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// Project Objectives

Technical support for strengthening RCCE and Covid Vaccine communication at district level in Jharkhand

A joint Initiative of UNICEF and XISS to strengthen Social and Behaviour Change Communication (SBCC) in major programs in 12 districts.

The common thread of the program will be Strengthening of Social and Behaviour Change Communication Plan across different departments and issues. XISS and UNICEF, Jharkhand is carrying on the partnership (Sampark III) to support the efforts of the government to promote Covid Appropriate Behaviour (CAB). full coverage of Covid vaccination, strengthening SBCC in RMNCH+A and RI. the project expands this year – 2023 -24 into stronger and more deep social issues of child protection, focussed to eradicate child marriage and violence against children. It is such an issue that has relation to multi-lateral departments. To scale this up, 12 SBCC-DPCs are working with respective district administrations in need-based planning, implementation, monitoring and reporting of communication campaign intervention for eleven months.

Social and Behavioral Change Communication (SBCC)

SBCC is the systematic application of interactive, theory-based and research-driven communication processes and strategies to address change at the individual, community, and societal levels.

SBCC is a framework that has 3 distinct characteristics.
  • SBCC is a process.
  • SBCC uses a socio-ecological model.
  • SBCC operates through three key strategies.
source: Link

Socio Ecological Model

// Socio Ecological

Levels of Analysis and Influence: Where is the Tipping Point for Change?

  • Circles Self and Level of influence
  • Self At the center
  • Interpersonal Partners, families, peers
  • Community Organization, services, products, leaders, providers
  • Enabling Environment Policy/legislation, politics/conflict, economics, religion, technology, natural environment, leaders of government, NGOs, private sector
  • Cross-Cutting Factors Determinants of Behaviors
These cross-cutting factors (determinants of behaviors) are applicable at all Levels of Analysis and Influence. They motivate behaviors of all "actors" within each Level. These cross-cutting factors include knowledge, perceptions, attitudes, beliefs, skills, social norms and gender roles, among others.
source: Link

Elements of Communication Strategy

Behaviour Chnage Communication

Reaches and Engage the Target Audience Through:

  • Interpersonal Communication: One-on-one
  • Interpersonal Communication: Small group
  • Mass Media: Social media (Facebook, Instagram, YouTube) Digital media (mobile ads, Google ads, SMS) Broadcast media print (TV, radio) Mass media print (newspaper, magazine) Out-of-home (billboards, bus shelter ads, bus ads, sidewalk ads, etc.)

Social and Community Mobilization

Engages the Target Audience and creates an enabling environment for the desired behavior(s) generally through commitment and participation of:

  • Professional or civic associations, groups, clubs
  • Social and business organizations or networks
  • Religious groups or associations
  • Community groups or associations
  • Political groups or associations
  • Crowdsourcing -petition or pledge website (e.g., Change.org)

Advocacy

Changes laws, policies, regulations (government and private) through support of:

  • Government decision makers, policymakers
  • Private sector decision makers
  • Donors
  • NGOs
source: Link
Our Geographical Reach
SBCC Project (phase III) in 12 districts

As of now, our SBCC District Project Coordinators (DPCs) have been strategically deployed to operate within 12 of the 24 districts located in Jharkhand, ensuring comprehensive coverage and support across the region.