Making 'what works' work: Changing behaviour in sanitation and hygiene

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This powerpoint was presented by WSP Senior Sanitation and Hygiene Specialist, Yolande Coombes,during AfricaSan 3 (Kigali, Rwanda - 2011) under the "Making "What Works" Work: Changing Behavior in Sanitation and Hygiene" session.

This session covered a wide range of aspects of behavior change: from the individual’s decision to pick up a bar of soap, to the collective decision of a community to stop open defecation, to the design of national policy that can positively shift social norms.

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Making 'what works' work: Changing behaviour in sanitation and hygiene

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

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