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Do: Practical guidance on implementation
Key Guidance

UNICEF (2024), 93 pp.

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Change Inside and Out: An Evaluator’s Guide to Outcome Harvesting + Attitude Change

Michelle Garred, Min Ma

Ripple Peace Research & Consulting, revised ed. (2024), 63 pp.

"This Guide updates the learning on Outcome Harvesting + Attitude Change (OH+AC), an adapted version of Outcome Harvesting that adds the consideration of attitudes while upholding Outcome Harvesting’s primary concepts and core principles. Whereas Outcome Harvesting centers behavior change among so ... more

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Producing and Managing an SBC Mass Media Campaign
Key Guidance

Justin DeNormandie, Mwikali Kioko

Johns Hopkins Center for Communication Programs (2024)

"This toolkit is a step-by-step guide to develop, produce, broadcast, and monitor a social and behavior change (SBC) mass media campaign. The outputs from this creative development process can and should be used to guide the design of additional communication channels in an integrated, mixed-media c ... more

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Determinants of behaviour and their efficacy as targets of behavioural change interventions

Dolores Albarracin, Bita Fayaz-Farkhad, Javier A. Granados Samayoa

Nature Reviews Psychology, volume 3 (2024), pp. 377-392

"Unprecedented social, environmental, political and economic challenges — such as pandemics and epidemics, environmental degradation and community violence — require taking stock of how to promote behaviours that benefit individuals and society at large. In this Review, we synthesize multidiscip ... more

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Evaluation findings report: A norms and behaviour change campaign targeting employers of child domestic workers in Ethiopia

Eric Vaughan, Catharine Russell

Altai Consulting;Freedom Fund (2023), 39 pp.

"Child domestic workers (CDWs) in Ethiopia tend to face challenging working conditions with limited access to education. Child domestic work refers to live-in or live-out work done in a household where the child’s biological parents do not reside and which often but does not always include some fo ... rm of remuneration. Child domestic work is common in Addis Ababa as it serves as an entry point into the labour market for girls migrating from rural to urban areas in Ethiopia (Erulkar et al., 2017). Indeed, a recent study estimated the prevalence of domestic work among girls aged 12–17 in Addis Ababa to be 37% (Erulkar et al., 2022). Though domestic work is not necessarily a harmful form of child labour, CDWs in Ethiopia often face mistreatment and abuse from their employers (Population Council and Freedom Fund, 2021). This mistreatment is linked to broader social norms which place CDWs as inferior and less worthy than other members of the household. In an effort to change norms and behaviours towards the treatment of CDWs, the Freedom Fund implemented a norms and behavioural change campaign (NBCC) in 2022. The NBCC targeted employers of CDWs in Addis Ababa. It was funded through the Program to End Modern Slavery, an initiative of the United States Department of State’s Office to Monitor and Combat Trafficking in Persons and was part of the Freedom Fund’s broader ‘Reducing the Prevalence of Child Domestic Servitude in Ethiopia’ programme. Based on the findings of formative research, the main objectives of the NBCC were to shift norms and behaviours relating to CDWs’ working conditions and access to education. [...] The NBCC reached 57% of employers interviewed during the baseline. Television was by far the main medium through which respondents were exposed to the campaign (95%) followed by online media (13%), physical posters (13%), and community discussions (6%). Using data on recall of campaign materials and participation in campaign activities, respondents were classified into three categories based on level of exposure: no exposure (43%), low exposure (17%), and high exposure (40%). The NBCC’s reach appears to have been uneven as younger respondents, women, and those with more education tended to have a higher level of exposure. Survey findings emphasised the differences in working conditions and access to school between CDWs who are related to their employer and those who are not. Whereas some CDWs are recruited as domestic workers, others are relatives of their employer (for example, a niece) and have been sent by their family to live in Addis Ababa. Those in the first category tend to work longer hours, as reported by their employer (35 per week compared to 24 for those related to their employer) and are less likely to be enrolled in school (25% compared to 75%)." (Executive summary) more

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CRS’ Social and Behavior Change Guide
Key Guidance

Amy Ellis, Mary Packard-Winkler, Meredith Stakem, Virginia Williams et al.

Baltimore, MD: Catholic Relief Services (CRS) (2023), ix, 257 pp.

"[This is] a practical tool to guide CRS’ Social and Behavior Change (SBC) work across all program sectors. It provides: an understanding of basic principles of human behavior and social change; definitions of key terms and concepts; explanation of the essential steps in the social and behavior ch ... more

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La communication pour le changement social et comportemental

Amel Benkahla, Sophie Renault (eds.)

Groupe de recherche et d’échanges technologiques (GRET) (2023), 8 pp.

"La malnutrition résulte en partie de pratiques alimentaires inappropriées : des repas peu diversifiés souvent en raison du manque de disponibilité ou d’accessibilité d’aliments variés et nutritifs, des connaissances insuffisantes ou un manque de temps pour élaborer des repas sains. Des a ... more

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Evidence and Gap Map Report: Social and Behavior Change Communication (SBCC) Interventions for Strengthening HIV Prevention and Research Among Adolescent Girls and Young Women (AGYW) in Low- and Middle-Income Countries (LMICs)

Devi Leena Bose, Sabina Singh Anhad Hundal, Shweta Singh, Kuhika Seth

Campbell Systematic Reviews, volume 19, issue e1297 (2023), 52 pp.

