Webinar with IUIF Fellows on ‘Understanding SBCC and its Challenges through Case Illustrations’ New Concept was invited by IUIF-Ideosync Media Combine-UNESCO Information Fellowship programme to give insights to the fellows on ‘Understanding Social and Behaviour Change Communication (SBCC) and its Challenges through Case Illustrations”. The IUIF Fellows come from a wide range of communication and non-communication backgrounds ranging from political science, journalism, environment studies, and mass communication. The session, with a focus on gender, was conducted by Vimala Ramakrishnan (Advisor) and Sudha Nair (Lead-SBCC Hub, NCCDC). The case studies looked at different aspects such as building community groups through community media, looking at issues of unmarried women and health and stigma around it and communication in media dark areas and lessons from it. The three case studies were: Gram Vaani (Mobile Vaani) – Using Community Media to Build Community 
Institutions for Development Haiyya – Health over Stigma Triggering Change by Community Members – for Kala-Azar Elimination Lessons learnt from diverse efforts to change social norms, challenges faced, and the strategies applied to promote behaviour change in behavioural health were discussed. The debate triggered several interesting questions like how communication can be made effective given the existing stigma and social norms. How to communicate without the fear of facing a backlash? How to convince communities or volunteers to support initiatives? How communities can take collective actions? What is an ideal time for effective strategy implementation? How to measure impact? etc. The discussion included aspects of good communication practices and how we can build trust in the communities. One to one relationships, mutual respect, and dignity are important aspects to look at for building confidence among the community so that women speak up. The need to discuss and have open conversations with the communities about equal responsibilities of the behaviours ofboth men and women was emphasised. Letting people choose their platforms, media and places of their choice for interaction was another aspect that was touched upon. Insights were shared around how efforts were made to convince community women in Bihar to act in a Kala Azar elimination film despite existing restrictions on women and how they themselves came up with the issues they face and made collective efforts to make the film.
The message to the young fellows was clear: SBCC does not happen overnight and does not have a fixed formula. With respect to Haiyya’s efforts, strategising the campaign in teams, involving all stakeholders and making collective decisions along with community will help bring change. Some of the main points for the fellows to engage in before approaching any community for effective social change are: to advocate the change one believes in; encourage open discussions; not judging one’s peers and community; do not enter a community with pre-conceived notions; understanding social structure before suggesting your plan of action; understanding community’s priorities before imposing one’s agenda in the community; enabling process of making collective decisions; and respecting culture etc. Regular meetings and open dialogues with the community selected representatives’ help in finding and implementing solutions. The session ended with the thought of how personal trigger helps in behaviour change and builds one’s perspectives. The need for scientific temperament to navigate the social change process was stressed on as a parting thought.

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