Decisions about whether to access FP services and select a contraceptive method are often deeply influenced by social factors, such as social norms around sexual activity and use of FP services, religious beliefs, social support, cultural traditions, myths and rumors, local or national policies, and the role of women in reproductive health decision-making. Social and behavior change communication (SBCC) uses communications to promote and support recommended FP practices among women, their partners and family members, and health providers; addresses changes in related socio-cultural norms; and builds a supportive environment for recommended FP practices.

SBCC activities may include providing families with information about available FP services and benefits of using FP, holding group-based discussions to address myths and misconceptions about FP, and engaging community leaders to build support for FP. Development of an SBCC strategy (or communication strategy) can help ensure that all messages and materials are appropriate and designed to strategically address key barriers and enablers for the target audiences.

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