SBCC

Assignment
Subject. Developmental Psychopathology
Submitted To.. Mam Nelofer Kiran
Submitted By. Asif Aziz
Topic. Social and Behavioural Change Communication

( SBCC)
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What is Social and Behavioral change communication
Previously known as behavior change communication (BCC), SBCC is the strategic use of
communication approaches to promote changes in knowledge, attitudes, norms, beliefs and
behaviors. The terms BCC and SBCC are interchangeable, and they both refer to the
coordination of messages and activities across a variety of channels to reach multiple levels of
society, including the individual, the community, services and policy.
SBCC is grounded in theory and is evidence-based. Programs are designed on the basis of
existing data and they follow a systematic process, analyzing the problem in order to define
barriers and motivators to change, and design a comprehensive set of tailored interventions
that promote the desired behaviors. An SBCC strategy is the document that guides the design of
interventions, establishing intended audiences, setting behavioral communication objectives
and determining consistent messages, materials and activities across channels.
Theories
SBCC has several levels at which it can be implemented. Each level includes several theories.
Each level (and each theory) employs specific communication channels.
Individual level
 Health belief model

 Theory of reasoned action and planned behavior
 Transtheoretical model/Stages of change
 Social learning theory
Community level
 Diffusion of innovations theory
Influences on Behavior
Behavior is a complex phenomenon, influenced by factors within the individual and beyond.
The Social Ecological Model (below), informed by Bronfenbrenner’s 1979 seminal work,
recognizes four levels of influence that interact to affect behavior: individual, family and peer
networks, community and social/structural (Glanz & Rimer, 2005).
Individual
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At this level behavior is affected by factors within the individual. Examples include knowledge,
attitudes, skills, emotions and beliefs.
Example: During an outbreak, for individuals to practice the desired behaviors, they need to
know the risks of transmission and how to prevent it, they need to feel that they are at risk of
transmission, and they need the skills to practice protective behaviors.
Family and Peer Networks

At this level, individual behavior is affected by a person’s close social and family circle. This
includes influence from peers, spouse, partner, family and social support.
Example: During an outbreak, individuals will be more likely to practice desired behaviors if
their family and friends believe these are important, are supportive of the desired behaviors
and vulnerable populations, have knowledge and skills, and are already practicing them.
Community
This refers to influences from the situational context in which the individual lives and in which
social relationships are nested. The characteristics of the context are associated with risk and
protective factors and include leadership, access to information, service provision, social capital
and collective efficacy.
Example: Individuals are more likely to practice desired behaviors if leaders promote them, the
whole community believes in their importance and if proper information and support are
available and accessible.
Socaial and Structural

This refers to the larger, macro-level environment which can either promote or deter behaviors.
Examples include leadership, health systems, resources and services, policies, guidance and
protocols, religious and cultural values, media and technology, gender norms and income
equity.
Example: During an outbreak, individuals are more likely to engage in desired behaviors if
facilities exist that support those behaviors, if coordination mechanisms are in place, and if
bylaws and policies are introduced to promote supportive norms around the desired behaviors.
At each of these four levels of influence there are factors that affect behavior in positive ways
(facilitators) and factors that affect behavior in negative ways (barriers). Effective SBCC
interventions should aim to develop messages and activities that influence all four levels of the
Social-Ecological Model, maximizing the facilitators and limiting the barriers.
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Steps in SBCC
SBCC is the comprehensive process in which one passes through the stages.It involves the
following steps:
1. State program goals

2. Involve stakeholder
3. Identify target populations
4. Conduct formative BCC assessments
5. Segment target populations
6. Define behavior change objectives
7. Define SBCC strategy & monitoring and evaluation plan
8. Develop communication products
9. Pretest
10. Implement and monitor
11. Evaluate
12. Analyze feedback and revise
Why SBCC Important

During disease outbreaks and emergencies, specific actions are required of affected
communities for prevention, containment and control. Communities need to be informed,
motivated and equipped to practice the necessary protective behaviors, and this can be
achieved through effective SBCC programming.Social and behavior change communication
plays a critical role in addressing all the behavioral and social aspects of disease prevention and
control. In particular, SBCC can:
 Provide accurate, clear, relevant and timely information to the public on how to contain
the emergency and protect themselves
 Identify and address myths and misconceptions that may lead to detrimental practices
 Maintain public trust
 Prepare communities for emergency response actions
 Reassure the public
 Support communities and countries to recover and rebuild themselves after an
emergency
If an emergency response does not include strategically applied communication activities, it is

unlikely to succeed as desired. This is demonstrated by the tragic Ebola virus outbreak in West
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Africa in 2014, when lack of adequate and appropriate communication early on in the response
fueled fear, panic and denial; spread misconceptions and rumors; and contributed to the
further spread of the disease.
SBCC has therefore been acknowledged as a key element of any crisis or emergency
preparedness plan, and should be integrated in all stages of an emergency response – from
prevention and preparedness through to crisis response and recovery.
At the beginning of an emergency, the role of SBCC is to engage the public, support them in
making informed decisions about their risks and encourage them to respond effectively to
those risks. The communication and related pillars will ensure that response activities are
accompanied by appropriate communication interventions. Key areas in which the emergency
communication pillar may intervene include:
 Coordination
 Community mobilization and action
 Message development and dissemination
 Capacity development
 Monitoring and evaluation (M&E)

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Assignment

Subject. Developmental Psychopathology

Submitted To.. Mam Nelofer Kiran

Submitted By. Asif Aziz

Topic. Social and Behavioural Change Communication

 Health belief model

 Diffusion of innovations theory

Family and Peer Networks

Socaial and Structural

1. State program goals

Why SBCC Important

If an emergency response does not include strategically applied communication activities, it is

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