Social Behavior Change Communication.pptx

This presentation will help you understand reasons why people behave in a particular way and how to influence them to adopt new behaviours.

1. Social Behavior Change Communication By Alfrique Otieno Mwana

2. Outline Understand behavior change  Communication 4 development  Social behavior change communication  Model of change           -  Stage 1 - Exploring SBCC            - Stage 2 – The new picture           - Stage 3 – Action 

3. As change agents we emphasize on certain behaviours but fail to loo at the underlying issues that affect adoption or rejaction of behaviour Some people believe they have little choice Some want conrete solutions

4. Understanding Behaviour Change 1.. Group process is important  We were encultured to behave is a certain manner by the association we grew up in or we find ourselves in. e.g. community and social groups 2. Behavior change is difficult  Behavior is hard to change because of our present behavior  HABIT – as behavior are repeated habits are formed. The stronger the habit the harder it is to break 

5. CONT ' COMFORTABLE – we are more likely to choose behaviors that make us feel comfortable that those that are uncomfortable WITHOUT RESISTANCE – an attempt to change familiar behaviors always meet resistance  REWARDED – people often repeat behaviors that are rewarded and avoid those that are punished SELF CHOSEN -  The 'child' in each person always fights to maintain autonomy and resist changes that are imposed by another.  GROUPS       COMFORT       REWARD       HABIT       RESISTANCE       SELF-CHOSEN 

6. CONT' 3. How behavior changes  Acceptance - Know and accept the present reality – behavior  Choose and commit self to a possible new behavior   ACT 4.. Belief is essential  Change cannot occur without the basic belief an attitude that CHANGE IS POSSIBLE BASIC BELIEF IS  -  I need to change I have the capacity to change  I can ask for spiritual power to change 

7. CONT' 5.Helping others to change  We help people to go through the BASIC BELIEF PROCESS We MUST believe in their capacity to change We MUST be willing to support then through the change process We must have positive attitude and supporting skills and develop relationships that catalyse change. 

8. Understanding terms  Social  - relations we have with others in comunity or organisation Behavior - how we conduct ourselves towards others or a stimuli Change  - replacing something Communication  -exchange of information Development  - a process of changing a situation

9. Communication 4 development  C4D is evidence based process that utilizes a mix of communication tools, channels and approaches to facilitate participation and engagement with communities, networks for positive social and behavior change in both development and humanitarian contexts. C4D is about unlocking the solutions that will help people create change for themselves, their families, their communities, or for a social cause ( Unicef ).

10. Communication 4 development  Development Communication was conceptualized over fifty (50) years ago and arose out of the needs and crises of the developing world and it keeps evolving. In the 1980s, there was a new paradigm which adapted the view that participation, horizontal communication, collective action and an appreciation for diversity and multiple viewpoints were central to sustainable development.

11. Social Behavior Change Communication  Is the strategic use of communication approaches to promote changes in knowledge, attitudes, norms, beliefs and behaviors.  Previously known as behavior change communication (BCC),  SBCC is grounded in theory and is evidence-based. SBCC programs are designed based on existing data and they follow a systematic process, analyzing the problem in to define barriers and motivators to change, and design a comprehensive set of tailored interventions that promote the desired behaviors.  ( What Is Social and Behavior Change Communication? – Emergency Communication Preparedness Implementation Kit , 2010)

12. Similarities between SBCC and C4D  Evidence based process  Social and behavior change  Participation and engagement  C4D combines the best of science and art. C4D uses all available and relevant platforms, channels and tools to communicate and engage across all levels of society. Human centered insight makes C4D programmes prime for scale up.

13. Model of Change  Stange 1 – Exploring SBCC   1.Telling the story  2.Focusing  3.What has been over-looked?

14. Groups engagement   Telling the story  What do you value most in your life? What pressures are put on you and by whom? What makes your  life difficult or easy ?  What bothers you most about SBCCe? What are the falsehoods and contradictions  in SBCC ?