Social behaviour change campaign helping to improve livestock farming in arid areas

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Social Behaviour Change (SBC) tactics have successfully reduced maternal and child deaths in Kenya. Historically, pregnant women relied on traditional birth attendants and ignored calls for prenatal clinic visits, resulting in high maternal and child mortality blamed on preventable causes such as severe bleeding during birth. As a tested approach based on data, SBC promoted a change in knowledge, attitude, norms, and beliefs in the health sector, that ultimately led to positive behavioral change. There has been increased uptake of maternal and newborn care, immunization services, family planning, and HIV testing.

As an approach that analyses a problem to determine barriers and motivators to behavioural change, SBC's success has lured thematic areas outside the realm of health to embrace it. Promoting sustainable livelihoods and food security is one of the areas in the humanitarian world that is warming up to this approach. The livestock sector, for instance, is one area where the adoption of SBC campaign will be key.