SOCIAL AND
BEHAVIOR CHANGE
COMMUNICATION (SBCC)
DEMAND REDUCTIONGUIDEBOOKNOVEMBER 2020

Photo Credit: Tanawat Likitkererat

This document was produced for review by the United States Agency for International Development (USAID). It was prepared by RTI International for the USAID Wildlife Asia
Activity, AID-468-I-16-00001, TO AID-486-TO-16-00003. The contents of this Guidebook are the sole responsibility of RTI International and do not necessarily reflect the viewsof USAID or the United States government.

SOCIAL AND BEHAVIOR CHANGE
COMMUNICATION (SBCC)
DEMAND REDUCTION GUIDEBOOKUSAID Wildlife Asia
November 2020

Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

ACKNOWLEDGEMENT
Development:
Eleanora De Guzman, FHI 360/USAID Wildlife Asia
Chinnapat Chin, FHI 360/USAID Wildlife Asia
Technical Review:
Kara Tureski, FHI 360
Nives Mattich, RTI International/USAID Wildlife Asia
Graphic Design:
Design Lab 360, APRO, FHI 360

This Guidebook was developed under USAID Wildlife Asia, funded by the United States
Agency for International Development Regional Development Mission for Asia (USAID
RDMA), in collaboration with the GEF-financed project Combating Illegal Wildlife Trade,focusing on Ivory, Rhino Horn, Tiger and Pangolins in Thailand, implemented by The
Department of National Parks, Wildlife and Plant Conservation, supported by UNDP
and TRAFFIC, under the Global Wildlife Program (GWP).

Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

ABOUT THIS GUIDEBOOKThis Social and Behavior Change Communication (SBCC) Guidebook is intended foruse by individuals and organizations in planning, implementing, and evaluating SBCC
activities and campaigns to reduce consumer demand for illegal wildlife products or topromote desired conservation behaviors.
This Guidebook was developed under the USAID Wildlife Asia Activity, funded by theUnited States Agency for International Development Regional Development Mission for
Asia (USAID RDMA). It uses the SBCC framework and adapts modules from C-Modules- A Learning Package for Social and Behavior Change Communication created by FHI
360 under the USAID-funded C-Change Project.
The contents of this Guidebook are based on the modules used by USAID Wildlife
Asia for training workshops on SBCC to reduce consumer demand for illegal wildlife
products conducted in China and Thailand from 2017 to 2019. The case examples
described are based on the Beautiful Without Ivory demand reduction campaign
implemented by USAID Wildlife Asia in Thailand.
For additional information on C-Modules please see: https://www.fhi360.
org/resource/c-modules-learning-package-social-and-behavior-changecommunication

Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

November 2020

ABOUT THE CASE EXAMPLES: BEAUTIFUL WITHOUT IVORY CAMPAIGN
This Guidebook uses specific examples from the SBCC demand reduction campaign implemented by USAID Wildlife Asia in
Thailand, called Beautiful Without Ivory, from December 2019 to June 2020. A second campaign implementation is planned inearly 2021. The development of this campaign followed the SBCC Planning Process. Each step of the process described in thisGuidebook is illustrated by a specific example from this campaign.
The Beautiful Without Ivory campaign aims to reach and engage those who desire to buy and use ivory jewelry and accessories
because of its perceived beauty. It promotes a lifestyle that rejects the use of ivory since it is not beautiful and never sociallyacceptable. The USAID Wildlife Asia Research Study on Consumer Demand for Ivory and Tiger Products conducted in Thailand
in 2018* revealed that perceived beauty is a major driver to the use of ivory products among Thais. Those who desire ivory forits beauty are generally urban women in their 20s or older, well-educated, well-informed, with access to the internet and social
media. Most are married with small children and balance family with a stable career as an office employee or business owner.
They follow the latest fashion trends. When they shop, they don’t plan to buy ivory but make a purchase when a particular piececatches their eye.
The campaign is endorsed by five Influencers with large social media followings - Cindy ‘Sirinya’ Bishop - Supermodel andActress, Pichaya Soontornyanakij - Celebrity Chef, Jareyadee Spencer - TV Host and Entrepreneur, Praewatchara Schmid - Top
10 Miss Thailand Universe 2019 and Varine Charungvat - Content Creator and Celebrity Photographer. They represent various
occupations and are at the peak of their careers. They have committed to be champions of this campaign since they firmly
believe the key message that True Beauty Does Not Need Ivory and that Ivory Is Never Beautiful and Never Acceptable. The
campaign has been disseminated through social media (Facebook, Instagram) and out-of-home channels (billboard, fashion
magazines, metro ads) that are frequently accessed by the Target Audience.

*

USAID Wildlife Asia, Research Study on Consumer Demand for Ivory and Tiger Products in Thailand, 2018.

Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

HOW THIS GUIDEBOOK CAN HELP YOU
This Guidebook provides simple, easy-to-follow steps on how to use a social behavior change
communication (SBCC) approach to plan, implement, and evaluate campaigns to reduce demand
for wildlife products. To facilitate understanding and application, each step is illustrated by a caseexample from the Beautiful Without Ivory campaign implemented by USAID Wildlife Asia in
Thailand. The Guidebook is divided into two parts:
1. What is SBCC: An Overview
2. The SBCC Planning Process• Guidelines for each step in the SBCC Planning Process• Illustrative example of how each step was applied in planning an SBCC demand
reduction campaign

HOW TO NAVIGATE THIS GUIDEBOOKThis user-friendly Guidebook has been designed for ease of online navigation. Links to key
sections are available at the top of each page. An icon appears over items where links toresources and examples are available.You can click on the page numbers listed on the Table ofContents to immediately access the content of these sections.

Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

TABLE OF CONTENTS
What Is Social and Behavior Change Communication (SBCC)
Why Use SBCC to Reduce Consumer Demand for Wildlife

			

1

		

2

				

3

A. SBCC Is a Planned Change Process								

4B. SBCC Uses a Socio-Ecological Model (SEM)							

5Characteristics of SBCC			

C. SBCC Uses Three Strategies									 71 | UNDERSTAND THE SITUATION 								 91.1. Identify Behaviors										 101. 2. Identify and Segment the Target Audience							

13How to Segment the Target Audience – Demographics						

14How to Segment the Target Audience – Psychographics						

151.3. Identify Target Audience Drivers Underlying Current Behaviors				

16

1.4. Develop a Target Audience Profile								

172 | FOCUS AND DESIGN THE SBCC STRATEGY AND INTERVENTIONS 		

18

2.1. Select the SBCC Strategy									 192.2. Identify Media Consumption Patterns							 21Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

3 | CREATE MESSAGES AND MATERIALS							 233.1. Develop the Key Message(s)									 24Develop the Key Message - Drivers and Barriers 						

24Develop the Key Message - Reason Why and Call To Action					

253.2. Develop the Creative Brief									 263.3. Design Materials to Creatively Execute the Key Message 					

333.4. Pretest Messages/Materials								

353.5. Prepare a Media Plan 										 424 | IMPLEMENT AND MONITOR									 474.1. Prepare an Implementation Plan								 484.2. Prepare a Monitoring Plan									 515 | EVALUATE AND REPLAN									 54Conclusion												 68Bibliography												 69Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

SBCC: AN OVERVIEW

ix | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

USAID.GOVINTRODUCTIONSTEP 1

STEP 2

WHAT IS SOCIAL AND BEHAVIOR CHANGE
COMMUNICATION (SBCC)
SBCC is an approach advanced by the USAID-funded C-Change Project, which created C-Modules– A Learning Package for Social and Behavior Change Communication. These modules have beenused in the health and broader development sector to change individual behaviors and social norms.
SBCC uses a systematic planning process that is evidence-based and grounded in social andbehavioral theory.
SBCC applies a Socio-Ecological Model (SEM) that recognizes the relationship between people andtheir environment to identify “tipping points” to change individual behaviors and social norms.
SBCC is now being applied to reduce demand for wildlife products or promote desiredconservation practices.
For additional information on C-Modules please see: https://www.fhi360.org/resource/cmodules-learning-package-social-and-behavior-change-communication

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STEP 3

STEP 4

STEP 5INTRODUCTIONSTEP 1

STEP 2

WHY USE SBCC TO REDUCE CONSUMER DEMAND
FOR WILDLIFE
Activities against illegal wildlife trade focused on supply and regulation of products but have notaddressed the root cause of consumer demand, resulting in continued demand for wildlife products(Drury, 2009).
Communication campaigns have succeeded in raising high levels of awareness among general
populations about the need to conserve wildlife but have not significantly reduced demand forwildlife products among current and potential consumers (USAID Wildlife Asia Situation Analysis,2017).
Conservation-related messages in campaigns have not resonated with those who consume orintend to consume wildlife products and have not reduced their desire and demand for theseproducts. Current and potential consumers are motivated to use wildlife products by drivers suchas status affirmation, health, and spiritual beliefs that they do not relate to conservation of animal
species (USAID Wildlife Asia, Research Study on Consumer Demand for Elephant, Pangolin, Rhino
and Tiger Products in China, 2018 and USAID Wildlife Asia Research Study on Consumer Demandfor Ivory and Tiger Products in Thailand, 2018).

