SOCIAL CHANGE at the WHAT WORKS? SBCC Summit

Gender norms combined with norms about the economy negatively impact women’s time, mobility, access to resources/rights and occupational segregation as well as important policy and investment decisions. Oxfam’s Women's Economic Empowerment and Care(WE-Care) and Empower Youth for Work (EYW) Programs and initiatives of the International Development Research Centre and Unilever have been building on SBCC approaches to identify and shift norms which undervalue unpaid care and domestic work as 'petty work' and which see this work as the natural responsibility of women.

The panel will consist of four presentations offering different perspectives. An overview of social norms in the economy and their implications for WEE, how they can be diagnosed more systematically at different levels (community and institutions), and examples of the range of change strategies will be discussed.

Panelists

SBCC and its Relevance to the Field of WEE: Shifting Social Norms in the Economy Using SBCC Approaches
Anam Parvez Butt, Oxfam

Strategies to Shift Social Norms on Unpaid Care Work
Imogen Davies, Oxfam

The Role of the Private Sector in Shifting Social Norms and Stereotypes
Ibu Sinta, Unilever

Growth and Economic Opportunities for Women: The Role of Social Norms
Gillian Dowie, International Development Research Centre

Moderator: Claudia Canepa, Oxfam

Drawing upon a wide range of geographic, programmatic and technical examples, this panel will examine the relevance and application of social and behavior change approaches to agricultural interventions, particularly nutrition sensitive agriculture. Specifically, it will consider how conducting formative research and designing SBC for health and agricultural programs might be similar or may diverge, and how applying SBC to agriculture might present unique differences and complexity but also some noteworthy opportunities, especially in adapting SBC approaches to the unique realities agricultural work and the ability to partner with the private sector to develop market based SBC solutions.

Panelists

Barrier Analysis in Nutrition-Sensitive Agriculture Programs: Experiences & Recommendations
Jyoti Felix, Catholic Relief Services
     

From Value Chain to Behavior Statements: Integrating Nutrition-Sensitive Agriculture Practices into a Value Chain Project
Philip Moses, SPRING/JSI
      

Introduction Behavioural Sciences to Agricultural Development: Experience from the CRS – EMECA Region
Michael Potts, Catholic Relief Services
                   

Facilitating Change: Engaging the Private Sector In SBC and Market Systems Approaches
Sarah Sahlaney, ACDI/VOCA
    
      

Moderator: Amy Ellis, Catholic Relief Services

Social norms - the often unspoken rules that govern behavior - shape the trajectories of young people and are often one of the core areas of focus in social and behavioral change and communication (SBCC) programs. The impact on young people of harmful social norms, such as expectations related to gender-based violence, early marriage and early parenthood, is receiving increased attention and programmatic efforts are underway to shift these norms. The Learning Collaborative (LC) to Advance Research and Practice on Normative Change for Adolescent Sexual and Reproductive Health (AYSRH) and Well-being is a two-year initiative, funded by the Bill and Melinda Gates Foundation (BMGF). The LC seeks to build the evidence and promote practices at scale that improve the health and well-being of adolescents and young people through social norm transformation fostering social norms that support healthy behavior and addressing harmful social norms that negatively impact their sexual and reproductive health and overall well-being. The LC is organized into three sub-groups: Theory, Measurement, and Scale-up and consisting of over 200 individuals from a range of programmatic, academic, and funder organizations. Members for each community have been actively engaging in filling gaps in social norms research and practice identified by the Learning Collaborative Steering Committee through various activities, meetings, and products since December 2016. Experiences and efforts from the LC will be presented in three panel sessions. Each will be framed toward getting practical about social norms.

Panelists

Bringing Theory into Social Norms Programming: A Conceptual Model for Intervention Design and Evaluation
Rebecka Lundgren, IRH

Where We Are With Identifying and Measuring Social Norms? Findings From a Review of Existing Methodologies
Anjalee Kohli, IRH /Betsy Costenbader, FHI 360
 

What are Social Norms Interventions and How to Take Them to Scale: Considerations from a Review of the Literature and Experts
Susan Igras, IRH
   
   

Moderator: Sohail Agha, Bill and Melinda Gates Foundation
    

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
       

Today, 1.2 billion adolescents stand at the crossroads between childhood and the adult world. These adolescents (ages 10-19) along with the current generation of youth (ages 15-24) have immense potential to benefit their societies socially, politically and economically, if they have adequate opportunities to participate as agents of social change. The right of adolescents to express views on matters affecting them, and to have them given due weight - commonly described as participation - is embodied in the Convention on the Rights of the Child in Article 12. The right to participate becomes particularly salient during adolescence and youth, when young people begin to move beyond boundaries of the family, embrace wider social networks, and more actively exercise their rights and influence decisions affecting them.

