SOCIAL CHANGE at the WHAT WORKS? SBCC Summit

Evidence-based Advocacy - Theory, National Scale Up, Sustainabil

This panel presents the story of evidence-based advocacy in Indonesia. Starting with the theory of advocacy communication that sets the stage for the program, three approaches to evidence-based advocacy that built upon each other and used a distinct and proven set of tools will be discussed. Each program adapted the best practices of the other programs, ensuing a good fit to the local needs and conditions, and also in line with the national policies and strategies. Through continued monitoring and evaluation, the national family planning program saw the positive results, and integrate the approach into their national program and scaled the program countrywide.

The results of the evidence-based advocacy in Indonesia shows how country programs can engage local-level authorities to increase local resources for family planning through a multi-sectoral partnership. The panel will present best practices and lessoned leaned along the way

Panelists

How are SBCC and advocacy communication different? Developing a theory of advocacy communication.
Douglas Storey, Johns Hopkins Center for Communication Programs

Strengthening Local Ownership through District Working Groups
Inne Silvianne, Yayasan Cipta Cara Padu, Indonesia/Cipta Cara Padu Foundation

District-level advocacy in improving access to contraceptive method mix in Indonesia: Improving Contraceptive Method Mix project (2012-2016)
Yunita Wahyuningrum, Johns Hopkins Center for Communication Program-Indonesia

Integration of evidence-based advocacy approach into national family planning program
Fabiola Tazrina Tazir, National Population and Family Planning Board/BKKBN)

Influencing Social Norms - Social and Behaviour Change Communica

Increasingly, policymakers, donors, academics and practitioners in the social and behavior change communication (SBCC) field view social norms as a significant factor influencing development outcomes. SBCCs role in reaching across societies to create shared values and highlight, shape and challenge social norms is clear, but its potential to make a positive, highly cost-effective contribution is far from fully realized. Evidence around how SBCC can use social norms theory to influence change around social norms and robust evaluations of programs is developing although those specifically focusing on the role of SBCC in a developing country context are still relatively rare. is difficult so what do we know about what works when aiming to understand how the norm manifests itself and how it affects behavior or decision-making to design effective interventions?

This panel will also reflect on the ethics and 'risks 'associated with social norms programming. For example, risks in shifting the norm of home births when health centers are poorly-resourced or dysfunctional; individuals challenging norms in the early stages of change may be at risk from stigma and discrimination from family and community members (particularly inVAWG programming).

Panelists

Not All Behaviours are Created Equal: How an Attribute-Centered Approach Can Refine Our Norms-Based Theorizing and Practice
Rajiv Rimal, Milken Institute School of Public Health, George Washington University

Understanding Social Norms in Social And Behaviour Change Communication - An Academic Perspective
Lauren Frank, Portland State University

Influencing Social Norms Using Social and Behaviour Change Communication - The Practitioner Perspective
Sonia Whitehead, BBC Media Action

Presentation title TBD
Rafael Obregon, UNICEF

Moderator: Richard Lace, BBC Media Action Bangladesh

Protecting the Planet

Panelists will share field experiences and programmatic evidence for what works in shifting norms, changing behaviors, and amplifying voice around various environmental and conservation objectives. The panel will elucidate the intersectionality and synergies between the well-established but still growing field of population-health-environment (PHE) programming and entertainment-education. Representatives from three implementing SBCC organizations will highlight specific examples of mass-media EE dramas and SBCC approaches being used to support Conservation Action Planning, combat the illegal wildlife trade, and accelerate the expanding use of renewable energy.

Panelists

Integrating SBCC-EE in Conservation Programming in Africa
Helga Rainer, Arcus Foundation

A Radio Drama for Apes? An EE Approach to Supporting Ape Conservation through an Integrated Human Behavior, Health, and Environment Serial Drama
Kriss Barker, Population Media Center

Creating A Life We Aspire For ‘Ek Zindagi Aisi Bhi’ through Air Waves: An Entertainment Education Radio Drama To Elicit Action to Improve Air Quality in India
Anu Sachdev, The Change Designers

Building National-level Capacity to Develop and Implement Behavior Change Communication Strategies for the Reduction of Illegal Wildlife Trade
Sean Southey, PCI Media Impact

Moderator: TBD

Human-centered Monitoring Approaches to Behavior Change Programs: Opportunities and Tensions
Chris Larkin, IDEO.org

Where's Our Proof? The Evidence for Impact, Scale and Sustainabi

Using real-world examples of SBCC programs designed using an HCD process, this panel will explore:

1. Hypothesis for HCDs value-add: As a community of practice, we lack a deep body of knowledge based on rigorous evaluation demonstrating that HCD works or that interventions designed by HCD can go to scale. So why are funders and implementers so interested in this approach?

2. Evidence gap for HCD: What types of evidence currently motivate funders investment decisions in HCD and what additional data are needed to expand investment?

3. Evaluation of HCD process and impact: Which evaluation approaches are best suited to HCD processes and what are additional considerations for evaluators when measuring HCD?

