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Social and BehaviourChange (SBC)
What is Social Behaviour Change (SBC)?
Social 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.
OUR MILESTONE
SBC is a tried-and-tested framework for various initiatives and campaigns in health, education, social well-being, and more. In the context of SBC and youth, the following achievements have been realised thanks to SBC’s nuanced approach:
To advance salt reduction efforts in Malaysia, the Ministry of Health (MoH) partnered with the World Health Organisation (WHO) to launch a SBC programme. By the end of December 2022, more than five million people had been exposed to salt reduction information through various Information, Education, and Communication (IEC) materials. This exposure led to a noticeable improvement in knowledge, attitudes, and intentions regarding salt reduction practices.
A cash transfer programme in Malawi resulted in a 5% increase in school enrolment among participating households. (International Journal of Basic, Applied and Innovative Research, 2018)
In the US, preschoolers taught and encouraged to eat healthier were 10% more likely to maintain healthy eating habits compared to their peers. (The American Journal of Medicine, 2013)
A systematic review of Lower and Middle Income Countries (LMICs) revealed a 5.1% decrease in child marriage after three years of cash or other incentives aimed at keeping girls in school. (Journal of Adolescent Health, 2021)
Educating teenage girls in Kenya on HIV prevention methods, such as using condoms, led to a 28% reduction in teen pregnancy rates. (American Economic Journal: Applied Economics, 2011)
5 Steps of
SBC Strategic Planning Model
To achieve impactful behaviour change, it is essential to apply the SBC Planning Process Model —a structured approach comprising five steps that utilise its key components as tools.
With numerous studies demonstrating SBC’s effectiveness in promoting social change, we believe that SBC is a vital approach for organisations to adopt in order to achieve their goals and objectives.