The field of Social Behaviour Change (SBC) has significantly evolved to incorporate a diversity of disciplines such as Human Centered Design (HCD), which focuses on empathy-driven solutions; Behavioural Economics (BE), which applies psychological insights to economic decisions; Advanced Audience Segmentation (AAS), enhancing campaign effectiveness by targeting specific audience subsets; and Participatory Action Research (PAR), involving stakeholders actively in research for better understanding and change.

Within PAR, Action Media stands as a potent tool in informing SBC programming by promoting community-engaged dialogue, reflection, and action. However, due to gaps in knowledge and application, its full potential is often not realized in SBC interventions. The African Society for Social and Behavior Change (AS-SBC) seeks to address this challenge with interactive learning sessions designed to bolster the understanding and application of Action Media, fostering a stronger, more innovative SBC practice within the African context.