USAID Cambodia Green Future Activity: Social and Behavior Change Communication (SBCC) Strategy
The Cambodia Green Future Activity developed a Social and Behavior Change Communication (SBCC) Strategy to increase target populations’ knowledge and positive attitudes about the benefits of Cambodia’s unique and endangered biodiversity and the critical importance of Cambodia’s forest ecosystems.
The Strategy focused on youth as key influencers and agents of change, who can disseminate messages and reinforce social norms promoting the importance of reducing bushmeat consumption, preventing the buying of timber products, and the avoidance of littering the environment. To inform and support the development of the SBCC Strategy, the Project conducted a baseline Knowledge, Attitudes, and Practices Study; a Media Consumption Analysis; a Social Network Analysis; and carried out a two-round Idea Sprint Workshop with youth to better understand and prioritize key behaviors and behavioral drivers to be addressed by the SBCC Strategy. Key findings from these studies and processes are presented in this Strategy document.
