Less Guess Ann Jimerson, Alive & Thrive, FHI 360 withNutrition + Social and Behavior Change Working Groups
Less Guess(work)• We need to tell people WHAT they can do (the Behavior)• Knowledge isn’t always enough to motivate behavior• We don’t need to guess what motivates people. –Practice Doer/NonDoer analysis
The “Switch” framework• The ENVIRONMENT shapes people’s behaviors• People are of TWO MINDS: –RATIONAL SELF –EMOTIONAL SELF
Comparing Doers with NonDoersDoer = Currently does the behaviorNonDoer = Does not currently do the behavior• How could comparing them help you know what really influences the behavior?• Why is it important to identify the most powerful key factors?
Doer/NonDoer Example• Caribbean survey of youth and young adults – Before using Doer/NonDoer analysis – After using Doer/NonDoer analysis
Caribbean Data #1Survey of Youth and Young Adults All Respondents Knowledge (Cannot tell by looking that someone has HIV) Perceived Risk (Yes, I am at risk for HIV/AIDS) 26% Self-Efficacy (I can use a condom) 59% Perceived Social Norm (My friends think I should use condoms) 47% Perceived Consequences (My partner will distrust me...) 45%
Caribbean Data #2 Survey of Youth and Young Adults Analyzed by Doers and NonDoersKnowledge (Cannot tell by looking that someone has HIV) 25% Perceived Risk (Yes, I am at risk for HIV/AIDS) 27% 58% Self-Efficacy (I can use a condom) 61%Perceived Social Norm (My friends think I should use 32% condoms) 62% Perceived Consequences (My partner will distrust 56% me...) 33% NonDoers (Never Used a Condom) who Agree Doers (Ever Used a Condom) who Agree
"Half the money I spend on advertising is wasted; the trouble is I dont know which half." –John Wanamaker
No waterI just finished breastfeeding. So yummy. Did you drink some water to rinse your mouth?Oh no, I don’t even drink a little bit of water. Just a few drops of water can make us sick. Really?Breastmilk has enough water and all the nutrients you need. Mom, I don’t need additional water.There’s no need to worry if I’m thirsty or need to rinse mouth.Leading health organizations recommend that you feed me only breastmilk for the first 6 months.Breastmilk has enough water and nutrients for me to grow up healthy and smart.Breastmilk, the best for us, proven globally.
Applying 3 powerful behavioral determinants 1. If I do the behavior, I get something I want Perceived consequences = FUN! 2. I can do the behavior without much effort Skills, self-efficacy, barriers = EASY! 3. Other people, whose opinions matter to me, think I should do the behavior Perceived social norms = POPULAR!
Early initiation of breastfeedingHealth Worker: It’s a girl!Mother: Give me my baby!Woman in background: You should give her honey!Mother: No, give her to me. I have to breastfeed. Doctor Apa told me…Doctor: A child needs breastmilk within one hour of birth. This makes the baby healthy and helps you produce milk.Health Worker: You can protect her from diseases by breastfeeding right now. And the baby should get nothing but her mother’s milk.Father: I’m lucky the mother of my baby is so intelligent.“Good nutrition helps children grow”