Good morning from the 2026 SBCC Summit in Panama City!
Day Three of the 2026 International SBCC Summit highlighted the power of human connection in driving social change.
During the morning plenary, speakers explored how communicators can respond to polarization, misinformation, shrinking civic space, and growing challenges to human rights through listening, trust, and inclusion. Moderator Mimi Kalinda set the tone early, reminding attendees that “people buy into people before they buy into concepts, ideas, and ideologies.” Panelists emphasized the importance of meeting people where they are, creating opportunities for dialogue, and building coalitions that can advance social change in increasingly complex environments.
Later in the day, attendees were on their feet dancing to the music of Panamanian icon Rubén Blades before he joined New York University professor Carlos Chirinos for one of the Summit’s most anticipated sessions. Used to performing salsa for crowds in the tens of thousands on some of the world’s biggest stages, Blades instead gave Summit attendees in his hometown of Panama City an intimate glimpse into his life and career and the change that can come through music.
Blades reflected on what he described as his accidental path to becoming a singer and songwriter, sharing stories behind some of his most enduring work, including “Amor y Control.” Chirinos, who will present research tomorrow on the song’s influence across Latin America, guided a conversation about the power of storytelling to shape culture, spark reflection, and endure across generations.
Blades recounted that when the Mexican president referenced the song publicly, he joked that it “started an earthquake.” He also reflected on the irony that the song was once banned from radio stations in Panama.
“Now I can’t go anywhere without people asking me to sing the song,” he said.
Together, the day’s sessions offered a powerful reminder that whether through dialogue, community engagement, or music, meaningful change often begins with understanding people’s experiences and finding stories that resonate across differences.
Today, the plenary at 9:30 a.m. in Americas 1 and 2 will examine one of the hottest topics in the field: examining how artificial intelligence is reshaping the practice – and possibilities – of social and behavior change communication.
Day Three Insights
Takeaways that surfaced across sessions:
- Knowledge to Action: SBC has no fixed address; it belongs everywhere. From WASH to the private sector to wildlife conservation, the discipline keeps finding new ground. The real gap isn’t generating knowledge, it’s using it.
- Connection carries the work: This work is challenging and rewarding. What carries people through is strong networks, kindness, and staying connected to each other, especially when the environment makes that difficult.
