Social and Behavior Change Communication

At HDI We see communication as more than just information dissemination, education, or awareness-raising. While these activities are necessary ingredients of communication, they are not sufficient for getting people to change long-established practices or behaviors. HDI experts provide technical assistance in designing evidence-based communication interventions in support of development programs in the context of local political, social and cultural realities.

Our SBCC is an interactive process of any intervention with individuals, communities and/or societies (as integrated with an overall program) to develop communication strategies to promote positive behaviors which are appropriate to their settings and there by solve their most pressing health problems.

We use SBCC to promote positive health outcomes, based on proven theories and models of behavior change.  We employ 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 mobilization are used to achieve defined behavioral objectives.

We incorporate innovative communication strategies, examining people’s perceptions and enhancing their participation in social change processes. We provide technical assistance in evaluating the effectiveness of communication interventions to support attainment of behavioral outcomes and impact.

HDI provides tailor-made courses to build the capacity of practitioners in health and development communication.