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STEP 3

STEP 4

STEP 5STEP 1INTRODUCTIONSTEP 2

STEP 3

STEP 4CHARACTERISTICS OF SBCC

2

1

4

5

3

Is a plannedchange process

Uses a Socio-EcologicalModel (SEM) for change

Utilizes three key strategies
Behavior Change Communication (BCC)
Social and Community Mobilization
Advocacy

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STEP 5STEP 1INTRODUCTIONSTEP 2

STEP 3

STEP 4

A. SBCC IS A PLANNED PROCESS

Creating

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Planning

1. Understand the Problem through a Situation andTarget Audience Analysis > Select and Define
Target Audience(s) and Desired Behaviors
2. Design the SBCC Strategy and Interventions

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3. Create Messages, Materials, and DisseminationPlan

5. Evaluate and Replan for Improved Outcomes
and Sustainability

Source: Adapted from C-Modules: A Learning Package for Social and Behavior Change Communication
https://www.fhi360.org/resource/c-modules-learning-package-social-and-behavior-change-communication

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STEP 5STEP 1INTRODUCTIONSTEP 2

STEP 3

STEP 4

B. SBCC USES A SOCIO-ECOLOGICALMODEL (SEM)

AttitudeATIONs, Beliefs

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Source: Adapted from C-Modules: A Learning Package for Social and
Behavior Change Communication
https://www.fhi360.org/resource/c-modules-learning-package-social-andbehavior-change-communication

Self and Level of Influence

Self 			At the center

Interpersonal

Partners, families, peers

Community 		
Organization, services, products,
			leaders, providers
Enabling		
Environment								

Policy/legislation, politics/conflict,
Economics, religion, technology,
natural environment, leaders ofgovernment, NGOs, private sector

Cross-Cutting
Factors

Determinants of Behaviors* These cross-cutting factors (determinants of behaviors)
are applicable at all Levels of Analysis and Influence. They
motivate behaviors of all “actors” within each Level. Thesecross-cutting factors include knowledge, perceptions,attitudes, beliefs, skills, social norms and gender roles, among
others.

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STEP 5INTRODUCTION

SOCIO-ECOLOGICAL MODEL ADAPTEDFOR DEMAND REDUCTION UNDER
USAID WILDLIFE ASIA

STEP 1

STEP 2

STEP 3

STEP 4

SEM - POINTS TO REMEMBER
Circles  Levels of Influence

Self 						Current and potential wildlife
product consumers at the Center

Interpersonal
Family, friends/peers, neighbors, co			workers/colleagues, social/business			
networks, traditional medicine			practitioners, spiritual leaders
Community		
			
			
			
			

Organizations, service providers,
opinion leaders, media (mass,
traditional, social), other influencers(fashion, art, lifestyle, culture, healthleaders or role models)

Enabling		
environment								

Policy, legislation, socio-cultural,political, luxury product industry,
medical and pharmaceutical industry,
religion/religious teachings, technology

Note: The farther the layer is from the Consumer,
the more indirect the influence, but this does notmean that this influence is not important.

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STEP 5STEP 1INTRODUCTIONSTEP 2

STEP 3

STEP 4

C. SBCC USES THREE STRATEGIES

Behavior Change Communication(BCC)

Social and Community
Mobilization

To change knowledge, attitudes, beliefs,
and practices of consumers (Target
Audience) and change social norms

To change behaviors and social norms,
and generate wider participation,
coalition-building, and local ownershipamong groups, associations, andnetworks that are influential among
consumers

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Advocacy
To generate active support, resources,
and political-social commitment thatcreate an enabling environment for
lasting desired behavior change

STEP 5

THE SBCC PLANNING PROCESS

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USAID.GOVINTROSTEP 2

STEP 1 | UNDERSTANDING THE SITUATIONSTEP 3

STEP 4SBCC AS A PLANNED PROCESS – STEP 1
STEP 1. UNDERSTAND THE PROBLEM THROUGH SITUATION AND TARGET AUDIENCEANALYSIS: SELECT AND DEFINE TARGET AUDIENCE AND DESIRED BEHAVIOR(S)GUIDELINES FOR STEP 1

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Planning

1. Identify what behavior(s) needs to be changed, who is
performing the behavior(s), what are the motivating
factors (drivers) and concerns* (barriers) regarding thecurrent and desired behavior(s)2. Identify and segment the Target Audience(s)3. Identify drivers (motivating factors) and other influencing
factors underlying behavior(s) you need to change

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4. Create a Target Audience Profile*

Concerns are factors that the consumers (Target Audience) feel will put themat risk for continuing current behavior(s) e.g., legal consequences, buying fakeproducts, embarrassment among peers.

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STEP 5INTROSTEP 2

STEP 1 | UNDERSTANDING THE SITUATIONSTEP 3

STEP 41.1. IDENTIFY WHAT BEHAVIORS NEED TO BE CHANGED, KEY MOTIVATIONS/DRIVERS, AND
CONCERNS RELATED TO CONSUMPTION AND DESIRED BEHAVIOR(S)How? Use research data which can be generated from primary or secondary sources.
PRIMARY DATA SOURCES
Research you conduct among current/potential consumers

SECONDARY DATA SOURCES
Readily available research data

• Quantitative: face-to-face or online interviews using
questionnaires• Research conducted by other organizations• Qualitative: focus group discussions (FGDs) or individualinterviews (IDIs)• Site visits/observations• Data or reports from government, UN or otherorganizations• Published articles or reports from credible online orother sources• Interviews with stakeholders
KEY BENEFITS

Research can be structured to explore specific needs toinform the SBCC campaign; organization owns findings (data)and can disseminate them for knowledge sharing.
DISADVANTAGES

Needs research expertise for planning and implementation;
time consuming; costly.

KEY BENEFITS

Readily available, if conducted by credible organizations.
DISADVANTAGES

Data may be outdated, incomplete, and not fully suited to theneeds of an SBCC activity; need to validate data from one
organization with similar studies done by other organizations
or experts; keyword searches for online data may lead to ahigh volume of unrelated results.

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STEP 5INTROSTEP 1 | UNDERSTANDING THE SITUATIONSTEP 2

CASE EXAMPLE: HOW RESEARCH ON IVORY IDENTIFIED
MOTIVATIONS/DRIVERS AND BARRIERS TO IVORY CONSUMPTION
Perceived benefits and concerns were used as indicators for drivers and barriers, respectively.
Questions were asked about respondents’ perceived benefits and concerns regarding owning ivory
products. These benefits and concerns were based on findings from a review of existing consumerrelated research on ivory. Respondents were asked to rate their answers based on a 5-point
agreement scale. By tabulating items that have the most frequent “strongly agree” or “agree”
responses, the research determined the top drivers (benefits) and barriers (concerns) related tousing ivory products. Below are sample questions with the response items.*
What are the benefits for people to own ivory products? Please rate using the scale from 1 to 5,
where 5 means strongly agree and 1 means completely disagree. (Check one answer per statement)
Ivory is rare, of high value, good forinvestment.

Ivory projects image of high status/ranking/nobility/wealth.

Ivory projects image of purity, nobility.

Ivory helps people feel more powerful.

Ivory is sacred.

Ivory brings good health.

Ivory brings luck/good fortune.

Using ivory makes people feel beautiful,well-dressed, and shows good taste.

Ivory provides protection from evil/wards
off harm.

*

Ivory enhances charisma.

USAID Wildlife Asia, Research Study on Consumer Demand for Ivory and Tiger Products in Thailand, 2018.

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STEP 3

STEP 4

STEP 5INTROSTEP 1 | UNDERSTANDING THE SITUATIONSTEP 2

CASE EXAMPLE (CONTINUED)
What are the concerns that people might have for purchasing ivory products? Please rate using
the scale from 1 to 5, where 5 means strongly agree and 1 means completely disagree.* (Check
one answer per statement)
Ivory products are not legal in the country.

I am ashamed to wear ivory.

Ivory seems old fashioned, outdated.

My family/friends no longer wear ivory.

Ivory is associated with cruelty andextinction of elephants.

Wearing ivory shows bad taste.
Ivory is no longer a good investment.

Ivory’s spiritual power to bring good luck is
unfounded.
Ivory’s power to prevent harm isunfounded.
There are many fake ivory products in themarket.

*USAID Wildlife Asia, Research Study on Consumer Demand for Ivory and Tiger Products in Thailand, 2018.

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STEP 3

STEP 4

STEP 5INTROSTEP 2

STEP 1 | UNDERSTANDING THE SITUATIONSTEP 3

STEP 41.2. IDENTIFY AND SEGMENT THE TARGET AUDIENCE
For wildlife product consumption, Target Audiences can be generally categorized into two groups:
Current and potential users of wildlife parts and products

Those who influence current/potential users

Individuals performing or desiring to perform behaviors weneed to change to achieve our demand reduction goals

Individual(s), formal or informal groups or organizations which
can influence or convince current and potential users toaccept the desired behavior(s)Under these groups, it is important to segment your Target Audience.
Segmenting the Target Audience means that you group those who share similar demographic and psychographic (sociopsychological) characteristics that differentiate them from the general population.
How to identify and segment the Target Audience (current or potential users of wildlife products):• Look at their demographic and psychographic characteristics regarding use of wildlife products and media consumption
patterns.
• Search for information on these characteristics from the research data (primary or secondary research) that you havecollected.

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STEP 5INTROSTEP 1 | UNDERSTANDING THE SITUATIONSTEP 2

STEP 3

STEP 4

How to segment the Target Audience – Use Demographics: Identify the demographic characteristics thatdifferentiate the Target Audience from the general population.

