TCI Global Toolkit: Demand Generation

Social and Behavior Change Overview

Recent trainings and engagement with The Challenge Initiative is enhancing my mobilization skills as how I engage with my community members has improved. The manner I and my community volunteers approach our potential clients has changed because our capacity has been developed. I am now able to do things differently as I now know a lot of things I did not know in the past. I now have IPC (interpersonal communication) skills which I use in engaging with community members. The SBC approach also helps me understand why people behave in a certain way and how to address those concerns in other to change their behavior. I now target my messages to address the ideational factors that are common to people in my LGA. I can interact with community members and provide comprehensive information better now than in the past because of my improved IPC skills. Even the IEC material is helping to comb myths and misconception which is one of the ideational factors limiting my community members from accessing FP services thus improving their knowledge on FP. I also refer people to PHC for service uptake using the referral card while I document and track my progress. This is helping know which PHC to support every month as I now have data I can refer to.”

— Health Educator, Plateau State primary health care board stationed at Jos South LG

Across geographies, TCI coaches local governments how to effectively design and implement SBC approaches. The table below provides a number of examples of the various SBC approaches being implemented across TCI-supported geographies.

SBC Channel
Example of SBC Approach Implemented in TCI Geographies
Interpersonal communication Household visits and counseling by ASHA in India, House Visits in Francophone West Africa, Community Health Workers/Village Health Teams in East Africa, and social mobilizers in Nigeria
Community-level approaches
Mass media
  • In East Africa and Nigeria, TCI coaches local government on how to work with local media houses to get AYSRH champions and gatekeepers on community radio and talk show (call-in) programs
  • TCI-supported states adapt and air TV and radio spots in Nigeria
  • In FWA, TCI helped to produce two radio spots and launch an umbrella communication campaign
  • India, TCI designed a mass media campaign with state governments
  • Across hubs, radio talk show programs to communicate the effects of COVID and where to access FP/AYSRH services has been a huge win.
New media FP awareness-raising campaigns that leverage social media channels are prevalent across the geographies, especially as a result of meaningfully engaging adolescents and youth in AYSRH programming. Learn more about proven SBC approaches for engaging adolescents and youth.





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COVID-19 and Family Planning/Reproductive Health

The Challenge Initiative is working to provide additional resources and tools to help those working in family planning and reproductive health respond to the COVID-19 pandemic. LEARN MORE

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