Social and Behaviour Change
Helping families adopt positive practices that benefit children in Bhutan
Challenge
UNICEF applies Social and behaviour change (SBC) to bring about positive behavioural and social changes for the well-being of children in Bhutan.
The well-being of children can best be affected and sustained by positive behavioural and social changes within families and communities. Our work blends traditional and emerging approaches. While communication and community engagement remain central to what we do, we also rely on methods from applied behavioural sciences, human-centred design, and digital and implementation research to achieve the change families deem most critical.
UNICEF Bhutan’s focus is on providing strategic technical support for improved results through behavior change, and addressing social norms and root causes to accelerate programme results.
Sustained behaviour and social change is effective only when combined with changes in the broader socio-economic environment within which families and communities live. To effect such change, we have to address underlying factors such as policies, gender inequalities and systems of representation. Contextual issues related to poverty, discrimination and sustainable livelihoods must also be considered. Such changes often take time, are challenging to measure, and require sustained application of resources and effort.
For various reasons, families may struggle to benefit from a programme meant to help their kids thrive: Sometimes its value isn’t self-evident. Other times, it neglects to address a root challenge or unseen barrier to access.
UNICEF recognizes that changing knowledge isn’t enough to change behaviours. That’s why we partner with communities to understand their needs, identify their strengths and lower barriers to positive change.
Solution
In Bhutan, UNICEF has used SBC strategies and programmes to promote lasting changes in values and practices to enhance the quality of life for children. We have applied SBC to achieve exclusive breast-feeding results, and bring about positive changes in traditional, cultural and religious beliefs; in attitudes and perception; in gender relationships; and in the power dynamics within and among communities. We have also enhanced advocacy with high level decision makers, community leaders and influential organizations and individuals
SBC has also helped improve quality of services through system strengthening and community engagement platforms. For example, Village Health Workers (VHW) and Heatlh workers based in Primary Health Centers are trained on Interpersonal Communication skills and health promotion messages alogn with local leaders oriented on child well-being.
UNICEF also works with partners to develop comprehensive interactive SBC materials with maternal & child health, WASH and ECCD key messages, which are then distributed to all health care facilities, schools and ECCD centers in the country.
We must continue to enhance community awareness and capacity to utilize and demand for social services through community mobilization & behavioral change communication initiatives, including social and mainstream media.