations
124:SBCC in classroom practices
88:social impact entertainment
20:SBCC by health practitioner
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144:Segment target populations
585:. Boston: Kluwer: 37–57.
471:www.measureevaluation.org
209:Theory of reasoned action
236:Diffusion of innovations
662:Woods N., Lisa (2006).
449:Entertainment-Education
409:Entertainment-Education
281:Entertainment-Education
249:Change in organizations
179:Effective communication
394:Behavior change method
346:community mobilization
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224:Social learning theory
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159:Implement and monitor
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135:Involve stakeholders
39:), often also only "
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132:State program goals
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497:on 4 February 2010
419:Lifestyle medicine
360:Increase knowledge
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326:Social marketing
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55:, group or
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729:Categories
476:2017-03-23
425:References
296:Strategies
94:Background
68:outcomes.
740:Community
268:Distinct
57:community
538:14644692
501:29 April
383:See also
332:change.
190:Theories
162:Evaluate
66:behavior
647:11 June
623:9167797
546:3669786
156:Pretest
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238:theory
43:" or "
703:: FHI
669:(PDF)
568:(PDF)
542:S2CID
445:(PDF)
263:Level
107:Steps
673:ISBN
649:2017
619:PMID
534:PMID
503:2010
211:and
37:SBCC
587:doi
526:doi
49:C4D
41:BCC
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Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
