Moving the needle on health behaviors
Communication plays a powerful role in addressing behavioral barriers and shaping demand for health products and services. Uptake of short-acting methods of contraception and combined use of ORS and zinc to manage child diarrhea remains low in India. The SHOPS Plus program in India worked to combat this challenge through an integrated social and behavior change communication strategy focused on increasing the demand for reproductive and child health products and services among the urban poor. The project also supported the use of SBC to reduce stigma and discrimination associated with tuberculosis.