the role of social identity in stopping open defecation · tajfel (1978, p. 63) defines social...
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The role of social identity in
stopping open defecation
A cluster-randomized trial
on CLTS in Ghana
Miriam Harter, Nadja Contzen,
Hans-Joachim Mosler
& Jennifer Inauen
• Funding through Bill and Melinda Gates Foundation
• Partners: USAID, Global Communities
Special thanks to
Alberto Wilde, Dominic K. Dapaah, Abdulai Baba Seidu, Eva Seumer, Seraina Huder, Nicole Frank, Sebastian Mosch, Saskia Engel, Vica Tomberge, Innocent K. Tumwebaze, Maximilian Schneider, Alexander Mewes
Collaborations
Sanitation campaign
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Community-Led Total Sanitation (CLTS)
Goal: collective action
Expected outcome: high latrine coverages to protect public health
In the end:
People decide together
how they will create a
clean and hygienic
environment that benefits
everyone
CLTS is effective in changing behaviour
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Results from Ghana
0.0
0.2
0.4
0.6
0.8
1.0
0 20 40 60 80 100 120
Latr
ine
covera
ge in
com
munity
Communities
Latrine coverage in intervention communities
- Intervention communities showed an 66% increase in latrine coverage on average
- Coverages range from 0-100%
5% 2%10%
68%
0%
20%
40%
60%
80%
Control arm Intervention arms
Latr
ine c
overa
ge
Before CLTS After CLTS
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RANAS model of
behaviour change
(Mosler, 2012)
Attitude factors
Norm factors
Ability factors
Self-regulation factors
Behavior A
IntentionUse
Habit
Behavior B
IntentionUse
Habit
Risk factors
Social context Physical context Personal context
Persuasive behavior change techniques
Norm behavior change techniques
Infrastructural, skill & ability behavior change
techniques
Planning & relapse prevention behavior change techniques
Information behavior change techniques
psychosocialfactors
Stopping open
defecation
Social context Physical context Personal context
CLTSStopping
open defecation
Social context
CLTS
1. Is CLTS successful in ending open defecation?
2. Is CLTS more successful in communities with more positive social
preconditions?
Tajfel (1978, p. 63) defines social identity as “that part of an
individual’s self-concept which derives from her knowledge
of her membership of a social group, together with the
emotional significance attached to that membership.”
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Social identity
Exemplary items (based on Cameron (2004)):
How much do you agree or disagree with the following
statements:
I have a lot in common with other community members.
In general, I’m glad to be a member of this community.
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The concept of social identification in CLTS
CLTS creates a new social norm: stop open defecation
People with strong social identification rather follow this new social norm
Because they want to be approved and accepted by fellow community members
Ghana
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Research design
Intervention design and
implementation
July-Dec 2016
Face-to-face interviews with structured questionnaires
Self- reported data and short observations (spot-checks)
Qualitative pre-survey
Baseline surveyFirst follow-up
surveyOne year follow-
up survey
Dec 2015Feb-April
2016Feb-April
2017Feb-April
2018
Two districts
3216 households
132 communities
57.4% male
Average age: 44 years
Northern Region of Ghana
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Sample
CLTS’ effects on open defecation
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Results
90%89%
88%97%
81%
46%
0%20%40%60%80%
100%
BASELINE SURVEY FIRST FOLLOW-UP (4-6 MONTHS)
LONG-TERM FOLLOW-UP (ONE YEAR)
OP
EN D
EFEC
ATIO
NR
ATE
IN C
OM
MU
NIT
IES
Control arm Intervention arms
CLTS effect depending on social identity
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Results
In intervention communities:
Open defecation is lower with
stronger social identification
In control communities:
Open defecation is higher with
stronger social identification
This effect was only found
at community level and not
at individual level.
*
*
* Significant on 0.01 level,
Generalized equation
estimation model
55%
39%
84%92%
0%10%20%30%40%50%60%70%80%90%
100%
weaksocial
identity
strongsocial
identity
weaksocial
identity
strongsocial
identity
intervention arms control arms
CLTS is effective in changing people’s behavior and stop open
defecation
It is more effective in communities where people strongly feel and
appreciate to be part of the community
People rather follow the new social norm if they feel strongly identified
People follow the norm: open defecation (control) or latrine use
(intervention)
That means: focus on social preconditions is a promising approach for
improving community-based interventions, such as CLTS
assess social identity and where needed strengthen it before CLTS
e.g., by enabling interaction of community members
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Conclusions
Contact: Miriam Harter
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The role of social identity in stopping open
defecation
Miriam Harter, Nadja Contzen, Jennifer Inauen
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Correlation of latrine
coverage and open
defecation
In Ghana: 97% of those
owning a completed
latrine, also use it.