Communicating Change Early
Introducing SBCC Concepts to Young Development Fellows through Case Studies and Webinars
🧩 Partner: UNESCO India | 🗓 2021 | 📍 Online
Context
As social and development programmes began to recognise the importance of Social and Behaviour Change Communication (SBCC) in promoting positive behaviours, Ideosync UNESCO Information fellowship (IUIF) launched South Asia’s first communication for social change and media rights fellowship in 2021. Select Fellows participated in a leadership journey that introduced them to communication and media from a human rights and intersectional feminism perspective. Training covered communication and media, practical assignments and mentoring by SBCC professionals.
The Reality
Lack of knowledge, prevalence of negative attitudes and beliefs, regressive social and cultural norms, gender biases and stigmatising community practices limited the uptake of development programmes and diminished their impact. Media dark areas and those where vulnerable communities resided were particularly impacted.
The Insight
Developing an SBCC lens in any programme and equipping social, political and community leaders with SBCC skills is critical for bringing about positive change in knowledge, attitude, norms and behaviours. These then help address social and cultural barriers, leading to improved health outcomes. Along with the acceptance of the need to introduce an SBCC component in development programmes, it has now become clear that neither does SBCC happen overnight nor does it have any fixed formula. All stakeholders must be aligned to adopt SBCC as part of project/programme design, percolating benefits to communities and specific target groups.
The Solution
New Concept was invited by IUIF-Ideosync Media Combine-UNESCO Information Fellowship programme to conduct a Webinar and share relevant case studies providing valuable insights to their Fellows from communication and non-communication backgrounds. A special gender-focused session on “Understanding Social and Behaviour Change Communication (SBCC) and its Challenges through Case Illustrations” was developed with expert speakers and moderator.Â
Case study development
3 case studies were finalised:
1. Gram Vaani (Mobile Vaani) using community media to build community institutions for development
2. Haiyya – Health over stigma
3. Triggering change for Kala-Azar elimination by community members
