Uploaded byPurnima Thakur
Sbcc in icds
This document discusses social and behavior change communication (SBCC) in the context of the Integrated Child Development Services (ICDS) program in India. It outlines different types of communication, including internal communication, external relations, advocacy communication, and SBCC. SBCC aims to engage people and develop strategies leading to sustainable social and behavior change. The document emphasizes the importance of understanding stakeholder perceptions and the reasons behind issues. It presents an ecological model showing the different levels of influence on behavior change, from individual to policy levels. It also discusses how to design effective SBCC programs, including setting SMART objectives and understanding target audiences, as well as how to design effective messages to fill the knowledge gap of audiences.
Sbcc in icds
- 1. Social Behaviour Change Communication - InICDS Mrs. Purnima Thakur, NIPCCD
- 2. Different Communication Types forDifferent Types of Results Internal Communication Creating a common platform for effective information sharing within the institution Ext. Relations/ Corporate Com. Communicating what the institution does and how it does it; building trust in the institution and support for its mission Advocacy Communication Influence/accelerate action and policies on key global/national/ local issues Communication for Development/ Social & Behavior Change Communication Using communication methods and tools to engage people and develop strategies leading to sustainable social and behaviour change
- 5. What do welearn • … It is not just about the correctness of the solution, but most of all about stakeholders’ PERCEPTIONS on the issue; • … It is not as much about WHAT is happening, but rather WHY it is happening (key role of research in EVERY STEP of the process) UNICEF India C4D Section
- 6. What kind of change? •Typicallya COMMUNICATION OBJECTIVE was expected to bring change in one or more of the following areas: • • • • Awareness, Knowledge, Attitudes and (ultimately), Practices/Behaviours UNICEF
- 7. Social and Behavior ChangeCommunication and Social Norms
- 8. PHYSICAL ENVIRONMENT Structures andinfrastructure PUBLIC POLICY The Context of Change : The Ecological Model National, state, local,laws INSTITUTIONAL COMMUNITY Organizations, social institutions Social networks & cultural norms INTERPERSONAL Family & friends INDIVIDUAL Knowledge, attitudes, skills UNICEF
- 9. How to influence thechange ? Institutions and Policies Community mobilization, dialogue and community media Counseling, IEC, IPC, education Social: Community Interpersonal Individual Adapted from Thomas Scalway, 2009, UNAIDS Mass Media, Advocacy, public events and other Influential Sources IPC methods, Social support Peer education
- 10. Evolution of Socialand Behavioral Change Communication Then Now 1. Messages (based on technical solutions) 1. Dialogue (based on understanding and motivation) 2. Individual behaviour 2. Collective social change 3. Beneficiary driven approach, results as an end 3. Human rights approach, rights and results as an end 4. Problem identification/ tip of the iceberg 4. Appreciation of context, perceptions and root-causes 5. Expert-based solutions 5. Community-based solutions 6. Ad hoc, quick-fix, production-oriented 6. Strategic, systematic, evidence -based, longer-term
- 11. In the newdevelopment process CHANGE is based on … • Public Awareness and Understanding • Social/Shared Ownership • Participation • Human Rights • Listening
- 12. And the communication rolehas evolved to include … • • • • • • • Building trust and involving stakeholders Listening as important as talking (two-way) Ensuring mutual understanding Exploring and assessing issues Focusing more on the process than products Promoting social change as it affects behaviours Reconciling different realities (and reality can be, and often is, more than one)
- 13. Modeling of NewSocial Norms Saving women from prostitution, GUDIA, Varanasi, India UNICEF India C4D Program
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- 15. Stakeholders/ Audiences some questions • Whatis important to know about them? And why? • Who are the primary audiences? And the secondary ones? • What is segmentation? UNICEF
- 16. Turning Challenges into Objectives Identifychallenge Improve villagers health Define problem being addressed Main cause Many villagers are falling sick due to drinking contaminated water Lack of awareness of link between water and diseases and of knowledge about available options Make the link between water and sickness clear to villagers and propose preventive measures Raise awareness of villagers and promote safe behaviours State solution Turn into a com. objective
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- 18. Case Study: SMART Objectives •The key factor in shaping the strategy • S-pecific • M-easurable • A-chievable • R-ealistic • T-imely
- 19. OBJECTIVES NOT SMART SMART Promote the adoptionof exclusive breastfeeding to communities Implement a national multimedia campaign on the benefits of vitamin A 85% of mothers and caregivers adopt exclusive breastfeeding in selected communities by 2014 Increase the knowledge about the benefits of vitamin A to 90% of the population between 15 and 34 years of age at national level by 2012
- 20. Designing Effective Messages: the Audience& the Content Effective messages fill the gap between: What the audience knows and What the audience should know
- 21. Different Elements of aMessage • Identify the Central Idea • What are subsidiary Issues • Choose Simple Language– • Style—Use of humour, emotion • Sequence in the presentation
- 22. Entertainment Education: A Definition • Theprocess of purposefully designing and implementing a media message both to entertain and educate, in order to increase audience members knowledge about an educational issue, create favorable attitudes, and change overt behavior • Tell a story….. Engage the audience, inform, educate and bring about subtle change • E-E is not about adding entertainment to messages. It is about making messages an integral part of entertainment 22
- 23. ENTERTAINMENT-EDUCATION FOR PROSOCIAL CHANGE Mediaand the art of facilitation
Editor's Notes
- #4 Perseptions arare more important than facts.
- #5 Perseptions arare more important than facts.
- #10 Slide 4:This diagram links the framework in the previous slide to illustrate the strategic approach that works through various interconnected layers and mutually reinforcing communication interventions. Thus, for effective communication we need to “hit” at different levels with different communication approaches/tools.
- #11 Two main trends have dominated the field of communication:Theories and information-persuasion strategies used by governments and development partners. Examples include: Diffusion of Innovations, Social Marketing, Information-Education-Communication (IEC), Behaviour Change Communication (BCC). Communication approaches associated with this trend have tended to be less participatory in terms of design, implementation and measurement. Communication approaches based on collective learning, information-sharing and dialogic processes such as Participatory Communication and Communication for Social Change The first set of approaches aim to tackle the immediate symptoms of poverty and exclusion (e.g., promotion of discrete products and services), whereas the latter set aim to tackle the underlying causes of poverty (e.g., oppression and injustice). The first set are usually owned and driven by “external” agencies (e.g., governments), whereas the second set, while often stimulated by external resources, are owned and driven by “internal” agencies (e.g., families and community groups); and practitioners of the first set accuse the latter of taking too long to achieve results, while practitioners of the second set accuse the former of promoting unsustainable approaches.Main features SBCC interventionsInvolvement of stakeholders in agreeing to have new interventions introduced to community Involvement of stakeholders in identifying and planning communication inputs. It is systematic approach guided by research – this includes participatory community-based research approaches. It is results-oriented: Based on comprehensive causal and behavioral analysis (results framework), and previous evaluations. Implementation monitored and guided by monitoring information.*Based on proven experience and theoryParticipant Group segmentation: design approaches and messages specifically for small subgroups within the groups and stakeholders.Identifying interpersonal communication opportunities and networks within communities. *Strategic positioning: design approaches and messages to meet the specific interestsof each subgroupMultiple reinforcing channels: use many channels which research shows the Participant Groups use and like. *