Social and Behavior Change (SBC)

campaigns & programs

17 November 2023

Lucille Dagpin-Galicha
Social Behavior Change & Gender Program Officer –
Mindanao
USAID-RTI ReachHealth Project
What we’re going to talk about:
• What is SBC?

• Review of some theories

• Why SBC?
the life
• SBC campaigns on FP across
adults,
course (for teenagers, young
s&
adult women & men, parent
families)

ow ar e w e su pp or ting ou r intended
• H
audiences on this journey?
What is SBC?

I E C
 What is SBC?
Not just about communication
materials
• Information, Education,
Communication (IEC) Materials
• SBCC
Multidimensional
• Strategic and grounded in theory and
evidence
• Involves multiple stakeholders including
the people whose behavior needs to
change
• Focuses on motivations and barriers
• Uses different techniques that will
appeal to the audience
Review of
theories The Communication Pyramid
More reach at the
top…

Awareness
Comprehension
Awareness
Motivation Comprehension

Intention
Motivation
Action
Intention
…means more impact
Action
at the bottom
5
Review of
theories

6
Stages of Change Model Praise Telling others

Support Maintenance

Discuss benefits Adoption

Negotiate Trial

Encouragement Intention

Persuasion Contemplation

Information Aware

Pre-awareness
Socio Ecological
Model views social and
behavior change as a product
of multiple, overlapping levels
of influence
• Individual
• Interpersonal
• Community
• Social and structural,
including political and
environmental factors that
contribute to an enabling
environment
 Ask yourself.
Why will I shift from using…
 Ask yourself.
Why will I shift from using…
 Why SBC?
We focus on all types of behaviors. And use different solutions at the
same time
• Decision-making
• Legal
• Behavior adoption
• Policy/advocacy
• Habit formation
• Communication
• Continuation/compliance with
medication or treatment • Service-oriented
• Community-based
• Structural
If there’s a challenge, usually as program people…

“Uso ang TikTok, gawa tayo ng video!”

“May event, gawa tayo ng infographic!”

We start with the solution.
“Mag-lecture tayo tungkol sa health
topic.”

What if we start with the audience & evidence?

“Ano yung makakainteres sa kanila?”
“Who is affected the most?”
“Mas maiintindihan ba nila kung
“Why do they not do this behavior?”
babasahin o papakinggan ang info?”
“How do they think & feel about it?”
“Saan sila tumatambay?”
Circle of Care Model
 ersona l
Implementation Interp Tra
diti
on
BEFORE
Framework – g i tal
al M
ed
ia
FP Services

Di SBC motivates
Modified Circle Improve skills & Encourage clients to access FP
services
of Care Model
knowledge positive attitudes Highlight social
towards FP norms to Boost confidence
facilitate use to get FP

Traditional Media
Support
continued use of
chosen method
IMPROVED
FP

l media
Build provider
capacity to be
Facilitate ACCEPTANCE competent &
& USE

na
follow-up trustworthy
AFTER

Traditio
protocols
Create a safe
FP Services
DURING
space to seek
services
SBC boosts
l

FP Services
ita

Improve self-
adherence and Reinforce
g

efficacy to take
D i

linkages
maintenance up a method
l SBC improves
ona client-provider
Empowered
p ers
er
l
client interaction
a
erson
I nt
nterp
I
 Remember
• Households are the producers of their own health – they make the final
decisions.
• There is competition for resources within households and individuals –
sometimes what we want is not a priority to them.
• We should seek to understand the barriers to behavior and to
systematically remove them—make it easy to make the change.
• It’s best to use multiple, mutually reinforcing channels so our message
is heard – it takes time & consistency.
Lastly, keep in mind…

FOCUS
demands
SACRIFICE
Questions?
Concerns?
 SBC campaigns on FP
Across the Life Course
How SBC campaigns respond to the family planning journey
 Sexual and Reproductive Health (SRH)
is important at every stage of life.

teenagers young adults pregnant families

women
 and each person is on a different step of their
journey – to practice key FP behaviors.

Gusto ko
gumamit ng FP
Parang delikado ata
mabuntis agad
pagkapanganak ko.
Ayoko muna.
Pwede pala namin
pagusapan ni misis
kung ilang anak
gusto namin
We should support them throughout their FP
journey.
and provide consistent & correct messages
at different times.
Partner
Friends & Community
family members

Mass & print

HCW & CHW
media

Social
Social media
norms
How are we supporting our
intended audiences on this
journey?
 Social and Behavior Change (SBC) materials

Tools that we can use with clients to encourage them to start and
continue using a family planning method

● Recognizes the need and concern about using a method

● Motivates by speaking to the heart
● Educates using simple, easy to understand language
● Normalizes FP use and its common experiences
● Calls the audience to action
 FP Campaigns of DOH, POPCOM & USAID per
audience

A campaign that fosters A joint and co-branded

The flagship multi-year, An innovative social
better relationships between campaign of DOH, DepEd
multi-channel initiative media campaign for parents/guardians and teens
younger, sexually and POPCOM for
for Filipino couples who through open and respectful adolescent health and
want to space their active women and communication about love, development, including
children or limit their men who want to have sex, relationships and other adolescent sexual and
family size. a child, but not right challenging topics reproductive health
now (ASRH) concerns

https://sites.google.com/phreachhealth-ccp.org/sbcfamily-planning-campaigns/home
A safe, trusted platform for teens
I CHOOSE #MalayaAkongMaging
• A joint campaign of DOH,
POPCOM, DepEd and other
partners focusing on adolescent
health and development
As the Adolescent Health & Development Brand, it is described as
• Empowering
• Engaging
• Welcoming

In the mindset of the target audience, AHDP should readily equate to:
• Safe Space
• Informed Decisions
• Youth Toolkit
 Vision for Teens
• Healthy, strong relationships
• Good experience with the health system & comfortable
navigating it
• Have the right info to make thoughtful decisions
• First sexual encounter (for both girls and boys) is desired and
protected.

