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Lessons Learned from the Global Scaling Up
Handwashing with Soap Project
2013 Water and Health Conference
Chapel Hill, North Carolina
Jacqueline Devine Sr Social Marketing Specialist October 15, 2013
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Session Objectives
• Share main lessons learned from Global Handwashing with Soap (HWWS) project
• Highlight areas of consideration for future programming
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Slide 3Slide 3
Roadmap
• Background
– Project objectives– Implementation model
• Lessons learned
• Areas of consideration for future programming
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Slide 4Slide 4
Global Handwashing with Soap Project
• Intensive learning project funded by BMGF
• 2006-2010
• Peru, Vietnam, Senegal and Tanzania
• Targeting mainly caretakers of children < 5 years of age
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Project Objectives
1. Learn what it takes to stimulate HWWS at large scale
2. Sustain activities after project ends
3. Measure impact on health
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Slide 6Slide 6
Main Project Components
Enabling environment
Behavior change
program
Impact evaluation
Structured learning
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Implementation Model
• Thinking at scale from design phase
• Technical assistance for development of materials, policy reform and capacity building provided by WSP
• Implementation through local governments, mass organizations, NGOs, firms or partner agencies
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Slide 8Slide 8
Some Lessons Learned
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Men May Also Need to Part of the Behavior Change Journey
Role Model• Practices HW himself
Protector• Ensures that soap and water
are available and used at critical times (follow-up role)
Gatekeeper• Allows access to his household
to frontline workers• Provides funds for soap for HW
Source: Monitoring system, Senegal (WSP)
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Slide 10Slide 10
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Programs Also Need to Include HWWS Stations
• HWWS stations provide:– Ease of access when, where needed– Environmental cue– Norm appeal
• Need to think beyond tippy-taps:– Mechanics of HWWS– User preferences– Size matters– Appearances
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Design iteration of Happy Tap, Watershed Asia
Design iteration of Mrembo, IFC/WSP Selling Sanitation
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Stand-Alone Interventions May Not Be Sustainable
• Consider integrating and mainstreaming through:– Nutrition programs
(e.g., cash transfers)– Ante-natal clinics– Sanitation– Corporate social responsibility
• But recognize this is further burdening health systems
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Areas for Future Consideration
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Getting the Right Behavior Change Framework
Focus
Target
behavior
Target population
Opportunity
Access/availability
Product attributes
Social norms
Ability
Knowledge
Social support
Motivation
Beliefs & attitudes
Outcome expectations
Threat
Intention
Implementation Intentions
(conscious)
Repetition in stable context
Behavior relegated
to cues
(automatic)
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Norming the Behavior
• Use subjective norms rather than descriptive
• Make the norm noticeable/visible
• Present the norm at the time desirable behavior is to occur
• Select communication channels that can allow for modeling
• Reinforce with policy
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Prompting
• Critical for habit formation
• Consider environmental cues:– HWWS stations– Stickers/posters/print materials– Mobile applications
• Consider social cues:– Leverage household and community roles– Shift message from “Wash your hands”
to “Remind someone to wash their hands”
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To Learn More . . . http://www.wsp.org/hwws-toolkit/hwws-tk-home
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www.worldbank.org/water
blogs.worldbank.org/water
www.wsp.org
@wspworldbank
HANDWASHING WITH SOAP TOOLKIThttp://www.wsp.org/hwws-toolkit/hwws-tk-home