Identify and select the demographic characteristics of your Target Audience that differentiate them from the general
population. This will help you focus on who to reach and how to reach them and engage them in your campaign.
Demographic characteristics generally include age, marital status, gender, education, occupation, income, geographic
location. These categories are generally used in national and local statistics. However, you can tailor the description of
the demographic categories based on your campaign needs.

AGE
30

MARITALSTATUS?

GENDER• Below 18 years old• 18-24 years old• 25-29 years old• 30-39 years old• 40-49 years old• 50-64 years old• 65 years old and above

EDUCATION• Lower than primary schoolor no education• At least primary school• Secondary school• Vocational Training/Diploma• Bachelor Degree• Masters Degree/Post-Graduate

INCOME• Single• Married• Divorced• Widowed

OCCUPATION• Senior/Middle/Junior Management• Senior/Middle/Government Officer• Business Owner• Professional (Doctor, Lawyer)• Civil Servant• Merchant• Freelance• Skilled/Semi – Skilled/Unskilled• Retired

GEOGRAPHIC • Metropolitan Area

• Male• Female

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Socio-economic status (SES)• A ) US$1500 and above• B ) US$1165 - US$1499• C ) US$499 - US$1164• D ) US$329 - US$498• E ) US$160 - US$328• D ) US$160 and below• City• Township• Municipality• RuralSTEP 5INTROSTEP 1 | UNDERSTANDING THE SITUATIONSTEP 2

STEP 3

STEP 4

How to segment the Target Audience – Use Psychographics: Identify their socio-psychological characteristics

Psychographic characteristics can help you understand how your Target Audience thinks, what they value and believe inand what they aspire for. Information on these characteristics is based on your research (quantitative and qualitative).
Some examples of these psychographic characteristics include attitudes, beliefs, values, social norms, aspirations, interests,
lifestyle and media habits.

Attitudes		A set of emotions and beliefs towards an object, person, event or organization.

Beliefs			

Feelings of being certain that something is true.

Values			Principles or standards of social behavior of what a person considers important.

Social Norms		

Informal understandings that govern what are acceptable behaviors in a society.

Aspirations		

Desire or hope to achieve something.

Interests		

Hobbies, activities or topics that the Target Audience engage in or are attracted to.

Lifestyle		

The pattern or way in which one goes about his/her daily life.

Media Habits		

How the Target Audience get their information and the types of media they regularly access.

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STEP 5INTROSTEP 2

STEP 1 | UNDERSTANDING THE SITUATIONSTEP 3

STEP 41.3. IDENTIFY TARGET AUDIENCE DRIVERS (MOTIVATING FACTORS) FOR BEHAVIORS YOU
NEED TO CHANGE
Select motivations or drivers that influence the Target Audience to behave - key factors that make themwant to buy or use wildlife products.
CASE EXAMPLE*

67%

strongly agreed and agreed with

“Ivory makes me feel beautiful, welldressed and shows good taste.”

16%

strongly agreed and agreed with

“Ivory seems old-fashioned.”

The research on perceived benefits andconcerns for using ivory products revealed
that most (67%) of respondents (ivory users,
intenders and gift receivers) strongly agreed andagreed with the Benefit “Ivory makes me feel
beautiful, well dressed and shows good taste”.
The research revealed that 16% of respondents(ivory users, intenders and gift receivers)
strongly agreed and agreed with the Concern“Ivory seems old-fashioned”.

Based on the above findings, one can conclude that the main driver or motivating factor to using ivory is that ivory is
perceived as making users feel beautiful. A barrier (concern) related to ivory’s perceived beauty is that using ivory isold-fashioned.
*

USAID Wildlife Asia, Research Study on Consumer Demand for Ivory and Tiger Products in Thailand, 2018.

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STEP 5INTROSTEP 1 | UNDERSTANDING THE SITUATIONSTEP 2

STEP 3

STEP 41.4. DEVELOP A TARGET AUDIENCE PROFILE
The demographic and psychographic information of the Target Audience, including the drivers/motivating factors underlying theirconsuming or wanting to consume wildlife products provide data for developing a Target Audience Profile.
To prepare the Target Audience Profile, select relevant demographic and psychographic information that will give you insights on
how the Target Audience thinks, feels, and intends to act regarding the wildlife product in question.

CASE EXAMPLE: TARGET AUDIENCE PROFILE –BEAUTIFUL WITHOUT IVORY CAMPAIGN
Generally women living in cities, in their 20s or older, well-educated, with at least a diploma degree. Well-informed,
with regular access to the internet and social media.
Most are married with small children, have middle to high incomes, and balance family with a stable career as an office
executive/employee or a small/medium business owner. They follow the latest fashion and lifestyle trends and seek
information on these online, through print publications or turn to family or friends for guidance.
They desire ivory products, mainly jewelry and accessories, because they think that ivory makes them feel beautiful,well dressed, and shows good taste.
They like to shop and when they do, they don’t specifically plan to buy ivory products but make a purchase when aparticular piece catches their eye.

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STEP 5STEP 1

STEP 2 | FOCUS AND DESIGNSTEP 3

STEP 4SBCC AS A PLANNED PROCESS – STEP 2
STEP 2. FOCUS AND DESIGN THE SBCC STRATEGY AND INTERVENTIONSCreating

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GUIDELINES FOR STEP 2
There are three SBCC strategies to choose from:1. Behavior Change Communication
2. Social and Community Mobilization
3. Advocacyen
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The most effective SBCC campaigns use multiple strategies
to address the various layers of the Socio-Ecological Model.
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STEP 5INTROSTEP 1

STEP 2 | FOCUS AND DESIGNSTEP 3

STEP 4

2.1 SELECT THE SBCC STRATEGY - ONE OR A COMBINATIONThe SBCC strategies selected should be mutually reinforcing:

1. Behavior Change Communication
for changes in knowledge, attitudes,
beliefs, and practices of specificTarget Audiences

2. Social and Community
Mobilization for wider participation,
coalition building, and ownership

3. Advocacy to raise resources andpolitical and social leadership andcommitment to actions and goals

Define your Strategic Approach
The strategic approach is the combination of strategies that you will use to achieve your campaign’s SBCC objectives. It reflects
how these strategies will work together to produce the optimum results based on your resources.

You are not limited to a single strategy. Which one or combination of strategies touse depends on your Target Audience analysis.

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STEP 5INTROSTEP 1

STEP 3

STEP 2 | FOCUS AND DESIGNSTEP 4Behavior Change Communication
Reaches and engages the Target
Audience through:Social and Community Mobilization
Engages the Target Audience and creates
an enabling environment for the desired
behavior(s) generally through commitment
and participation of:

Advocacy
Changes laws, policies, regulations(government and private) throughsupport of:• Interpersonal Communication –one-on-one• Professional or civic associations,groups, clubs• Government decision makers,
policymakers• Interpersonal Communication –small group• Social and business organizations or
networks• Private sector decision makers• Mass Media – social media(Facebook, Instagram,YouTube),
digital media (mobile ads, Google
ads, SMS), broadcast media(TV, radio), mass media print(newspaper, magazine), out-ofhome (billboards, bus shelter ads,
bus ads, sidewalk ads, etc.)• Religious groups or associations• Community groups or associations• Political groups or associations• Crowdsourcing - petition or pledge website(e.g., Change.org)

20 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

• Donors• NGOsSTEP 5INTROSTEP 1

STEP 3

STEP 2 | FOCUS AND DESIGNSTEP 42.2. IDENTIFY MEDIA CONSUMPTION PATTERNS OF THE TARGET
AUDIENCE (LIFECYCLE MEDIA TOUCHPOINTS)
By understanding the regular lifecycle of the Target Audience,
you can identify opportunities where you can best reach andengage them. These opportunities are termed “touchpoints”– media channels where you can reach your Target Audienceduring the day or week.

Use research findings to determine how your Target
Audience lives at home, at work, during leisure time andcorresponding media or channels that can be used to
optimally communicate your message and engage with them.

Example of a daily or regular lifecycle andtouchpoints to reach the Target Audience:
Print
MobileOut of Home
BillboardHome
Socializing

RetailShopping• On their commute to school/work (social media, transit
ad e.g., metro, bus, taxi, billboard, bus or taxi shelters,
trains or train stations)

CommuteRegular
Touchpoints

SchoolPoint of sale

Religious
Services

Computer

Meetings
SchoolReligious
Group

Business
GroupsMobile• Free time at home in the morning before work
(morning news on TV, newspaper, online news)• Making purchases at retail outlets/convenience stores(poster, flyer, ad at product shelf)• On their commute home (social media, transit ad e.g.,
metro, bus, taxi, billboard, bus or taxi shelters, trains or
train stations)• Social/business /club gatherings (flyers, discussion
groups, events, workshops)

21 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 4

STEP 3

STEP 2 | FOCUS AND DESIGNCASE EXAMPLE: BEAUTIFUL WITHOUT IVORY CAMPAIGN
Behavior Change Communication
Objective: To change attitudes, intention to use, use, and social
acceptability of ivory jewelry and accessories among current
and potential users.
The Profile of ivory consumers was used to identify what
points in their regular lifecycle can be optimally used to reachand engage them and what are the most appropriate channels
to address the drivers of the behavior. The Target Audience
Profile of ivory consumers showed that they access social
media, follow the latest fashion trends, socialize with friends,
and like to shop.
Considering this Profile, social media, fashion publications,and out-of-home media located in or near shopping malls(billboards, metro stations) were selected as media channels
that can directly reach and engage the Target Audience, andcredibly engage them around the message that will address thedriver of “perceived beauty of ivory”.

