Category Archives: SBCC

Odisha, India: SBCC harnesses women’s collective power to improve HNWASH outcomes

Shakti Varta heralds a healthy change with the help of SBCC
New Concept Information Systems Pvt. Ltd. | Delhi, India
Part One

Given the complex environment in which Corporate Social Responsibility (CSR) teams, members of Civil Society Organisations (CSOs) execute development projects, they are naturally concerned about managing the numerous, inter-related determinants that have a bearing on programme outcomes. Amongst the major inputs that are difficult to manage, but which have a lasting impact in terms of achieving programme outcomes, include more healthy and constructive individual and group behaviours. Positive behaviours by individuals, communities and stakeholders help practitioners select and define their approaches and activities more precisely to achieve programme objectives. This is quite crucial in health programmes where the health and well-being of target populations are at stake.
In health programmes, practitioners use a combination of learning experiences designed to help individuals and communities improve their health. They do so by raising awareness and disseminating knowledge about the health issue and its solutions, and thereby influence attitudes and behaviours.

Health communication activities have evolved over the years and vary depending on the objectives, target audience and the communication channels available to broadcast messages.

Notable among the techniques used and under focus of late, is Social and Behaviour Change Communication (SBCC). SBCC uses communication to change behaviours, including utilisation of services, by positively influencing knowledge, attitudes and social norms. SBCC promotes evidence-based behaviour change communication strategies rooted in a region’s socio-ecological context. SBCC advocates change while taking the support of individuals and groups at multiple levels of influence.

New Concept Information Systems Pvt. Ltd. worked with various government departments, District Implementing Partner NGOs and others on a community mobilisation programme under the Odisha Health Sector and Nutrition Programme (OHSNP), in Odisha’s fifteen, ‘High Burden’ districts. The programme, Shakti Varta (meaning the harnessing of women’s collective power through discussion and dialogue), was executed with support from the UK Department for International Development (DFID) through Financial Assistance to Government of Odisha (GoO) and Technical Assistance from the Odisha Technical and Management Support Team (TMST).

New Concept presents a series of cases that illustrate how communities and individuals benefited from a Participatory Learning and Action (PLA) approach that empowered women who had never stepped out of their homes, to dialogue, learn and take action towards transforming community and individual behaviours that would make a difference in meeting HNWASH (Health, Nutrition, Water, Sanitation and Hygiene) objectives.
New Concept Information Systems Pvt. Ltd. has years of experience in transformational research and communication. New Concept has effectively used SBCC in its numerous projects. New Concept works with leading international and national development agencies, CSR units, NGOs and others, aiding them in research, developing communication strategies and materials and in capacity building.

New Concept now offers training on SBCC for interested individuals and groups, with technical support from UNICEF. Participants get a certificate from UNICEF, India at the end of the two-day certificate course.

An online course is also available.
For details, visit: