Empowering community through behavioural change for the benefits of
The UPM-UNICEF C4D Programme is a dynamic partnership between the Faculty of Modern Languages and Communication at Universiti Putra Malaysia (UPM) and UNICEF Malaysia.
We are dedicated to driving behavioural change through the strategic use of communication tools and strategies, and Behavioural Insights with a holistic and evidence-based programme approach.
What is Social and Behaviour Change (SBC)?
Social and Behaviour Change (SBC) is a strategic approach designed to influence and promote positive behaviour changes through targeted communication efforts.
SBC employs strategic and thoughtful communication to foster positive changes in behaviour at both individual and community levels.
Globally, SBC initiatives have successfully influenced and promoted positive behaviour changes, such as reducing salt intake in Malaysia, lowering teen pregnancy rates in Kenya, encouraging healthy eating among US preschoolers, and decreasing child marriage in lower-income countries, among other achievements.
These real-life examples demonstrate the effectiveness of the SBC framework in driving societal behavioural change, supported by rigorous research.
In alignment with the United Nations Sustainable Development Goals, our work supports four key objectives:
Goal 3:
Good Health and Well-being
Goal 4:
Quality Education
Goal 13:
Climate Action
Goal 17:
Partnerships for the Goals
WHAT WE DO
Leveraging our expertise and resources within the Social and Behaviour Change (SBC) framework, we enhance capacity through impactful training sessions designed to catalyse change among individuals in addressing diverse issues.
Our focus is on empowering government bodies, CSOs, NGOs, and stakeholders to plan interventions, organise community events, and craft public messages that effectively promote positive societal change.
Our mission is to advocate for and institutionalise the SBC and Behavioural Insights (BI) framework to foster positive social and behavioural change, with a particular emphasis – though not limited to – issues affecting youth and adolescents.
WHERE WE WORK ON
Our focus areas are:
Youth and Adolescent
We are dedicated to encouraging behaviour modification on various youth issues, including health risk behaviours, education, youth empowerment, substance abuse, volunteerism, and mental health.
These issues significantly impact the well-being of Malaysia’s youth, which directs the focus of the UPM-UNICEF C4D Programme.
Social Well-being
We envision a society that is both physically and mentally healthier, with positive and constructive approaches to various issues, where care and respect are extended to every member. To realise this vision we aim at social inclusion to represent diverse backgrounds, environmental sustainability to preserve our planet, and mental health support to address the often-overlooked needs of today’s fast-paced world.
Stigma & Discrimination
Stigma and discrimination hinder social and behavioural change in sensitive areas like Sexual and Reproductive Health (SRHR), gender issues, and disability rights. While stakeholders recognise the need for change, they often face challenges in addressing these issues within societal norms. Our goal is to empower stakeholders with tailored strategies to navigate these complexities effectively for societal benefit.