page_title: Social and behavior change communication
hierarchical_section_title: Social and behavior change communication
caption_attribution_description: English: The continuum and overlaps between the world of development and entertainment; multiple sectors lie in between, such as SBCC (Social and Behavior Change Communications), C4D (Communication for Development), Entertainment-Education and Social Impact Entertainment. This graphic was created during the SBCC Summit in Bali in 2018 by Tobias Deml (a film producer from Prodigium Pictures) and endorsed by the thought leaders of the field, including key personnel of Johns Hopkins University Center for Communication Programs, PCI Media Impact, Population Media Center as well as employees of UNICEF.
context_page_description: Social and behavior change communication, often also only "BCC" or "Communication for Development" is an interactive process of any intervention with individuals, group or community to develop communication strategies to promote positive behaviors which are appropriate to their settings and thereby solving the world's most pressing health problems. This in turn provides a supportive environment which will enable people to initiate, sustain and maintain positive and desirable behavior outcomes.
  SBCC is the strategic use of communication to promote positive health outcomes, based on proven theories and models of behavior change. SBCC employs a systematic process beginning with formative research and behavior analysis, followed by communication planning, implementation, and monitoring and evaluation. Audiences are carefully segmented, messages and materials are pre-tested, and mass media, interpersonal channels and community mobilisation are used to achieve defined behavioral objectives.
  BCC should not be confused with behavior modification, a term with specific meaning in a clinical psychiatry setting.
context_section_description: Social and behavior change communication (SBCC), often also only "BCC" or "Communication for Development (C4D)" is an interactive process of any intervention with individuals, group or community (as integrated with an overall program) to develop communication strategies to promote positive behaviors which are appropriate to their settings and thereby solving the world's most pressing health problems. This in turn provides a supportive environment which will enable people to initiate, sustain and maintain positive and desirable behavior outcomes.
  SBCC is the strategic use of communication to promote positive health outcomes, based on proven theories and models of behavior change. SBCC employs a systematic process beginning with formative research and behavior analysis, followed by communication planning, implementation, and monitoring and evaluation. Audiences are carefully segmented, messages and materials are pre-tested, and mass media (which include radio, television, billboards, print material, internet), interpersonal channels (such as client-provider interaction, group presentations) and community mobilisation are used to achieve defined behavioral objectives.
  BCC should not be confused with behavior modification, a term with specific meaning in a clinical psychiatry setting. SBCC differentiates itself from Social impact entertainment (SIE) primarily through its "impact first", rather than "story first", approach.
caption: SBCC on the Development-Entertainment spectrum.
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