Social Behavior Change Communication (SBCC) Program Design Training Course

Course Introduction

Social Behavior Change Communication (SBCC) is a strategic approach that uses evidence-based communication to influence positive behaviors and social norms across communities. It is widely applied in health, education, nutrition, gender equality, and development programming. This course provides participants with a comprehensive understanding of SBCC principles, frameworks, and practical tools for designing effective behavior change interventions that deliver measurable impact.

Behavior change is a complex process influenced by cultural beliefs, social norms, economic conditions, and individual perceptions. Traditional communication approaches often fail to achieve lasting change because they do not address these underlying factors. This training equips participants with the skills to analyze behavioral determinants and design interventions that are context-specific, culturally sensitive, and evidence-driven.

Effective SBCC programs require a strong foundation in audience segmentation, message development, and communication channel selection. Without strategic planning, campaigns risk being ineffective or misunderstood. This course introduces structured methodologies for developing SBCC strategies that integrate formative research, behavioral theory, and participatory design approaches to ensure relevance and effectiveness.

In today’s interconnected world, SBCC interventions must leverage both traditional and digital communication platforms to maximize reach and engagement. Social media, mobile technology, and community networks all play a critical role in shaping behaviors and influencing social norms. Participants will learn how to design multi-channel SBCC campaigns that amplify impact and sustain behavior change over time.

Monitoring and evaluation are essential components of SBCC programming, ensuring that interventions are evidence-based and results-oriented. Many programs struggle with measuring behavioral outcomes and demonstrating impact. This course provides practical tools for designing indicators, collecting behavioral data, and assessing program effectiveness to support continuous improvement.

By the end of the course, participants will be able to design, implement, and evaluate SBCC programs that effectively influence behavior change, improve social outcomes, and contribute to sustainable development goals across diverse sectors.

Duration

5 Days

Who Should Attend

• Health Promotion and Public Health Officers
• NGO Program Managers and Coordinators
• Communication and Advocacy Specialists
• Community Development Officers
• Social and Behavioral Scientists
• Nutrition and WASH Program Officers
• Gender and Social Inclusion Officers
• Education and Youth Program Managers
• Media and Communication Practitioners
• Development Consultants and Researchers
• Government Public Health and Social Policy Officers

Course Objectives

• Develop comprehensive understanding of Social Behavior Change Communication (SBCC) principles and their application in development programming contexts.
• Strengthen participants’ ability to conduct behavioral analysis and identify key determinants influencing social and individual behaviors.
• Equip participants with skills to design evidence-based SBCC strategies using behavioral theories and formative research approaches.
• Enhance capacity to develop targeted messages that effectively influence attitudes, beliefs, and behaviors among diverse audiences.
• Build expertise in selecting appropriate communication channels for effective SBCC program delivery and engagement.
• Improve ability to integrate community participation and stakeholder engagement into SBCC program design processes.
• Strengthen skills in designing multi-channel communication campaigns including digital, interpersonal, and mass media approaches.
• Enable participants to develop monitoring and evaluation systems for measuring behavioral change and program effectiveness.
• Promote culturally sensitive and inclusive SBCC approaches that respect diversity and social context variations.
• Develop practical skills for scaling and sustaining behavior change interventions for long-term impact.

Course Outline

Module 1: Foundations of SBCC and Behavior Change Theory

• Understanding SBCC concepts, principles, and their role in influencing social and behavioral outcomes
• Exploring behavioral change theories including health belief model, theory of planned behavior, and social norms theory
• Identifying determinants of behavior change at individual, community, and societal levels
• Analyzing global SBCC applications in health, education, and development programs

Module 2: Behavioral Analysis and Formative Research

• Conducting behavioral assessments to identify key drivers and barriers to change
• Using qualitative and quantitative research methods for SBCC program design
• Engaging communities in participatory research and data collection processes
• Translating research findings into actionable SBCC strategies

Module 3: SBCC Strategy Design and Planning

• Developing structured SBCC frameworks aligned with program goals and objectives
• Segmenting audiences based on behavior, demographics, and social context
• Setting behavioral objectives and measurable outcomes for SBCC interventions
• Integrating SBCC planning into broader development program frameworks

Module 4: Message Development and Communication Design

• Crafting persuasive and culturally appropriate behavior change messages
• Applying storytelling techniques to enhance message effectiveness and retention
• Pre-testing messages for clarity, relevance, and cultural sensitivity
• Ensuring consistency across multiple communication platforms and channels

Module 5: Communication Channels and Media Selection

• Identifying appropriate communication channels for different target audiences
• Utilizing mass media, interpersonal communication, and digital platforms effectively
• Integrating traditional and modern communication tools for maximum reach
• Evaluating channel effectiveness in delivering behavior change outcomes

Module 6: Community Engagement and Participation

• Strengthening community involvement in SBCC program design and implementation
• Building trust and relationships with community influencers and leaders
• Facilitating participatory communication processes for behavior change
• Mobilizing community networks for sustained behavior transformation

Module 7: Digital SBCC and Social Media Strategies

• Leveraging digital platforms for behavior change communication campaigns
• Designing social media strategies that promote engagement and interaction
• Using mobile technology and digital tools for behavior influence
• Monitoring digital engagement and online behavior change trends

Module 8: Advocacy and Social Norm Change

• Designing SBCC programs that influence social norms and collective behaviors
• Integrating advocacy strategies into behavior change communication efforts
• Engaging policymakers and influencers in social behavior transformation
• Addressing harmful social norms through strategic communication approaches

Module 9: Monitoring, Evaluation, and Learning in SBCC

• Developing indicators for measuring behavioral outcomes and program effectiveness
• Collecting and analyzing data for SBCC impact assessment
• Using evaluation findings to improve program design and delivery
• Establishing learning systems for continuous SBCC improvement

Module 10: Scaling and Sustainability of SBCC Programs

• Designing scalable SBCC interventions for broader population impact
• Institutionalizing behavior change communication within organizations
• Building partnerships for long-term SBCC sustainability
• Adapting SBCC strategies for evolving social and cultural contexts

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.