BSCC / SBCC AS A

PLANNED PROCESS
THE C-PLANNING FOR
COMMUNICATION PLAN
AND AND P PROCESS
FOR STRATEGIC
COMMUNICATION

KHRISTALYN V. FRAGINAL
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 A PLANNED
CHANGE PROCESS

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 The 5 STEPS

01.
UNDERSTAND THE SITUATION
Understand the Problem through a
situation & Target Audience
Analysis

02.
FOCUSING & DESIGNING
Design the BSCC / SBCC Strategy &
Interventions
COM19 I MARCH 01, 2022 KVF
 The 5 STEPS

03.
CREATING
Create Messages, Materials, &
Dissemination Plan

04.
IMPLEMENTING &
MONITORING
Implement & Monitor
COM19 I MARCH 01, 2022 KVF
 The 5 STEPS

05.
EVALUATING & REPLANNING
Evaluate & Replan for Improved
Outcomes & Sustainability

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 UNDERSTANDING THE SITUATION

STEP 1
UNDERSTAND THE PROBLEM THROUGH
SITUATION AND TARGET AUDIENCE ANALYSIS:
SELECT AND DEFINE TARGET AUDIENCE AND
DESIRED BEHAVIOR(S)

GUIDELINES:

1. Identify what behavior(s) needs to be

changed, who is performing the behavior(s),
what are the motivating factors (drivers) and
concerns* (barriers) regarding the current
and desired behavior(s)
2. Identify and segment the Target Audience(s)

COM19 I MARCH 01, 2022 KVF

 UNDERSTANDING THE SITUATION

STEP 1
UNDERSTAND THE PROBLEM THROUGH
SITUATION AND TARGET AUDIENCE ANALYSIS:
SELECT AND DEFINE TARGET AUDIENCE AND
DESIRED BEHAVIOR(S)

GUIDELINES:

3. Identify drivers (motivating factors) and other

influencing factors underlying behavior(s) you
need to change
4. Create a Target Audience Profile

COM19 I MARCH 01, 2022 KVF

 FOCUSING & DESIGNING

STEP 2
FOCUS AND DESIGN THE SBCC STRATEGY AND
INTERVENTIONS

GUIDELINES:

There are three SBCC strategies to choose

from:
1. Behavior Change Communication
2. Social and Community Mobilization
3. Advocacy
COM19 I MARCH 01, 2022 KVF
 CREATING

STEP 3
CREATE MESSAGES & MATERIALS

GUIDELINES:

1. Develop the key messages

2. Develop the creative brief
3. Develop creative materials
4. Pretest Material/s
5. Prepare a Media Plan

COM19 I MARCH 01, 2022 KVF

 IMPLEMENTING & MONITORING

STEP 4
IMPLEMENT & MONITOR

GUIDELINES:

1. Implementation
2. Monitoring (inputs & outputs)

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 EVALUATING & REPLANNING

STEP 5
EVALUATE & REPLAN

GUIDELINES FOR EVALUATION

Determines whether the activities and

outputs are producing desired results or
outcomes based on the campaign’s
behavioral objectives
Asks the question: Have we made progress
against the campaign’s behavioral and
communication objectives
Can be conducted while the campaign is
ongoing (midterm evaluation) and at the end
of the campaign (final evaluation)

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 EVALUATING & REPLANNING

STEP 5
EVALUATE & REPLAN

GUIDELINES FOR REPLANNING

Finding - Reach and Recall or Exposure

Finding – Impact of Recall or Exposure on
Attitudes and Social Norms

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 THE P PROCESS

ROAD MAP

USED TO DESIGN, IMPLEMENT

AND EVALUATE INNOVATIVE &
CREATIVE BEHAVIOR CHANGE
PROGRAMS

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 5 STEPS OF
P - PROCESS

01. 04.
INQUIRE MOBILIZE AND MONITOR

02 05.
DESIGN STRATEGY EVALUATE AND EVOLVE

03
COM19 I MARCH 01, 2022 CREATE AND TEST KVF
 STEP 1: INQUIRE

1. CONDUCT BASELINE AND/OR FORMATIVE

RESEARCH WITH YOUR AUDIENCE
2. CONDUCT A REVIEW OF DEMOGRAPHIC,
EPIDEMIOLOGICAL, SOCIOLOGICAL,
ECONOMIC AND OTHER RELEVANT STUDIES.
3. ASSESS EXISTING POLICIES AND
PROGRAMS
4. LEARN ABOUT ACTIVE AND AVAILABLE
COMMUNICATION CHANNELS
5. IDENTIFY PARTNERS AND ALLIES
6. BE SENSITIVE TO POSSIBLE GENDER
DIFFERENCES
7. BOIL DOWN YOUR UNDERSTANDING OF THE
PROBLEM.
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 STEP 2: DESIGN STRATEGY

1. BRING TOGETHER ALL THE RELEVANT

PLAYERS
2. AGREE ON THE SCOPE OF THE
PROGRAM AND DISCUSSING ANY
LIMITATIONS
3. CHOOSE A BEHAVIOR CHANGE
MODEL/THEORY AND THEORETICAL
FRAMEWORK
4. DECIDE, GIVEN BUDGET, TIME AND
OTHER CONSTRAINTS

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 STEP 3: CREATE & TEST

1. CHOOSE YOUR CREATIVE TEAM

2. PLAN A DESIGN WORKSHOP
3. CREATE DRAFT CONCEPTS AND
MATERIALS FOR AUDIENCE PRETESTING.
4. TEST CONCEPTS AND MATERIALS WITH
INTENDED AUDIENCES
5. SHARE THE RESULTS OF THE
PRETESTING
6. REVISE THE MATERIALS BASED ON THE
FEEDBACK YOU RECEIVED.
7. RETEST THE MATERIALS TO MAKE SURE
THE REVISIONS RESOLVE KEY ISSUES
8. PRODUCE THE FINAL MATERIALS
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 STEP 4: MOBILIZE & MONITOR

1. MAKE SURE ALL PARTNERS UNDERSTAND

THEIR ROLES
2. CONDUCT ANY NEEDED TRAINING
3. KEEP ALL PARTNERS UPDATED
4. SHARE THE CREDIT FOR GOOD WORK
5. MONITOR YOUR MONITORING ACTIVITIES.
6. MAKE SURE MONITORING ACTIVITIES ARE
OCCURRING AS PLANNED
7. MAKE MID-COURSE CORRECTIONS AS
NEEDED
8. PREPARE FOR FURTHER EVALUATION
ACTIVITIES.

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 STEP 5: EVALUATE & EVOLVE

1. MEASURE OUTCOMES AND

ASSESSING IMPACT

2. DISSEMINATE RESULTS

3. LOOK TO THE FUTURE

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 THANK YOU! GOOD LUCK with YOUR 1st quiz
next meeting :)

COM19 I MARCH 22, 2021 KVF

SOURCES:
C‐Change. 2012. C­Modules: A Learning Package for Social and Behavior
Change Communication (SBCC). Washington, DC: C‐Change/FHI 360.

Health Communication Capacity Collaborative (November 2013). The P

Process. Five Steps to Strategic Communication. Baltimore: Johns Hopkins
Bloomberg School of Public Health Center for Communication Programs.

USAID Wildlife Asia. 2020. Social and Behavior Change Communication

(SBCC) Demand Reduction Guidebook

COM19 I MARCH 22, 2021 KVF