International Journal of Advanced Mass Communication and Journalism
2020, Vol. 1, Issue 2, Part A
Advocacy as a core strategy of social and behaviour change communication interventions
Author(s): Godswill John and Etta Njah Bassey
Abstract: Using communication strategies in any development intervention is a well-documented and established tradition. Communication in this context implies a participatory process between stakeholders in any social change programme. Social and behaviour change communication is the systematic application of interactive, theory-based, and research-driven communication processes and strategies to address tipping points for change at the individual, community, and social levels. This is because of a growing understanding that behaviours are grounded in a particular socio-ecological context and change usually requires support from multiple levels of influence. The three strategies of SBCC which are Behaviour Change Communication (BCC), Social Mobilization, and Advocacy, can be employed in addressing problems. While SBCC interventions may employ any one of these strategies at any level, this article argues that advocacy is that one strategy that is very crucial to any level in the intervention. Advocacy as a strategy, recognizes that most behaviours of individuals are interdependent, not based on individual or individual preferences alone. And that change cannot be achieved through strategies addressing only the individual as his/her actions and decisions depend on what others think, do and expect from him or her. While it may be correct to apply more than one strategy in a given intervention, it is the conviction of the authors of this paper that the social environment which an individual exist must be given prime attention if sustainable change is so desired. Hence, the need to use advocacy at every stage of the intervention process.
Pages: 21-26 | Views: 416 | Downloads: 227
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How to cite this article:
Godswill John and Etta Njah Bassey. Advocacy as a core strategy of social and behaviour change communication interventions. International Journal of Advanced Mass Communication and Journalism. 2020; 1(2): 21-26.