Why social and behavior change communication works in practice

Social and Behavior Change Communication (SBCC) is grounded in the understanding that lasting social change begins at the individual level and is shaped by knowledge, attitudes, social norms, and enabling environments. Drawing from well-established behavioral science frameworks, SBCC emphasizes more than information transfer. Effective SBCC demonstrates behaviors, makes them socially visible, and creates space for reflection, dialogue, and adoption within real community contexts.

For NGOs working in complex environments, the challenge is not whether information exists, but whether it is accessible, trusted, and actionable. This is where locally produced video has proven to be a particularly effective SBCC tool. Video allows communities to see familiar people, languages, and situations reflected back to them, lowering barriers created by literacy gaps, stigma, or hierarchical communication structures. Research has repeatedly shown that when audiences recognize themselves in content, comprehension and retention improve—and behavior change becomes more likely.

illuminAid’s approach builds on this evidence by training local NGO staff and community members to design, produce, and disseminate their own SBCC videos. These videos are then screened using solar-powered projection systems that function reliably in off-grid and hard-to-reach settings. The result is a scalable, locally owned communication process that strengthens both message delivery and community agency.

Recent community screenings conducted in partnership with UNICEF in Equatorial Guinea provide a clear example of SBCC in action. Following youth-led video production workshops, illuminAid supported nine community screenings across island and continental regions, reaching over 400 adolescents and young adults. Using a standardized pre- and post-survey methodology, the screenings demonstrated measurable improvements in HIV prevention knowledge, including increased understanding of condom use, regular testing, and transmission routes. Knowledge that HIV testing is the only reliable way to determine HIV status increased by nearly eight percentage points after viewing the videos.

Equally important, the videos were widely perceived as accessible and relevant. Over 87 percent of participants found the content easy to understand, more than 90 percent expressed interest in future screenings, and more than 80 percent believed the videos could shift community attitudes. Gains were strongest among younger adolescents, rural participants, and youth with lower levels of formal education—groups that are often hardest to reach through conventional health communication strategies.

For NGOs seeking durable impact, these findings reinforce a core SBCC principle: behavior change accelerates when communities are not just audiences, but authors of the message. By combining behavioral science, participatory video, and appropriate technology, illuminAid supports partners in turning communication into a catalyst for sustained social change.