SBCC & Strategic Communication
Move from information delivery to communication people can use.
GEMBA can help institutions treat communication as a strategic programme function - grounded in audience insight, behavioural and social context, trusted channels, clear content and measurable response. The aim is not simply to produce materials, but to make communication more coherent, relevant and connected to programme action.
The challenge
Information alone does not explain or change behaviour.
People may receive a message and still be unable, unwilling or unsupported to act. Knowledge interacts with trust, norms, service availability, perceived risk, social influence, institutional behaviour and the experience people have when they seek a service.
GEMBA can support a shift from isolated IEC outputs to an integrated communication approach that defines the audience, behavioural or programme objective, barriers, trusted messengers, channels, content system and measures of response.
This capability may be relevant when an institution is addressing:
- Communication activity without a clear behavioural or programme objective
- Messages that are technically correct but difficult to understand, trust or act on
- Fragmented content and channels across teams or delivery levels
- Weak links between communication, service readiness and frontline interaction
- Measurement that counts outputs or impressions without examining comprehension, response or action
How GEMBA can support
Strategy, content and communication systems.
The final combination of support areas is agreed against the institution's objective, scope, governance, timeline and available resources.
Communication and SBCC strategy
Define communication objectives, priority audiences, behavioural and social influences, strategic approaches, channels, responsibilities and measures.
Audience and stakeholder insight
Use available evidence, consultation and research to understand knowledge, beliefs, trust, norms, influence, access barriers and channel preferences.
Message architecture
Create coherent message frameworks, content hierarchies, calls to action and adaptation rules for languages, audiences, contexts and channels.
IEC and campaign planning
Develop coordinated plans across interpersonal, community, institutional, digital and mass-media channels, linked to programme timing and service readiness.
Content, media and documentation
Support content systems, editorial planning, knowledge products, documentation, media coordination and institutional communication.
Risk and crisis communication
Support clear, timely and audience-centred communication planning for uncertainty, emergencies and rapidly evolving public information needs.
Our approach
Link communication to the behaviour and system around it.
A strategic communication engagement can move from understanding the audience and operating context to coordinated delivery and responsible measurement.
- Step 01
Define the objective
Specify the programme, behavioural or institutional response communication is intended to support - and what communication cannot solve alone.
- Step 02
Understand influences
Examine audience needs, social and behavioural drivers, trust, service barriers, stakeholders, messengers and channel realities.
- Step 03
Design a connected system
Align messages, content, interpersonal communication, community platforms, media, digital channels and internal coordination.
- Step 04
Measure and adapt
Track delivery, reach, engagement, comprehension, trust, referral and relevant behaviour-related indicators without treating exposure as impact.
Connected support
Combine capabilities around the requirement.
This capability can be commissioned on its own or connected with other GEMBA capability areas where the assignment requires a more integrated response.
Research, Assessments & Evidence
for formative research, audience insight, testing and communication measurement
Public Health & Health Systems
for alignment with programme objectives, services, frontline roles and access barriers
Programme Implementation & Field Operations
for training, field adoption, local coordination, feedback and quality support
Experience behind the capability
This capability is informed by Amit Rakesh Dubey's individually attributed experience across public-health communication, nutrition, early childhood development, government advisory, media, IEC and documentation - including assignments with UNICEF Bihar, Swasti's Bhopal Healthy City Program and current communication and IEC support for the Government of Maharashtra. These organisations are not presented as GEMBA clients.
Start a conversation
Build communication around the response you need to support.
GEMBA welcomes conversations around SBCC and communication strategy, IEC systems, campaigns, message architecture, documentation, knowledge products and risk or crisis communication.