How-to Guides

SBCC How-to Guides are short guides that provide step-by-step instructions on how to perform core SBCC tasks. To find a Guide, select a communication process step in the graphic or the drop-down menu.

  • Inquire is the first step in the communication process. In this step you set a vision and conduct an analysis of the situation, the audiences, and programs.
  • Design is the second step in the communication process. In this step you create a communication strategy that includes communication objectives, audience segmentation, program approaches, channel selection, a monitoring and evaluation plan, and implementation plan.
  • Create and Test is the third step in the communication process. In this step you design, test, revise, and produce final communication products including materials, activities, and processes. 
  • Mobilize and Monitor is the fourth step in the communication process. In this step you mobilize your partners, implement your program and monitor its progress. 
  • Evaluate and Evolve is the fifth step in the communication process. In this step you evaluate your program and use lessons learned to inform development of upcoming programs.
  • SBCC Theory: Communication theories should guide program design and evaluation. These theories help predict how the audience will change through exposure to the SBCC program and measure success accordingly.
  • Stakeholder Participation: The communication process works best when program partners, decision-makers, audience members and technical experts are actively involved in each step. Engaging these stakeholders throughout the process spreads ownership and encourages sustainability.
  • Capacity Strengthening: Successful programs seek to strengthen local SBCC capacity so that partners can use what they learn to design, implement and evaluate programs and solve problems as they arise in real time. Learning should be happening all the time and at all levels.
  • Organizational Development: A strong organization is critical to being able to successfully implement SBCC programs. Organizational development focuses on improving leadership, management, systems, and financial sustainability.

How-to Guides

Audience insight refers to an understanding of the emotional motivations and needs of the audience. An insight goes beyond descriptive demographic data, such as age, gender or income level, and describes a key piece of information about how the audience feels in relation to a specific product, service or behavior. An audience insight statement is comprised of two fundamental components: A summary of the understanding of the audience’s identified needs, and the key problem they have faced trying to fulfill this need.

A stakeholder workshop is one way to engage stakeholders – those who are affected by, have a direct interest in, or are somehow involved with the problem identified during the situation analysis - and gatekeepers – those who control access to people or resources needed – when developing a social and behavior change communication (SBCC) strategy. The program team invites stakeholders and gatekeepers to a short workshop to seek their input on the proposed program or to achieve consensus.

A program analysis is the process of looking at an organization’s intended social and behavior change communication (SBCC) program and then identifying enabling and limiting factors to implementing it successfully. A program analysis is used as a planning tool when the program is under development and helps the program team explore various factors that may enhance or constrain the planned SBCC program and then utilizes the findings for program design.

A root cause analysis is a process used to identify the primary source of a problem. In social and behavior change communication (SBCC), a root cause analysis is used to examine why there is a difference between the desired state of a health or social issue (vision) and what is happening now (current situation).

A situation analysis or environmental analysis is the fundamental first step in the social and behavior change communication change (SBCC) process. It involves a systematic collection and study of health and demographic data, study findings and other contextual information in order to identify and understand the specific health issue to be addressed. It examines the current status of the health issue as well as the social, economic, political and health context in which the health issue exists and establishes the vision for the SBCC program.

An audience analysis is a process used to identify and understand the priority and influencing audiences for a SBCC strategy. The priority and influencing audiences are those people whose behavior must change in order to improve the health situation.

Formative research is an activity conducted at the beginning of the SBCC project design process. It is used to gain insight into the health issue or behavior the project intends to address; relevant characteristics of primary and secondary audiences; communication access, habits and preferences; and the main drivers of behavior.