PANAMA CITY, Panama — The 2026 International Social and Behavior Change Communication (SBCC) Summit will welcome Panamanian singer, songwriter, actor, former minister of tourism and activist Rubén Blades for a plenary conversation at 4 p.m. on Wednesday, June 24.
In a conversation with Carlos Chirinos, a professor at New York University, Blades will reflect on the power of storytelling, culture and music to shape public understanding, strengthen communities and inspire social change. Drawing on a career that spans more than five decades, the discussion will explore the role artists can play in elevating social issues, fostering dialogue and advancing shared values.
Widely recognized as one of the most influential voices in Latin American music, Blades has built a body of work that examines themes of identity, justice, migration, inequality, family and civic responsibility. His songs have connected with audiences across generations and the world while demonstrating how popular culture can contribute to broader conversations about social change.
For participants in the SBCC Summit, the plenary offers a unique opportunity to hear from an artist whose work has consistently bridged entertainment, public discourse and social engagement. The conversation will examine how narratives conveyed through music can resonate across communities, influence public perceptions and help shape collective understanding of social issues.
To participate in Blades’ session, register for the Summit.
The session reflects the broader mission of the 2026 SBCC Summit, which brings together practitioners, researchers, policymakers, advocates and communicators from around the world to advance evidence-based approaches to social and behavior change. Under the theme “The Power of Connection: Reimagining Knowledge, Action and Equity in a Changing SBCC Landscape,” the Summit will explore innovative strategies for addressing complex social challenges through communication, collaboration, and community engagement.
The conversation also complements a separate Summit presentation by Chirinos and Rafael Obregón of UNICEF later in the week examining the social impact of Blades’ landmark song “Amor y Control.” The research explores how music can reinforce social values and influence perceptions of social norms, a key pillar in the SBCC field.
By bringing one of Latin America’s most respected cultural figures to the Summit stage, this plenary underscores the growing recognition that lasting social change is influenced not only by policies and programs, but also by the stories, voices and cultural experiences that connect people to one another.
About the 2026 International SBCC Summit
The International SBCC Summit is the leading global gathering of social and behavior change professionals. Held June 22–26, 2026, in Panama City, Panama, the Summit convenes experts from across sectors to share evidence, strengthen practice, and advance communication strategies that improve lives and communities around the world. Tickets are still available.
