Changing the approach: why communication also transforms realities
- Fernando Arévalo
- Jul 14
- 3 min read
Sometimes we forget that communicating is not just about talking or providing information. When done well and with intention, communicating can move mountains. It can change people's behaviour, transform their habits and even improve the world. This is what we call Social Behavior Change Communication (SBCC for friends) — yes, the name is long, but the results are even greater.
And what does that eat?
SBCC is essentially the use of communication to help people to live better lives. It's not about endlessly repeating messages or launching campaigns from an office without getting out and about. It's about listening, engaging in dialogue, working alongside people, and promoting sustainable and meaningful changes.
The key is that communities are not 'target audiences'; they are the protagonists. They understand their reality, their challenges, and their own solutions better than anyone else. Communication is simply the spark that can ignite the fire of transformation.
The unwritten (but very important) rules:
Behind the SBCC are some basic principles that are worth remembering:
Listen before you speak: There is no strategy without participation. People must be at the centre.
Understand who we want to reach in depth: Not all contexts are the same, and that matters a lot.
Networking: Change is stronger when health, education, community leaders and the media come together.
Use all possible channels: From community radio to Instagram Reels, every channel counts if used purposefully.
So, how is it done?
There are no magic formulas, but there are tools that have been effective in many situations.
Awareness campaigns. You know, the ones that made us sing jingles about washing our hands or getting vaccinated on time. They have reach and can influence conversations.
Community dialogue: These are spaces where people sit down to talk about what is happening in their community. Nothing beats a good chat for building confidence.
Edutainment: Yes, radio soap operas still exist, as do series and theatre productions. Anything that entertains and educates at the same time is powerful.
Social mobilisation: When a community organises to effect change, words become action.
But does it really work?
Of course it does! Look at these case studies:
South Africa: A TV series called Soul City raised awareness of gender-based violence. The result? More dialogue, awareness and action.
In Guatemala, the Gran Cruzada Nacional por la Nutrición (Great National Crusade for Nutrition) mobilised communities to improve children's nutrition.
India: Personalised talks with mothers increased vaccination rates by 22%. A figure that speaks for itself.
Senegal: Returned migrants shared their experiences to discourage irregular migration. A campaign with heart and real impact.
Not everything is perfect.
As with everything in life, there are also challenges. Misinformation spreads faster than accurate information, and it is not always easy to measure real changes in behaviour. However, creativity and innovation can help overcome these challenges by using mobile phones, memes, networks and collective intelligence.
So why should we care?
Because, if one thing has become clear, it is that communication is not just a tool; it is an engine. It can help to prevent disease, reduce violence, care for the planet, and empower entire communities.
So, the next time you think about creating a campaign, remember that it's not only what we say that matters, but also how we collaborate with people. When communication is done with empathy, active listening and purpose, it can change lives.
Fuentes:
Comunicación para el Cambio Social y de Comportamiento https://dev.sbcguidance.org/es/comprender/comunicacion-para-el-cambio-social-y-de-comportamiento
Estudio de caso: La estrategia de comunicación para elcambio social y de comportamiento (CCSyC) para la nutrición en Guatemala https://scalingupnutrition.org/sites/default/files/2024-09/57032_3_SUN-CS-2023-Guatemala_ES%20V3_0.pdf
El Cambio Social y de Comportamiento - OIM
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