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Concept
Social and behavior change communication
Summary
Social and behavior change communication (SBCC), often also only "BCC" or "Communication for Development (C4D)" is an interactive process of any intervention with individuals, group or community (as integrated with an overall program) to develop communication 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 behavior outcomes.
SBCC is the strategic use of communication to promote positive health outcomes, based on proven theories and models of behavior change. 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.
BCC should not be confused with behavior modification, a term with specific meaning in a clinical psychiatry setting. SBCC differentiates itself from Social impact entertainment (SIE) primarily through its "impact first", rather than "story first", approach.
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. 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.
However, it is not as easy as it sounds, as there is no one-size-fits all strategy for any intervention.
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