Health-seeking behaviour in an individual or community is influenced by an interplay of physical environment, social factors such as norms and practices, access to services, and prevailing knowledge and perceptions. In this context, communication goes beyond the delivery of a simple message or slogan to encompass the full range of ways in which people individually and collectively convey meaning.

Social and behavior change communication (SBCC) employs a range of approaches and stakeholders, strategically playing an influencing role at multiple levels to impact positive behavior whether it relates to demanding access to services or adopting appropriate practices. A strengthened health system – with overall responsibility for implementation of a health programme – can achieve the desired health outcomes.

A two-day SBCC Learning Seminar on Routine Immunization (with special focus on system strengthening interventions) was organized by UNICEF C4D, Delhi (partnered with eNVisions Institute of Development), jointly with the MOHFW under the GAVI-funded programme to take stock of good and innovative practices for strengthening systems for RI demand generation. A parallel session ‘communication market place’ was organized where partners presented/exhibited their innovative tools, approaches and methodologies.

The seminar was designed to make it learner oriented with the purpose of enabling participants to share and learn new, innovative practices/ideas for increasing demand in RI.

The Seminar spanning two days was attended by 134 participants from National and State level Health officials, UNICEF Consultant, Partners and C4D Officers, Ministry partners for Routine Immunization.