Social and Behavior Change Communication Framework

*Olih Solihin, Yasundari Yasundari, Ahmad Zakki Abdullah, Kurniati Devi Purnamasari, Maulana Irfan and Yuni Mogot*

### **Abstract**

The Social and Behavior Change Communication (SBCC) framework is an approach used to influence and improve public health behaviors. This framework integrates principles of communication theory and social psychology to create more effective messages for behavior change. There are four stages in the SBCC framework: First, situational analysis involves collecting and analyzing data about the health behaviors that need to be changed. Second, planning and strategy is a continuation of the situational analysis, where the next step is to plan and select the appropriate communication strategy to achieve the desired goals. This strategy may involve delivering messages through mass media, information campaigns, or individual interventions. Third, message and communication material development involves developing relevant and appealing messages and communication materials for the public. Messages should be designed while considering social and cultural factors, language used, and media preferences used by the public. Fourth, evaluation is used to assess the effectiveness of messages and strategies used. Evaluation can be done by measuring changes in health behavior, public awareness of specific health issues, and factors that influence behavior. In health communication, the SBCC framework can help to increase public awareness of health issues, motivate them to change unhealthy behaviors, and encourage healthier behavior.

**Keywords:** social, behavior change, communication framework, health communication, situational analysis, stunting

### **1. Introduction**

The problem of stunting persists in the world and poses a significant obstacle in attempts to attain optimal child welfare and development [1, 2]. Stunting, also known as stunted growth, happens when a child does not reach the physical growth that should occur at a specific age, resulting in him being shorter than the average child his age [3].

#### *Oxytocin and Social Function*

Stunting is common in many countries, especially underdeveloped countries and Indonesia and is an indicator of unresolved health and nutrition issues [4]. Stunting has substantial long-term consequences, including lower cognitive ability and intellect, increased risk of chronic disease in maturity, and diminished children's future potential for personal achievement and prosperity [5].

Although stunting rates have decreased in some nations in recent years, the obstacles that remain in combating stunting are complicated and varied. The main reasons of high stunting rates are malnutrition, insufficient food, restricted access to health services and clean water, poor sanitation, poverty, and socioeconomic inequality [4]. Stunting is also linked to poor feeding habits, such as not providing newborns with exclusive breastfeeding, not offering healthy supplementary foods after six months of age, and a lack of diversity and quality of food in a child's diet. Diet and child care are also influenced by social, cultural, and economic factors, which might increase the risk of stunting [6].

Overcoming the stunting problem is a complex endeavor that necessitates a multi-sectoral approach, institutional collaboration, and a strong commitment from the government, civil society organizations, the commercial sector, and society as a whole. Stunting efforts must be supported by policies that emphasize balanced nutrition, accessible and high-quality health care, and changes in people's behavior toward healthy eating practices.

Stunting is still a pressing issue in human development and world health. By recognizing the importance of addressing stunting and raising awareness of its long-term consequences, it is hoped that a stronger commitment and action may be taken to provide children with the protection and assistance they require to grow and develop properly [6].

From the standpoint of communication studies, one solution to addressing stunting is to present a holistic and integrated approach, including the use of the Behavior Change Communication Framework, which is a strategy that combines aspects of communication and behavior change to achieve the desired social change goals. Social Behavior Change Communication Framework is an excellent strategy for changing people's ideas, attitudes, and behavior toward balanced nutrition, good feeding, and optimal infant care in the context of combating stunting.

Indonesia has a distinct cultural, socioeconomic, and geographical variety. As a result, the Social Behavior and Change Communication (SBCC) that is adopted must take these contextual distinctions into account and build a communication strategy that is tailored to the peculiarities of the Indonesian people. The SBCC strategy is intended to raise awareness of the need of balanced nutrition and stunting prevention, as well as to encourage people to adopt behaviors that promote optimal growth and development. SBCC works with a variety of partners in Indonesia to combat stunting, including the government, health institutions, civil society, and the commercial sector. Collaboration among all of these stakeholders is critical in order to maximize efforts to combat stunting through an effective and coordinated communication approach [7].

In this chapter, we will examine further the implementation of SBCC in dealing with stunting in Indonesia. This approach is expected to provide better insight into appropriate communication strategies, effective communication channels, and stronger community involvement in stunting prevention efforts. The results of this research are expected to be a reference for policymakers and practitioners in designing and implementing effective and sustainable stunting prevention programs in Indonesia.