"Adolescent girls and young women (AGYW), aged 15.24 years, are disproportionately affected by HIV and other sexual and reproductive health (SRH) risks due to varying social, cultural, and economic factors that affect their choices and shape their knowledge, understanding, and practices with regard ... more

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Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook
Key Guidance

Quick Overview

Amy Jones, Ivo Vlaev, Frederick Herbert, Sabrina Richardson

[authors] (2022), 21 pp.

"Reaching people with your message is one thing, influencing and changing their behaviour is quite another. Behavioural science provides tried and tested methods that help us to better understand how people think and behave. Armed with this knowledge we can design communications that more effectivel ... more

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Tools for Designing and Conducting Social and Behavior Change Evaluations

Arlington: USAID Advancing Nutrition (2022), iv, 16 pp.

"Social and behavior change (SBC) is a key component of effective multi-sectoral nutrition activities. High-quality evaluations of SBC components are essential to identifying what went well, what could have been done differently, and how to improve future program design. The tools included here acco ... more

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Using Markers for Digital Engagement and Social Change: Tracking Meaningful Narrative Exchange in Transmedia Edutainment with Text Analytics Techniques

Roel O. Lutkenhaus, Hua Wang, Arvind Singhal, Jeroen Jansz, Martine P. A. Bouman

Digital Health, volume 8 (2022), pp. 1-18

"While social media offer an unprecedented opportunity for orchestrating large-scale communication campaigns, it is often difficult to track audience responses on various digital platforms over time and to ascertain if their engagement is aligned with the original intention. In this article, we shar ... more

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Learning from the Past: The Role of Social and Behavior Change Programming in Public Health Emergencies

Martha Silva, Paula Tallman, Jeni Stolow, Rachel Yavinsky, Julia Fleckman, Kamden Hoffmann

Global Health: Science and Practice, volume 10, issue 4: e2200026 (2022), 11 pp.

"The prevalence of emerging infectious diseases (EIDs) is rising at an unprecedented rate, and influencing human behavior is often the first line of defense to slow disease transmissions. We synthesize the contributions that social and behavior change research and programming has made in 6 recent EI ... more

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Digital Media for Behavior Change: Review of an Emerging Field of Study

William Douglas Evans, Lorien C. Abroms, David Broniatowski, Melissa A. Napolitano, Jeanie Arnold

International Journal of Environmental Research and Public Health, volume 19, issue 9129 (2022), 14 pp.

"The purpose of the current paper is to provide an overview and describe methods in this emerging field, present use cases, describe a future agenda, and raise central questions to be addressed in future digital health research for behavior change. Digital media for behavior change employs three mai ... more

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Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study

Bolanle Olapeju, Camille Adams, Joann Simpson, Lyndsey Mitchum, Sean Wilson

Global Health: Science and Practice, volume 10, issue 4 (2022), 11 pp.

"To manage the rapid rise of misleading information on the coronavirus disease (COVID-19) during the pandemic, the Breakthrough ACTION project developed a theory-based rumortracking system to inform Guyana’s COVID-19 communication campaign. The rumor-tracking project used the extended parallel pro ... more

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Evaluating Capacity Strengthening for Social and Behavior Change Communication: A Systematic Review

Grace N. Awantang, Anna Helland, Sanjanthi Velu, Tilly Gurman

Health Promotion International, volume 37, issue 1: daab068 (2022), 16 pp.

"The current systematic review identified seven overall findings with distinct programmatic and research implications for capacity strengthening (CS) in social and behavior change communication (SBCC). First, there is a scarcity of literature about specific evaluation of CS for SBCC. Although CS has ... become a ‘buzz word’ in international development (Hawe et al., 2000), published evaluations of CS activities that aim to build SBCC capacity in LMICs are rare. Only 19 publications met the study’s eligibility criteria, and only three focused solely on CS findings. This review’s findings complement previous literature which has noted that evaluation of CS efforts for SBCC is rare (Lettenmaier et al., 2014). Future evaluations should publish their findings more widely in order to share lessons learned with others interested in implementing CS activities in SBCC and generate further knowledge about what works and what does not work. Second, the review found that among publications that described evaluation findings of CS for SBCC, most did not emphasize the assessment of CS activities. The details of how CS activities were evaluated was often lost in description of large multi-arm interventions that were not focused on SBCC or CS [...] Third, the current systematic review found that evaluation assessments of CS for SBCC generally employ non-experimental designs. Of the reviewed publications, only one described an experimental design [...] Fourth, in terms of the SBCC Capacity Ecosystem, while evaluations commonly addressed organization-level capacity and individual-level competencies, they rarely addressed system-level capacity [...] Fifth, publications highlighted several challenges regarding assessing sustainability of CS activities. Although CS is key to ensuring sustainable gains in development, most publications did not explicitly assess sustainability [...] Sixth, authors identified the shortcomings in terms of quality, both in terms of the writing as well as providing sufficient detail and documentation to support claims. Problems of clarity in the writing, particularly in gray literature, made it difficult to understand what kind of CS activities were most effective at strengthening capacity for SBCC [...] Finally, publications did not consistently support all of their recommendations and conclusions with evaluation findings." (Discussion, page 13-14) more

