making 'what works' work: changing behaviour in sanitation and hygiene
TRANSCRIPT
Making ‘what works’ work: Changing behaviour in sanitation and hygiene
Lessons from behaviour change approaches in other sectors
Yolande Coombes
Senior Sanitation and Hygiene Specialist, WSP
Wednesday 20 July 2011Session jointly convened by LSHTM/SHARE, WSSCC, UNICEF and WSP
• Susceptibility – probability you can get it• Severity – magnitude of the event• Barriers and benefits to change – enabling and disabling
factors• Social norms – what most people think and do about this• Behavioural intention – what you intend to do about it• Response efficacy – effectiveness of the suggested
intervention in preventing or dealing with the event• Self-efficacy – an individual’s perception of their ability to
perform the desirable response• Habit - an acquired behaviour pattern regularly followed
until it has become almost involuntary
Key predictors of behaviour change
Pre-requisites of Change
• Change must be self-initiated• Behaviour must become important over a
period of time• Behaviour is not part of a person’s coping
strategies• Individual’s life should not be problematic or
uncertain• Social support is available• Individual has skills to change
Road Safety
Road Safety
Road Safety
Other key behavioural predictors:
• Person must have formed a strong positive intention to perform behaviour
• No environmental constraints • Person perceives more social (normative)
pressure to perform behaviour • Behaviour is consistent with person’s self
image• Emotional reaction to performing
behaviour is more positive than negative• Can perform the behaviour under a variety
of different circumstances
(Tear? Very often, it’s a problem of misuse.
Really protects, really free!)
Reproductive Health
Reproductive Health
(Life insurance for 50 cents)
Reproductive Health
To educate a girl is educating an entire nation Stop the Excision
FGM
FGM
Current Global BCC Trends
• Increased attention to communication theory.• Focus on IPC for reaching rural populations through
networks of community health workers.• New media, including phones, wireless enabled phones,
social networking and internet access through handheld devices.
• Reality media using a variety of channels, including not only traditional radio programming, but also diaries, reality shows, vlogs.
