Design, Implementation and Evaluation of Integrated Social & Behavior Change Communication Programs
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When: 05/24/2019
9:00 AM
Where: Washington Hilton Hotel
Washington, District of Columbia 
United States
Contact: Douglas Storey

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OrganizersDouglas Storey, Sanjanthi Velu--Johns Hopkins Center for Communication Programs, Bloomberg School of Public Health

Division/Interest Group Affiliation: Health Communication Division 

DescriptionIn recent years, population-based social and behavior change communication (SBCC) programs in low- and middle-income countries‚ especially for health improvement‚ have shifted away from a single topic, vertical focus to more integrated initiatives that encompass multiple health or development topics within a single program. As if the challenges of vertical program design and evaluation were not hard enough, integrated programs pose additional challenges of developing appropriate conceptual frameworks and deploying sophisticated research and evaluation designs to model outcomes, monitor implementation, measure change and draw causal inferences. This workshop will build participants' understanding of and appreciation for the complexity of integrated social and behavior change communication (SBCC) programs, and provide opportunities for hands-on skills-building in the strategic and creative design and evaluation of effective integrated programs. The workshop will be presented in two complementary parts: The morning session will focus on conceptualization and strategic design involving different approaches to integration that have used life stages, gateway behaviors, behavioral attributes, co-occurring behaviors, phased implementation, and umbrella branding. Approaches will be illustrated with examples and case studies. The afternoon session will focus on research methods for monitoring and evaluation of integrated programs, including discussion of the unique challenges of measuring the outputs and outcomes of multiple, interrelated components of a program, testing separate and cumulative impact of multiple intervention activities, testing theories, improving causal inference and building a causal narrative from multiple sources of data. Both sessions will feature hands-on exercises in the design of and research on integrated SBCC programs for health through the introduction and analysis of case studies and the use of planning and research tools for program design and research that have been pioneered and used in over a dozen countries by the Johns Hopkins Center for Communication Programs in the past decade.