Social and Behavior Change (SBC) is a new paradigm that focuses on what motivates people to undertake behavior, especially on how social factors influence behavior. Policy makers who are unaware of an SBC approach may underestimate the influence of certain factors on human decision making (e.g., automatic thinking) and overestimate others (e.g., human rationality). SBC interventions that may have been effective in another context are not effective in all circumstances; they can take a lot of time, research, and resources; they are a supplement to, not substitutes for, any necessary structural and legal frameworks. The Socio-ecological model (SEM) approaches SBC by examining factors at different levels influencing human behavior. The capability opportunity motivation behavior model (COM-B) approaches SBC by examining an individual's (1) capability to engage in behavior, (2) opportunity to engage in behavior, and (3) motivation to engage in behavior. There are six steps across two phases in developing an SBC approach. Additional ethical consideration must be given to the norms-shifting work for piloting SBC interventions. Two questions to keep in mind are: Does the intervention promote people’s well-being? Whom does it benefit and is the benefit distributed equitably?