Print
Computer

MobileHome

Out of Home
Billboard

MobileShopping

In order to create and strengthen change in social norms,
efforts were made to mobilize jewelry associations, lifestyle
media groups, and retail groups to be engaged in the campaign.

22 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

CommuteWork /
SchoolPrint

Social Mobilization

Daily
Touchpoints

MobileComputerPrint

Out of Home
Billboard

STEP 5STEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 4SBCC AS A PLANNED PROCESS – STEP 3
STEP 3. CREATE MESSAGES AND MATERIALSGUIDELINES FOR STEP 3
1. Develop the Key Message(s)• Assess drivers and barriers of the Target Audience• Communicate “Reason Why” and “Call to Action”

Creating

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INTRO

2. Develop the Creative Brief
3. Develop Creative Material(s)4. Pretest Material(s) to determine if they are appealing,credible, believable, and resonate with the Target
Audience
5. Prepare a Media Plan that will effectively reach theTarget Audience

Note: If you are using a key opinion leader or
influencer/celebrity to deliver the message, test
whether he/she is credible and appeals to the Target
Audience. Also ensure materials (key visuals, videos) aretested with respondents who are representative of theTarget Audience.

23 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 43.1. DEVELOP THE KEY MESSAGE(S).
Develop the Key Message - Assess drivers and barriers of the Target Audience

Based on the Target Audience Profile created on page 17 the Key Message can now be developed. Remember to address the key
driver or motivating factor in the Key Message.
Demographics:

Female20-49
years old

Marriedwith kids

SES
ABC

At least a
diploma degree

Psychographics:• Perceive ivory as making them feel beautiful, well-dressed, and showing good taste.
• Aspires to be trendy and regarded as trend setters. Concerned about Ivory being old fashioned.
The Key Message is the information to be conveyed to the Target Audience to motivate them toaccept the desired behavior. The Key Message addresses the key driver or motivating factors forthe current behavior.
The Key Message usually has a:• Reason Why the Target Audience needs to perform the Desired Behavior (appeal targeting thedriver or motivating factor)• Call to Action – what action is needed and where/when that action can be taken.

24 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

Note: The Key
Message needs
to appeal to theheart (emotional) and themind (rational, logical).

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 4Develop the Key Message - Communicate Reason Why and Call to Action

How do we develop the “Reason Why” – based on the ivory case example
COMMUNICATE BENEFITS THAT THE DESIRED BEHAVIOR WILL
GIVE THE TARGET AUDIENCE. CASE EXAMPLE:•

Buying/owning jewelry other than ivory is more beautiful and fashionable.

•

Not buying ivory jewelry makes you more acceptable among the fashion elite.

COMMUNICATE CONSEQUENCES

Why continuing the current behavior will have risks or negative consequences for theTarget Audience. Some examples:•Continuing to use ivory will put you at risk since ivory is illegal.

•

Continuing to use ivory is old-fashioned and will embarrass you among your friends.

Remember: Conveying
benefits is generally
more effective thanconveying a negative
consequence. Appeal
to the heart and themind.

How do we develop the “Call to Action”
THE “CALL TO ACTION” IS WHAT THE TARGET AUDIENCENEEDS TO DO. CASE EXAMPLE:

Stop buying and using ivory jewelry and accessories.

25 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

Remember: The “Callto Action” should
be clear, specific, andfeasible for the Target
Audience to adopt.

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALS

3.2. DEVELOP THE CREATIVE BRIEF
Why a Creative Brief is needed
The Creative Brief is a document that will guide the creative design team or agency in designing
the creative materials to communicate the Key Message.
A Creative Brief ensures that the materials are aligned with the campaign objectives, Target
Audience profile, and Key Message.
The Creative Brief has five sections:
1. Goal and Target Audience
2. Changes, Barriers, and Communication Objectives
3. Key Message
4. Manner and Mood/Tone of Creative Material(s)5. How the Material(s) or Activity Fits into the Media Mix and other Creative
Considerations

26 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 4

STEP 5INTROSTEP 1

STEP 2

1. Goal and Target Audience

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 4• Overall aim of the material or activity• Identification of key Target Audience(s)2. Changes, Barriers, andCommunication Objectives• Behavior change objectives• Communication objectives: desired changes in knowledge, attitudes, beliefs,
self-efficacy, perceived norms• Drivers/motivating factors• Barriers• Key Target Audience Profile (attached)

3. Key Message• Reason Why• Call to Action

4. Manner and Mood or Toneof Creative Material• Manner: creative execution of the Key Message

5. How this Creative Materialor Activity Fits into the MediaMix and other Creative
Considerations• Describe how the materials will be used for the media selected and whether
other supporting materials are needed• Mood or Tone: light, happy, sad, humorous, authoritative, etc.

• Other creative considerations – additional information that the agency needs
to know

27 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 43.2. CREATIVE BRIEF – SMART OBJECTIVESThe Creative Brief needs SMART objectives. What are SMART objectives?
Specific. The objectives should describe the desired result in a way that is detailed, focused, andwell defined. To be specific, an objective should cite a precise behavior, achievement or outcome to
be attained among the Target Audience.

Example: Decrease inproportion of peopleusing ivory products.

Measurable. The objectives should enable you to determine whether the desired change among
the Target Audience has been achieved and to define the percentage, frequency, rate or number
describing the change you aim to achieve. Once defined, you need to have a system by which tomeasure the change (like percentages or rates) based on previous research studies or comparisons
between those exposed and not exposed to your campaign messages and engagement tactics.

Example: Decrease inproportion of peopleusing ivory products by
30 percent (either frombaseline statistic orcomparison between
those exposed andnot exposed to thecampaign)

Achievable. The objectives need to be attainable considering the amount of resources, staff
available, and time frame allotted for the campaign. A decrease in people using ivory products by
30 percent is probably not achievable if you only have one month to implement a campaign.
Realistic. The objectives need to be realistic. Like objectives being achievable, they need to be
relevant to the problem being addressed. Consider the resources, staff and time, as well as thesocial, cultural and political context where your campaign will be implemented. For example, acampaign to decrease the use of ivory products may not be realistic when a government is actively
promoting the use of ivory.
Timebound. The achievement of the objectives should have a deadline or a time frame. In setting
the time frame, consider your resources, staff time and expectations from the funding agency.

28 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

Example: Decrease inproportion of peopleusing ivory products
by 30 percent after
six months.

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 43.2. CREATIVE BRIEF - EXECUTION OF KEY MESSAGE: MANNER
The Creative Brief needs to provide guidanceon the Manner in which the Key Message will be
executed. For example:•“Slice of Life” story – an advertising technique in whicha real-life problem is shown in a dramatic presentationand the desired behavior represents the solution to the
problem

Example: https://www.usaidwildlifeasia.org/campaigns/no-ivoryno-tiger-amulets/no-ivory-no-tiger-amulets-campaign-video•

Key Opinion Leader, celebrity, or other personality
endorsements of the Key Message and Call to Action

Example: https://www.usaidwildlifeasia.org/campaigns/
beautiful-without-ivory/beautiful-without-ivory-campaign-video•

Testimonials – a person who is performing the desired
behavior speaks about how the desired behavior has
benefited his/her life

Example: https://www.usaidwildlifeasia.org/campaigns/a-goodlife-is-free-of-killing/3-minute-testimonial-video-bhin-banloerit•

Question and Answer – a question is posed and theanswer is the Key Message and Call to Action•

Song – musical portrayal of the Key Message in anentertaining manner•

Animation

Example: https://www.usaidwildlifeasia.org/campaigns/no-toivory-souvenirs-and-gifts/no-to-ivory-souvenirs-and-gifts

29 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALS

3.2. CREATIVE BRIEF - EXECUTION OF KEY MESSAGE: TONE OR MOOD
The Creative Brief needs to provide guidance on the mood or tone in which the
Key Message will be executed.
•

Depending on the Key Message and Target Audience, the creative materials need to have a
Mood or Tone.

•

Mood or Tone – the feel or emotion that the materials need to project. This depends on the
Key Message and the Target Audience. Based on the creative execution, the materials may
convey a mood that is happy, humorous, light, dark, authoritative, etc.

The Creative Brief should state how the creative material(s) will fit into the overall
SBCC strategy. It should include information on proposed channels where thematerials will be placed, what activities are planned, and how the materials will be
used in implementing these activities.

30 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 4

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 43.2. DEVELOP THE CREATIVE BRIEF - CASE EXAMPLE
CASE EXAMPLE OF CREATIVE BRIEF - BEAUTIFULWITHOUT IVORY CAMPAIGN
1. Goal and Target
Audience

After seeing/hearing the video, the Target Audience will:• Reduce use or purchase of ivory products• Change perceptions and attitudes related to buying or owning ivory• Reduce their desire and intent to purchase ivory• Increase perception of the social unacceptability of purchasing and owning ivory
Target Audience: Those who use or intend to use ivory products (jewelry and accessories)
Profile: Mainly women, 20-49 years of age, and married with children. Middle or higher
income; office employees or executives or self-employed as merchants or entrepreneurs ofsmall or medium businesses. They have at least a vocational/diploma level education. They
desire ivory products, mainly jewelry and accessories, because they think that ivory makes
them feel beautiful, well dressed, and shows good taste.
Secondary Target Audience: Those who influence decisions of purchasers, intenders such as
male spouse, social networks, fashion and lifestyle influencers, family/elders.

