社会行为改变传播操作手册.pdf

1?Social?Behavior?Change?Communication?2022?2?.?3?.?5?1.1?.?5?1.2?.?6?1.3?.?6?SBCC?.?7?2.1?SBCC?.?7?2.2?.?7?2.3?SBCC?.?9?SBCC?.?11?3.1?.?11?3.2?.?20?3.3?.?24?3.4?.?28?3.5?.?38?3.6?.?41?.?48?3?务?务?！?ESG?务?匹?匹?务?务?务?SBCC?务?务?务?撑练?4?务?SBCC?务?够?！?SBCC?务?务?模?！?5?1.1?Social?Behavior?Change?Communication,?SBCC?Social?Norm?1?SBCC?Campaign?2?1970?3?SBCC?的?务?务?Social?Marketing?研?1971?4?(Phillip?Kotler)?Gerald?Zaltman?(Social?Marketing)?够?1?告?告?2?Integrating?Application?of?Media?Effects,?Persuasion,?and?Behavior?Change?Theories?to?Communication?Campaigns:?A?Stages-of-Change?Framework?https:/ 1?1.?务?务?8 SBCC?务?The?Transtheoretical?Model?and?stage?Of?Change,?TTM)6?愿 2?2.?TTM?TTM?6?Toward?a?Comprehensive?Model?of?Change,?James?O.?ProchaskaCarlo?C.?Diclemente,?https:/ 2.3?SBCC?SBCC?SBCC?SBCC?对?SBCC?PDCA?SBCC?1?1.?PDCA?SBCC?7?SBCC?FOR?EMERGENCY?PREPAREDNESS?I-KIT,?https:/sbccimplementationkits.org/sbcc-in-emergencies/courses/sbcc-for-emergency-preparedness-i-kit/?8?C-Modules:?A?Learning?Package?for?Social?and?Behavior?Change?Communication,?https:/www.fhi360.org/resource/c-modules-learning-package-social-and-behavior-change-communication?9?Mapping?Motivations,?https:/www.traffic.org/site/assets/files/4313/understanding-motivations-summary-final-web.pdf?PDCAPDCA?SBCC?SBCC?forfor?E Emergencymergency?Preparedness?IPreparedness?I-KitKit7 7?C C-C Changehange8 8?9 9?SBCCSBCC?PlanPlan?l?l?l?l?l?l?l?l?l?l?l?DoDo?l?l?l?l?l?l?l?l?l?l?l?CheckCheck?l?l?l?ActAct?l?l?l?10?SBCCSBCC?研?/?研?研?11?SBCC?3.1?3.1.1?3.1.1.1?SBCC?研?SBCC?3.1.1.2?1.?2.?3.?3.1.1.3?2?2.?研?12?3?研?研?*?研?l?l?务?l?l?l?l?/?/B?l?l?l?l?l?l?6?10?l?l?13?3.?*?研?SBCC?研?研?l?研?l?l?l?l?研?l?l?研?14 3.1.2?3.1.2.1?SBCC?去?3.1.2.2?3?研务?务?3.?15 3.1.3?3.1.3.1?SBCC?5?5.?10 10?McKee,?Manoncourt,?Chin?and?Carnegie?(2000)?4 4?4.?HIV?务?16?3.1.3.3?务?对?11?11?对?l?务?1)?2)?吗?3)?群?l 务?务?1)?2)?吗?3)?群?对?4)?对?5)?6)?l?NGO?去?务?务?1)?吗?2)?3)?4)?17?务?SBCC?够?4?4.?对?对?对?对?对?对?5 5?对?对?l?l?l J.M.?Smucker?l O.E.S?Distrimed?l?J.M.?Smucker?O.E.S?对?对?l?l?去?l?l?l?l?对?5.?对?18 3.1.4?3.1.4.1?务?l?l?/?l?吗?吗?导?l?l?l?导?19?3.1.4.2?6.?3.1.5?3.1.5.1?模?务?3.1.5.2?7.?/?/?SBCCSBCC?务?务?1.?2.?3.?4.?5.?SBCC?务?20 3.2?3.2.1?3.2.1.1?务?SBCC?够?3.2.1.2?6?务?12?OSullivan?Yonkler?Morgan?Merritt?2003?6.?3.2.1.3?研?8?8.?12?研?21?TA?TA?导?TA?TA?务?TA?研?3.2.2?3.2.2.1?去?SBCC?群?SBCC?研?3.2.2.2?SBCC?务?