Social and Behavior Change (SBC) Brief

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Social and behavior change (SBC) can improve health outcomes by changing the attitudes, perceptions, and practices around health and nutrition decision-making.

URC uses SBC to enable individuals, families, and communities to increase control over and improve their health. We use the best evidence to guide our interventions, which strengthen community and clinical systems, increase demand for health and related services, and enable sustained individual, family, and community behavior change.

Our SBC strategies focus on three key areas:

Interpersonal Communication
URC is widely recognized for developing technically sound, culturally relevant, visually attractive, and effective job aids — tools that improve performance by health workers and caregivers.

Community Mobilization
Our social and community mobilization strategies engage civil society and communities to promote social norms supporting collective health objectives and challenging harmful practices.

Mass Media
URC uses community theater, radio, music, social media, and other mass media to deliver a range of health messages in multiple countries.


Publication Date 
April 2018
Resource Type 
URC Briefs