The Programme Management Cycle in Social and Behaviour Change (SBC) refers to a structured and continuous process used to design, implement, monitor, and improve interventions that aim to influence individual and collective behaviours for positive social outcomes. It ensures that behaviour change initiatives are evidence-based, systematic, and responsive to the needs of the target population. The cycle begins with situation analysis, which is the foundation of any SBC programme. In this stage, relevant data is collected to understand the social, cultural, economic, and behavioural context of the issue being addressed. It involves identifying the priority problem, the affected population, existing behaviours, and the underlying determinants such as knowledge gaps, beliefs, social norms, and environmental barriers. Formative research methods like surveys, focus group discussions, and community consultations are commonly used to gather insights. This step ensures that the programme is grounded in reality rather than assumptions. The next stage is strategic planning, where insights from the situation analysis are translated into clear objectives and strategies. Specific target behaviours are defined, and audience segmentation is carried out to identify primary, secondary, and influencing groups. Communication strategies, channels, and messages are designed based on behavioural theories and evidence. At this stage, stakeholders such as community leaders, government agencies, and local organizations are engaged to ensure collaboration and ownership. A logical