1. Social and Behavior Change Communication (SBCC)
Module 14
Version 2

2. Learning objectives
By the end of this module, learners will be able to:
Identify reasons why people change or do not change behavior easily
Define SBCC
Differentiate between SBCC and information, education, and communication (IEC)

3. Learning objectives, cont.
Discuss:
Basic SBCC concepts and methods
Key messages related to community-directed intermittent preventive treatment in pregnancy that can be promoted through SBCC
Ways to use SBCC to promote acceptance of community-directed intermittent preventive treatment in pregnancy among target audiences, such as:
Policymakers
Frontline health care providers
Community members

4. SBCC introduction: Brainstorming session 1
How can people avoid getting malaria?

5. SBCC introduction: Brainstorming session 2
Are people behaving in these ways?

6. Why do people not change behavior?
May not understand message
May not see themselves as vulnerable
Prepared to take risk now and deal with consequences later
Life is hard, one more risk does not make much difference
Behavior not necessarily based on rational thought
After all, malaria is a common disease

7. SBCC builds on IEC
IEC
Working with individuals, communities, and societies to develop communication strategies to promote positive behaviors that are appropriate to their settings
Providing a supportive environment that will enable people (community) to initiate and sustain positive behaviors
SBCC

8. Difference between IEC and SBCC
Experience has shown that providing people with information and telling them how they should behave (“teaching” them) is not enough to bring about behavior change.
While providing information to help people to make a personal decision is a necessary part of behavior change, SBCC recognizes that behavior is not only a matter of having information and making a personal choice. Behavior change also requires a supportive environment.
Community and society provide the supportive environment necessary for behavior change.

9. Exercise time Duration: 5 mins Work in pairs
List some ways of creating a supportive environment for appropriate health behavior

10. Example ways to create a supportive environment for appropriate health behavior
Direct political action to create policies and regulations, such as tobacco control legislation
Providing financial incentives or disincentives, for example, sponsoring alcohol-free events
Advocacy designed to gain political commitment, social acceptance, or policy change, for example, supporting community groups to advocate banning junk food advertising to children

11. Example ways to create a supportive environment for appropriate health behavior, cont.
Providing education and empowerment, and enabling communities and individuals to take control of their health and environment, for example, teaching people in a disadvantaged community the skills to research local health needs
Strengthening links between health and environmental strategies, including creating partnerships, for example, working with sustainable living practices and implementing walking or cycling programs

12. Example ways to create a supportive environment for appropriate health behavior, cont.
Ensuring equitable access to supportive environments for health by mediating between conflicting interests in society, for example, promoting sexual health and well-being for people with disabilities being inclusive in plans involving community
Being inclusive in plans involving community members and staff, for example, consulting community members to identify the best approaches to health and well-being

13. Example ways to create a supportive environment for appropriate health behavior, cont.
Creating supportive settings for people using health services, for example, making waiting rooms feel welcoming for people with friendly staff, seating, play areas for children, access to water, and promotion of the role of the arts in health
Promoting health in the workplace, for example, implementing stress management programs for staff, helping staff quit smoking, or providing healthy snack options in vending machines.
Source: Department of Health and Human Services 2018.

14. The SBCC process
A process of promoting and sustaining healthy changes in the behavior of individuals and communities through participatory development of appropriately tailored health messages and approaches that are conveyed through a variety of communication channels

15. SBCC and malaria Understand basic facts about malaria
Before individuals can reduce their risk/change behaviors, they must:
Understand basic facts about malaria
Develop favorable attitudes toward prevention of malaria
Learn a set of skills to prevent malaria
Have access to appropriate commodities and services
Perceive their environment to be supportive

16. What can SBCC do? Increase knowledge Stimulate community dialogue
Promote essential changes in attitudes
Reduce stigma and discrimination
Create a demand for information and services
Advocate
Promote services for prevention, care, and support
Improve community members’ skills and sense of self-efficacy

17. Exercise: Discuss terms for common physiological symptoms in pregnancy
Terminology
Local language
Malaria
Fever
Headaches
Pregnancy
Vomiting
Anemia
Hypertension
Rashes
Edema
Others

