An SBCC strategy provides a “road map” for changing behaviors and social norms. An SBCC strategy provides the guiding design for SBCC campaigns and interventions. It establishes communication objectives. It identifies intended audiences. It spells out consistent messages for all SBCC materials and activities. It proposes a comprehensive set of interventions to encourage and support positive behaviors. A good SBCC strategy also ensures that activities and products work together to achieve the program goal and objectives.

SBCC strategies are essential in addressing important health issues. They allow for harmonization of priorities, approaches and messages among the relevant organizations and stakeholders.

Developing an effective SBCC strategy requires following a systematic process to analyze the problem, define key barriers and motivators to change, and design effective messages and interventions. This Guide will help you do that. Who you involve will depend on the human, technical, and financial resources available, as well as the context in which you are working. Which staff or volunteers are capable and available? What are others already doing to improve breastfeeding practices or behaviors in areas such as nutrition and maternal-child health? Are there partners who can help or who need to be involved for other reasons? Does the Ministry of Health (MOH) have information, staff, or materials you can use? Answers to these questions should help you identify the team you need to develop and implement your SBCC strategy.

Despite the level of detail it includes, the SBCC strategy must be flexible. You might need to adjust your SBCC strategy in order to respond to new research findings and data, unexpected events, changing priorities, or unforeseen results.