Also known as Communication for Development (C4D), Social and Behaviour Change Communication (SBCC) is a strategic, evidence-based approach that promotes positive behavior change at individual, community, and societal levels. It plays a vital role in addressing social challenges by combining research, communication planning, and evaluation.

SBCC begins with audience segmentation—grouping people by demographics, attitudes, or behaviors – so messages can be tailored and tested for maximum impact. It uses a blend of channels, including mass media, interpersonal communication, and community mobilization, to reach and engage audiences effectively.

The goal is to create a supportive environment where lasting, positive behaviors can thrive. At Mirage PR, we apply SBCC principles to design impactful communication strategies that drive real change.