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’ models of behaviour used in economics. Social, historical and cultural contexts, the environment and how mental shortcuts shape everyday decision-making are increasingly informing work in this space. Behavioural Science employs evidence and data from people all over the world to design theories that explain – and ideally predict – how and why people make decisions. Behavioural theories and models can provide an evidence-based framework, to analyse, design and evaluate work in SBC." (Page 1)
THE FUNDAMENTALS OF SBC
Why Do People Do What they Do? Understanding human behaviours and social phenomena, 6 pp.
Core SBC Principles: A systems-oriented, human rights-based, people-centred approach, 4 pp.
SBC PROGRAMMATIC APPROACHES
Supportive Public Policies: Changing the rules to enable positive change, 4 pp.
Social Movements: Supporting and nurturing social change processes, 4 pp.
Systems Strengthening: Strengthening sectoral systems to achieve SBC objectives, 6 pp.
Service Improvements: Designing services that are accessible, usable and valuable, 4 pp.
Community Engagement: Partnering with communities so they can lead the change process, 5 pp.
Social and Behaviour Change Communication: Designing holistic and data-driven communications to enable change, 3 pp.
Applied Behavioural Science: Shaping contexts and designing processes and products to enable behaviour change, 4 pp.
Why Do People Do What they Do? Understanding human behaviours and social phenomena, 6 pp.
Core SBC Principles: A systems-oriented, human rights-based, people-centred approach, 4 pp.
SBC PROGRAMMATIC APPROACHES
Supportive Public Policies: Changing the rules to enable positive change, 4 pp.
Social Movements: Supporting and nurturing social change processes, 4 pp.
Systems Strengthening: Strengthening sectoral systems to achieve SBC objectives, 6 pp.
Service Improvements: Designing services that are accessible, usable and valuable, 4 pp.
Community Engagement: Partnering with communities so they can lead the change process, 5 pp.
Social and Behaviour Change Communication: Designing holistic and data-driven communications to enable change, 3 pp.
Applied Behavioural Science: Shaping contexts and designing processes and products to enable behaviour change, 4 pp.
