Social and Behavior Change and Service Delivery

"The evidence is clear: Better health outcomes are possible when service delivery and social and behavior change interventions work hand in hand."

From the Health Communication Capacity Collaborative (HC3), this video demonstrates the impact social and behaviour change (SBC) has when it is used across the service delivery continuum to improve health outcomes. Using examples from HC3 projects in Nepal, Nigeria, and Swaziland, it shows how SBC plays an integral role - before, during, and after a person goes to a health facility - in helping clients access services, communicate effectively with providers, and adopt and maintain healthy behaviours. For instance, it can create an enabling environment for those seeking health services, generate demand and promote social norms that allow people to feel supported in their decision to pursue services during their time at the clinic, improve the client-provider interaction (e.g., by removing provider biases), and support behavioural maintenance (e.g., by encouraging a client to take medications as prescribed).

For example, as detailed here, in Nepal, one SBC programme uses strategic communication to motivate young married couples to go to clinics for contraceptives by promoting family planning as a smart decision. Community activities, interpersonal communication such as home visits, and radio and TV spots mobilised clients to access services. In Nigeria, despite the existence of new rapid diagnostic tests, many providers were still treating fever cases with malaria medicine before confirming a diagnosis. Strategic communication addressed this space of service provision through mass media, training, job aids, and supportive supervision - all to improve provider attitudes and skills related to testing suspected cases of malaria before treating it. And in Swaziland, project staff worked with peer navigators to help female sex workers and men who have sex with men get access to treatment if they tested positive for HIV. Through consistent follow-up and support, they also encourage clients to stay on their antiretroviral treatments.