Social and Behaviour Change Communication (SBCC) for Inclusive Agribusiness Adoption

CBCC integrates the Ushirikiano SBC approach and Socio-Ecological Model to drive adoption of agrifood innovations by addressing behavioural, social, and structural barriers. CBCC tailors’ behaviour-led messaging to promote climate-smart agriculture (CSA), food safety, seed adoption, and regenerative practices, particularly among women and youth. Through platforms like Fursa Poa (community radio, TV, chatbot app, and WhatsApp), CBCC delivers localized, multimedia campaigns that shift norms, build self-efficacy, and enhance knowledge.