Course Introduction
Social and Behaviour Change Communication (SBCC) is a strategic approach used in development and humanitarian programming to influence positive behaviors and social norms within communities.
This course provides participants with practical skills to design, implement, and evaluate communication strategies that promote sustainable behavior change in diverse social contexts.
Participants will learn how communication can be used as a powerful tool to address health, education, protection, and development challenges effectively.
The training emphasizes evidence-based approaches, audience segmentation, and message design tailored to specific community needs and cultural realities.
It also explores how SBCC integrates with program design to improve outcomes and strengthen community engagement and participation.
Ultimately, the course equips professionals to drive measurable and lasting behavior change through strategic communication interventions.
Duration
5 days
Who Should Attend
- NGO communication and advocacy officers
- Health promotion and public health workers
- Community development officers
- Social workers and behavior change practitioners
- Project managers in development and humanitarian programs
- Education and awareness campaign officers
- Monitoring and evaluation officers
- Media and public relations officers in NGOs
- Government extension and outreach officers
- Youth engagement and mobilization officers
- Consultants in communication for development
- Capacity building and training professionals
Course Objectives
- Develop a comprehensive understanding of Social and Behaviour Change Communication principles and their application in development and humanitarian contexts.
- Strengthen skills to design evidence-based communication strategies that influence positive behavioral and social change in communities.
- Build capacity to conduct audience analysis and segmentation for targeted and effective communication interventions.
- Enhance ability to develop clear, culturally appropriate, and impactful messages for diverse population groups.
- Learn to integrate SBCC approaches into program design for improved project outcomes and sustainability.
- Strengthen skills in using multiple communication channels including media, community outreach, and digital platforms effectively.
- Develop competence in applying participatory approaches to engage communities in behavior change processes.
- Improve ability to monitor and evaluate communication interventions for effectiveness and impact measurement.
- Build capacity to address barriers, myths, and misconceptions that hinder positive behavior adoption.
- Strengthen long-term ability to design scalable SBCC programs that contribute to sustainable development outcomes.
Course Outline
Module 1: Introduction to SBCC
- Understanding the concept and importance of Social and Behaviour Change Communication in development
- Exploring theoretical foundations of behavior change communication approaches
- Identifying the role of SBCC in humanitarian and development programming
- Overview of global frameworks and models used in SBCC interventions
Module 2: Behaviour Change Theories
- Understanding key behavior change theories and models in communication for development
- Applying psychological and social theories to influence community behavior
- Exploring stages of behavior change and adoption processes
- Linking theory to practical SBCC program design and implementation
Module 3: Audience Analysis and Segmentation
- Conducting audience research to understand behaviors, beliefs, and motivations
- Segmenting target populations for tailored communication strategies
- Identifying barriers and enablers of behavior change in communities
- Using data to design targeted SBCC interventions effectively
Module 4: Communication Strategy Design
- Developing structured SBCC strategies aligned with program objectives
- Setting communication goals and measurable behavioral outcomes
- Selecting appropriate communication channels for target audiences
- Ensuring integration of SBCC into broader project frameworks
Module 5: Message Development
- Crafting clear, persuasive, and culturally sensitive behavior change messages
- Using storytelling and local narratives to enhance message impact
- Pre-testing messages for clarity and effectiveness before rollout
- Addressing myths, misconceptions, and resistance through messaging
Module 6: Communication Channels and Media
- Using mass media, social media, and interpersonal communication channels effectively
- Integrating traditional and modern communication platforms for outreach
- Understanding strengths and limitations of different media channels
- Designing multi-channel SBCC campaigns for wider reach and impact
Module 7: Community Engagement in SBCC
- Engaging communities in participatory communication and behavior change processes
- Working with community influencers and change agents effectively
- Building trust and collaboration with local stakeholders
- Promoting ownership of behavior change initiatives at community level
Module 8: SBCC Campaign Planning and Implementation
- Designing structured SBCC campaigns with clear objectives and timelines
- Coordinating multi-stakeholder communication interventions effectively
- Managing resources and logistics for communication campaigns
- Ensuring consistency and coherence in SBCC implementation
Module 9: Monitoring and Evaluation of SBCC
- Developing indicators for measuring communication and behavior change outcomes
- Collecting and analyzing data to assess SBCC effectiveness
- Using feedback to refine and improve communication strategies
- Linking SBCC outcomes to program performance indicators
Module 10: Advanced SBCC and Digital Communication
- Exploring digital tools and innovations in behavior change communication
- Integrating mobile and online platforms into SBCC strategies
- Adapting SBCC approaches to emerging communication trends
- Strengthening sustainability and scalability of SBCC interventions
Training Approach
This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.
Tailor-Made Course
This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: training@upskilldevelopment.com Tel: +254 721 331 808
Training Venue
The training will be held at our Upskill Training Centre. We also offer training for a group (at a discount of 10% to 50%) at requested location all over the world. The Onsite course fee covers the course tuition, training materials, two break refreshments, buffet lunch, airport transfers, Upskill gift package, and guided tour.
Visa application, travel expenses, dinners, accommodation, insurance, and other personal expenses are catered by the participant
Certification
Participants will be issued with Upskill certificate upon completion of this course.
Airport Pickup and Accommodation
Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: training@upskilldevelopment.com, +254 721 331 808
Terms of Payment:
Unless otherwise agreed between the two parties’ payment of the course fee should be done 3 working days before commencement of the training so as to enable us to prepare better.