18. Several diseases are associated with fever (hot body)
In malaria the fever comes with chills, aches and comes at the same time each day, often between late morning and evening
Severe malaria may come with convulsions/fits, unconsciousness
In pneumonia the fever can come with cough, fast or difficult breathing

19. Since many diseases can cause fever, we need a way to test the real cause
If we give the wrong medicine for the disease, the pregnant woman will not get well
There is a special malaria blood test we can do in the community called rapid diagnostic test (RDT)

20. Using RDTs
Health care workers in the health facility (and community health workers in some countries) have been trained to use the RDT correctly and safely
Only a few drops of blood are needed to find out if the malaria parasites are in the blood
It takes only 15 minutes for the test result to be ready

21. Positive and negative RDT results
A line in “T1” or “T2” and a line in “C” means the patient has malaria:
No line in “T1” or “T2” but a line in “C” means the patient does not have malaria: T1 T2
Positive for malaria C
Negative for malaria T1 T2 C

22. Treatment We only give malaria medicine when the RDT is positive
New malaria medicines should not be wasted when the test is negative (which means the person does not have malaria)
If the test is negative, we look for another cause of fever and treatment

23. Basic SBCC methods Visual aids Story telling Use of songs
Role-play and village drama
Civil society organizations can be engaged to help implement basic SBCC methods in the community!

24. Visual aids
Visual aids help to enhance understanding, and these include:
Posters
Counseling cards
Flip charts
Video
Give pregnant woman three sulfadoxine-pyrimethamine tablets monthly beginning from 13+ weeks (or after baby has started moving in her womb) using directly observed therapy.

25. Examples of community counseling cards
Give all pregnant women three sulfadoxine-pyrimethamine tablets beginning from 4 months (only after baby has started moving in her womb)
Every member of your household (especially pregnant women and children under the age of 5 years) must sleep inside insecticide-treated nets.
Use artemisinin-based combination therapy when you have malaria fever

26. Story telling Stories facilitate understanding
Through this medium, traditions, values, and norms of society are passed down across generations
Examples of stories may include:
Folktales relating to malaria disease (for example, how wrong understanding of malaria causation led to death of a child or pregnant woman)
Testimonies (such as how RDTs helped to confirm malaria and aided treatment to prevent death)
Cartoon stories

27. Use of songs
Songs reinforce knowledge and help to internalize understanding
You can compose original songs or graft lyrics (words) about malaria in pregnancy onto melodies (music) of familiar songs
Using songs in this way helps community members understand key health messages, such as benefits of attending antenatal care and preventing malaria in pregnancy
Create lyrics in local languages, if possible, to increase the community’s sense of ownership and investment in solving the issues

28. Role-play and village drama
Role-play/drama builds people’s confidence in performing a skill or practice
When people watch neighbors or colleagues perform an action, skill, or practice, it boosts their courage that they too can do so
This can best be explained with the social learning theory using driving and use of seat belt (Bandura 2004)
Bandura has recognized four stages of social learning, namely:
Attention: Observers cannot learn unless they pay attention to what's happening around them.
Retention/memory: Observers must not only recognize the observed behavior but also remember it at some later time. 
Initiation/motor: Observers must be physically and intellectually capable of producing the act.
Motivation: The observer must have motivation to recreate the observed behavior.
Source:

29. Summary
Experience has shown that providing people with information and telling them how they should behave is not enough to bring about behavior change.
SBCC recognizes that behavior is not only a matter of having information and making a personal choice but that it also requires a supportive environment.
Communities and society provide the supportive environment necessary for behavior change.
Visual aids such as posters, counseling cards, flip charts, and videos help to enhance understanding.

30. References
Bandura A Observational learning. In: Byrne JH, ed. Learning and Memory. 2nd ed. New York, NY: Macmillan Reference USA; 482– Accessed November 14, 2018.
Department of Health and Human Services (DHHS) [Tasmania] Supportive environments. DHHS website. Accessed November 14.

31. Thank you!
Any questions or comments?