ABSTRACT
This chapter deals with social innovations adopted in development communication for urban sanitation. It explores various innovations primarily facilitated by civil society organisations in the urban sanitation space to encourage behaviour change in communities and other stakeholders. The chapter traces the meaning and evolution of development communication, the approaches and methods used in development communication and its adoption in the urban sanitation ecosystem. Development communication has always remained a powerful approach for reaching out to people with messages and information so that attitudinal and behaviour change can be effected to bring about desired social change. Behaviour change communication (BCC) is one of the key elements of development communication with particular relevance for urban sanitation. Without BCC, the experiments of social innovation in this sector will not yield the expected outcomes. According to the Centre for Behaviour Change Communication, BCC positively influences knowledge, attitudes and social norms among individuals, communities and institutions.