/?22 3.2.2.3?9.?模?SBCC?*?23?TACTAC?1 10 0?40?-?-?-?-?-?纸?-?-?-?40?x?FP?RH?-?FP?RH?-?-?-?-?-?纸?-?-?FP?RH?x%?FP?RH?x%?10.?TAC?24 3.3?3.3.1?3.3.1.1?SBCC?SBCC?3.3.1.2?SMART?SBCC?务?告?SMART?太?历?3.3.1.2.1?SMART?太?历?SpecificSpecific?MeasurableMeasurable?岁?AttainableAttainable?务?/?RelevantRelevant?够?匹?睫?TimeTime-boundbound?SMART?a)?务?/?b)?c)?够?太?d)?够?25 3.3.2?13?3.3.2.1?SMART?/?/?13?Social?and?Behaviour?Change?Communicaion?for?Emergency?Preparedness?Implementation?Kit.?l?Input?SBCC?l?Output?SBCC?l?Outcome?SBCC?SBCC?太?SBCC?研?务?12?13?14?SMARTSMART?1 11 1?X?包?X?55%?95%?X?包?11.?26?12.?SBCC?SBCCSBCC?-SBCC?-?SBCC?-?SBCC?-?SBCC?盟?-?/?13.?SBCC?14.?SBCC?SBCCSBCC?-?知?-?-?-?睫?-?-?-?睫?纸?-?-?-?-?知?-?-?睫?SBCCSBCC?-?SBCC?睫?-SBCC?-?-?-?导?-?盟?SBCC?-?27?研?15?15.?SBCC?14?SBCC?务睫?16?14?Lakin?N,?Scheubel?V.?(2017).?Corporate?community?involvement:?The?definitive?guide?to?maximizing?your?business?societal?engagementM.?Routledge.?研?研?研?研?告?研?务?28?3.4?SBCC?务?SBCC?纸?务?1 1?1.?模?模?模?务?婴?2.?3.?1./2./3.?16?SBCC?29 3.4.1?的?Diffusion?of?Innovations?3.4.1.1?的?务吗?的?2.5%?粉?13.5%?粉?粉?34%?51%?34%?15%?15?愿 10?10.?的?16?15?Rogers,?E.M.?2003?.?Diffusion?of?Innovations?5th?ed.?.?New?York?Free?Press?16?https?/sbccimplementationkits.org/sbcc-in-emergencies/diffusion-of-innovations/?Innovators:?Early?Adopters:?Early?Majority:?Late?Majority:?Laggards:?1 1?APPAPP?KOLKOL?2 2?APP?务?KOL?QQ?吗?APP?KOL?务?务?KOL?APP?KOL?务?PK?APP?KOL?KOL?APP?1?SBCC?2?https:/ 3.4.1.2?KOL?务?务?吗?务吗?吗?SBCC?吗?1950?去?络?3.4.2?Motivation-Opportunity-Ability?MOA?3.4.2.1?纸?纸?MOA?愿?Intention?Ability?纸?(Opportunity)?17?belief?evaluation?吗?愿太?纸?Motivation?纸?纸?导?愿 11?11.?MOA?18?17?Vlek,?C.?(2000).?Essential?psychology?for?environmental?policy?making.?International?Journal?of?Psychology,?35?2?,?153-167.?18?http:/www.cres.gr/behave/pdf/Motivation_Opportunity_model.pdf 31 3.4.2.2?纸?愿?SBCC?SMART?纸?牌?务?纸?务?illegal?wildlife?trade?,?纸?TRAFFIC?3D?TRAFFIC?Markus?Burgener?3D?1?吗?2020?9?吗?务?4?吗?1.3?务?确?级?级?2?2021?4?22?TRAFFIC?WWF?IFAW?匹?务?睫?盟纸?吗?纸?1?http:/www.trafficchina.org/node/503?2?http:/www.trafficchina.org/node/501?32?务?牌?愿?研?务?bias?SMART?3.4.3?Cue?Routine?Reward?3.4.3.1?19?纸?纸?cue?routine?reward?盟?愿 12?12.?19?Charles?Duhigg?The?Power?of?Habit?2012?33 3.4.3.2?cue?务?务导?/?纸?纸?牌?纸?纸?1 1?尽?睫?够?纸?尽?睫?尽?睫?务?导?睫?野?野?务?野?野?野?cue?routine?憾?务?太?reward?1?