31 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSCASE EXAMPLE OF CREATIVE BRIEF - BEAUTIFULWITHOUT IVORY CAMPAIGN (CONTINUED)
2. Changes, Barriers,
and Communication
Objectives

Based on SMART Goals (specific, measurable, achievable, realistic, timebound)• Reduced desire to use or purchase [20% within 12 months]• Increased percentage of Target Audience with desired attitudes towards using ivory
products [20% within 12 months]
Based on SMART Goals• Increased belief that ivory is socially unacceptable among users and potential users [30%within 12 months]

3. Key Message

Ivory is not beautiful. Do not buy or use ivory jewelry and accessories.

4. Manner and Moodor Tone of Creative
Material

Manner: Influencer delivers Key Message in an attractive, visually appealing way

5. How thisCreative Materialor Activity Fits
into the Media Mix
and other Creative
Considerations

The main creative material will be produced as a 60-second video with short versions fordissemination through social media and out-of-home media. A Key Visual based on thematerial will serve as the campaign poster or public service announcement (PSA) for print
and out-of-home media. The PSA will also be printed as a flyer for distribution during social
mobilization activities like meetings with retail groups.

Tone: light but firm, friendly

The Influencer selected should fit with the Target Audience Profile; use music, colors, andclothing that appeals to the Target Audience.

32 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 4

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALS

3.3. DESIGN MATERIALS TO CREATIVELY EXECUTE THE KEY MESSAGE
Once the Creative Brief is prepared, the creative team or agency can now proceed with designing
the creative materials.
Remember that you need to meet with the creative team or agency to discuss and explain
the Creative Brief. Clarify all questions they may have. Ensure that they fully understand therequirements from the Brief after this meeting.
Although the Creative Brief provides guidance on how the materials will communicate the Key
Message, leave room for the creative team to be flexible, to innovate, and design the materials
based on their interpretation and experience.
Once you are confident that the creative team or agency fully understands the Creative Brief, thenext step will be for them to design the materials and present draft materials e.g., storyboard ofvideo, design of Key Visual, for your review and approval.
It is not unusual for the first draft of the materials to require revisions. You need to allow time forthese revisions to be made as well as for continuous discussions with the creative team.

33 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 4

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 43.3. DESIGN CREATIVE MATERIALS - THE 7 C’S OF EFFECTIVE COMMUNICATION
Remember that the Creative Materials need to pass the following criteria
CommandAttention

Attract and hold the audience’s attention. Use colors, images, key words, and design so that the material
stands out, is noticed and memorable.

Clarify the
Message

Ensure the material conveys the message clearly, with easy-to-understand words and images. There should
be one clear, single-minded message. The simpler the better!

Communicate
a Benefit (or aConsequence)Stress how the audience will benefit from adopting the desired behavior or how the current behavior
poses personal risks to the Target Audience (conveying a benefit is generally more effective than a negative
consequence).

Consistency
Counts (forMultiple
Materials)

Be single-minded. Ensure that content within and among various materials have the same message and“look”. Repeat messages throughout the materials. Use the same words and phrases. Use the same or
related images. This will avoid confusion.

Create Trust

Well-developed materials encourage the audience to trust the organization or program using them. Trustand credibility allow and encourage the audience to heed the message.

Cater to theHeart and Mind

People are swayed by both facts and emotions. Use both to maximize the material’s persuasiveness.

Call to Action

Include a clear “Call to Action” in materials. Tell Target Audience members precisely what they can do.

Remember: Repetition of the same message in various materials and media enhances the impact of themessage.

34 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 43.4. PRETEST MESSAGES/MATERIALSThe Key Message and material(s) need to be pretested.
Why do we need to pretest?

How to conduct a pretest:

You need to pretest messages/materials to ensure that theTarget Audience finds the materials appealing, attractive, easily
understandable, believable, relevant to their needs or situation
and are motivated to act on the messages. The materials tested
can be mockups of print materials or storyboards of video
materials.

• Recruit members of your Target Audience as
respondents. The ideal scenario is to recruit actualor potential consumers. If not possible, recruit
respondents who have the same demographic andpsychographic characteristics as current/potential
consumers/Target Audience members.

A pretest will provide information on the following five elements:• Conduct focus group discussions (FGDs) or individualinterviews.

1. Appeal – the materials and messages command attention
and are attractive.
2. Understandability – the Target Audience readily
understands what the material is saying without having
someone else explain it.

• Prepare and use a discussion guide that will obtain
information on the five elements to be pretested.
• Use open-ended questions that will elicit What, Why
and How rather than a simple Yes or No.

3. Believability – the Target Audience accepts what themessage/material is saying is correct and true.
4. Relatability (resonance) – the Target Audience feels thatthe message/material is talking to them.
5. Motivation to action – the message/material moves theTarget Audience to change their attitudes, beliefs, values andbehaviors.

35 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 43.4. PRETEST MESSAGES/MATERIALS (CONTINUED)
Key Points To Remember when conducting a pretest

Sample pretest questions• Five to eight respondents for each group is a good size thatallows for optimal discussion.

Appeal – What do you like about the (material)? What doyou not like about it?

• If possible, conduct at least three FGDs for triangulation inorder to validate responses across groups.

Understandability – What do you think the material issaying? What else? Is there anything that is not clear toyou? What is not clear? Why is it not clear? How would
you restate what the material is saying so that it is moreeasy to understand?

• Use a discussion guide with open-ended questions. Avoid
asking closed-ended questions that lead to a simple Yes or
No. Probe for What Else, Why and How.
• Reassure participants that all their responses are strictly
confidential and will not be individually identified in thereporting process.
• Reassure participants that there are no right and wrong
answers and all opinions count.
• Use a room that is comfortable and ensures privacy. Offer
drinks and snacks.

Believability – What in the material is believable to you?
What is not believable? If there is anything that is notbelievable, what is it?
Relatability (resonance) – Do you feel what the material
says is speaking to you personally? Why? Why not?
Motivation to action – What will you do after seeing/reading this material? Why?

36 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 4

STEP 3 | CREATE MESSAGES AND MATERIALSCASE EXAMPLE: PRETESTING MESSAGES AND MATERIALS BEAUTIFUL WITHOUT IVORY CAMPAIGN• FGDs among five women respondents per group wereconducted.
• Participants were those who reported that they use orwould like to use ivory products.
• A storyboard of the campaign video was the creative
material pretested.
• The image on the storyboard in this Guidebook is
pixelated to protect the privacy of the celebrity who was
not featured in the actual campaign materials.
The FGD moderator showed the storyboard toparticipants. Following the FGD Guide, the moderator
asked questions (see questions on the previous page)
and probed responses from participants to answer thefive pretest elements. Since the storyboard also showeda celebrity delivering the message, the moderator
asked questions to determine whether the participants
recognized the celebrity, what they knew about thiscelebrity, and whether they thought that she would be
credible and influential as a spokesperson for the key
message.

37 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

Do you think wearing
ivory makes you beautiful?
True beauty does notneed ivory.

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSCASE EXAMPLE: PRETESTING MESSAGES AND MATERIALS BEAUTIFUL WITHOUT IVORY CAMPAIGN (CONTINUED)

Results from pretesting
1. Appeal

4. Relatability (Resonance)

Respondents noted that the dark, black and whitesomber tone was not appealing as it reminded themof a memorial video of a deceased person. They
recommended that the image be a bit brighter.

Participants felt that the material was speaking to themsince they are using or would like to use ivory jewelry.

2. Understandability
After a few seconds of seeing the material, participants
recalled correctly that the message was to stop using/buying ivory jewelry.

5. Motivation to Action
Participants stated that after seeing the material, they will
think twice about buying or using ivory jewelry and willtell their family and friends also not to do so.

3. Believability
Respondents believed what the materials were saying
was true. They added that they recognized the celebrity
and said that she would be appropriate to deliver themessage as a representative of her occupation. Theysuggested to add personalities who clearly represent
various occupations and are recognized in their field.

38 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 4

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSCASE EXAMPLE: PRETESTING MESSAGES AND MATERIALS BEAUTIFUL WITHOUT IVORY CAMPAIGN (CONTINUED)

Results from pretesting
A question was also asked about the celebrity featured in the storyboard. The participants recognized
this celebrity and said that she or someone who has the same status will be a credible messenger for thiscampaign. However, due to scheduling conflicts, the celebrity could not be available to participate in the
campaign. Another celebrity with similar status and popularity agreed to be featured.

The main celebrity featured
Cindy ‘Sirinya’ Bishop, an actress/
supermodel who has achieved
international success in her field.

39 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 4

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSCASE EXAMPLE: PRETESTING MESSAGES AND MATERIALS BEAUTIFUL WITHOUT IVORY CAMPAIGN (CONTINUED)

Refining materials following pretesting
Based on the pretest results, the visuals were re-designed
to reflect a brighter, warmer mood and tone, and torepresent various occupations as suggested by pretest
participants.
To generate buzz and create the impression that many
women influencers no longer see ivory as beautiful orsocially acceptable, four other personalities from various
occupations that represent participants’ profiles andaspirations, were engaged – a TV host, professional chef,
beauty pageant finalist and photographer/blogger. In total,
five celebrities were featured in the materials to deliver
the Key Message and to engage their followers on social
media.

