Evidence - SBC Impact
Compelling, credible, recent, direct impact data
Evidence - SBC Impact
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Nutrition Social Behaviour Change Communication - 87% of RCTs Reported a Significant Positive Effect on Early Initiation of Breastfeeding

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Strategy researched

Nutrition social behaviour change communication (NSBCC) interventions (interpersonal counselling, use of media (IEC materials, mass media, phone messaging), community mobilisation)

Impact achieved

Overall, almost two-thirds of the studies reported a significant positive effect on early initiation of breastfeeding (EIBF). Of the 38 cluster RCTs studies reporting on exclusive breastfeeding (EBF), 33 (87%) found a statistically significant positive impact. All studies across all study designs: 6 out of 13 (46%) RCTs measured or reported on EBF and of these, 5 (83%) found a significant positive effect. Twenty-two out of the 51 (43%) cluster randomised trials measured and reported on EBF and of these, 20 (91%) reported a statistically significant positive impact.

Countries of study

38 studies from Asia, 35 from Africa, 6 from South America, and 1 from Europe

Research methodology

Systematic review with 80 studies (51 cluster RCTs and 13 RCTs)

Journal

Maternal and Child Nutrition; 2021

Journal paper title and link

The effectiveness of interventions on nutrition social behaviour change communication in improving child nutritional status within the first 1000 days: Evidence from a systematic review and meta-analysis

Excerpt from Abstract

"The overall intervention's effect was significant for exclusive breastfeeding (EBF) (odds ratio = 1.73; 95% confidence interval [CI]: 1.35-2.11, p < 0.001), HAZ [height for age z-scores] (standardized mean differences [SMD] = 0.19; 95% CI: 0.17-0.21; p < 0.001), WHZ [weight for height z-scores] (SMD = 0.02; 95% CI: 0.004-0.04; p < 0.001), and WAZ [weight for age z-scores] (SMD = 0.04; 95% CI: 0.02–0.06; p < 0.001). Evidence shows the effectiveness of NSBCC in improving EBF and child anthropometric outcomes."

 

Why the focus on direct impact data?

A common challenge from policy makers, funders, community members, people directly experiencing development issues, and governments is: Demonstrate your Impact. Prove that what you are doing works. The high quality, highly credible data presented on the cards below is designed to help you answer that question for your social change, behaviour change, community engagement, communication and media for development, strategy formulation, policy engagement and funding initiatives. At this link filter the research data to your specific interests and priorities

Why a playing cards design?

There is a physical pack of cards with this data (to get a copy please request through the comment form for any card). The card approach allows for easy identification and selection of relevant direct impact data in any context. For example if talking with a donor and you need to identify proof of impact say "take a look at the 7 of Hearts". Quick access can be provided to high-quality data for many areas of your work – funding, planning, policy, advocacy, community dialogue, training, partner engagement, and more. A card deck is also engaging, easy to use and share, a conversation starter, and a resource - and they are fun and different. So we kept that design for the online images as it can serve similar purposes. 

What are the criteria for inclusion?

The impact data presented meets the following high standard for inclusion criteria:

  • Positive change or trend in a priority development issue;
  • Social change or behaviour change strategy or process;
  • Randomized Control Trial or Systematic Review methodology;
  • High quality peer review journal published;
  • Numeric impact data point
  • Published since 2010.