"This chapter documents the experience of the Communication for Change (C-Change) project in developing and rolling out a holistic and comprehensive socioecological approach to social and behavior change communication (SBCC) within the context of a donor-funded program with short term goals. C-Chang ... e's SBCC framework uses a socioecological model for change. This model views social and behavior change as a product of multiple, overlapping levels of influence as well as political and environmental factors. The “health belief model” helps to find out why audience's perceptions are not in favor of change in the search for tipping points for change. The chapter describes three characteristics of SBCC. The key models and concepts of the C-Change's SBCC framework are incorporated into at least 75 government programs in Africa. The advocacy and social mobilization strategies of SBCC are aimed at ensuring sustainability through host government “buy-in” and support." (Summary) more