Focus Group Discussion on Climate Change and Adaptation Strategies

Social and Behaviour Change Communication (SBCC) or Communication for Development (C4D) is an interactive process of any intervention with individuals, groups, or communities (as integrated with an overall program) to develop communication strategies to promote positive behaviours which are appropriate to their settings and thereby address the most serious health issues in the world. In turn, this creates a conducive environment where individuals can start, continue, and maintain desired behaviour results.

SBCC, which is based on validated theories and models of behaviour change, is the strategic use of communication to promote favourable health outcomes. SBCC uses a methodical approach that starts with formative research and behaviour analysis and continues with communication planning, execution, monitoring, and evaluation. To accomplish predetermined behavioural objectives, audiences are carefully segmented, messages and materials are pre-tested, and mass media (including radio, television, billboards, print materials, and the internet), and interpersonal channels (like client-provider interaction, group presentations, and community mobilization) are used.

BCC and SBCC are phrases that can be used interchangeably to describe the coordination of messages and activities across a range of channels to affect society at many levels, including the individual, the community, services, and policy. SBCC is based on evidence and is theoretically founded. Programs are developed using data that is already available and employ a systematic approach, examining the issue to identify change-related obstacles and drivers, and developing a wide range of customized interventions that support the desired behaviours. The plan that directs the development of interventions, identifies target audiences, establishes behavioural communication goals, and chooses consistent messages, resources, and activities across channels is known as an SBCC strategy. BCC and behaviour modification, which has a different meaning in the context of clinical psychiatry, should not be used interchangeably. By putting “impact first” rather than “story first,” SBCC distinguishes itself from Social Impact Entertainment (SIE).