Introduction

In the intricate landscape of public health and development, Social and Behavior Change Communication (SBCC) stands as a vital, evidence-based approach to foster positive, lasting shifts in individual and community behaviors. SBCC moves beyond simply imparting knowledge, delving into the deeper psychosocial, cultural, and environmental factors that influence choices, aiming to create supportive environments where desired behaviors are not only understood but also adopted and sustained. From improving health outcomes and promoting environmental conservation to advancing gender equality and strengthening community resilience, effective SBCC is paramount for addressing complex societal challenges. Without a strategic and nuanced application of SBCC principles, interventions risk being ineffective, failing to resonate with target audiences, and ultimately falling short of achieving their transformative potential. This essential training course focuses on equipping professionals with the expertise to master Social and Behavior Change Communication (SBCC).

This intensive training course is meticulously designed to empower program managers, communication specialists, public health professionals, community engagement officers, and all development practitioners with the theoretical understanding and practical tools necessary to design, implement, and evaluate effective Social and Behavior Change Communication programs. Participants will gain a deep understanding of behavior change theories, explore various communication channels and platforms, learn about audience segmentation and message design, and acquire skills in monitoring and evaluating SBCC interventions. The course will delve into topics such as formative research, behavioral determinants, community participation, multi-channel approaches, media advocacy, digital SBCC, and ethical considerations in behavior change interventions. By mastering the principles and methodologies of Social and Behavior Change Communication (SBCC), participants will be prepared to influence positive societal change, enhance program effectiveness, and contribute meaningfully to improving well-being and development outcomes globally.

Duration: 5 Days

Target Audience

• Public Health Professionals and Practitioners
• Communication Specialists in NGOs and CSOs
• Program Managers and Coordinators in health, WASH, nutrition, education, etc.
• Community Engagement and Mobilization Officers
• Marketing and Advocacy Professionals in the development sector
• Monitoring and Evaluation (M&E) Specialists (interested in behavioral outcomes)
• Social Scientists and Researchers
• Government Officials involved in public awareness campaigns
• Humanitarian Aid Workers
• Aspiring professionals in behavior change and development communication.

Objectives

• Understand the core concepts and theoretical foundations of Social and Behavior Change Communication (SBCC).
• Learn to identify key behavioral determinants influencing specific practices.
• Acquire skills in conducting formative research to inform SBCC strategy design.
• Comprehend techniques for segmenting audiences and designing tailored messages.
• Explore strategies for selecting appropriate communication channels for SBCC interventions.
• Understand the importance of community participation and engagement in SBCC.
• Gain insights into monitoring and evaluating SBCC programs for effectiveness.
• Develop a practical understanding of ethical considerations in behavior change interventions.

Course Content

Module 1: Introduction to Social and Behavior Change Communication (SBCC)

• Defining SBCC: more than just awareness raising.
• The role of communication in driving sustainable behavior change.
• Key principles of SBCC: evidence-based, participatory, multi-level.
• Understanding the ecological model of behavior change (individual, community, societal levels).
• Case studies of successful SBCC programs across various sectors (health, environment, education).

Module 2: Theories and Models of Behavior Change

• Overview of foundational behavior change theories (e.g., Health Belief Model, Stages of Change, Social Cognitive Theory).
• Understanding key determinants of behavior: knowledge, attitudes, beliefs, social norms, self-efficacy.
• Applying theoretical frameworks to analyze specific behavioral challenges.
• Identifying barriers and facilitators to desired behaviors.
• The role of motivation, opportunity, and ability in behavior change.

Module 3: Formative Research and Audience Segmentation

• The importance of formative research in SBCC program design.
• Methods for conducting formative research: qualitative (FGDs, KIIs) and quantitative surveys.
• Identifying target audiences and segmenting them based on shared characteristics, behaviors, and determinants.
• Developing audience profiles and personas to inform message design.
• Using research findings to uncover insights into behavioral drivers.

Module 4: Message Design and Creative Strategy

• Principles of effective message design for behavior change.
• Crafting clear, concise, culturally appropriate, and persuasive messages.
• Using appeals: emotional, rational, fear, humor.
• Developing a creative brief for SBCC materials and campaigns.
• Pre-testing messages and materials with target audiences for resonance and clarity.

Module 5: Channel Selection and Multi-Channel Approaches

• Overview of various communication channels: mass media (radio, TV), digital media, interpersonal communication.
• Selecting appropriate channels based on audience reach, cost-effectiveness, and message type.
• Designing multi-channel SBCC strategies for synergistic impact.
• Leveraging community-based channels and traditional communication methods.
• The role of advocacy and media relations in creating supportive environments.

Module 6: Community Participation and Social Mobilization

• The importance of empowering communities to lead their own change processes.
• Strategies for engaging community leaders, influencers, and gatekeepers.
• Social mobilization techniques for collective action and norm change.
• Participatory approaches to SBCC program design and implementation.
• Building local capacity for sustained behavior change.

Module 7: Monitoring and Evaluation of SBCC Programs

• Developing a monitoring and evaluation (M&E) framework for SBCC.
• Defining clear behavioral indicators and metrics.
• Methods for tracking changes in knowledge, attitudes, social norms, and behaviors.
• Attribution vs. contribution in evaluating SBCC impact.
• Using evaluation findings for program adaptation and improvement.

Module 8: Digital SBCC, Ethics, and Future Trends

• Leveraging digital platforms for behavior change (social media, mobile apps, chatbots).
• Ethical considerations in SBCC: informed consent, privacy, avoiding manipulation.
• Addressing misinformation and promoting credible health information.
• Emerging trends in SBCC: gamification, AI, personalized communication.
• Building sustainable SBCC capacity within organizations and governments.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.