Social and Behaviour Change Communication (SBCC) Primer

The NFSSM Alliance has developed the Social and Behaviour Change (SBCC) Primer which was released in collaboration with the Ministry of Housing and Urban Affairs at the launch of the National Behaviour Change Communication Framework for Garbage Free Cities. Aligning with the government’s vision of shifting from IEC (information, education, and communication) tools to SBCC (social and behaviour change communication), the SBCC Primer aids the on-ground implementation of behaviour change to achieve inclusive sanitation outcomes.

Targeted toward sector practitioners and government implementers, the Primer lays down a blueprint to approach SBCC using a scientific methodology leveraging case studies to guide and build the capacity of target stakeholders in urban sanitation. The primer also includes insights from BBC Media Action’s on-ground experience in impacting communities using communication strategies.

This Primer is an essential document which incorporates field-based learnings and evidence towards enabling behaviour change in the sector to move towards safe and inclusive sanitation outcomes. The insights and learnings from the primer can be valuable to any sector that wishes to incorporate SBCC within its programmatic priorities. However, the launch of the Primer is only the first step which has to be followed by building the capacity of relevant stakeholders to successfully integrate SBCC within the sector.. The SBCC primer is hence a key implementation tool to ensure social and behavioural change within communities to ensure sustained inclusive sanitation outcomes for all.

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