Behaviour Change Communication for Sustainability

CONCEPT NOTE

INTERNATIONAL TRAINING ON BEHAVIOUR CHANGE COMMUNICATION FOR SUSTAINABILITY

COURSE BACKGROUND

Achieving true sustainability and addressing pressing environmental challenges—from climate change and resource depletion to pollution and biodiversity loss—requires fundamental shifts in human behaviour. While policies and technologies play a role, lasting change depends significantly on how individuals, communities, and organizations act every day. However, simply providing information is often not enough to change habits; many struggle with effective strategies to motivate and sustain pro-environmental behaviours. There is a clear need for professionals to understand how communication can drive positive behaviour change for a more sustainable future.

ECAS Institute, committed to advancing sustainable development and strengthening capacities for impactful environmental action, recognizes that behaviour change communication (BCC) is a critical lever for sustainability. By offering this specialized course, ECAS aims to equip professionals with the knowledge and practical tools to design, implement, and evaluate effective BCC initiatives. This initiative aligns with ECAS’s broader mission to foster innovative solutions and empower individuals and organizations to contribute meaningfully to global sustainability goals.

This course is specifically designed to bridge the gap between sustainability aspirations and actual behavioural outcomes. It will provide participants with an in-depth understanding of the principles, models, and practical application of behaviour change communication. By mastering these essential skills, ECAS aims to empower participants to become effective agents of change, capable of inspiring and enabling sustainable behaviours in their communities, workplaces, and across society.

COURSE OBJECTIVES OF THE TRAINING

Upon completion of this training, participants will be able to:

1. Explain the foundational theories and models of behaviour change communication relevant to sustainability challenges.
2. Conduct effective audience analysis and identify barriers and drivers of pro-environmental behaviours.
3. Design strategic behaviour change communication campaigns tailored to specific sustainability objectives and target audiences.
4. Develop compelling messages and select appropriate communication channels for promoting sustainable practices.
5. Plan for the monitoring and evaluation of behaviour change communication initiatives to measure impact and foster continuous learning.

WHAT YOU WILL LEARN

This course will provide participants with a comprehensive understanding and practical skills in designing and implementing behaviour change communication for sustainability. You will learn:

• The key concepts and theoretical frameworks behind human behaviour change, specifically applied to environmental and sustainability issues.
• How to conduct research and analysis to understand your target audience’s motivations, barriers, and existing behaviours related to sustainability.
• A step-by-step process for planning and designing effective behaviour change communication campaigns for various sustainability challenges (e.g., waste reduction, energy saving, sustainable consumption).
• Techniques for crafting persuasive and culturally relevant messages, and how to choose the most effective communication channels (e.g., social media, community engagement, traditional media).
• Methods for implementing, monitoring, and evaluating the success of behaviour change campaigns to ensure they achieve their desired sustainable outcomes.

DURATION AND PROGRAM

This is a structured training course. The program is designed to provide a blend of theoretical understanding and practical application, including interactive sessions, case studies, group exercises, and potentially the development of a mini-BCC plan. The detailed program schedule, including specific session timings and practical assignments, will be communicated prior to the training commencement.

TARGET PARTICIPANTS

This course is ideal for professionals across various sectors who are involved in promoting sustainable practices and influencing public behaviour. The target audience includes:

• Sustainability Professionals: In government, NGOs, and the private sector.
• Environmental Educators and Communicators: Working with communities and schools.
• Public Relations and Marketing Professionals: Involved in social marketing or corporate social responsibility.
• Urban Planners and Community Development Workers: Aiming to foster sustainable lifestyles in urban and rural settings.
• Policy Makers and Program Managers: Developing and implementing environmental or sustainable development initiatives.
• Researchers and Academics: Interested in the practical application of behaviour science for sustainability.
• Advocates and Campaigners: Working on environmental and social issues.

TRAINING MODULES

The course is structured into comprehensive modules, guiding participants through the complete cycle of designing and implementing behaviour change communication for sustainability:

No	Module	Details
1.	Foundations of Behaviour Change for Sustainability	This module introduces the critical role of human behaviour in achieving sustainability and explores the fundamental theories and models that underpin effective behaviour change communication. The link between human behaviour and sustainability challenges (e.g., climate change, resource depletion, waste). Key behaviour change theories and models (e.g., COM-B, EAST, Theory of Planned Behavior, Social Cognitive Theory). Understanding barriers to and drivers of pro-environmental behaviours. Ethical considerations in behaviour change communication.
2.	Designing a Behaviour Change Communication Strategy	This module provides a systematic approach to planning a BCC strategy, from defining the problem to segmenting audiences and setting clear objectives for sustainable action. Problem identification and defining desired behavioural outcomes. Audience analysis: demographics, psychographics, values, and habits. Identifying specific target behaviours and audiences for intervention. Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) behaviour change objectives.
3.	Developing Compelling Messages and Channels	This module focuses on the creative process of crafting effective messages and selecting the most appropriate communication channels to reach and influence target audiences for sustainability. Message design principles: clarity, cultural relevance, emotional appeal, and call to action. Storytelling for sustainability: narratives that inspire and engage. Selecting communication channels: traditional media, digital media, social marketing, community engagement, and direct interventions. Pre-testing messages and materials for effectiveness.
4.	Implementation, Monitoring, and Evaluation of BCC Campaigns	This module covers the practical aspects of putting a BCC strategy into action, tracking its progress, and evaluating its impact on fostering sustainable behaviours. Campaign planning and resource mobilization. Stakeholder engagement and partnership building for BCC. Monitoring indicators for behaviour change and communication reach. Methods for evaluating campaign effectiveness and impact on sustainability outcomes. Learning and adaptation for continuous improvement in BCC initiatives.

TRAINING STYLE

The modules will be taught through PowerPoint presentations, and lectures and will include a case study/field visit, breakout sessions, case studies and other interactive discussion components.

The course will also include a few guest speakers, both in person and via Zoom and other online learning platforms for overseas speakers. This provides useful real-world insights alongside the more theoretical aspects of the course.

The conference faculty shall consist of experienced decision makers, as well as practitioners and representatives from established educational and research institutions active around climate change, engineering and international development. Throughout the course, theoretical presentation of concepts will be moderated and more group discussions and plenary engagements will be optimized. PowerPoint presentations will be made by facilitators and resource persons, to highlight key concepts before embarking on group work.

GENERAL NOTES

• Training manuals and additional reference materials are provided to the participants.
• Upon successful completion of this course, participants will be issued with a certificate.
• We can also do this as a tailor-made course to meet organization-wide needs. Contact us to find out more: info@ecasiafrica.org.
• Payment should be sent to our bank account before the start of training and proof of payment sent to: info@ecasiafrica.org.

ABOUT ECAS INSTITUTE

The ECAS Institute designs and delivers independent and targeted training, research, and consulting services. Our work focusses on climate change and resilience building, carbon markets, renewable energy, nature-based solution, biodiversity conservation, agriculture and food systems, We are located in Nairobi Kenya and work across the African region. We have implemented training and research assignments in Kenya, Tanzania, Uganda, South Sudan, Somalia, Malawi, Rwanda, Congo, and South Africa. Globally, we have supported our partners from the UK, Denmark, Italy, Sweden, Germany, and USA.