Social and Behaviour Change Communication

Social and behavior change communication is a necessity – “there is now a growing consensus that BCC strategies must be complemented by more participatory approaches that work through and address broader underlying social and economic influences” (Gregson et al., 2004). It is a relatively new concept, and is an evolution of the commonly adopted BCC approach. Whereas BCC is a collection of communication tools, messages and techniques to motivate individuals to change their own behavior, social change communication involves also changing norms in society about acceptable and unacceptable sexual behavior. How to bring about such social change is still a matter for more debate and evidence-gathering (Gorgens-Albino et al., 2008) but it can and must be done. Swaziland is happy to share current strategies and tools used to advance this important agenda.