Social Behavior Change and Service Delivery - Video

The Health Communication Capacity Collaborative (HC3) has produced this video to demonstrate the impact social and behaviour change (SBC) has when working in partnership with service delivery to improve health outcomes, and overcome barriers to health such as stigma, provider bias, social norms, and misinformation. To improve service-related health outcomes, clients must be able to access services, communicate effectively with providers, and adopt and maintain healthy behaviours and SBC can play a role in facilitating this.

Using examples from HC3 country projects in Nepal, Nigeria, and Swaziland, the video illustrates the integral role SBC interventions played along the service delivery continuum in achieving positive outcomes in the areas of reproductive health, malaria testing and treatment, and HIV treatment.  It shows how using SBC before, during, and after services can improve health outcomes by:

• Creating an enabling environment - by generating demand and supporting health seeking social norms.
• Motivate clients to access services - by building trust in the health care system, empowering clients, and improving provider behaviour (by removing biases, for example).
• Supporting behavioural maintenance - by reinforcing linkages and enhancing treatment follow-up support through, for example, information and communication technologies.