Designed for practitioners, trainers, and students of behavior change or social marketing, this case study shows how to take the guesswork out of two critical decisions:
- What behavior will you promote?
- What key factors will you address to motivate people?
Use the case study kit to teach or learn about methods for behavior change and view A&T’s final TV spot on handwashing + child feeding.
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Social and behavior change communication (SBCC) is a behavior-centered approach to facilitating individuals, households, groups, and communities in adopting and sustaining improved health and nutrition related practices. The approach draws upon social science and behavior change theories to address behavior and the environment within which behavior change occurs. SBCC activities can be classified into three basic categories: behavior change communication (BCC), social and community mobilization, and advocacy.
In this paper, SPRING presents pathways between SBCC delivery strategies and improved maternal infant and young child nutrition (MIYCN) practices. These pathways are based on a review of SBCC strategies and theories as well as a systematic literature review exploring the effectiveness of SBCC approaches in changing priority MIYCN practices.
This document is part of an occasional series produced by SPRING staff and consultants on topics of relevance to practitioners in global nutrition.
The World Health Organization (WHO) recommends three primary breastfeeding practices: initiation of breastfeeding within one hour after birth (also referred to as immediate breastfeeding), exclusive breastfeeding (EBF) through six months of age, and continued breastfeeding until 24 months of age (Dyson et al., 2005; WHO, 2008). Evidence associated with the recommendation for immediate breastfeeding is limited and likely operates through the effect of exclusive breastfeeding (Bhutta et al., 2013). The Lancet, therefore, includes only EBF and continued breastfeeding in the modeling of optimal breastfeeding practices cited above.
Despite the promise of optimal breastfeeding practices, rates for the three WHO recommended breastfeeding practices remain low, and negligible progress has been made to increase these rates over the past two decades (UNICEF, 2013). According to an analysis of data from 78 low and middle income countries, rates of immediate breastfeeding range from a mean of 36% in Eastern Europe to a mean of 58% in Latin America, and the rate of exclusive breastfeeding in children one to five months of age is just 30% (Black et al, 2013). According to the UNICEF global database of national surveys from 2007-2011, the current rate of breastfeeding at one year is 76%, while the rate of breastfeeding at age two years is 58%.12
This section reviews the effectiveness of social and behavior change communication (SBCC) approaches on improving breastfeeding practices.
Community theatre can be an effective way to support positive changes in health knowledge and behaviour as well as related social norms. This is a guide for programme managers and community theatre groups on how and why to integrate maternal, infant, and young child nutrition content into existing community theater activities. It provides recommendations for strengthening theater performances based on PATH’s successful experience implementing Magnet Theater for a variety of public health topics throughout Africa and Asia, and the Infant & Young Child Nutrition (IYCN) Project’s experience using theater to promote optimal infant and young child feeding practices in Zambia.