"The social and cultural context surrounding young people growing up in urban areas is...different, in both positive and negative ways, affecting the health behaviors of young men and women, which can develop into repeated behaviors and habits that persist throughout adult life."
The Urban Adolescent Sexual and Reproductive Health (SRH) Social and Behavior Change Communications (SBCC) Implementation Kit provides a selection of Essential Elements and tools to guide the creation, or strengthening, of SRH social and SBCC programmes for urban adolescents aged 10 to 19.
Published by the Health Communication Capacity Collaborative (HC3), the I-Kit breaks down and explains key SBCC elements to programme managers, designers, and implementers working with adolescents, SRH, and SBCC, as well as those in youth-led organisations. It includes worksheets to illustrate and facilitate each application.
"The seven Essential Elements that form the structure of the I-Kit are:
- Collecting Helpful Information about Urban Adolescents
- Navigating the Urban Environment for Adolescents
- Segmenting Your Audience
- Creating an Audience Profile
- Establishing Behavioral Objectives and Indicators
- Identifying Communication Channels in the Urban Environment
- Developing Messages for Urban Adolescents"
The tool is divided into four parts:
- Part 1 provides background and an overview of elements for SBCC programme design.
- Part 2 includes the seven "Essential Elements" of programme planning listed in 1-7 above and interactive worksheets that support the development of those elements, including examples demonstrated through a fictional urban setting and cast of characters that are used throughout the resource to demonstrate I-Kit content and principles.
- Part 3 discusses implementation challenges and strategies. Among 14 challenges are the following: youth mobility and youth trust, reaching vulnerable youth, resistance to adults, and inaccuracies of self-reporting.
- Part 4 encourages users to share on an SBCC professionals' online forum.
Additional "Resources" and "Help" sections list resource links, acronyms, a glossary, an icon key, and references.
To inform the development of this I-Kit, HC3 explored the evidence base on SBCC for urban youth SRH through a literature review, secondary data analysis, and evidence exchanges such as webinars in English and French involving youth.