Awareness doesn’t change behaviour — belief does. We build social and behaviour change communication that meets people inside their own culture and walks them to a different choice.
Who it’s for
NGOs, missions, CSR programmes and public campaigns that must change what people do, not just what they know.
The problem it solves
The message is correct, the budget is spent — and behaviour hasn’t moved.
The outcome
Communication people repeat to each other — the only kind that changes behaviour.
What we actually build
The parts of the system.
Behaviour-led campaign strategyCulture-first creativeField + digital communication systemsCommunity identity & pride assetsMeasurement of the shift
Proof · NaMo Yuva Run
One belief against addiction — 75 cities.
The choice, made visibleThe teaser systemCulture speaks firstChoose your lineThe reframeThe movement, launched
What is SBCC — social and behaviour change communication?
SBCC is communication designed to change what people do, not just what they know. It uses psychology, community insight and trusted, repeated messengers to move real behaviours — savings, health, livelihoods — where a poster alone never could.
Who does Anya Segen work with in the development sector?
Government missions, public programmes and development organisations. Our livelihood work spans states and stages — Chhattiskala in Chhattisgarh, the Gullak summit in Uttarakhand, Saras Aajeevika on its national stage in Delhi — turning schemes into brands that communities recognise, trust and act on.
Why do development programmes need branding at all?
Because adoption is a belief problem. A scheme people can name, recognise and feel proud of outperforms an anonymous one. Identity gives a programme memory; memory gives it participation.
What does this look like in practice?
Gullak took a childhood object — the clay savings pot — and built a state entrepreneurship movement on it: name, identity, summit environments and films of real beneficiaries, all speaking one language from the registration desk to the highway.