40 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 4

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSTIPS ON PRETESTING CAMPAIGN MATERIALS
Look out for:• Initial negative reactions that indicate that the material is not appealing or not liked.
• Non-verbal cues (facial and body expressions, body movements, etc.) that validate or invalidate
verbal responses.
• Participants who dominate the discussion. If this happens, try to draw out others’ opinions
and views.
• Responses that show that participants are expressing what they think the moderator wants tohear or what others in the group are saying. If this is observed, reiterate that there are no “rightor wrong” answers and that all their opinions matter in order to improve the materials.

41 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 4

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 43.5. PREPARE A MEDIA PLAN THAT WILL EFFECTIVELY REACH THE TARGET AUDIENCE
What is a Media Plan?
A media plan is the strategic use of media channels that will
effectively reach and engage your Target Audience to achieve
your campaign objectives.

The media plan is based on:• Your Target Audience Profile (based on demographics andpsychographics) and the analysis of their media habits
based on the Target Audience lifecycle (left)• Your campaign budget

Print
MobileOut of Home
BillboardHome
Socializing

RetailShopping

CommuteRegular
Touchpoints

Point of sale

Religious
Services

Work /
SchoolThe media plan has objectives of reach (estimated number
or proportion of the Target Audience who will be exposedto the campaign within a time frame), frequency (number oftimes this Target Audience will be exposed to the message/
materials within the time frame), and time frame (duration ofmedia implementation).

Computer

Meetings
Work /
SchoolReligious
Group

Business
GroupsMobileNote: A media plan is generally developed by amedia agency which is experienced at delivering
ads/materials across media platforms based on
the campaign objectives.

42 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 4

STEP 3 | CREATE MESSAGES AND MATERIALS

Types of Media and their Pros and Cons – Mass Media

1) Broadcast

2) Print

3) Out-of-home

BUS STOP

TelevisionRadio

Out-of-home billboard, bus shelters, transit
ads on mass transport systems,taxis, etc

Pros

Cons

• Can reach many people within a short time frame withfrequency (people can see it more than once).

• Costly – compared to online channels.

• Reach is estimated based on viewership, readership, foottraffic.
• Good for awareness raising since they mostly reach thegeneral public unless specific media types and locations
are specified based on Target Audience media habits.
• Good for changing social norms.

• Actual reach (number or proportion of Target Audience
exposed) is generally estimated and cannot be fully
determined until a survey is conducted.
• Not readily interactive (unless you provide a
feedback loop).
• Cannot provide real time data for timely adaptive
management.

43 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 4

Types of Media and Their Pros and Cons – Online and Social Media

Online and Social Media – Google Ads, Facebook, Instagram, YouTube, Twitter, Online Newspapers

Pros

Cons

• Can reach specific Target Audience segments based on
demographic and psychographic characteristics.

• Online and social media clutter. Creative materials
need to stand out and have strong appeal.

• Actual exposure, reach, and frequency can generally bemeasured and reported during media implementation.

• Several shorter versions of the material need to be
produced to sustain interest of the Target Audience.

• Target Audience engagement (likes, shares, comments, etc.)
can be obtained.

• Possible significant negative feedback (dislikes, negative
comments) – campaign needs to be ready to addressthese.

• Generally more cost-efficient than traditional mass media.
• For social media, digital analytics can be conducted that provide
regular feedback on performance (exposures, views, reach,most-viewed material, cost per reach, etc.) during media
implementation.

• May exclude those in the Target Audience who do not
regularly access social media or online platforms.
• Needs content administrator to oversee/manage e.g.,
respond to questions, manage sensitive comments, etc.

• Allows for timely course correction/adaptation of media
strategies.

44 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3 | CREATE MESSAGES AND MATERIALSSTEP 4

Types of Media and their Pros and Cons – Interpersonal Communication (Face-to-face)

Interpersonal or face-to-face communication can be conducted – with individuals or small groups. It can also be
conducted online through social media groups or online forums

Face-to-face communication: individual

Face-to-face communication: group• Personal consultations or counseling sessions• Meetings and workshops aimed at generating dialogue withyour Target Audience• Individual meetings• Informative sessions in the form of educational
entertainment sessions (plays/shows, competitions, etc.)
Pros

Cons

• Allows for direct communication and immediate
feedback from the Target Audience.

• Time consuming, especially if the campaign needs to reach large
numbers of the Target Audience within a specific time frame.

• Target Audience engagement is enhanced.

• Can be costly.

• More appropriate for private or sensitive topics.

• Preparation needed for each interaction.

• Allows for more comprehensive discussion of
barriers and concerns and related troubleshooting.

• Facilitator/communicator needs to be well trained and havediscussion guides/aids so that messages/materials are explainedin a standard way across all face-to-face gatherings.

• Provides opportunities to follow up initialinteractions.

• Can be difficult to reach specific Target Audiences (e.g., users ofwildlife parts).

45 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 4

STEP 3 | CREATE MESSAGES AND MATERIALSMedia Planning Templates

Media Plan showing objectives, materials, media channels, time frame, reach, and budget
Beautiful Without Ivory Campaign
Objective

Deter Target Audience from buying/using ivory products as fashion accessories

Target Audience

Female, 20-49 years of age, and married with children. Middle or higher income; office employees or
executives or self-employed as merchants or entrepreneurs of small or medium businesses

Target Overall Reach

Reach 2 million among the Target Audience

Material

Media

Time Frame

Specific Reach Target

BudgetVarious versions ofcampaign video

Online social media
platforms (Facebook,
Instagram, and YouTube)

42 days

1 million views$$$

Campaign print ad
or PSA in fashion
magazines

Popular Fashion Magazine

1 MonthCirculation of 250,000$$$

30-sec campaign video

Electronic billboard
at a shopping mall

3 Months

2 million views$$$

46 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5STEP 1

STEP 3

STEP 2

STEP 4 | IMPLEMENT & MONITOR

SBCC AS A PLANNED PROCESS – STEP 4
STEP 4. IMPLEMENT & MONITORGUIDELINES FOR STEP 4

Creating

2

1

Un
d
the e
Si

1. Implementation - coordinates and executes planned
activities

Planning

2. Monitoring - ensures that the activities are being
conducted according to the time frame, using theplanned inputs (quantity and quality), and producing thedesired outputs

ing
nd
ta on
rs uati
t

ng &
usi
c
Fo signing
De• Inputs – items or resources needed for activities tobe conducted e.g., budget, staff, logistics, materials,
expertise, and time

rin tin gg

4g
ti n nau
E v al
ni
la n
p
e
&R

g

le m
I m p nit o
o
&M

en

5

3

INTRO

• Outputs – direct results of the activities e.g., numberof persons trained, number of groups oriented on the
campaign, number and quality of creative materials(video, PSAs, billboards, print ads) produced, pretest of
materials conducted, media placements implemented

47 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3

STEP 4 | IMPLEMENT & MONITOR

4.1. PREPARE AN IMPLEMENTATION PLAN
An Implementation Plan
An implementation plan provides a detailed roadmap that defines activities and tasks, inputs,
timeline, and outputs to execute or operationalize a campaign.
Generally, the implementation plan contains:• List of key activities or tasks• Timeline for each activity or task
• Person Responsible for each activity or task
• Inputs needed for each activity or task
• Outputs for each activity or task
• Budget/resources needed for each activity or task

48 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3

STEP 5

STEP 4 | IMPLEMENT & MONITOR

4.1. PREPARE AN IMPLEMENTATION PLAN – SAMPLE PLAN FOR A CAMPAIGN

Activity

Timeline

Conduct Situation Oct – Dec 2019
Analysis

Person Responsible

Input Required

OutputBudgetTeam Member A

Procurement ofresearch agency/
consultant

Baseline report$3,000Prepare theCreative Brief

Jan 2020

Team Member A

Findings fromsituational analysis

Creative brief

Staff time

Select theCreative Agency

Feb – Mar 2020

Team Member B

Solicitation

Scope of Work for
Agency/Contract

Staff time

Develop Creative
Materials, Pretest
Materials

Apr – Jul 2020

Creative brief

Creative Materials$10,000

Creative input fromagencyRevised materials
following pretest

Co-ordination withprocurement

Aug – Sep 2020
Revise andProduce
Materials, Prepare
Media Plan

Team Member B

Team Member A

Findings from pretest Final materials forwith Target Audience donor approval

49 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

$25,000

INTROSTEP 1

STEP 2

STEP 3

STEP 5

STEP 4 | IMPLEMENT & MONITOR

4.1. PREPARE AN IMPLEMENTATION PLAN – SAMPLE PLAN FOR A CAMPAIGN (CONTINUED)

Activity

Timeline

Person Responsible

Input Required

OutputBudgetImplement andmonitor media
plan

Oct – Dec 2020

Team Member A
and B

Final campaign
materials (key visuals/videos)

Campaign materials
disseminated$40,000

Report on social
mobilization activity$10,000

Research Report$20,000

Selection of media
channels
Budget Allocation
Implement andmonitor social
mobilization
activities

Oct 2020 – Feb
2021

Team Member A
and B

Identify potential
partners
Brief on campaign key
message and activities
Activity plan withselected partner

Evaluate Impact
and Results

Mar – Apr 2021

Team Member A andresearch agency

Research agency
procured;research protocol
and approved
methodology

50 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4 | IMPLEMENT & MONITOR

4.2. PREPARE A MONITORING PLAN
Why do we need to monitor?
Monitoring ensures that the activities are being conducted according to the planned time frame, inputs (quantity and quality), andare producing the desired outputs.
Some questions to ask:
• Are the activities implemented on time? Are there delays, if so, what are the reasons for the delays and how can they beovercome?
• Have the approval processes for materials been followed? If not, why and how can the process be improved?
• Have draft creative materials been developed based on the Creative Brief? If no, why not?
• Have the creative materials been adequately pretested, and changes made based on the pretest?
• Is the media plan prepared in line with campaign objectives and the Target Audience Profile?
• Is the budget being used effectively? Is the campaign over budget or under budget? What activities or tasks have budget issues?
• Are adaptive management measures needed to ensure more effective implementation? What measures need to be taken?
Who will implement these measures?

