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Communications for behavioural change


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Norma Johnston, Director, Good Cause Communications
CharityComms seminar, 16 September 2010

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Communications for behavioural change

  1. 1. Into Africa Nigeria Guinea Worm Disease case study Norma Johnston Director Good Cause Communications Ltd
  2. 2. WHO HQ Geneva
  3. 3. Nigeria Guinea Worm Eradication Programme
  4. 5. Tools to do the job <ul><li>Airline tickets, laptop, vaccinations, mosquito repellent, anti-swine flu measures. </li></ul><ul><li>Clear brief from commissioning unit. </li></ul><ul><li>Adequate budget. </li></ul>
  5. 6. Time span <ul><li>23 July – 1 August 2009 communications consultant conducts field visits to commence market assessment and develop COMBI strategy for Nigeria </li></ul><ul><li>1 September 2009 local consultant in place </li></ul><ul><li>January 2010 campaign launch </li></ul>
  6. 8. Background: social mobilization <ul><li>Social mobilization is the task of mobilizing all societal and personal influences on an individual and family to prompt individual and family action with respect to specific healthy behaviours </li></ul>
  7. 10. The brief <ul><li>Overall goal </li></ul><ul><li>Contribute to the elimination of Guinea Worm Disease in Nigeria by 1 January 2012 </li></ul><ul><li>Behavioural goal </li></ul><ul><li>To prompt 120 million men and women living in rural and urban areas of Nigeria who are aged 15 years and over to report any suspected case of GWD within 24 hours over the next two years until January 2012. Reporting is to a local health worker or health facility. </li></ul>
  8. 11. Behavioural objective <ul><li>Ensure that XX % of population in the specified States are presented with information primarily in graphic form, that illustrates what GWD looks like, explains what it does to families (causes suffering and makes them poorer) and persuades them that reporting as soon as possible is the only sensible course of action. Exposure to information to happen three times in 2010 (at January campaign launch and before and after transmission hot spots). </li></ul>
  9. 12. The 3 COMBI principles <ul><li>Identify key, specific behavioural objectives linked to prevention and control objectives </li></ul><ul><li>Conduct a market situational analysis to define the behavioural and communication objectives </li></ul><ul><li>Apply a strategic mix of communication interventions </li></ul>
  10. 13. The five integrated action areas <ul><li>Administrative Mobilization/Public Relations/Advocacy </li></ul>2. Community Mobilization 4. Advertising 3. Personal selling/ Interpersonal communication 5. Point-of-Service Promotion Multiple channels and multiple levels
  11. 17. There is no single magic bullet
  12. 18. <ul><li>Message </li></ul><ul><li>Source </li></ul><ul><li>Channel </li></ul><ul><li>Receiver </li></ul><ul><li>Effect </li></ul><ul><li>Feedback </li></ul><ul><li>Setting </li></ul>
  13. 20. Audiences <ul><li>Specifically the following market segments will be targeted: </li></ul><ul><li>Rural poor, male and female 15 years and over including illiterate farmers </li></ul><ul><li>Urban poor, male and female 15 years and over (eg Bwari LGA, FCT) </li></ul><ul><li>Females of 15 years and above living in the North and not directly accessible </li></ul>
  14. 22. Field research
  15. 25. Challenges <ul><li>Getting buy in </li></ul><ul><li>politics </li></ul><ul><li>Local culture </li></ul><ul><li>Belief systems: stigma, fate </li></ul><ul><li>Lack of resources </li></ul><ul><li>Distances to medical facilities </li></ul><ul><li>No tv, newspapers </li></ul>
  16. 28. Drivers <ul><li>National and community pride </li></ul><ul><li>Economic imperative </li></ul><ul><li>Enlightened chiefs </li></ul><ul><li>Dedicated staff and volunteers </li></ul><ul><li>Established networks </li></ul>
  17. 30. A strategy <ul><li>National and state-level campaign “Countdown to 2012” </li></ul><ul><li>‘ Flash’ texts to a national or state level free hotline number </li></ul><ul><li>Village elders to lead local initiative about why GWD is important </li></ul><ul><li>Traditional birth attendants (TBAs) to reach women living in purdah in the North with culturally sensitive materials </li></ul>
  18. 31. Action plan
  19. 32. *January and February 2009
  20. 33. Lessons <ul><li>Check research options in advance </li></ul><ul><li>Review history of IEC campaigns – what worked previously? </li></ul><ul><li>Consider how to reach target groups </li></ul><ul><li>Consider local school holidays etc </li></ul><ul><li>Check out work of other agencies </li></ul>
  21. 34. Over to you…