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Full name

Social and Behavior Change Communication Implementation Kit.


Funded by USAID Health Communication Capacity Collaborative (HC3), support from Breakthrough ACTION at Johns Hopkins University. The SBCC I-Kit has many similarities with other SBCC methodologies, including the Compass SBC How-to Guides  and FOCUS A Social & Behavior Change Communication Planner.

Sector/behaviour focus

A wide range of health and nutrition-related behaviours.

Focus within the process

Communications strategy, social as well as individual change. Essentially it’s about doing a series of facilitated discussions with the team, based on having formative research data already available, to design the strategy. It goes as far as developing an implementation plan and M&E plans, but stops short of actual delivery and M&E.

What’s special

SBCC uses communications science and the techniques of the communications industry to change behaviours by positively influencing knowledge, attitudes and social norms through strategic, systematic and targeted interventions. It promotes change at the individual, community and policy levels so that individual behaviours are supported by a positive social and political context.

The SBCC approach is a very useful complement to other approaches such as DBC or ABC which help identify communication as a component of the behaviour change intervention, but that don’t provide detailed guidance on how to develop and implement the communications activities.
The SBCC I-Kit is a web-based manual with links to tools from Health Compass, including forms to fill with data for strategy design, and examples from the field. It can be used to go through the whole process of designing a SBCC strategy with the project team.

Supporting BC theories

SBCC is strongly associated with the following models: Reasoned Action Model (Planned Behavior) // Extended Parallel Process Model (Fear Management) // Observational learning (Social learning) // Diffusion of innovations // Socio-Ecological model.

Time required

Not specified.

Expertise required

Generalist, to manage the process, with input from creative specialists.

Training materials

For self-learning materials, see the “Health Communication for Managers” and “Social and Behavior Change for Nutrition” courses offered by the Global Health eLearning Center.


English plus web content in French, Portuguese and Spanish, though tools, resources and examples only available in English.

Case studies and examples

Case studies and examples are used at different stages of the SBCC I-kit to illustrate the tools and activities presented.



STEP 1: Analyze the SituationTask 1: Clarify Shared Vision.
Task 2: Identify Challenge/s and Root causes.
Task 3: Understand Context of Core Challenge.
Task 4: Summarize Core Challenge.
Task 5: Determine Program Theory.
Task 6: Identify Potential Priority Groups.
Task 7: Assess Communication Needs and Resources.
Task 8: Assess Capabilities of Services and Products to Meet Demand.
Task 9: Conduct a Participation Analysis.
STEP 2: Identify and describe the AudienceTask 1: Determine Audience Segments.
Task 2: Prioritize Audience Segments.
Task 3: Develop Audience Profiles.


STEP 3: ObjectivesTask 1: Describe Desired Change.
Task 2: State How Much Change.
Task 3: Determine Timeframe for Expected Change.
STEP 4: Strategic ApproachesTask 1: Identify Strategic Approaches.
Task 2: Create Strategic Framework.
STEP 5: Positioning and Strategy OutlineTask 1: Summarize Challenge, Situation and Audience Profile.
Task 2: Develop a Positioning Statement.
Task 3: Identify the Key Promise.
Task 4: Define the Support.
Task 5: Develop an Overall Impression Statement.
Task 6: Identify Key Message Points.
Task 7: Finalize Strategic Approaches.
Task 8: List Proposed Activities.
Task 9: List Additional Creative Considerations.
STEP 6: Implementation PlanTask 1: Determine Partner Roles and Responsibilities.
Task 2: Outline Activities.
Task 3: Establish a Timeline.
Task 4: Determine a Budget.
Task 5: Finalize Implementation Plan.
STEP 7: Monitoring and EvaluationTask 1: Identify Indicators to Track Progress.
Task 2: Develop Monitoring Plan.
Task 3: Establish an Evaluation Plan.

Implementation, monitoring and evaluation

The approach does not provide specific contents for this step.