4. Expensive, as compared to what? How do funders calculate the opportunity costs of their investment in a creative process such as HCD?

5. Common ground: How essential is a shared definition of HCD? What would it take to get there and whom would need to agree?

Panelists

Building the Evidence-Base Required to Realize the Potential of Human-Centered Design in Large Scale Development Programs
Emily Harris, USAID

A Philanthropy’s Strategic Approach to Measurement and Evaluation of its New Adolescent and Sexual Health Portfolio of Investments and Lessons Learned to Date
Erin McCarthy, CIFF

Exploring the influence of HCD: Mapping the Pathway from Empathy to Impact
Anne Lafond, JSI

Moderator: Melissa Higbie, PSI

K.P.

Greiner

"Fourth Generation" Entertainment Education Programs

This panel, presents a range of entertainment education experiences to illustrate how specific intervention designs represent a new generation of entertainment education, and the implications of this "new generation" for implementation and measurement.

In his 2005 essay on entertainment education (EE), Thomas Tufte suggested that we had arrived at a third generation of EE programs, where empowerment and structural-level change had replaced one-way messaging and the marketing of behaviors. The social change interventions presented in this panel represent a new, "fourth generation" of entertainment education, characterized by the use of interactive technologies (chat bots, interactive voice response, social media, etc.), a focus on systems-strengthening, and the application of "golden rules" for successful programming that are based on decades of lessons from previous generations of EE programming. Panel presentations illustrate new design features (and their implications) of fourth generation entertainment education programs, the robust and ecological positive outcomes of entertainment education and will conclude with some over-arching golden rules for EE intervention designers, implementers and evaluators.

Panelists

Maximizing the Benefits of Entertainment-Education in a Complex Media Landscape by Transforming Existing Communication Products into New Outputs and Building Local Capacity Using Social Platforms
Carina Schmid, PCI-Media Impact

How The Senegal EE Program 'Cest La Vie" Contributes to Strengthen the African Audiovisual Ecosystem and Why It Matters as Much as Informing the Public and Changing Behaviors
Alexandre Rideau, Keewu Productions

"Golden Rules” for Successful EE Programming
Kriss Barker, Population Media Center

The Interactive Difference: Design principles for Fourth Generation Entertainment Education Programs
Anwar Jamili, Equal Access

Moderator: Karen Greiner, Equal Access

Addressing the Digital Conundrum

This panel will explore the thorny oxymorons that our sector routinely wrestles with as it integrates digital platforms into behavior change work. How can we both enable greater voice and participation while still ensuring that we are protecting children and their privacy? How can we collect the data needed to be able to adapt platforms and content to users needs and interests while minimizing the data we collect so that were respecting privacy and reducing potential for data breaches? How can we use digital data to understand the contribution of mobile and online platforms to behavior change whilst complying with privacy laws and regulations?

This panel will discuss how these different and distinct elements need to work in delicate balance to ensure that a platform is safe, effective and adaptive. It will outline the challenges in attaining this balance and offer tips and suggestions for how to do so. Through illustrating different perspectives on these big questions, this panel will aim to demonstrate how a privacy by design approach can help develop an appropriate balance. It will share learning with innovators, funders, and researchers and offer some frameworks and templates for moving forward.

Panelists

Static and Dynamic: Using Live Data to Understand Behaviour Change via Entertainment Education
Kecia Bertermann, Senior Manager Evidence, Girl Effect

Linda Raftree, Independent Consultant

Samantha Jackson, Managing Director, Percolate Galactic

Khwezi Magwaza, Editorial Director, Praekelt Foundation

Moderator: Laura Baringer, Senior Manager Girls Connect (Girl Effect)

Amy Bank

Effective Scale Up - Social Norms Programming - Gender Equality

This session aims to facilitate a dialogue among practitioners, activists, programmers, funders, researchers and policymakers about the opportunities, risks and challenges of taking different kinds of gender equality social norms change programming to scale. Members of CUSP (Community to Understand Scale Up) will briefly share examples of both effective and harmful scale up experiences on three continents, as well as practical recommendations for the field. We hope attendees will also share their own experiences, concerns and recommendations.

Panelists

The Magic Is in The Mix: Evidence, Innovation, Creativity And Grounding Edutainment In Social Movements
Amy Bank, Puntos de Encuentro

We Can End All Violence Against Women: Sustaining Attitudinal and Behavior Change at Scale
Mona Mehta, Oxfam, India/Bangladesh

Transition from Pilot To Expansion In Uganda: Lessons Learned from The GREAT Project
Rebecka Lundgren, Institute for Reproductive Health, Georgetown University

Moderator: Amy Bank, Puntos de Encuentro

#SBCCSummit Lunch Comm Talks, Monday

#SBCCSummit Details:
Monday, April 16 from 12:15 PM - 1:30 PM
Lunch Comm Talks
Location: Kintamani 2

