Social and Behaviour Change Communication (SBCC): Guidance Manual for WFP Nutrition

"[C]hanging social norms and improving nutrition-related behaviours in any setting, especially in those that are resource-constrained, is not without challenges."

World Food Programme (WFP) Nutrition has begun prioritising social and behaviour change communications (SBCC) as one viable approach to changing nutrition-related behaviours within the programmes WFP supports. This guidance manual was developed for use by WFP nutrition staff who aim to improve nutrition outcomes by complementing nutrition activities with social and behavioural change. It was created using several resources, including the scientific literature, global SBCC guidance documents, and direct inputs from WFP Nutrition staff, including those who attended SBCC capacity-strengthening workshops.

The guidance manual introduces a systematic approach to developing culturally appropriate SBCC activities. Following a Preface, Acknowledgements, Acronyms, and Tables and Figures, main contents include:

• Chapter 1. What is SBCC? - provides an overview of SBCC, describes its importance for WFP nutrition programmes, and introduces key SBCC terms that will be used throughout the remainder of the guidance manual.
• Chapter 2. SBCC Terminology - explains behaviour change terms, including SBCC, and clarifies the unique nature of SBCC vis-à-vis the various communications-based approaches commonly employed across health domains.
• Chapter 3. Theoretical Basis of Changing Nutrition Behaviours - highlights the utility of using health behaviour change theoretical frameworks when designing, implementing, and monitoring SBCC programmes. This chapter also explains describes the Socioecological Model (SEM), the guiding behaviour change framework that serves as the foundation for designing and implementing WFP programmes where SBCC is a core activity.
• Chapter 4. SBCC in WFP Contexts - introduces SBCC as a complementary intervention to improve nutrition outcomes in alignment with the WFP Nutrition Policy (2017-2021). The chapter provides specific examples of entry points for SBCC activities across WFP nutrition programmes, noting that SBCC activities need to be tailored by context.
• Chapter 5. Formative Phase - explains Steps 1 and 2 of the SBCC development process: Step 1 involves conducting formative work to help ensure a context and culturally appropriate SBCC programme component; Step 2 includes the development of an SBCC strategy, including objectives.
  • Appendix 1. Worksheet for outlining determinants of key behaviours
  • Appendix 2. Template for organising desk review findings
  • Appendix 3. Checklist for developing SMART indicators
• Chapter 6. Development Phase - orients the reader to Steps 3 and 4 of the SBCC development process: Step 3 focuses on the use of creative briefs for translating formative findings into SBCC materials, and Step 4 underscores the importance of pre-testing SBCC materials prior to programme implementation.
  • Appendix 4. Creative brief template - example used to create a banner
  • Appendix 5. Audience profile worksheet
  • Appendix 6. Planning matrix for assessing communication channels
  • Appendix 7. Examples of tailored messages after formative work - integrated stunting programme
  • Appendix 8. Semi-structured interview guide - pre-testing messages
  • Appendix 9. Focus group discussion guide - pre-testing messages
  • Appendix 10. Sampling considerations during pre-testing of SBCC materials
• Chapter 7. Programming Phase - explains Steps 5 and 6, which cover the training (Step 5) and implementation (Step 6) processes needed to commence SBCC activities.
• Chapter 8. Monitoring Phase - describes Step 7, which includes monitoring of SBCC programme activities, and Step 8, which focuses on programme improvement based on findings from programme monitoring. While SBCC-related monitoring considerations will vary across WFP programmes, this chapter aims to introduce methods and indicators that may be adapted to different contexts.
• Chapter 9. Standards of SBCC Programming - provides a checklist for designing, implementing, and monitoring SBCC activities.