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Social and Behavior Change Communication Strategy Development

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Wings Education and Media is a communication company, which is engaged in media, edutainment and education. The company worked as a consultant to UN Agencies  to develop various activity-based SBC materials for different target groups focusing on specific health, child participation, protection and education messages Our team is composed of skilled and professional people with relevant experience in multimedia production, training, graphics design, educational materials production, translation, illustration, media relations, etc. We combine a broad-range of experience with specialized knowledge of education, edutainment, event & campaign management, audio visual and print production and media fields. We are currently working on "Social and Behavior change communication (SBCC) strategy, rapid assessment and multi-media development."

 

Wings Education and Media is supporting organizations to the effective implementation of strategic, evidence- based behavior and social change interventions.  Our  services include : 

Design evidence-based SBC strategy based on behavior and communication analysis.

  1. Conduct SBC rapid assessments.
  2. Develop, pre-test and design language and context specific message matrix and multi-media BCC materials in appropriate formats for use in various platforms and channel targeting segmented audience groups.
  3. Develop and pre-test SBC capacity building packages for multiple target groups and platforms including sectoral implementing partners, media professionals, frontline workers, social mobilization committees, community facilitator, schools, and youth centers
  4. Rollout of specific communication initiatives including training and promotional campaigns

We believe that the rich experiences of Wings Education and Media coupled with its in- depth knowledge on development communication initiatives makes it uniquely qualified to assist in the development of its evidence-based SBC strategy, training manuals, communication materials and campaign management.  

 

SBC STRATEGY DEVELOPMENT    

In order to develop, carry out and evaluate the SBC strategy on development issues, the following five steps will be employed.  The result of this strategic planning process  will be the development of an  integrated communication strategy: 

  • that is based on research
  • that considers individuals, families and communities within their environment & from their perspective
  • that encourages & fosters community participation
  • with realistic, measurable objectives & indicators
  • with culturally relevant approaches and messages that match the existing levels of KAPBs

We follow the following five steps in developing an SBC strategy. Below is a diagram that represents the proposed framework, which involves five steps in the development, implementation, monitoring and evaluation of a SBC communication strategy.

 

STEP I: Data Collection and Analysis

We try to understand the dynamics of the problem during this step. The Analysis involves an in-depth understanding of the problem, of a specific population(s) and of the people and environmental factors that influence the target population. The following key activities will be performed to understand the dynamics of the problem:

  • Determine the severity and causes of the problem, noting differences by audience characteristics such as gender and ethnicity. A review of current literature will be undertaken to understand the etiology and epidemiology of the problem.
  • Identify possible behaviors that could be encouraged or discouraged. A review of existing demographic data on the problem, survey results, study findings, and any other information will be undertaken.
  • Identify social, economic, and political factors blocking or facilitating desired behavior changes.
  • Develop a concise and clear statement of the problem that summarizes the above points to help identify what aspects of the problem can be addressed through communication.

Step II. Strategic Design

Step II is concerned with translation of findings of the formative research in Step I into SMART objectives, making decisions about appropriate communication approaches, selecting communication channels, developing an implementation plan, and developing a monitoring and evaluation plan for the program/ project.

A.    Specific Objectives

The strategic design step has the following four specific objectives

  1. Establish SMART communication objectives,
  2. Select appropriate communication channels,
  3. Develop an implementation plan
  4. Develop a monitoring and evaluation plan
B.     Method

The following are some of the steps that will be taken to carry out development of the strategy.

  1. Studying findings of the formative research and undertaking the following exercises:
  • Determining behavioural outcomes, which involve comparing scientific evidence on KABP supportive of the issue with existing KABP in communities and prioritizing which of the community KABP needs to change.
  • Audience mapping and analysis, which involves in identifying target/ participant groups and analyse how they relate to each other and influence the social and behavioural dynamics, and identifying how each target/ participant group can best be engaged and reached through SBC interventions (corresponding with channel analysis below)
  • Communication channel mapping, analysis and profiling which involves in identifying high impact formal and informal communication appropriate for specific target/ participant groups in the two regions and sub city selected for roll out of the strategy
  • Stakeholder mapping and analysis, which involved in identifying stakeholder including influencers, allies, supporters and role models at different levels and analyse their roles in the specific program
  1. Establishing the goal of the Strategy

We will establish goals for the strategy in collaboration with the relevant sections of UNICEF.  Each goal may have one or more objectives that describe more specifically what the outcomes of the strategy will be.

  1. Establishing SMART objectives/ targets, which involve determining behavioral outcomes that can be reasonably expected to result in communities as a result of the project’s interventions within the projects life time.
  2. Developing a conceptual framework to show how the program activities are expected to contribute to the objectives.
  3. Using the conceptual framework to help select monitoring and evaluation indicators.
  4. Prioritizing and matching identified channels to task and target population, which involves selecting communications channels appropriate to reach each targeted populations.
  5. Developing a creative brief to share with people and organizations involved in developing messages and materials. The brief will include a profile of the intended audience, behavior change objectives, resulting benefits that the audience will appreciate, channels that will carry the messages, and the key message points.
  6. Based on the above analysis, determine a communication plan, which involves linking the SMART objectives, targeted populations and selected channels with a chain of outputs and activities.
  7. Estimating costs of roll out of the plan
  8. Developing a monitoring and evaluation plan/ framework, this involves tying of objectives/ targets with input, output, outcome and impact indicators and their respective means of verification as well as determining methods and tools for data collection, analysis and reporting.

Step III: Development & Testing of Messages and Materials

The overall objective of Step III is to develop messages and tools that will be used to reach and engage the target populations to bring about the targeted behavioral changes.

 Specific Objectives

Step III has the following four specific objectives

  1. To develop messages to engage the target population
  2. To develop and brand materials that carry developed messages in appropriate channels
  3. Pretest developed messages and materials
  4. Validate the strategy, messages and materials

 Step IV: Implementation and Monitoring

The overall objective of Step IV is to roll out developed materials and messages.

Specific Objectives
  • To produce materials developed in Step III
  • To disseminate produced materials
  • To develop trainers of trainers
  • To promote the Strategy through media
  • To promote the strategy through multiple communication channels which are appropriate to reach each targeted populations.
  • To develop a monitoring and evaluation plan/ framework,

 STEP V: Evaluation and Re-Planning

The overall objective of Step V is to evaluate and re-plan the overall strategy.

  • To measure outcomes, assess impact.
  • To disseminate results to partners, key stakeholders, the news media, and funding agencies.
  • To record lessons learned and archive research findings for use in future programs.
  • To revise or redesign program based on evaluation findings.

The community will be engaged in the evaluation and re-planning process by

  • Involving audience members in evaluating the program against parameters they set themselves (participatory evaluation).
  • Encouraging involvement of audience members in experimental evaluations (designed to measure outcomes objectively).
  • Encouraging participants from the audience to share evaluation findings with their communities, advocate further activities, and spread activities to other communities.

At every stage of the strategic planning process, the following basic principles will be applied:

  • Build support among national and local Government stakeholders throughout the process.
  • Encourage the intended population to be actively involved at every stage of the development process
  • Invite people from different disciplines and backgrounds (e.g. artists, teachers, media experts, social scientists) to share their skills and expertise
  • Build partnerships among government agencies, NGOs to reinforce communication messages, avoid duplication of efforts, and to share resources
  • Provide training and workshops for stakeholders, facilitators and partners 

                 

 

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