Social Behaviour Change Communication
Communicating to create a movement for long-lasting social behaviour change
Challenges
Social behaviour change (SBC) is central to everything UNICEF does.
SBC is a systematic, planned and evidence-based approach to bring about positive behavioural and social change among children, parents, families, communities, decision-makers and leaders.
However, changing attitudes, perceptions, behaviour and norms is difficult to achieve over a short period of time as it requires a fundamental change in mindset.
UNICEF is working with the government and all stakeholder by engaging with communities to practice good hygiene behaviour, with women to exclusively breastfeed, working together with boys and men to prevent domestic violence, partnering with Health Workers to ensure adolescents receive friendly sexual and reproductive Health and HIV/AIDS services, and engaging with mothers for better family care practices and ensuring that their children are vaccinated.
All these requires understanding people’s attitudes, cultural practices and norms.
Solutions
A sustained investment in social behaviour change communication strategies is required to bring about sustainable social and behavior change.
SBC uses research, dialogue and consultation with, and participation of children, their families and communities to understand local contexts, and relies on a mix of communication tools, channels and approaches to promote lasting changes in knowledge, attitudes and practices.
Collaboration at multiple levels through strategies that include, social mobilization and community engagement, using advocacy to mobilize resources, engaging media and leaders to raise awareness, building partnerships, creating public platforms for debate and engaging in meaningful dialogue, is required.