Understanding Social and Behaviour Change Communication

terms that should be understood first, as different words and second as an entity. SBCC is primarily a brand of communication that has long existed in the social and behavioural disciplines; in the social sciences and humanities. It is also a field of study that is strongly anchored on theories of human behaviour and the philosophies of human existence with the aim of bringing about a transformation of the negative human behaviour through the ecological system. Behaviour change specifically has attracted the concerns of economists and advertisers. Economists are concerned about human needs and wants as determined by human behavior