Inquire is the first step in the communication process. In this step you set a vision and conduct an analysis of the situation, the audiences, and programs.
A program analysis is the process of looking at an organization’s intended social and behavior change communication (SBCC) program and then identifying enabling and limiting factors to implementing it successfully. A program analysis is used as a planning tool when the program is under development and helps the program team explore various factors that may enhance or constrain the planned SBCC program and then utilizes the findings for program design.
A root cause analysis is a process used to identify the primary source of a problem. In social and behavior change communication (SBCC), a root cause analysis is used to examine why there is a difference between the desired state of a health or social issue (vision) and what is happening now (current situation).
A situation analysis or environmental analysis is the fundamental first step in the social and behavior change communication change (SBCC) process. It involves a systematic collection and study of health and demographic data, study findings and other contextual information in order to identify and understand the specific health issue to be addressed. It examines the current status of the health issue as well as the social, economic, political and health context in which the health issue exists and establishes the vision for the SBCC program.
Audience insight refers to an understanding of the emotional motivations and needs of the audience. An insight goes beyond descriptive demographic data, such as age, gender or income level, and describes a key piece of information about how the audience feels in relation to a specific product, service or behavior. An audience insight statement is comprised of two fundamental components: A summary of the understanding of the audience’s identified needs, and the key problem they have faced trying to fulfill this need.
A creative brief is a short, written document used by project managers and creative professionals to guide the development of creative materials (e.g. drama, film, visual design, narrative copy, advertising, websites, slogans) to be used in communication campaigns. Usually, it is no more than two pages in length, sets the direction, defines the audience(s), focuses on the key messages and shows the desired results for an SBCC campaign or materials.
Service providers play several roles within health systems. Their responsibilities may entail, but often are not limited to, client counseling and care, community mobilization and engagement, and managing supplies and logistics. A provider’s ability to perform these tasks effectively may be hindered by barriers within or beyond their immediate sphere of control or influence. A provider’s personal opinions and biases, attitudes and behaviors, capacity and skills, and working conditions may all impact their ability or motivation to deliver quality services.
Qualitative or formative research is an activity conducted at the start of the Social Behavior Change Communication (SBCC) project design process. Qualitative research is a key step in order to create program materials, tools and approaches that are culturally appropriate given the local context. Qualitative methods collect data and answers questions such as why and how and, although it provides rich detail, it is not meant to generalize to an entire population or intended audience.
A stakeholder workshop is one way to engage stakeholders – those who are affected by, have a direct interest in, or are somehow involved with the problem identified during the situation analysis – and gatekeepers – those who control access to people or resources needed – when developing a social and behavior change communication (SBCC) strategy. The program team invites stakeholders and gatekeepers to a short workshop to seek their input on the proposed program or to achieve consensus.
Audience segmentation is fundamental to social and behavior change interventions. Segmentation serves to align messages, message delivery channels, products, and services with the needs and preferences of an intended audience to maximize program impact. Segmentation divides a population or market into subgroups that have, or are perceived to have, meaningfully similar characteristics, and significant differences from other subgroups. Audiences may be segmented based on demographic, attributional, psychographic, behavioral, or other key variables. Effective segmentation recognizes that the behavior change problem of interest may vary by segment and that different groups will respond differently to social and behavior change (SBC) approaches.
