We use behavior science-backed strategies to meaningfully engage Filipinos to act on their rights


I-ACT’s SBC approach

Social and Behavior Change (SBC) is both a desired outcome and an evidence-based approach to intervention design or communications. Applying SBC in your advocacy work means implementing strategies informed by behavioral science toward addressing behavior change at the individual, community, and societal levels.

More succinctly, when we say SBC, it is important to remember three points: it is social, it targets behaviors, and it aims for change.

A systematic approach, the SBC process of ideation and iteration—with its insights-driven objectives, experience design, and measurable indicators—will require more rigor and resources. But with its promise of more impact, your organization’s SBC journey with I-ACT will be a worthwhile practice to eventually build into your own.

Lead Filipino audiences to behaviors that can be measured

Concrete actions and measurable results can inform and eventually build up to better impact.

Read more

Experiment with fresh, previously unexplored strategies

Apply Behavioral Science and evidence-based strategies in communications.

Identify which approaches work, and which ones can be discarded

Rigorous testing before roll-out helps make the most out of limited resources.


I-ACT’s DPI strategy

In I-ACT, we use a strategy of behavioral science-backed Diagnosis, Prototyping, and Institutionalization (Scale-up) to fully understand Filipinos’ appreciation for human rights and meaningfully engage them in efforts to protect civil and political rights.

This strategy, divided into three phases, allows for periodic reflection and evaluation to identify problems and spot opportunities early on in the process.


Through in-depth research, we diagnose the behavioral problem. This phase helps define target audiences and desired human rights behaviors, and probe factors that encourage or inhibit such behaviors.


After diagnosing, we test behavioral prototypes to convey persuasive messages and inspire actions to promote rights. We do rapid, small-scale, quick and dirty testing prototyping to see which ones work and which ones don’t.


Among the prototypes, we institutionalize promising and successful ones by scaling these up to reach and engage broader Filipino audiences through the help of our partner civil society organizations.

Apply SBC in your campaigns

Interested in diagnosing human rights issues, developing and testing prototypes, and scaling up SBC campaigns? Check out I-ACT’s programs and see which fits your SBC needs!

Learn more


I-ACT’s goal

I-ACT seeks to increase public support for human rights in the Philippines by promoting rights-claiming, rights-affirming, and rights-seeking behaviors among Filipinos.

Rights-seeking behaviors are actions where individuals seek more information about their rights. Rights-seeking individuals may not be able to name or define their rights at this level, but may act instinctually or out of common-sense knowledge. They may already be lurking, paying attention to organizations and social issues, but otherwise remain inactive.
Rights-affirming behaviors are practiced by those who already know their rights and are simply enjoying the opportunity to participate. While this category is an improvement over rights-seeking behaviors, care must be taken to ensure that rights-affirming doesn’t lead to audiences taking their rights for granted.
Rights-claiming behaviors require the most involvement and engagement. Rights-claiming actors may perceive their rights to be under threat or violated outright; and are, thus, spurred to act. Note that the incidence of rights violation does not automatically lead to rights-claiming behavior because of the presence of barriers to action (such as potential risk, de-prioritization, and systematic inequalities).

To paint a clearer picture, here are some concrete rights-seeking, rights-affirming, and rights-claiming behaviors. (Click on the image to enlarge it.)

Learn more about these behavior typologies by taking ADVANCE, I-ACT’s online training program.


I-ACT’s target behaviors

While there exists a range of behaviors that promote human rights, we prioritize certain types of behaviors due to their significance, scalability, and impact. We call these the gateway human rights behaviors

Joining digital communities
Joining is an easy behavior for audiences that also adds a lot of value to any organization. A wider digital reach means a bigger captive audience, almost certainly ensuring broader impact for any future campaign.
Volunteering is a natural extension of the first behavior and relevant if your organization’s community is large but inactive.
Charitable giving
Charitable giving is a behavior Filipinos report to be one they are most likely to do in the future, and is essential in ensuring an organization’s viability and sustainability.
Referral and endorsement
“Bring a friend” or “endorse this organization” are part of a set of behaviors that simultaneously activate existing community members and amplify your organization’s reach.

Different calls, different actions

There’s a whole spectrum of behaviors, so it can be confusing. When it comes to civic and political participation, there are specific calls to action that can lead to your advocacy goals.

To help you visualize this behavioral journey, the Engagement Pyramid is a free resource that makes it easier for you to narrow down the concrete action (or actions) you want your audience to take.

View resource


I-ACT’s target audiences and areas

For I-ACT’s grants, we seek projects engaging specific groups of Filipinos critical to promoting our target behaviors and shifting overall public attitudes on human rights. If you join any of I-ACT’s programs, you’ll hear about these audiences a lot. They make up the Movable Middle.

The Movable Middle comprises groups of people in the Philippines who are not yet very active in human rights advocacy, who are able to influence others, and are easy to talk to both in the sense that they are open-minded and have media and internet access. This helps ensure that we are not just preaching to the choir, but that we are also not aiming to convert those who are actively opposing human rights.

Based on key demographic factors, accessibility, and the on-ground presence of human rights organizations, I-ACT-funded SBC campaigns target these segments and geographic areas.

Central Luzon
Western Visayas
Central Visayas
Northern Mindanao

Internet Users

Class C

Gen Z




Relatives of Migrant Workers



Want to learn more about SBC?

Enroll in I-ACT’s free online training and build your SBC skills!

Learn more