The document discusses the effectiveness of social and behavior change communication (SBCC) in improving nutrition through aquaculture in Bangladesh. It finds that SBCC materials developed by the USAID Aquaculture for Income and Nutrition project, such as posters, food cards, and television commercials, were generally clear and effective in increasing knowledge of aquaculture practices and nutrition among men and women. However, application of knowledge, such as regarding vegetable and fish nutrient values, was still lower among men than women. The study recommends introducing more women-focused nutrition messaging through commonly used and clear media channels, and conducting pre- and post-intervention evaluations to better understand the impact of SBCC tools.

1. Effectiveness of social and behavior
change communication in
aquaculture-based nutrition
Md. Fayzur Rahman and A.W.M. Anisuzzaman
March 8, 2017

2. USAID Aquaculture for Income and Nutrition
(AIN) project at a glance
Goal: To improve income and nutrition of poo and vulnerable households through
aquaculture and horticulture activities in the south-west region of Bangladesh
Components Objectives
1. Fish and
shrimp seed
Disseminating high quality fish and
shrimp seed
2. Household
aquaculture
Improving the nutrition and income
status of farm households
3. Commercial
aquaculture
Increasing investment, employment
and fish production through
commercial aquaculture
4. Institution
and policy
Supporting to reforming policy and
regulations and institutional capacity
building for sustainable aquaculture
growth

3. What is Social and Behavior Change Communication
(SBCC)?
• has evolved from earlier models of Information, Education and
Communication (IEC) and Behavior Change Communication
(BCC)
• is a more comprehensive approach than IEC and BCC
• is an evidence-based, consultative process of addressing
knowledge, attitudes, and practices
• provides relevant information to participants through well-
defined strategies and a mix of interpersonal, group and mass
media channels, including participatory methods

4. Why SBCC in USAID AIN?
• to affect changes in audiences’ and participants’ knowledge,
attitudes, and practices around intra household nutritional
consumption of mola and vegetables and hygiene practices
• to build awareness of people in target groups regarding
improved aquaculture technology and aquaculture based
nutrition; highlight women’s role and participation and
influence practices

5. How SBCC developed in AIN project?
• applies a Socio-ecological model to identify the causes of
problems and find a tipping point for change as well as
sustainable change
• follows P-process to develop SBCC
• introduces 9 types of SBCC materials such as
 Poster
 Festoon
 Food cards
 Leaflet
 Booklet
 TVC (national and local cable TV)
 Community radio
 Sticker and
 Food plates

6. Effectiveness of SBCC in USAID AIN project?
The USAID AIN project conducted a study to measure the
effectiveness of SBCC materials in changing knowledge, attitudes
and practices of the study participants using these key questions
 What are the media usage behaviors of the target groups and
which communication tools are most effective for which target
groups? Why?
 How clear were the messages developed by the project for
the different participants?
 To what extent did the different tools developed by the AIN
project achieve the intended shifts in knowledge and behavior
of the target groups? Why?

7. continued…..
• Study methods:
 Stratified random sampling for selecting the study areas
based on SBCC
 Simple random sampling for 385 respondents [AIN=190
(F=70; M=120); Non-AIN=195 (F=23; M=172)] selection
 Quantitative and qualitative data collection tools
 Reconnaissance survey
• Study areas: Bagerhat, Patuakhali, Madaripur & Sathkhira
• Study period: April-June 2016

8. Pictorial Presentation of SBCC

9. Preliminary Findings

10. Media usage habits of the target groups
79
5
21
9
99
43
1 4 1
98
70
4
17
7
98
0
10
20
30
40
50
60
70
80
90
100
Television
watching
Radio Newspaper
reading
Social
media
Mobile
phone using
Percent
Male Female Total

11. Clarity of SBCC messages to the target
groups(%)
SBCC
Nutrient value Hand washing
technique & times
Dietary
supplementMola Vegetable
TVC (local tv) 100 - - -
Poster 76 80 - 75
Projector show 84 - - -
Community Radio 100 100 - -
Bangladesh betar 100 - - -
Sticker - - 86 -
Food card 100 100 - -
Food plates - - - 85

12. Knowledge gained through SBCC
31
50
46
68
62
73
67
77
39
56
51
70
0
10
20
30
40
50
60
70
80
90
Mola farming and
harvesting
Mola's nutrient
value
Vegetable's
nutrient value
Hand washing
technique and
times
Percent
Male Female Total

13. Application of knowledge gained
9 8
18
14
1
24
29
26
12
21
17
4
0
5
10
15
20
25
30
35
40
Vegetables' nutrient Mola's nutrient Handwash
techniques and time
Supplimentary
feeding
Percent
Male Female Total

14. Recommendations and conclusion
• Women and child nutrition-related SBCC should be introduced more
through appropriate channels that are clear and accessible to the target
groups
• Women and men were found to access different kinds of media. This
information was useful in targeting groups with appropriate messages
• Mobile technology and television in the local language was found to be
commonly and largely used; can be an effective channel to disseminate
knowledge.
• This type of study should include pre and post SBCC interventions and
evaluations to understand the effectiveness of the tools in bringing about
the desired changes

15. Thank You

16. P-process
Source: https://entergizer.files.wordpress.com/2010/06/p-process.jpg

17. Socio-ecological model