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YUVAA SBCC Strategy

India

The Youth Voices for Agency and Access (YUVAA) program’s theory of change is guided by Supply–Enabling Environment–Demand (SEED) Programming Model. At the core of YUVAA program design is a cadre of Yuvaakaars (YCs) or social entrepreneurs who play a pivotal role in actualizing the SEED model on-ground. FP/HTSP is a complex health behavior which is guided by personal factors, couple dynamics, social and gender norms prescribed by the household and environmental factors. The SEED model thus guides the YUVAA Social and Behavior Change Communication (SBCC) strategy which focusses on:

  • Building agency, fostering positive attitude and salience for FP/HTSP and enabling empowered decision making by young couples by addressing their persuasion and information needs thereby generating demand for services.
  • Addressing social and gender norms at household and community level to create an enabling environment.
  • Home based counseling by YCs to provide easy access to FP services.

The purpose of this document is to take the reader through the nuances of conceptualizing, designing and executing the SBCC strategy in the YUVAA program.

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