Social and Behaviour Change Communication (SBCC) is a communication strategy to improve the knowledge, attitudes and practices (KAP) of the target group. It is not just a n awareness or sensitization program. It is actually a systematic approach to build communication strategy that help to enable an individual or community to address change in greater environmental and structural levels. Social and behaviour change communication plays a crucial role to encourage positive behaviour which is fitting to a particular project social setting. 

SBCC programme was implemented to maximize the production and productivity of the beel to ensure the livelihoods and nutritional security of the beel dependent community. An SBCC strategy offers a “road map” to make positive change in the behaviour of the target beneficiaries with in a social system, it also sometimes helps to make affirmative changes in social norms. 

                                             Social and Behaviour Change Communication

Table. SBCC approaches and activities undertaken to maximize the production and productivity of the beel

SBCC Approaches	Activities	Action Taken
Interpersonal	Ice BreakingCounsellingSensitizationSupport group	One-to-one interactionBuilding rapportGroup education through focused group discussion
Media	Mass mediaSmall print mediaTraditional MediaMobile technology	TV programmesPosters, PamphletsPlayMobile calls, SMS, Webinars
Community mobilization	CampaignsAwareness programmes	Field dayAwareness camps