Co-hosted by UNICEF and the International Association for Media and Communication Research (IAMCR), the Global Alliance for Social and Behaviour Change (GA4SBC) will host a 3-hour interactive session to explore the policies and practices needed to promote an SBC Code of Ethics' values. The session also will highlight measures to ensure benefits and address challenges during implementation. The session will focus on three topics: 1) Power and manipulation: avoidance of abuse of power and dominant power position (power elites) + dialogue, also including neo-colonialism and gender; 2) Behavioural Insights and nudge theory and practice; and 3) The debate about building business value vs. values within the local communities. The session will consist of panel discussions that is followed by breakout groups where participants will have the opportunity to discuss a "good practice". The session will end with a report-out and an open discussion. The Global Alliance will circulate a summary report highlighting all the ideas presented at this event and promoting awareness of the topics discussed.