Young people are driving new digital practices and have potential not only to use these tools to express their views, but to take leadership in determining how digital can be mobilised for youth and adolescent participation in civil processes, development efforts and social and behaviour change.

This panel will situate on-going efforts to conceptualize, define, and measure participation within the current digital context so as to better understand young peoples role as social change agents.

Panelists

Conceptual Framework for Measuring Adolescent Participation
Gerrison Lansdown, Child Rights Consultant

Leveraging Digital in C4D Strategies for Adolescent Engagement
Amanda Third, Institute for Culture and Society, Western Sydney University

Promoting Engagement: Bridging On and Offline Youth Participation in Medellin, Colombia
Melissa Brough, California State University, Northridge

Adolescent Participant from the Adolescent Circle
Ferina Futboe, Adolescent Circle program

Moderator: Kerida McDonald, Senior Advisor, Communication for Development, UNICEF
  

Entertainment education's potential to inspire change through a multimedia platform is not new. What is new is the transmedia approach. This approach elevates elements of a particular story or character across multiple platforms and optimizes the various mass media, community level and social media elements to entertain and reinforce key knowledge and behaviors. This panel demonstrates how the transmedia approach can be used in different country and issue contexts.

Panelists

Using a Transmedia Approach Leveraging Popular Characters from an Entertainment Education Radio Program across Multiple Platforms
Adetoyeke Adedipe, Johns Hopkins Center for Communication Programs
                  

Transmedia for Change - An Emerging Tool
Priyanka Kher, Breakthrough India
        

The 3 E's of Transmedia: More Effective Engagement for Expanding an Idea
Radharani Mitra, BBC Media Action
                  

‘Samvidhan Live! The Jagrik Project’
Lokasish Saha, ComMutiny—The Youth Collective
                 

Moderator: Caroline Jacoby, Johns Hopkins Center for Communication Programs
     

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

Over the last two decades, social and behavior change (SBC) strategies have increased efforts toward engaging men in programming. We know that meaningful engagement of men and boys can support gender equality, while catalyzing attitudinal, normative and behavioral change toward improved cross-sectoral outcomes. Yet, less is discussed at conferences about the assumptions that have not always worked, and how these lessons have been used to identify what does work in male engagement.

Learning from 20 years-worth of programming provides an opportunity to share and reflect upon the improvements we have made in male engagement through critical program monitoring, adaptation and learning. This dynamic pre-formed panel will share experiences from panelists and audience members on the various lessons about effective male engagement through presentations, reflection and discussion.

Panelists

When Women also Need to Change: Lessons from a Program Focusing on Engaging Men as Champions in HIV Prevention
Myra Betron, Jhpiego
         

Engaging Men and Boys to Shift Social Norms around Child Marriage: Lessons learned along the way
Rwanak Jahan, CARE Bangladesh  

What Do I Gain from Gender Equality? Learning strategies to ‘connect’ with male teachers and boys in a school-based program in India
Nandita Bhatla, South Asia, ICRW  

Learning from the Diversity of Men and Contexts: Adapting the REAL Fathers violence prevention intervention in Karamoja Uganda
Esther Spindler, Institute for Reproductive Health (IRH), Georgetown University   
 

Moderator:

Rebecka Lundgren, Institute for Reproductive Health (IRH), Georgetown University
  

The panel will focus on SBCC/EE program examples across the program life cycle. Panelists will share their experiences of running into roadblocks, even failing: sometimes painful, sometimes frustrating, but always valuable for the program and beyond. The panel will analyze key moments of learning, the institutional shifts that followed, and necessary steps to create a SBCC / EE culture more conducive to deeper learning.

Panelists

Transforming Rejected and Mistrusted Messages into Life-saving EE Content by Listening and Program Flexibility
Sean Southey, PCI Media
      

The Failure (and Success) of Through Positive Eyes, a Photo-storytelling Exhibition
David Gere, UCLA
       

The Complicated Relationship between Donors and Practitioners
Lebogang Ramafoko, Soul City Institute for Social Justice
   

Impact and Sustainability of Corporate Social Responsibility (CSR): A Seven-year Initiative Promoting Positive Change for Children
Robert David Cohen, Rain Barrel Communications
 

Moderator:
Loretta Cheung, PCI Media
   

Moderated by Professor Doug Evans, a leading academic in the fields of social marketing and behaviour change, the three panelists bring different perspectives to how brands can and should be built, implemented and measured. All have created brands that have been successful in reaching target audiences and users at scale, however the tactical roles of these brands have varied in subtle but significant ways. As a sector-leader in the communication for development field, BBC Media Action speaks from over a decade of learning around how both the trusted BBC brand and locally relevant brands can unify and amplify multi-media product offerings for reach and impact and when best to use them. Girl Effect presents a model that tackles deep-rooted gender norms through hyper-local girl-powered culture brands; and IDEO.org brings insight from the field of human-centred design around defining and creating brands to mobilise and engage users with services. In synthesis, the panelists will illustrate that while there is no one-size-fits-all guidance for when and how to leverage a brand, shared lessons can be drawn to advance how the SBCC sector gets the best from this promising approach.

