Communication Strategies in Social Change.pdf

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1. Communication Strategies in
Social Change
Andrew Carlson, Ph.D.
Professor of Communication
Social and BehaviourChange Consultant
May 6, 2024

2. Welcome
•The Mandela Washington Fellowship is
a program of the U.S. Department of
State with funding provided by the U.S.
Government and administered by IREX.

3. My Zambia, My Responsibility
Using Social and Behaviour
Change, or SBC, to support
prevention, recovery, and stigma
reduction for youth in Zambia

4. A little story…
One Love Kwasila

5. Communication and Social Change
Have you seen this?

6. Let’s talk about it: “awareness”

7. What does create change?

8. Turns out, lots of things!

9. An ever- evolving field and discipline
Then Now

10. What they’re talking about in the INGOs:
Bringing
THE SCIENCE OF PEOPLE
into programmes

11. What drives a behaviour?
PSYCHOLOGY SOCIOLOGY ENVIRONMENT
What drives a behaviour?

12. 4 MAIN AREAS OF EXPERTISE
Cognitive science, psychology, neuroscience,
social psychology, behavioral economics
Sociology, economics,
anthropology, political science
Participatory approaches, community -led action
and research, community engagement
Media, digital,edutainment, journalism, public
relations,marketing, social marketing
COMMUNICATION
BEHAVIORAL SCIENCE SOCIAL SCIENCE
COMMUNITY DEVELOPMENT

13. Applying our expertise: Using theory

14. SBC Techniques and Approaches
Community Engagement
Social Movements
Applied BehaviouralScience
Systems Strengthening
Service Improvements
Supportive Public Policies
Social and Behaviour Change
Communication (SBCC)
Social Norms
Digital Engagement
Advocacy
Community Mobilization
Capacity Development
Media Relations
BehaviouralInsights (BI)
…and more…

15. SBC and Drugs and Alcohol Addiction
Prevention
•Adolescents under legal
age avoid using alcohol or
drugs
•Youth above legal age
choose not to consume
alcohol
•Youth above legal age use
alcohol responsibly
etc…
Recovery
•Adolescents access
recovery services when a
disorder is identified
•People who enter recovery
as adolescents remain in
recovery as they get older
•People in Zambia believe
that recovery is achievable
Stigma Reduction
•Seeking treatment does
not result in stigma
•Families with children who
are in recovery do not
experience stigma
•Adolescents who are in
recovery do not
experience stigma
etc…
Three goal areas:

16. Next steps for our programme
Parenting programme
Digital engagement
Training of trainers package for
CHWs
Community initiatives
Storytelling
Support for stakeholders

17. A few takeaways
•Information is never enough
•Evidence matters
•Use the expertise you have to
understand and to create
•There is no one size fits all when
it comes to SBC
•Choose appropriate theoretical
frames
•People have the right to create
their own stories
•Communities often hold the
solutions to development issues
•Positive deviants can often
provide important insights into
useful practices

18. Questions, Comments, Thoughts?
Thank you!