Comm Talk 1: Strengthening Accountability to Affected Population (SAAP) through Digitalised Information & Feedback Centres in the Rohingya Influx Crisis
Juanita Vazquez Escallon, UNICEF

Comm Talk 2: MenCare: Driving Evidence-Based Campaigns and Advocacy for a Transformation in Fatherhood and Caregiving
Nina Ford, Promundo

Comm Talk 3: Stigma no more! How a military community managed to overcome stigma against HIV-infected people (Nigeria)
Dooshima Uganden Okonkwo, MHRP-WRAIR Nigeria

Susan Krenn, Johns Hopkins Center for Communication Programs

#SBCCSummit Afternoon Plenary: Comm Talk and Secretariat Remarks

#SBCCSummit Details:
Monday, April 16 from 4:45 PM - 5:30 PM
Afternoon Plenary: Comm Talk and Remarks from the Secretariat
Location: Nusa Dua Hall 5

Comm Talk: How to Fail in The Most Difficult Context in the World: Defining an Enabling Environment for Human-Centred Design in Somaliland/Somalia
Carlyn James, ThinkPlace

SBCC Summit Secretariat, Panel Discussion

James Deane, BBC Media Action

Warren Feek, The Communication Initiative

Rafael Obregon, UNICEF

Lebo Ramafoko, Soul City Institute

#SBCCSummit Wed. Afternoon Plenary: Keynote Addresses

#SBCCSummit Details:
Wednesday, April 18 from 4:30 PM - 5:30 PM
Afternoon Plenary: Keynote Addresses
Location: Nusa Dua Hall 5

Keynote Address: Lillian Dube, Actress, Humanitarian, and Executive Producer

Lillian Dube is an acclaimed and multiple award winning South African actress and humanitarian. She is also the founder and Executive Producer of the highly popular Skwizas Comedy Series which is screened by the national broadcaster, South African Broadcasting Corporation (SABC Television), and is now on season five.

Lillian’s acting career began serendipitously when she landed her much loved alter ego role as ‘Sister Bettina’ in the acclaimed Soul City television series. This series challenged and transformed South African social norms, patriarchal attitudes and practices – from smoking to domestic violence and sexual wellbeing and choices - by empowering individuals and communities to make informed and healthy decisions. In an extraordinary twist of fate, Lillian’s life converged with Sister Bettina’s when she beat early stage breast cancer when she discovered a lump through self-examination.

As life famously imitates art, Lillian’s vocation can be summed by her rule: "I love helping people. If I can’t lend a hand, then I at least want to be able to make them laugh."

Keynote Address: Miguel Sabido, Founder of the Sabido Methodology

Miguel Sabido began his career as a television writer. He saw that a Peruvian telenovela, Simplemente Maria, the story of a single mother who enrolled in a literacy class and became a seamstress and eventually a very successful businesswoman, change behavior across Latin America. The wildly popular program led to a massive increase in the sales of sewing machines and the number of people enrolling in sewing classes.

He found that education could be deliberately woven into entertainment programs and developed a pioneering formula and theory used today. He determined that people learned through role models and that the more we identify with a role model, the more likely we are to imitate them.

Sabido will talk about the evolution of his research on the theory and practice of communication since 1974, when his first entertainment-education telenovela was broadcast. He will also present his new work,"Tonal Strategies for Entertainment Education."

#SBCCSummit Friday Plenary: Comm Talk, Keynote Address

#SBCCSummit Details:
Friday, April 20 from 11:30 AM - 12:30 PM
Friday Plenary: Comm Talk, Keynote Address
Location: Nusa Dua Hall 5

Comm Talk: Mist in the Backstage - An Account of Personal Experiences of Working with Secret Forces in Community Mobilization
Chancy Mauluka, UNICEF

Keynote Address: Aníbal Gaviria, former mayor of Medellín, Colombia

Aníbal Gaviria was the mayor of Medellín, Colombia, from 2012 to 2015. He is one of a string of mayors credited with turning around this city of 2.5 million people. Once the stronghold of the dangerous Medellín cartel, the city witnessed 6,349 killings in 1991. The homicide rate has fallen by 80 percent since then and, in 2013, the Urban Land Institute named Medellín the “most innovative city” out of 200 it considered. Prior to that, Gaviria was governor of Antioquia, of which Medellín is the capital. He believes that “to govern is to communicate.”

Gaviria sees a connection between reducing inequality and violence in the city and the facilitation of dialogue and debate in communities. Medellin is well known for social urbanism and development policies, including the creation of the Metrocable system, a network of cable cars that link the city’s subways to some of the city’s informal settlements on the city’s steep hills. These settlements were in many ways cut off from the city, with residents commuting as long as 2.5 hours a day before Metrocable opened. Not only could people in these poorer isolated communities get to jobs more easily, but to public libraries, schools, health centers and recreation spaces. Metrocable – by linking people to what they need – is credited with dramatic reductions in crime in the areas reached by cable car, an integrated approach to creating change.

Moderator: Warren Feek, The Communication Initiative