Strengthening the capacity of organizations and NGOs—small and large—to successfully apply social and behavior change communication (SBCC) to planning, programming, and evaluation activities is a critical part of the work that C-Change does. Currently C-Change is providing capacity strengthening to organizations working on HIV prevention, enhanced uptake of modern family planning methods, malaria prevention, and antenatal and maternal health care in Africa, Latin America and the Caribbean, Eastern Europe, and Asia.
For additional information on C-Change tools, trainings, and implementation activities around capacity strengthening, click the appropriate link.
The SBCC Framework guides the work that C-Change engages in and outlines the approach to SBCC:
- SBCC is an interactive, researched, and planned process that aims at changing social norms as well as individual behaviors.
- It uses a Socio-Ecological Model to find an effective tipping point for change, either addressing knowledge, skills, and motivation needed; desired modification for social and gender norms; or what would constitute an enabling environment for change.
- It operates through three key strategies: advocacy, social mobilization, and behavior change communication.
SBCC Theories and Models
Many theories and models that guide behavior change communication work consider one of three levels of change for human behavior: individual, interpersonal, or community. Recently, the need for a conceptual shift has become apparent—one that consolidates thinking about social change on a continuum, with individual behavior change on one end and broader social, cultural, political, and institutional change on the other.
C-Change’s Socio-Ecological Model for Change views individual behavior as a product of multiple overlapping individual, social, and environmental influences. Using this model allows for programs working through a continuum of strategies to affect both social and individual change, away from ad hoc interventions to a coordinated social movement for change over time.