51 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 5INTROSTEP 1

STEP 2

STEP 3

STEP 5

STEP 4 | IMPLEMENT & MONITOR

4.2. PREPARE A MONITORING PLAN – SAMPLE PLAN FOR A CAMPAIGN

Activity

Timeline

Person Responsible Input Required

OutputBudgetMonitoring Results Action Taken

Conduct
Situation
Analysis

Oct – Dec
2019

Team Member A

Procurement ofresearch agency/
consultant

Baseline report$3,000On Track

Proceed to draft
Situational Analysis
reportPrepare theCreative Brief

Jan 2020

Team Member A

Findings fromsituational analysis

Creative brief

Staff time

On Track

Proceed to selectionof Creative Agency

Select theCreative
AgencyFeb – Mar
2020

Team Member B

Solicitation

Scope of Workfor Agency/
Contract

Staff time

Delayed – low
response fromsolicitation

Extend deadline for
proposal submission
and place solicitationin other channels,
websites

Develop
Creative
Materials,
PretestMaterials

Apr – Jul
2020

Team Member B

Creative
Materials$10,000

Fast track materials
Delayed – impact
developmentfrom delay inselection of creative
agency; difficultyin getting pretest
respondents

Revise andProduce
Materials,
PrepareMedia Plan

Aug – Sep
2020

$25,000

On Track

Co-ordination withprocurement

Creative brief
Creative input fromagencyTeam Member A

Findings frompretest with Target
Audience

Revisedmaterials
followingpretestFinal materials
for donor
approval

52 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

Proceed topreparation of media
plan

INTROSTEP 1

STEP 2

STEP 3

STEP 5

STEP 4 | IMPLEMENT & MONITOR

4.2. PREPARE A MONITORING PLAN – SAMPLE PLAN FOR A CAMPAIGN (CONTINUED)

Activity

Timeline

Person Responsible Input Required

OutputBudgetMonitoring Results Action Taken

Implement
and monitor
media Plan

Oct – Dec
2020

Team Member A
and B

Campaign
materials
disseminated$40,000

Delayed due todifficulty in getting
locations forbillboards

Explore option toincrease use of onlinesocial media

Reporton socialmobilization
activity$10,000

On Track

Provide support forplan and monitor
activity milestones

Research
Report$20,000

On Track

Report campaign
achievements/areas
for improvement

Final campaign
materials (keyvisuals /videos)
Selection of media
channels
Budget Allocation

Implement
and monitor
socialmobilization
activities

Oct 2020 –Feb 2021

Team Member A
and B

Identify potential
partner
Brief on campaign
key message andactivities
Activity plan withselected partner

Evaluate
Impact and
Results

Mar – Apr
2021

Team Member A
and research agency

Research agency
procured;research protocol
and approved
methodology

53 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

STEP 1

STEP 4

STEP 3

STEP 2

STEP 5 | EVALUATE AND REPLAN

SBCC AS A PLANNED PROCESS – STEP 5
STEP 5. EVALUATE AND REPLAN

GUIDELINES FOR STEP 5
Evaluation

Creating

2

1

Un
d
the e
Si

ing
nd
ta on
rs uati
t

ng &
usi
c
Fo signing
De

Planning

3• Determines whether the activities and outputs areproducing desired results or outcomes based on the
campaign’s behavioral objectives• Asks the question: Have we made progress against the
campaign’s behavioral and communication objectives• Can be conducted while the campaign is ongoing (midterm
evaluation) and at the end of the campaign (final evaluation)
What to Measureen
rin tin g
g

4

5

le m
I m p nit oo&MBehavioral Objectives: Change in behaviors and practicesof Target Audience e.g. reduce purchase or use of wildlife
productsgti n nau
E v al
ni
la n
p
e
&R

g

INTRO

Before we can change behaviors, we need to change
determinants, such as attitudes, beliefs, intentions to consume,
and social norms/social acceptability regarding use of wildlife
products. We also need to target and measure these changes
in order to achieve our behavioral objectives based on oursituation analysis and results of our baseline or pre-campaign
research.

54 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

Types of Evaluation

Quantitative
Online or face-to-face with a set of
prepared (survey) questions

Pros

Cons

• Can be done quickly, if done online.

• Can be time consuming especially if done face-to-face.

• Responses can be tallied and analyzed statistically.

• Can be costly especially if done face-to-face.

• Sampling can be done to effectively represent the Target
Audience.

• Need to develop and pretest a questionnaire that will elicit
accurate and effective responses based on the evaluation’s
objectives.

• Can be compared with other research studies to measurechanges in knowledge, attitudes, beliefs, practices, anddescriptive social norms of Target Audiences so long as
research methodologies are comparable.

• Needs experts on research methodology, sampling, statistics
and data analysis.

55 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

Types of Evaluation

Qualitative
FGDs, in-depth interviews

Pros

Cons

• Can collect rich insights from participants.

• Results cannot be quantified.

• Can probe Target Audience perceptions, attitudes, beliefs,
motivations, and behaviors.

• For FGDs, needs triangulation (usually three FGDs per
segment or topic) to determine consistency of results.

• Provides feedback from groups representing the actual
Target Audience.

• Needs experienced facilitators, note takers and experts inqualitative data analysis.
• Recruitment of participants may take time and effort.
• Respondents may be reluctant to participate due to time
constraints, privacy concerns, and other personal reasons.

56 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

Key Factors To Evaluate – Questions to Ask

Quantitative Questions
Campaign evaluation research usually entails determining:
1. Reach and Recall - whether the Target Audience recalls seeing or hearing one or moremessages from the campaign (campaign exposure), channels where messages were recalled,
how often these messages were recalled.
2. Impact of Recall or Exposure - whether recall of the messages are correlated withimprovements on desired attitudes, perceptions of social acceptability, intention to use in
the future and self-reported use.
Questions on attitudes, perceptions, intention to use and use should be asked ahead of thequestions on campaign recall in order not to bias responses (refer to Pages 11-12 for examplesof questions that measure attitudes).

57 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

Key Factors To Evaluate – Questions to Ask (continued)

Below are sample questions to measure intention to use and perceptions of social acceptability.
How likely would you be to buy the following products in the future? Please rate using a scale of 1 to 5 where 1 is definitely won’t
buy and 5 is definitely will buy.
Questions(rotatestatement)
Ivory products

Definitely
won’t buy

Will probably
not buy

May or may
not buyWill probably
buyDefinitely
will buy

1

2

3

4

5

Personally, do you think buying the following products is acceptable among your family and friends or not? Please rate using ascale of 1 to 5 where 1 is extremely unacceptable and 5 is extremely acceptable.
Questions(rotatestatement)
Ivory products

Extremelyunacceptable

Unacceptable

1

2

Neither
acceptable nor
unacceptable
3

58 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

Acceptable

Extremely
acceptable

45

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

Key Factors To Evaluate – Questions to Ask (continued)

To determine the effectiveness and impact of the ivory demand reduction campaign, the following
questions can be asked as part of an evaluation exercise.
Qualitative Questions for FGD – Questions related to changes after campaign exposures• What do your family and friends think about using ivory products? Do you agree with them?
Why or why not?
• Who are the types of people who use ivory jewelry or accessories? Can you describe them?
• Why do people use or buy ivory products like jewelry or accessories? Do you agree with thesereasons? Why or why not?
• What are the reasons why people will NOT use or buy ivory jewelry or accessories? Do you
agree with these reasons? Why or why not?
• How do you feel about buying or using ivory products after seeing the campaign materials?
• Have you taken any other actions after seeing the campaign materials? What are these actions?

59 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLANREPLANNING
Once the evaluation research (midterm or end of campaign) is completed, you will haveinformation on whether the campaign reached the right Target Audience (and how frequently),what the Target Audience recalled from the campaign, and whether those who recalled campaign
messages have changed their attitudes, perception of social norms, intention to use, or selfreported use. The results from evaluation studies are generally compared between those
who recalled messages or activities (exposed to the campaign) and those who did not recall
any campaign message (not exposed to the campaign) OR between results from those who
participated in the pre-campaign consumer research you conducted and those exposed to thecampaign as identified in your evaluation research.
Data will also be generated on what media channels were most recalled by the Target Audienceand how often they recalled hearing or seeing the messages (frequency of recall). The data can bereviewed to determine changes to replan or strengthen the campaign.

