Social and Behaviour Change Communication (SBCC) is an outcome of a systematic, planned and evidence-based approach that is positive and measurable. SBCC engages communities and decision makers at local, regional and national levels by developing and implementing a broad range of tools and methods which are inclusive and participatory in nature. It is achieved by interdisciplinary field of work and study using communication methods, media, tools, investigations, solutions, understanding and engaging stakeholders and developing evidence-based strategies.
SBCC focuses on enabling groups of individuals to engage in a participatory process to define their needs, demand their rights and collaborate to transform their social system. It emphasises on public and private dialogue to change behaviour on a large scale, including norms and structural inequalities in an enabling environment.