(2007)?34 3.4.4?Nudge?Cognitive?Dissonance?3.4.4.1?睫?20?Festinger,?L.?1957?.?A?theory?of?cognitive?dissonance.?Stanford?University?Press.?20?1 1?Festinger?1957?务?告?历?研 Festinger?Festinger?2 2?Tortuguero?务?20?60?去?Caribbean?Conservation?Corporation?1970?Tortuguero?告?CCC?络?络?络?Tortuguero?1?1?https:/ 3.4.4.2?太?务?21?Kahneman,?D.,?&?Tversky,?A.?2013?.?Prospect?theory?An?analysis?of?decision?under?risk.?In?Handbook?of?the?fundamentals?of?financial?decision?making?Part?I?pp.?99-127?.?3.4.5?Nudge?Loss?Aversion?3.4.5.1?21?睫?36?3.4.5.2?模?务?务?尽?尽?去?尽?1?尽?1958?纸?尽?务?2012?1?20?100%?粉?睫?2?1?https:/ 3.4.6?The?theory?of?Planned?Behavior?3.4.6.1?够?22?睫?愿?对?岁?纸?纸?纸?愿 13?13.?22?Ajzen,?I.?1991?.?The?theory?of?planned?behavior.?Organizational?behavior?and?human?decision?processes,?50?2?,?179-211.?Basen-Engquist?Parcel?1992?790?研?务?务?对?1?1?https:/doi.org/10.1111/j.1559-1816.2007.00285.x?38 3.4.6.2?对?务?牌?告?睫?勒?愿?告?3.5?3.5.1?吗?告?盟?务?吗?吗?的?盟?盟?吗?盟?纸?APP?吗?务?导?23?3.5.2?1.?2.?3.5.3?太?SBCC?for?Emergency?17?23?http:/www.thehealthcompass.org/how-to-?guides/how-develop-channel-mix-plan.?39?&?17.?SBCC?for?Emergency?24?3.5.4?24?SBCC?FOR?EMERGENCY?PREPAREDNESS?I-KIT,?https:/sbccimplementationkits.org/sbcc-in-emergencies/courses/sbcc-for-emergency-preparedness-i-kit/?吗?练?匹?40?太?吗?盟?APP?务?吗?/?2008?盟?盟?让?群?让?务?愿?让?告?研?对?让?愿?HIV?VCT?让?够?对?对?对?让?导?l?历?l?SBCC?够?吗?PMTCT?SBCC?吗?41 3.6?3.6.1?SBCC?Monitoring?&?Evaluation,?M?E?SBCC?/?研?SBCC?岁?够?务?睫?睫?SBCC?岁?SBCC?岁?务?3.6.2?1.?够?2.?3.?3.6.2.1?SBCC?务?够?匹?研?盟/?告?/?吗?研?18?42?研?研?Q Quantitativeuantitative?D Dataata?研?研?Q Qualitativeualitative?D Dataata?研?历?研?/?盟?研?导?历?研?确?18.?3.6.2.2?练?够?务?够?模?够?够?研?研?盟?纸?够?够?SBCC?够?太?够?太?/?SBCC?岁?研?研?太?覆?务?研?研?盟?纸?研?43?够?-?-?名?-?愿?愿?研?-?导?牌?盟?纸?名?研?研?研?够/?够?务?SBCC?19?44?研?够务?吗?研?吗?吗?吗?吗?研?研?研?岁?19.?SBCC?3.6.2.3?睫?粉?岁?岁?SBCC?岁?岁?够?岁?SBCC?睫?历?历?45?SBCC?纸?5 5?够?够?纸?纸?1 1?5?够?5?务?3?5?去?务?研?H5?吗?研?研?/?导?5?纸?纸?务?务?务?盟?导?务?研?研?1?https:/www.gywx.org/article/2541?46 3.6.3?SBCC?25?SROISROI?Social?Return?on?Social?Return?on?Investment?Investment?盟盟?SROI?滋?纸?纸?盟?SROI?滋?滋?滋?SROI?6?愿 7?7.?SROI?26?SROI?太?愿 8?8.?SROI?25?The?Center?for?Corporate?Citizenship?at?Boston?College.?Determining?the?Value?of?Corporate?Community?Involvement.?26 社会投资回报评估指南（2011）47 SROI?SBCC?盟?睫?睫?睫?睫?27?Logical?Framework?Logical?Framework?ApproachApproach?Logical?Framework?Approach?够?愿?愿 9?9.?27?https:/