Social Behavior Change Communication: Introduction - USAID - (2012)

This document is the first of a six-part series by the USAID organization, focusing on Social Behavior Change Communication, or SBCC. SBCC is the systematic application of interactive, theory-based, and research-driven communication processes and strategies to address tipping points for change at the individual, community, and social levels. A tipping point refers to the dynamics of social change, where trends rapidly evolve into permanent changes. It can be driven by a naturally occurring event or a strong determinant for change—such as political will that provides the final push to “tip over” barriers to change. Tipping points describe how momentum builds up to a point where change gains strength and becomes unstoppable. This document introduces SBCC, and sets the stage for the other documents, which go into more detail about applying it.