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To capitalize on the combined power of partner methodologies, Breakthrough ACTION developed the SBC Flow Chart™ to guide country teams and partners through a three-phase process. The outputs of the process include key decision points to build an SBC strategy: theory of change, audiences, and influencers. The SBC Flow Chart™ integrates the best of behavioral science and human-centered design (HCD) with proven social and behavior change communication (SBCC) and community capacity strengthening approaches.
The SBC Flow Chart™ in South Sudan relies on the following:
Community and district ownership of the identification of solutions;
Deep understanding of both the social and behavioral determinants of individuals and others in their community;
Better understanding of audiences, leading to better segmentation and increased empathy and understanding of differentiated and interdependent needs across the ecosystem;
Health outcomes positioned within the Pathways™ and Circle of Care™;
On-going capacity strengthening in problem definition, design, implementation and measurement for community and partners;
A “community systems” view and strategy for collective action.
SBC Flow Chart Disciplines
SBC Flow Chart Disciplines
Social and behavior change communication (SBCC) is the use of communication to change behaviors, including service use, by positively influencing knowledge, attitudes, and social norms. SBCC uses the most powerful and fundamental human interaction—communication—to positively influence these social dimensions of health and well-being.
Community development and engagement seeks to better engage the community to achieve long-term and sustainable outcomes, processes, relationships, discourse, decision-making, or implementation.
Design thinking provides a solution-based approach to solving problems. It’s extremely useful in tackling complex problems that are ill- defined or unknown, by understanding the human needs involved, reframing the problem in human-centric ways, creating many ideas in brainstorming sessions, and adopting a hands- on approach in prototyping and testing.
Behavioral science teaches us that the interplay between the context and our psychological quirks can have a surprisingly powerful effect on our behavior. The insights that come from behavioral science allow us to anticipate and account for these inconsistencies in product, program, and policy design.
Marketing science applies many methods for strategic planning, social and behavioral insights, and coalition building. It draws upon the understanding of customer needs, and the development of approaches by which they might be fulfilled - predominantly through scientific methods, rather than through tools and techniques common with research in the arts or in humanities.
SBC Flow Chart Guiding Principles
SBC Flow Chart Guiding Principles
What do these approaches hold in common?
What do these approaches hold in common?
While each approach brings a unique language, positioning, and specialization when addressing social and behavior change, they all share cross-cutting principles that are integrated through every step of the SBC Flow Chart.
COMMUNITY ENGAGEMENT AND CO-DESIGN
COMMUNITY ENGAGEMENT AND CO-DESIGN
GENDER EQUITY AND SOCIAL INCLUSION
GENDER EQUITY AND SOCIAL INCLUSION
INFORMATION COLLECTION
INFORMATION COLLECTION
TESTING AND ITERATION
TESTING AND ITERATION
EMPATHETIC LISTENING
EMPATHETIC LISTENING
ZOOMING IN AND OUT
ZOOMING IN AND OUT
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