Development of communication strategy for SBCC Program

Development of a Communication Strategy for SBCC Program

A communication strategy is the critical piece bridging the situation analysis and the implementation of a social and behavior change communication (SBCC) program. It is a written plan that details how an SBCC program will reach its vision, given the current situation. Effective communication strategies use a systematic process and behavioral theory to design and implement communication activities that encourage sustainable social and behavior change.

• Brief summary of the situation analysis 
• Audience segmentation 
• Program theory to inform strategy development 
• Communication objectives 
• Approaches for achieving objectives 
• Positioning for the desired change 
• Benefits and messages to encourage desired change 
• Communication channels to disseminate messages 
• Implementation plan 
• Monitoring and evaluation plan
• Budgets

Many of the elements of the communication strategy have their own How-to Guide in this collection and should be reviewed during the development of the communication strategy.

A communication strategy guides an entire program or intervention. It sets the tone and direction so that all communication activities, products and materials work in harmony to achieve the desired change. Strategic activities and materials are more likely to promote change. A communication strategy also enables stakeholders and partners to provide input and agree upon the best way forward so that actions are unified. With an agreed-upon communication strategy, staff and partners have a map they can refer to through the various program development stages.

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