09/08/2026
📢 WHAT CAN A BSBCC PRACTITIONER DO IN MALAWI?
3️⃣ BEHAVIOUR CHANGE CAMPAIGNS 🧠📢
One of the most important roles of a BSBCC (Social Behaviour Change and Communication) practitioner is to design and implement behaviour change campaigns that encourage individuals, families, and communities to adopt positive behaviours.
But behaviour change is not simply telling people what to do.
A BSBCC practitioner first tries to understand WHY people behave the way they do. This may involve looking at people's knowledge, beliefs, attitudes, culture, social environment, access to services, economic situation, and the influence of family, friends and community leaders.
For example, if people are not consistently using mosquito nets, a BSBCC practitioner does not simply say, "Use a mosquito net." Instead, they investigate questions such as:
🔹 Why are people not using the nets?
🔹 Do they have enough mosquito nets?
🔹 Do they believe the nets are effective?
🔹 Are there cultural beliefs affecting their use?
🔹 Are the nets damaged or difficult to use?
🔹 What do family members and community leaders think about their use?
After understanding these factors, the practitioner develops appropriate communication strategies and interventions to address the real barriers.
🇲🇼 Examples of Behaviour Change Campaigns in Malawi
A BSBCC practitioner can develop campaigns promoting:
🦟 Malaria prevention – encouraging consistent use of mosquito nets, early treatment-seeking and other preventive practices.
🧼 Sanitation and hygiene – promoting handwashing, proper waste disposal, safe water practices and the use of toilets.
❤️ HIV and sexual health – encouraging HIV testing, treatment adherence, prevention and responsible sexual behaviours.
🥗 Nutrition – promoting healthy diets, breastfeeding, appropriate complementary feeding and better nutrition practices.
👩🏽🦱 Gender equality and protection – challenging harmful social norms, promoting equality and preventing gender-based violence.
🏫 Education – encouraging school attendance, retention and positive learning behaviours among young people.
🌳 Environmental protection – encouraging communities to protect forests, manage waste properly and adopt environmentally responsible practices.
🚭 Healthy lifestyles – addressing behaviours that can contribute to poor health and encouraging healthier choices.
🎯 HOW DOES A BSBCC PRACTITIONER DO THIS?
A practitioner may use:
📻 Radio programmes
📱 Social media campaigns
🎭 Community drama and theatre
🗣️ Community meetings
📢 Public awareness campaigns
📚 Educational materials
🎥 Videos and storytelling
👥 Peer education
🤝 Community mobilisation
👑 Engagement with traditional and community leaders
The goal is to make communication relevant to the people and the communities being reached.
💡 THE BIG IDEA
Behaviour change is not about blaming people for their behaviour. It is about understanding the reasons behind behaviour and working with people to create realistic and sustainable positive change.
This is why BSBCC practitioners can play an important role in Malawi's development.
They can help transform information into understanding, understanding into motivation, and motivation into positive action.
🌍 BSBCC is not just about communication. It is about using communication strategically to create positive social and behavioural change.