Key Behaviors
• Teens seek trusted information.
• Teens delay sex until they are ready.
• Teens use contraception when they have sex.
Available Materials

AYA Chatbot

I CHOOSE Facebook Page

malayaako.ph
 Available Materials
Videos on Facebook and YouTube

Informational videos developed by POPCOM

Bookmark with QR Code

Methods Placemat
 Available Materials

Teen Health Booklet Teen Methods Booklet Posters

 SBC materials for offline activities

I CHOOSE
Booklet
Availability of SBC Materials in Health Centers Online materials

Social
Media Cards
for Teen Clients

Health Service Providers can use these SMCs as conversation starters

 Available Materials Door Signage

Flyer

Wayfinder

Tarpaulin
Activities they can do
• Incorporate I CHOOSE in teen activities & facilities
• Promote the I CHOOSE platforms:
• I CHOOSE #MalayaAkongMaging Facebook & YouTube Pages
• Aya Chatbot on Facebook
• Malayaako.ph Website
• Distribute I CHOOSE materials especially outside
Adolescent Friendly Health Facilities (AFHF):
• Teen Method Booklet
• Teen Health Booklet
• I CHOOSE Videos
• Posters, stickers, etc.
Helping parents talk to their teens

Konektado Tayo
• A campaign that fosters better
relationships between
parents/guardians and teens
through open and respectful
communication about love, sex,
relationships and other
challenging topics
Available Materials
Availability of SBC Materials in Health Centers and Online materials
communities

Facebook
Page

Online Community

Health Service Providers can use these SMCs as conversation starters

 Activities you can do
• Introduce Konektado Tayo during parent classes
• Encourage parents to like the Konektado Tayo Facebook Page
and join the Facebook Group to learn more about tips on how to
talk to their teens
 Let’s focus on the majority of people
on their FP Journey.

teenagers young adults pregnant families

women
We found out from women that…
They are introduced to family planning methods after the first
birth or consecutive births.

Methods are used to control subsequent births not delay the

first birth.

Family planning is perceived to be primarily for married people

not singles or teens.

From the USAID ReachHealth Formative Research in 2020

 Vision for adults
• Couples have the number of
children that they desire.
• They have kids when they’re ready.

What did we do?

• Two audience groups

Spacers &
Delayers
Limiters
Reaching an underserved audience

It’s OK To Delay
• An innovative social media
campaign for younger, sexually
active women and men who
want to have a child, but not
right now
Available Materials

“That Tita” Video Series

Facebook Page

Stickers Booklet Poster

Activities you can do
• Introduce It’s OK To Delay to young adults (group between teens
and parents) in:
• Colleges
• Workplaces
• Community groups
Helping couples plan their family

Usap Tayo sa Family Planning

• The flagship multi-year, multi-
channel initiative for Filipino
couples who want to space their
children or limit their family size.
 Available Materials

Website Facebook Page

Sama-sama TVC Tita Talks Method Videos Ang Salamin Postpartum Video
 Available Materials

Tarpaulins
Fan

Pull Up Banners

Placemat
Desk Tent
Available Materials

Take Home Guide

Booklet
Activities you can do
• You can use these materials for the following high impact
practices for FP:
• Immediate postpartum FP in hospitals and lying-in clinics
• Mass Media – local TV and radio
• Community activities – for individuals and couples
• Places outside of the health center:
• Pharmacies & drugstores
• Workplaces
 SBC Materials for a client’s FP journey
Before FP Services During FP Services After FP Services

Print Print Print

● Usap Tayo sa Family Planning Booklet ● Usap Tayo sa Family Planning Booklet ● Take Home Guides on 8 FP Methods
● FP Methods Booklet for Young Adults ● FP Methods Booklet for Young Adults
● Teen Health Booklet ● Take Home Guides on 8 FP Methods Online
● Tarpaulins, banners, posters, placemats ● Placemat ● Usap Tayo FB , YouTube and website
● Fan, calling card, stickers ● Posters ● It’s OK To Dela FB and group
Videos
Videos ● I CHOOSE FB, YouTube and website
● Sama-sama Tayo sa Family Planning TVC
● Sama-sama Tayo sa Family Planning TVC ● Konektado Tayo FB and group
● ‘The Mirror” Postpartum FP Video
● ● “The Mirror” Postpartum FP Video
“Tita Talks with Tita FP” FP Methods Videos
● “Tita Talks with Tita FP” FP Methods Videos
Integration of SBC Products to Local Activities

Usapang Bagong Maginoo in Zambo Sur Usapan session in Butuan City

Integration of SBC Products to Local Activities

Showing of TV spot in offices and health Take Home Guides given to client after getting
facilities a chosen FP method
Questions?
Concerns?
 Healthy Pilipinas Awards 2023
October 27, 2023

GOLD
• I Choose
• CSE ARH Convergence

19th QUILL Awards 2022 SILVER

August 18, 2022 • Usap Tayo sa FP
THANK YOU Lucille Dagpin-Galicha
Social Behavior Change & Gender
Program Officer – Mindanao
lgalicha@ph-reachhealth.rti.org
lucille@ph-reachhealth-ccp.org