COM-B: A Blueprint for Social Behaviour Change

As social changemakers, frameworks make our toolkits effective and versatile. They help us structure our thoughts and ideas into implementable plans. COM-B (Capability, Opportunity, Motivation- Behaviour) is a framework designed by Susan Michie, Maartje van Stralen, and Robert West in 2011. In this newsletter, we will take you through a step-by-step breakdown of the framework.

The framework suggests that to engage in a behaviour (B), a person needs to have the capability (C), opportunity (O) and motivation (M) to perform that behaviour, so any behaviour change will require modifying at least one of those components.

Also, we have a workshop coming up in February. Details below!

1. Capability: Building the Right Skills and Knowledge

Capability refers to an individual's or community's psychological and physical ability to carry out a behaviour. Psychological capability includes the knowledge required to execute the behaviour and the mental skills essential for tasks like focus, memory, or decision-making. Physical capability, on the other hand, involves bodily functions such as strength, endurance, or coordination necessary for the behaviour.

?? Explore Physical & Psychological capabilities, ask this: ?

• What physical skills does the target group need to adopt this behaviour?
• Do they have the intellectual knowledge and problem-solving abilities required?
• What emotional barriers like fear, lack of confidence could hinder their participation?
• How can we foster social skills to help them engage with peers or stakeholders?

?? Build capabilities, do this:

• Conduct a skill gap analysis to identify what the community lacks.
• Design interactive training sessions that integrate hands-on learning with reflective exercises to build both knowledge and confidence.
• Create peer-support groups to nurture collaboration and mutual learning.

2. Opportunity: Creating Enabling Environments

Opportunity refers to the external factors—physical and social—that make a behaviour feasible. Physical opportunity includes resources, infrastructure, and time, while social opportunity involves influence from peers, family, or societal norms.

?? Explore Opportunities, ask this: ?

• What environmental factors support or hinder this behaviour?
• Do they have access to the physical resources needed (e.g., tools, time, spaces)?
• Who in their social circle influences their decision to adopt or avoid this behaviour?
• How can we create a supportive social network to normalize the behaviour?

?? Build opportunities, do this:

• Map the physical environment to identify gaps in resources and access.

• Work with community leaders or influencers to advocate for the behaviour.
• Use behaviour modelling by showcasing relatable examples of success.

3. Motivation: Triggering the Desire to Act

Motivation involves the internal processes that drive or inhibit a behaviour. These processes can be reflective (plans, beliefs, goals) or automatic (habits, emotions). Motivation ensures that individuals prioritize a specific behaviour over competing alternatives.

?? Explore Community Motivation, ask -this: ?

• What beliefs or attitudes does the target group hold about the behaviour?
• Are there conflicting behaviours or habits that need to be addressed?
• How can we leverage positive emotions to sustain the behaviour?
• What incentives or rewards can reinforce the desired behaviour?

?? Build Motivation, ask this: ?

• Design goal-setting exercises to align their personal aspirations with the behaviour.
• Use storytelling to evoke positive emotions and inspire action.
• Create habit-forming activities by breaking the behaviour into small, achievable steps

Applying Com-B model to your projects

The COM-B model is a versatile tool that non-profits can use to design programs that are actionable and sustainable. By focusing on Capability, Opportunity, and Motivation, you can address the root causes of behavioural challenges and create interventions that genuinely transform lives. Here is a step-by-step breakdown of how you can approach integrating such a framework into your projects:

??Understand the Behavior: Define the problem clearly, specify the target behaviour, and identify what needs to change (barriers and enablers).

?? Identify Intervention Options Choose suitable intervention functions (e.g., training, incentivization, persuasion) and align with policy categories to support the change.

??Determine Implementation Strategies Select behaviour change techniques (e.g., goal setting, feedback) and decide on the mode of delivery (e.g., workshops, digital platforms).

This framework isn't just a one-size-fits-all; it's a blueprint for customization. Let the COM-B model be your guide in enabling mindset and practice shifts, one community at a time.

Need help in incorporating similar principles in your projects? Look no further. This is what we do at Social Innovation Studio. Give us a call.

??Workshop alert! ??

Creating programs that leave a lasting impact isn’t easy.

With SBC, you can:

• Build inclusive & ?empowered communities
• Shift mindsets and behaviours
• Deliver equitable and holistic programs
• Build better access to local services or policies

We have designed a 3 part workshop series that is spread across three months (you can attend one, two or all three of the workshops based on your interest) that will cover everything from understanding SBC to applying the theory to build better programs.

Start your journey with Decoding Social and Behavioral Change and explore: ?? The roots of SBC ?? Evidence-based foundations ?? Hands-on tips to apply SBC to your programs

Details below:

?? 12th February 2025

?? 4 PM IST

?? Register now and we’ll share free templates and tools to supercharge your programs