As the international development community continues to manage public health challenges and emerging diseases, the need for behavior prioritization is critical. The information in this brief provides rationale for why behavior prioritization is instrumental to improve social and behavior change programming, and ends with a call to action for advocacy for behavior prioritization processes as part of social and behavior change program design, planning, and adaptation. During the Zika outbreak in Latin America, a review of USAID-supported programming in 2017 revealed more than 30 Zika preventive behaviors and messages promoted by different implementing partners, and messaging on desired behaviors was also often general, such as “keep your patio clean,” instead of specific, such as “remove sources of standing water from your patio,” creating confusion in target populations.
Breakthrough RESEARCH. 2019. "Behavior prioritization to improve SBC (Social and Behavior Change) programming during a public health emergency: A call to action," Programmatic Research Brief. Washington, DC: Population Council.