Panelists

More than a Logo: Leveraging Brands to Activate, Inspire and Educate and What it Takes to Get There
Chris Larkin, IDEO.org
       

An Evaluation of the Use of Brands in BBC Media Actions' Work
Sonia Whitehead, BBC Media Action

Ni Nyampinga: Evaluating the Value-add of Brand in a Multimedia Communications Programme
Dwan Kaoujki, Girl Effect

Moderator:

Doug Evans, Milken School of Public Health, George Washington University

Who decides what norms to promote? What are culturally-appropriate norm change interventions?

Based on experiences of norms change interventions that have been successfully implemented in different reproductive health and rights arenas in Uganda, Benin, and India, this panel explores different ethical issues and practical program responses based on consciously taking an ethical position at community and health systems levels and at different points in the program life cycle.

Panelists

Ethics in Designing and Implementation of Culturally Sensitive Gender Norms Transformation Programs For Adolescents: A Case Study of The GREAT Project
Paul Bukuluki, Makerere University
                    

Ethical Considerations in Designing Programmes For Normative Shift Supportive of Adolescents With a Focus on Girls in India
Sonali Khan, Dasra
     
   

Embedding More Ethical Programming Within Norms Change Interventions: Experiences of The Tékponen Jikuagou Project In Benin
Susan Igras, IRH, Georgetown University
       

Moderator:

Anjalee Kohli, Georgetown University
                

#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

#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

Susan Krenn, Johns Hopkins Center for Communication Programs

James Deane, BBC Media Action

Warren Feek, The Communication Initiative

Rafael Obregon, UNICEF

Lebo Ramafoko, Soul City Institute

#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 Details:
Thursday, April 19 from 8:30 AM  -  10:00 AM    
Morning Plenary: Comm Talk, Keynote Addresses, and Youth Panel
Location: Nusa Dua Hall 5

Keynote Address: Kriti Sharma, Vice President, Bots and AI SAGE Software

Kriti Sharma is an Artificial Intelligence technologist and a leading global voice on AI ethics and its impact on society. In addition to advising global software companies such as Sage, she focuses on AI for Social Good. She built her first robot at the age of 15 in India and has been building AI technologies to solve global issues ever since, from productivity to education to domestic violence.

Kriti was recently named in the Forbes 30 Under 30 list for advancements in AI and was included in the Recode 100 list of key influencers in technology in 2017 alongside Elon Musk, Jeff Bezos and Mark Zuckerberg. She was invited to join the Obama Foundation Summit as a Civic Leader for her work in ethical technology. She is a Fellow of the Royal Society of Arts and a Google Grace Hopper Scholar. Kriti frequently writes about her views on the ethics of AI in global media such as Fortune, BBC, Harvard Business Review, The Times, Financial Times and TechCrunch.

Youth Panel

Comm Talk: We Know What We Want: Young Teens Speak on Comprehensive Sexuality Education
Carol Gatura, African Population and Health Research Center

Moderator: Lebo Ramafoko, Soul City Institute

Just wanted to share with you a few of the #SBCCSummit presentations that participants have graciously sent to us. We encourage you to access the presentations at the links below (click on the hyperlinked titles of the talks - the actual document name may differ slightly) and to comment on them there.

* "Golden Rules" for Successful EE Programming - Kriss Barker

* Impact and Sustainability of Corporate Social Responsibility (CSR): A Seven-year Initiative Promoting Positive Change for Children - Robert David Cohen

* We Know What We Want: Young Teens Speak on Comprehensive Sexuality Education - Carol Gatura

* Where We Are With Identifying and Measuring Social Norms? Findings From a Review of Existing Methodologies - Anjalee Kohli / Betsy Costenbader

* Growth and Economic Opportunities for Women: The Role of Social Norms - Gillian Dowie

* More than a Logo: Leveraging Brands to Activate, Inspire and Educate and What it Takes to Get There - Chris Larkin

* Human-centered Monitoring Approaches to Behavior Change Programs: Opportunities and Tensions - Chris Larkin

* Learning from the Diversity of Men and Contexts: Adapting the REAL Fathers Violence Prevention Intervention in Karamoja Uganda - Esther Spindler

We will be adding more presentations in this space as we receive them, so please stay tuned and check back frequently. We look forward to a fruitful discussion, whether or not you were able to attend the #SBCCSummit!