Our Strategy

C-Change works to:

Achieve scale and sustainability. C-Change can assist programs to achieve scale by engaging and strengthening existing institutions and social networks and building strong coalitions to support program growth.

Identify and influence the social determinants of behaviors. A key component of the C-Change approach is shifting social norms to bring about positive behavior change. For example, reducing the risk of HIV infection or improving family planning behaviors may require addressing gender roles and cultural practices.

Build the capacity of local institutions, including NGOs, CBOs, and FBOs. C-Change will increase local institutions' ability to plan and implement behavior change communication by strengthening both their technical and program management skills.

Conduct state-of the-art research that informs program development and implementation.
C-Change research provides evidence about the effectiveness of different communication approaches. In addition, C-Change identities and examines how programs can utilize key social determinants of sexual and family planning behavior—social norms and social networks—that influence and reach beyond the individual.

Engage the media as a partner. C-Change involves journalists and other media professionals as full partners in the process of social change.

Streamline communication tactics and tools. Models for communication planning and implementation have become complex and costly, making it difficult to transfer skills. C-Change will streamline formative research and pre testing methods and create easy-touse frontline teaching tools and hands-on, skills-based training.