60 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLANREPLANNING (CONTINUED)
Some examples of possible findings and their replanning implications are discussed below.
Finding - Reach and Recall or Exposure:A smaller proportion of the Target Audience (30% vs. targeted reach of 60%) recall hearing or
seeing the messages at least once. This may indicate one or more of the following:• The campaign materials are not attractive enough to catch the audience’s attention amid the media
clutter. Campaign materials compete with many other ads and messages particularly when placed in
traditional mass and digital media. Materials need to stand out and be powerful enough to attract andretain the audience’s attention while delivering the message. In using traditional mass media or social
media, shorter materials e.g., 30-second to 60-second videos, are generally better than longer ones.
• The channels used are not accessible to the Target Audience. If your media plan is focused on massor social media, you may not be reaching the right audience. If your materials are displayed in out-ofhome channels e.g., billboards or posters in public places, they may be in locations that members of
the Target Audience do not frequent. Using mass or digital media may not be sufficient.You may needto determine other channels and activities where you can engage the Target Audience and create
discussions around the message e.g., through their social networks or group affiliations.
• Materials are not disseminated often enough. Placement of materials in traditional mass or digital
media needs to be frequent enough to reach the largest possible number of the Target Audience
more than once. Reaching the Target Audience once is not sufficient to bring about attitude andbehavior changes.You may need to add more media placements or expand the number of out-of-homeplacements.

61 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLANREPLANNING (CONTINUED)
Finding – Impact of Recall or Exposure on Attitudes and Social Norms:
The proportion of the Target Audience who recall hearing or seeing the message(s) have notchanged their attitudes and perceptions of social acceptability compared to the proportion who
do not recall hearing or seeing the message OR compared to findings from the pre-campaign
consumer research. This may indicate one or more of the following:• The materials/messages and activities do not resonate. The messages may not be addressing thepsychographic characteristics of the Target Audience and the drivers underlying their behavior. A
review of the materials and messages may be in order.You may need to conduct qualitative researchamong those who recall the messages to determine their reactions to the campaign and gain
insights on how to revise the materials and messages accordingly.
• The activities conducted and current channels used are not sufficient. You may need to use orenhance other channels or SBCC strategies to more actively engage the Target Audience. For
example, social mobilization activities may more effectively reach the Target Audience through theirsocial networks. Face-to-face, interpersonal communication with groups and organizations cancomplement mass media strategies to bring about sustained changes in attitudes, social norms andbehaviors.

62 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

CASE EXAMPLE: EVALUATION AND REPLANNING - BEAUTIFULWITHOUT IVORY CAMPAIGN
In order to determine whether the Beautiful Without Ivory campaign is achieving its objectives, USAID
Wildlife Asia conducted a Rapid Online Survey in July 2020 after completing two rounds of media placements(for an average of seven weeks per round) from January to June 2020.
The project generated data on desired attitudes, social acceptability of ivory consumption, and future intention
to use. This data was correlated with respondents (current and potential consumers) in the survey who were
exposed to the campaign ads (i.e., those who recalled seeing/hearing at least one message from the campaign)and the same data from the 2018 USAID Wildlife Asia Research Study on Consumer Demand for Ivory and
Tiger Products in Thailand.
For better comparability, the Rapid Online Survey used the same questions as those asked in the 2018 survey.
These questions were asked before the questions on campaign message recall so as to not bias responses.
Answers to the following questions were compared between the 2018 and 2020 surveys. Note that based on
the campaign messaging, the proportion of:•

those who agree with the perceived benefit should decrease,•those who agree with the perceived concern should increase,•those who find buying ivory not acceptable should increase, and•those who say they will definitely/probably buy ivory should decrease.

63 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

CASE EXAMPLE: EVALUATION AND REPLANNING - BEAUTIFULWITHOUT IVORY CAMPAIGN (CONTINUED)
Agreement to Statement:
Perceived Benefit:
Ivory makes me feel beautiful, well-dressed, and shows good taste

2018 Survey

2020 Survey*

67%

48%

Perceived Concern:
Ivory seems old-fashioned

16%

37%

Social Acceptability:
Buying ivory is not acceptable to my family and friends

3%

39%

Likelihood of Buying Ivory Products in the Future:
Definitely will buy/will probably buy.

2018 Survey
79%

2020 Survey*
42%*

Exposed to at least one campaign message

64 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

CASE EXAMPLE: EVALUATION AND REPLANNING - BEAUTIFULWITHOUT IVORY CAMPAIGN (CONTINUED)
The above findings demonstrate that the campaign, within a short period of time (two roundsof media implementation averaging seven weeks per round), was very successful in improving:• Desired attitudes (decreasing perceived benefit and increasing perceived concerns about usingivory).
• Perceptions that ivory is not socially acceptable.
• Decreased intention to use.
These changes are expected to reduce consumption and demand for ivory products. Less than halfof the respondents (48%) now think that “ivory is beautiful”. Less than half (42%) also report thatthey intend to buy ivory in the future. The use of fashion and lifestyle celebrities seems to have beeneffective in countering the perceived benefit that “ivory is beautiful”.
The findings show room for improvement. Those who agree with the concern that “ivory is old
fashioned” (37%) and that buying ivory is not socially acceptable (39%) still constitute a minority of
the respondents.

65 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLAN

CASE EXAMPLE: EVALUATION AND REPLANNING - BEAUTIFULWITHOUT IVORY CAMPAIGN (CONTINUED)
The above findings suggest that the campaign needs to run for a longer period of time in order
to increase the frequency of exposure and saturation, and to further support the Target Audiencein changing attitudes, intentions, perceived norms, and behaviors that will significantly decrease
consumption and reduce demand.
These findings also suggest that the campaign may be reaching hard-core ivory users and intenders(a group which is generally more resistant to change), pointing to the need to enhance implementationof other SBCC strategies like social mobilization. Activities to mobilize social networks or affiliations
that are highly influential with the Target Audience, such as social groups, retail and jewelry associations,and fashion and lifestyle organizations, can effectively complement the media campaign. These activities
will expand and deepen Target Audience reach and engagement through interpersonal interactions thatwill promote norms against the use of ivory products, and help to sustain an ivory-free lifestyle.

66 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5 | EVALUATE AND REPLANREPLANNING IMPLICATIONSConsidering these findings, USAID Wildlife Asia is running the campaign for another media
round. Placements of the short video version that directly communicates that “ivory isold-fashioned” will be increased. To further decrease perception of social acceptability
among the consumers’ family and friends, the project is adjusting the message that “Ivory
Is Never Beautiful and Never Acceptable” and planning social mobilization activities thatwill also address this issue and reinforce the social media activity.

67 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

INTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5

CONCLUSION
The five steps in the SBCC planning process have been explained in this Guidebook, with application for
wildlife demand reduction activities. We hope that you find the guidelines and tips useful in planning andimplementing your demand reduction campaigns.
Please keep in mind that these are guidelines and their application will depend on your understandingof the Target Audience and the social, cultural, and political situation in which your planned campaigns
and activities will be implemented, as well as the resources available for these campaigns.You need to beflexible and make the necessary adjustments to best address your local context and needs.
The approach contained in this Guidebook can help you reach and engage with your Target Audienceand achieve real changes in their attitudes and behaviors regarding illegal wildlife consumption.
By directly targeting the primary drivers of the behaviors you wish to change, through mutually
reinforcing SBCC strategies, your campaigns will have far greater chances of success to decrease
consumption, reduce demand for wildlife products and save endangered species.
With SBCC, you are on your way to implementing more successful demand reduction campaigns!

For additional information on C-Modules please see: https://www.fhi360.org/resource/cmodules-learning-package-social-and-behavior-change-communication

68 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

CONCLUSIONINTROSTEP 1

STEP 2

STEP 3

STEP 4

STEP 5BIBLIOGRAPHY

BIBLIOGRAPHY
Drury, R. (2009), Reducing urban demand for wild animals in Vietnam: examining the potential of wildlife
farming as a conservation tool. Conservation Letters, from https://doi.org/10.1111/j.1755-263X.2009.00078.x
USAID Wildlife Asia. (2018). Research Study on Consumer Demand for Elephant, Pangolin, Rhino and Tiger
Parts and Products in China. Retrieved August 11, 2020, from https://www.usaidwildlifeasia.org/resources/reports/
inbox/usaid_china_wildlife-demand-reduction_english_presentation_june12_2018_final.pdf/view
USAID Wildlife Asia. (2018). Quantitative and Qualitative Study of Consumer Demand for Wildlife
Products in Thailand. Retrieved August 11, 2020, from https://www.usaidwildlifeasia.org/resources/reports/inbox/
final_20180605_thailandformativeresearchivorytiger_eng.pdf/view
USAID Wildlife Asia. (2017). What Drives Demand for Wildlife? A Situation Analysis of Consumer Demandfor Wildlife Parts and Products in China, Thailand and Vietnam Based on a Literature Review. Retrieved August
11, 2020, from https://www.usaidwildlifeasia.org/resources/reports/inbox/what-drives-demand-for-wildlife/view

69 | Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook | 2020

SOCIAL AND BEHAVIOR CHANGE
COMMUNICATION (SBCC)
DEMAND REDUCTION GUIDEBOOKUSAID Wildlife Asia
November 2020