Developing a social and behaviour change and advocacy strategy

Science Granting Councils (SGCs) across sub-Saharan Africa play a vital role in shaping national research agendas, disbursing funds, and influencing science, technology, and innovation (STI) policies. However, the challenge of turning research into impactful action remains. To bridge this gap, a comprehensive Social and Behaviour Change Communication and Advocacy (SBCC&A) strategy has been developed to strengthen the visibility, uptake, and impact of science in the region.

Why a Communication and Advocacy Strategy Matters

Despite Africa’s growing investment in STI, science communication remains a weak area. Research findings are often presented in academic language, making them inaccessible to policymakers, industry, and the public. Traditional barriers, including gender stereotypes and a lack of private sector engagement, further limit the reach of innovation.

An SBCC&A strategy addresses these gaps by:

• Enhancing communication between SGCs, researchers, and stakeholders
• Promoting gender inclusion in research
• Bridging the divide between academia and the private sector
• Making science relatable and relevant to citizens

A Step-by-Step Guide for Councils

The strategy outlines a practical 10-step framework for SGCs to localize and implement effective communication and advocacy activities:

1. Conduct a Situation Analysis – Understand existing gaps through tools like SWOT and PESTEL analyses.
2. Segment Audiences – Tailor messaging to different groups (e.g. policymakers, private sector, women researchers).
3. Set SMART Objectives – Focus on clear, measurable communication and behaviour change goals.
4. Choose Strategic Approaches – Define the right messages, benefits, and support mechanisms.
5. Develop Key Messages – Use language and formats that resonate with target audiences.
6. Select Channels – Combine digital, traditional, and interpersonal communication platforms.
7. Implement Activities – Engage stakeholders through workshops, media, and public forums.
8. Monitor and Evaluate – Track impact through feedback loops and behavioural indicators.

Towards a More Inclusive Science Ecosystem

The SBCC&A strategy places emphasis on creating an enabling environment for evidence-informed policy, research uptake, and gender equity. It promotes collaboration across sectors, especially with the private sector, which is essential for innovation to thrive.