12.4 Develop and implement a social and behavior change communications (SBCC) strategy and plans to support the change management process, build support, and counter resistance
Content
Description of Best Practices
Identify which members of your communications, marketing, public affairs, or other teams will be dedicated to developing and implementing the SBCC strategy
Conduct stakeholder mapping to identify and prioritize key internal and external stakeholders
For target groups, conduct a KAP analysis (knowledge, attitudes, and practices) to understand barriers to and motivations for change. This can be done through focus groups and key informant interviews
With a clear understanding of the problem, develop goals, objectives and set targets for what should be achieved with an SBCC strategy
Define the strategy or approach and key interventions
Disseminate key messages based upon a holistic understanding of the target audience
Develop communications tools (written or mass/social/multi-media) and pre-test them with small groups
Implement SBCC plans, monitor change over time, and adapt/adjust as needed
Challenges of Implementation
Engrained cultural norms and gender stereotypes that inhibit change might exist in the organization
Maintaining motivation of the communications team throughout the change process might be difficult
Reaching underrepresented groups, such as groups that speak local languages or dialects, might be challenging
Noisy detractors who discredit or undermine the effort might exist
There might be a lack of active support (passive or neutral/silent support), especially from critical stakeholders
What Success Looks Like
SBCC plans are directly aligned with the gender equality goals and targets set by the organization and support their achievement
KAP (knowledge, attitudes, and practices) data are effectively utilized to develop and deliver effective, transformative messages to key stakeholders
Target audiences receive messages, understand, and are influenced by them
Measurable changes in knowledge, attitudes, and practices are discernible over time, and can be attributed to the SBCC strategy
A tipping point is reached, whereby the communications have reached enough people with enough frequency, and barriers to making meaningful change are unlocked
Resources and Tools
Training: What is Social and Behavior Change Communication? (YouTube)
Training: C-Change Modules: A Learning Package for Social and Behavior Change Communication (USAID)
Guide: Getting Practical: Integrating Social Norms into Social and Behavior Change Programs (USAID)