Designing of SBCC Messages

How to Design SBCC Messages 

Introduction 

Message design is the process of connecting insights about the priority audience with key information the audience needs to know in order to make the change the program desires. Successful, welldesigned messages are simple, memorable, easily understood, culturally appropriate and meaningful to the audience. Their design stems from a clear creative brief that outlines what the communication intervention aims to achieve. 

In social and behavior change communication (SBCC), a message is a statement containing key points of information that a program wants to communicate to an audience to encourage behavior change. In order to be effective, a message needs to a) include a clear call to action and b) address the behavioral determinant of interest. A message to a key audience, therefore, typically reflects 1) a desired action (which should be small/doable) from the audience and 2) the key promise or benefit if they perform the action. The key message often has supporting information associated with it.

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