Behavioural change

communication

Facilitator: Amon Mukama Asiimwe

amonmukama@bbuc.ucu.ac.ug
What is Behavior Change Communication

?
 Strategic use of communication approaches with an
intention to promote changes in knowledge, beliefs
attitudes, behaviors, and specified norms.

 Social and Behavior Change Communication uses

communication strategies that are based on
behavior science to positively influence knowledge,
attitudes and social norms among individuals,
institutions and communities (Center for SBCC).
 Cont’d

 SBCC is a research‐based, consultative process of

addressing knowledge, attitudes, and practices through
identifying, analyzing, and segmenting audiences and
participants in programs and by providing them with
relevant information and motivation through
well‐defined strategies, using an appropriate mix of
interpersonal, group, and mass‐media channels
including participatory methods (USAID, 2012).
 Why SBCC ?

 SBCC is intended to improve outcomes concerning

certain issues by helping change the attitudes,
perceptions, and practices around the decision-
making regarding such issues
 Such kind of communication is normally
used when dealing with human behavior
 Human behavior - the manner of acting or
controlling oneself
 SBCC provides accurate, clear, relevant and timely
information to the public on how to contain an issue.
Cont’d

 SBCC prepares people/communities for

response actions to certain issues affecting
them.
 SBCC helps to identify and address myths and
misconceptions, panic and fear that may lead
to harmful or unfavorable practices
 SBCC gives hope that the issue affecting a
community can be resolved
 SBCC helps to people to make informed
decisions about their risks.
 Influences on Human Behavior

 Individual – behavior is affected by factors within

the individual , such as knowledge, attitudes, skills,
emotions and beliefs
 Family and peer networks - a person’s close
friends, family circle, workmates, etc.
 Community –the context in which the individual
lives and in which social relationships exist
 Structural & Social – the larger macro-
environment - like religion, cultural values, gender
norms, etc.
Cont’d

 Attribution
 Attribution is the course of observing behavior
followed by determining its cause based on
individual’s personality or situation.
 Attribution framework uses the following three
criteria;
 Consensus − The extent to which people in
the same situation might react similarly.
 Distinctiveness − The extent to which a
person’s behavior can be associated to
situations or personality.
Cont’d

 Consistency − The frequency measurement of

the observed behavior, that is, how often does
this behavior occur
 Perception
 Perception is an intellectual process of
transforming sensory stimuli into meaningful
information
 It is the process of interpreting something that
we see or hear in our mind and use it later to
judge and give a verdict on a situation,
person, group, etc.
Cont’d

 It can be divided into six types namely −

 Of sound − The ability to receive sound by
identifying vibrations.
 Of speech − The competence of interpreting
and understanding the sounds of language
heard.
 Touch − Identifying objects through patterns
of its surface by touching it.
 Taste − The ability to detect flavor of
substances by tasting it through sensory
organs known as taste buds.
Cont’d

 Other senses − Other senses include balance,

acceleration, pain, time, sensation felt in
throat and lungs etc.
 Of the social world − It permits people to
understand other individuals and groups of
their social world.
 It’s time to reflect now!
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