Communication for Health

The USAID-Funded Communication for Health Project is a tremendous opportunity to optimize the power of health communication to save lives and transform the public health system in Ethiopia. CCP-Ethiopia envisions an Ethiopia where families have the knowledge, desire, and ability to practice healthy behavior at home and to seek health services when they need them. Barriers to adoption of healthier behaviors and to seeking health services will be identified and systematically eliminated, whether they be information or knowledge barriers, structural barriers or social barriers. This vision will be enabled through a robust government team with the skills, mandate, and tools to lead, coordinate, and implement impactful social and behavior change communication programs. CCP-Ethiopia is working to ensure that the systems and structures that support the vision will endure over time.


Five key program areas will be pursued.


  1. Capacity Strengthening: Learning to Lead
    As part of the Communication for Health program, CCP-Ethiopia will use capacity building to elevate the quality and use of SBCC throughout the public sector health system. CCP-Ethiopia will support and create technical working groups for SBCC at the national and regional levels, ensure that those structures have the guidelines and policies they need to succeed and nurture a new generation of SBCC leadership in Ethiopia through SBCC education and training programs.

  2. Strengthening Coordination: Learning to work together
    When all levels of the system are coordinated, integrated SBCC activities will have the most impact. JHU will work to strengthen coordination—including harmonization of strategies, messages, and media-- at all levels of the FMOH as well as civil society and private sector implementers at the regional and community levels. With Ethiopia’s high burden of disease and limited resources, establishing coordinated systems and structures will lead to better outcomes and more effective use of resources.

  3. Implementing SBCC activities: Learning by Doing 
    Ethiopia’s SBCC professionals will learn by implementing SBCC activities in six thematic health areas. JHU will use a blended learning approach that combines formal and non-formal avenues for improving skills and managing SBCC implementation.

  4. Focus on Assessing and Improving Quality: Learning to improve
    A unique feature of the SBCC-Health project is its focus on assessing and improving the quality of the SBCC interventions and the capacity building interventions. CCP, JSI, and partners will create a toolkit adapted from existing tools specifically for Ethiopian SBCC organizations and professionals. The kits will include both capacity building and SBCC implementation quality assurance tools.

  5. Creating a monitoring and evaluation system to drive and inform implementation: Learning to Learn
    The program will work to increase the capacity for generation and use of data, develop a system for collecting and sharing data, and increase people’s ability to use data for quality assurance purposes. Rather than creating a new structure, JHU will invest in the Ethiopia Public Health Institute’s Performance Monitoring and Accountability 2020 platform. The platform uses mobile technology to monitor key indicators in family planning, water, and sanitation. JHU will add questions about SBCC reach, effectiveness, and impact. In addition, JHU will use simple, accessible mobile phone technology platforms to do rapid, large-scale formative assessments prior to the round of each campaign and share the data among SBCC stakeholders.