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Social Media–Based Interventions for Health Behavior Change in Low- and Middle-Income Countries: Systematic Review

Jessie Seiler, Tanya E. Libby, Emahlea Jackson, JR Lingappa, WD Evans

Journal of Medical Internet Research, volume 24, issue 4 e31889 (2022), 14 pp.

"The aim of this review is to identify and describe the available literature on effective social media–based behavior change interventions within low- and middle-income countries [...] Results: We identified 1832 studies, of which 108 (5.89%) passed title-abstract review and were evaluated by full ... more

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Understand: Learn the fundamental Social and Behaviour Change (SBC) principles and approaches
Top Insights

UNICEF (2022), 43 pp.

"People are diverse and unpredictable. How can we better understand them and even predict what they’ll do? While we are all different, a growing body of research is revealing there are consistencies in human decisionmaking and behaviour. This research has challenged classical, ‘rational’ model ... more

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Vision: Get to know SBC & where this programme change is taking us

UNICEF (2022), 24 pp.

"There is momentum for change. The COVID-19 crisis has emphasized the need for quality SBC programming, and has provided opportunities to improve the way we work. Behavioural approaches which have long been adopted outside the development and humanitarian industries are now getting more traction in ... more

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Create: Strategise, design, diagnose and define your SBC activities
Key Guidance

UNICEF (2022), 55 pp.

"This document serves as a guide for how to develop a Social and Behaviour Change (SBC) Strategy or Plan for a single-country or multi-country SBC programme. Developing an SBC Strategy hinges upon understanding the unique circumstances and world views of the individuals the strategy seeks to serve. ... more

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Social and Behaviour Change Strategy. Volume I: Policy & Strategic Approach

Adrita Bagchi

New Delhi: Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) (2022), 127 pp.

"The Government of Madhya Pradesh is committed to ensure the overall development of all its residents, especially women and children. The Department of Women and Child Development (DWCD) works to sustainably improve health and nutrition outcomes for women of reproductive age and children below 6 yea ... rs, enable holistic development and protection of children and ensure safety, equity and empowerment of women. The department implements the Integrated Child Development Services (ICDS) scheme for improving maternal and infant nutrition and health. It also implements the Integrated Child Protection Scheme (ICPS) and various other schemes and programmes for health, gender equality and women empowerment. Over the years, a lot of progress has been made. However, there are still a few indicators that are not doing well as expected. Census 2011, National Family Health Survey – 4 (2015-16) and NFHS-5 (2019-21) have found that low sex ratio, lack of women empowerment, experiencing gender-based violence, substance abuse, low female literacy, child marriage and small landholdings are some of the determinants of poor health and empowerment of women and children. Individual and community behaviours, attitudes, social norms and practices are some of the reasons for such indicators. To bring about an improvement in these indicators and positively transform the status of women and children in Madhya Pradesh, a comprehensive state-specific social and behaviour change (SBC) strategy has been developed for DWCD. This strategy is supported by the recommendations provided in the department’s other policies. The state’s Nutrition Policy (2020-30) emphasizes on the importance of designing SBCC plans in local dialects for its acceptability and greater involvement of the community. The centre’s Poshan Abhiyan which DWCD follows stresses on community mobilisation and behaviour change, highlighting the need to take-up sustained efforts requiring multi-pronged approach and bring grass-root synergy and convergence. The state’s Child Protection Policy (2020) also highlights the need to build awareness and stakeholder capacities to strengthen implementation and the enabling environment to ensure child well-being and protection. This document details the SBC strategy which includes thematic area-wise priority and desired behaviours that should be practised by the target groups for improved indicators, barriers and enablers to its adoption, key messages to be communicated and strategic approach and interventions that will facilitate positive change." (Introduction) more

Do: Practical guidance on implementation Key Guidance

Producing and Managing an SBC Mass Media Campaign Key Guidance

CRS’ Social and Behavior Change Guide Key Guidance

Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook Key Guidance Quick Overview

Understand: Learn the fundamental Social and Behaviour Change (SBC) principles and approaches Top Insights

Create: Strategise, design, diagnose and define your SBC activities Key Guidance

Do: Practical guidance on implementation
Key Guidance

Producing and Managing an SBC Mass Media Campaign
Key Guidance

CRS’ Social and Behavior Change Guide
Key Guidance

Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook
Key Guidance

Quick Overview

Understand: Learn the fundamental Social and Behaviour Change (SBC) principles and approaches
Top Insights

Create: Strategise, design, diagnose and define your SBC activities
Key Guidance