Let her Happiness Grow .and other 360-degree Social and Behavior Change Communication (SBCC) Campaigns that Utilize Emotion-based Approaches February 2016 Kara Tureski (FHI 360) Pam McCarthy (Independent Consultant) Dharmendra Singh (FHI 360) Pushpraj Dalal (PSI) Presented by Antje Becker Benton 2 Improving Healthy Behaviors Program (IHBP) The USAID-funded, FHI 360-managed, IHBP in India ( ) worked to improve adoption of positive healthy behaviors through institutional and capacity strengthening of national and state institutions and development of strong, evidence-based SBCC campaigns. IHBP developed 11 SBCC campaigns with the GOI: RMNCH+A: FP, maternal health, PPIUCD-promotion, menstrual hygiene, teenage pregnancy in marriage, gender norms/girl child, and cleanliness in public health facilities. HIV/TB: Stigma and discrimination toward PLHIV among health care providers, youth HIV prevention, HIV/TB coinfection, PPTCT. 3 IHBPs Approach We applied a socioecological model to ensure a robust SBCC approach and conducted audience consultations using projective techniques used in commercial marketing with primary and secondary audiences. We did this to ensure campaigns used emotion-based approaches that moved beyond knowledge-provision and tapped into key motivational underliers of behavior. 4 Choose a door that represents your hopes and dreams.. Expressive emotion pictures, pictures of doors, use of props (e.g. plastic animals), stories, and collaging, are all examples of projective techniques. Projective techniques are questions or activities that have no obvious answer. They are alternative techniques to asking FGD or IDI questions. Projective techniques allow individuals to project truthful answers and lead to emotion-based responses not answers based in fact or logic. These methods, taken from commercial marketing tactics were applied to PH campaigns by IHBP. 5 Universal Pulse Points Power desire to influence Curiosity desire for knowledge Independence desire to be autonomous Status desire for social standing or attention Sexual desire for romance Acceptance desire for approval Family desire to raise own children Achievement desire to achieve dreams and goals Recognition desire to be acknowledged Order desire to organize Tranquility desire to avoid anxiety, fear Idealism desire to improve society Belonging desire to be accepted Self fulfillment desire to be the best possible Understanding desire to be understood Security desire to feel secure Novelty, stimulation, and diversion desire for fresh and new Reinvention desire to reinvent oneself 6 Delay in First Child Campaign Example Desk review conducted IHBP SBCC, research, and creative agency team trained by consultant Pam McCarthy in formative approach and discussions guides Audience consultations conducted in two states with: Fathers-in-law of young married women without children Mothers-in-law of young married women without children Young married women (under 20 who had child in 1 st year of marriage) Young married women (under 20 who did not have child in first year of marriage) Young married men without children 7 Findings and Pulse Points for MILs Desire for security: MILs want to feel secure that marriages purpose will be achieved and that they will receive Gods gift shortly after marriage. Desire for status: MILs receive questions from community members about the delay. These diminish her community status and reinforce community norms around early childbirth. Concerns about fertility: MILs worry about fertility problems. They worry DIL will have an affair and they may get rid of the DIL. Questions about intelligence: MILs equate intelligence with fertility and question DILs intelligence if there is a delay. Lack of direct FP conversations: MIL and FIL who are not informed of the couples decision to delay their first birth speculate about the delay. Lack of awareness leads to insecurity and suspicion. 8 Delay in First Child TV Spot 9 Menstrual Hygiene Example Let her happiness grow campaign: Audience consultations using projective techniques identified understanding, achievement, belonging, reinvention, control, and independence to be key pulse points for mothers and daughters around menstruation. 10 Menstrual Hygiene TV Spot 11 PPIUCD TV Spot 12 A 360-Degree Approach All campaigns were thoroughly pre- tested with primary and secondary audiences in multiple states. IHBP developed mass media, mid-media (community-level), and interpersonal communication products (IPC). Depending on the campaign, materials included TV and radio spots, short films, music videos, social media, games, billboards, theater scripts, flip charts, posters, flyers, booklets. Campaigns were developed in close coordination with GOI partners and in alignment with GOI strategies. 13 14 Implementation and Evaluation IHBP supported the GOI in budgeting and planning for SBCC programming; capacity strengthening, in and on-the-job toolkits for, SBCC GOI staff; development of media plans; campaign orientations; and assisting states to adapt and localize materials. IHBP conducted reach and recall studies related to the Governments roll out of the family planning, PPTCT, and menstrual hygiene campaigns. All studies found significant recall of key messages and differences among exposed and not exposed related to behavioral determinants (knowledge, attitudes) and self- reported uptake. For example: Let her happiness grow menstrual hygiene campaign: Sig. difference in procurement of an absorbent to be used during menstruation. FP campaign: Sig. difference in both male and female reported use of an MCM. PPTCT: Sig. differences in intention to have an HIV test, reported HIV testing, and discussion with others about HIV/AIDS and PPTCT. GOI and private sector partners invested over USD $30 million to date to air, print, and use campaign materials developed by IHBP. 15 Key Takeaways Commercial marketing techniques can be applied to public health campaigns to better achieve audience impact and resonance. Use of projective techniques versus traditional qualitative research methods can better tap into emotional underliers of behavior and ensure campaigns are appropriately focused. Campaign development and collaboration with multisectoral teams, including Government, project staff, and creative and research agency partners yields stronger formative SBCC data and campaigns and Government investment in their implementation. 16 Thank you For more information, please contact: Kara Tureski Director, SBCC FHI 360