Games for Change WASH for India


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Presentation by Sabrina Aggarwal at the Tenth Annual Games for Change Festival in New York City

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Games for Change WASH for India

  1. 1. 3:35 pm – 3:55 pm Sanitation: A Massive Opportunity for Games in India & Africa Sabrina Aggarwal (WASH for India) Wednesday, June 19, 13
  2. 2. The Sanitation & Hygiene Crisis India & Africa are suffering from a massive crisis in sanitation and hygiene. 1.1 billion people defecate in the open. Only about 50% wash their hands with soap after defecation and before eating. Only about 20% of women have access to MHM. Even fewer have access to clean drinking water. The results are severe. More than 1,500 children die from preventable diarrhea every day. According to the World Bank, the health costs, productivity losses and lost tourism caused by poor sanitation and hygiene cost India USD 53.6 billion (6.4% of GDP) - every year! The Underlying Problem: The traditional sanitation & hygiene sector lacks the innovative, high impact campaigning & behavior change ideas. Wednesday, June 19, 13
  4. 4. Founded by Nirat Bhatnagar, WASH For India is a social innovation catalyst for the WASH sector in India under incorporation in the US as a 501 (c)(3). WASH For India will act as a bridge to provide knowledge, partnership, funding, & volunteering resources to carefully selected social enterprises and nonprofits working in India. Game design is a strategic discipline that WASH For India will foster for its partners in India. WASH For India Wednesday, June 19, 13
  5. 5. Founded by Ashoka Fellow Thorsten Kiefer, WASH United is an award-winning social enterprise that pioneers the use of sport star ambassadors, interactive educational games and innovative campaigning formats to make toilets & good hygiene “cool” and to facilitate life-saving behavior change.   WASH United is headquartered in Berlin / Germany, with regional hubs in India and Africa. Wednesday, June 19, 13
  6. 6. The Need For Innovation & Entrepreneurial Thinking  One of the key bottle-necks for sanitation and hygiene in India is the lack of exciting ideas & programs to change attitudes and behaviors around sanitation and hygiene at scale. WASH United intends to solve this problem. Over the next couple of years, WASH United will provide the entire WASH sector with cutting-edge products and services (ranging from free-for-all off the shelf products for small non-profits to tailor-made products for partners who are able to pay, such as different multi-laterals) to accelerate progress towards sanitation and hygiene for all people in India.  FOR THE WASH SECTOR INNOVATION HUB WASH UNITED India will become THE innovation engine for sanitation & hygiene advocacy and behavior change in India. Wednesday, June 19, 13
  7. 7. A Big Bang Start: The Nirmal Bharat Yatra In 2012 WASH United India started in 2012 with the Nirmal Bharat Yatra. Led by WASH United, and in partnership with the Government of India, Gates Foundation, Arghyam, WaterAid India, Unicef India etc, the Yatra helped to train more than 8,000 children in good WASH behavior, engaged more than 160,000 visitors through specially designed games and reached more than 230 million Indians with critical WASH messaging through the media. Impact Evaluation WASH United thoroughly evaluated the Nirmal Bharat Yatra’s schools program, including pre- and post-intervention surveys. The result: a significant increase in WASH knowledge and change in WASH behavior amongst participating children.     Wednesday, June 19, 13
  8. 8. 5 States | 6 Locations | 56 Days | 2,000 km • 2 Acres • 20 Games • 4 Labs • 470 Person Crew At Each Location NIRMAL BHARAT YATRA WASH United In 2012 Wednesday, June 19, 13
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  11. 11. Game: Poo Marbles Wednesday, June 19, 13
  12. 12. Game: Poo In The Loo Wednesday, June 19, 13
  13. 13. Game: Musical Toilets Wednesday, June 19, 13
  14. 14. Game: Poo Minefield Wednesday, June 19, 13
  15. 15. Game: Bowl Out Diarrhea Wednesday, June 19, 13
  16. 16. Game: Clean Hands Challenge Wednesday, June 19, 13
  17. 17. Game: Ludo Wednesday, June 19, 13
  18. 18. ‣ 160,000 people attended the Yatra carnival and learned about appropriate sanitation & hygiene behavior through games, labs, performances, & other fun experiences ‣ Reached 230 million people with messages of sanitation & hygiene in India through mass media. ‣ ~ 8,500 school children trained in appropriate WASH behavior through the WASH-In-Schools program ‣ 180 teachers & 1,500+ peer educators trained in delivering WASH United’s sports based curriculum to appropriate WASH behavior OUTCOMES NIRMAL BHARAT YATRA Wednesday, June 19, 13
  19. 19. Design Lab The Great WASH Carnival WASH United Football League COMPELLING CONTENT WASH-In-Schools WASH United In India 4 PILLARED STRATEGY & PROGRAMS Poolitzer WASH Dog Research & Evaluation Lab Celebrity Program EXCITING DELIVERY MEDIA & ADVOCACY EVALUATION Mass Campaigns WASH United Curriculum Catalog Wednesday, June 19, 13
  20. 20. Games & WASH Wednesday, June 19, 13
  21. 21. Why Games For Behavior Change Intrinsic Motivation + Emotional Appeal •Players do not just engage in ready-made gameplay but also actively take part in the construction of these experiences. When successful, this type of participation leads to strong gameplay experiences that can have particularly powerful hold on the player’s actions and attention (Ermi and Mayra) •Unlike many traditional educational techniques, games can tap into both higher and lower order thinking skills. These range from critical thinking to retaining and recalling information. Game playing is inherently participatory; this “interactivity” has been well established in many fields as the hallmark of all good teaching. (PATH)   •Instruction incorporating game features led to improved learning, because it enhanced student motivation, which led to greater attention to training content and greater retention (Garris) Increased Learning Likelihood •The inherent thing about games is that people want to play them (Von Ahn and Dabbish) •Games sow fertile ground for teachable moments. As soon as a game begins, the traditional hierarchy of the classroom or family is set aside —a useful educational dynamic, especially considering that the parent or educator is not going to be present when the learner makes many of his/ her most critical health decisions in life (PATH) •Their behavior is self -driven and out of self volition instead of being driven by outside forces (Garris) Wednesday, June 19, 13
  22. 22. Market Opportunity The Government of India has a USD 450 million annual budget for the creation of awareness and behavior change materials for WASH across India. Out of this, nearly 65% remains unspent due to a lack of interesting ideas. There is a HUGE opportunity to design pilot programs using game mechanics, test them rigorously, and then scale them up in partnership with WASH United or multi-laterals who work very closely with the government. Wednesday, June 19, 13
  23. 23. WASH United Program Strategy ! Wednesday, June 19, 13
  24. 24. Use Of Games & Gamification WASH For India & WASH United want to push the use of games & gamification in Advocacy, Awareness, & Behavior Change for WASH in India & Africa. Almost all pieces of Advocacy / Awareness / Behavior Change programs lend themselves to gamification. Some processes that lend themselves to this are: Advocacy •Getting media to provide higher quality coverage of WASH •Better monitoring mechanisms for sanitation facility usage. •Inter-village competitions for sanitation improvement Awareness •Physical, mobile phone, mixed media games that promote WASH awareness in children in slums and villages. •Technology led games that promote awareness of the WASH problem in the western world. Behavior Change •Games that encourage the adoption of consistent good WASH behavior (toilets, handwashing with soap, menstrual hygiene management, & drinking clean water) amongst the at-risk population. Wednesday, June 19, 13
  25. 25. Examples Wednesday, June 19, 13
  26. 26. WASH UNITED SOCCER/ CRICKET LEAGUE A match with epic consequences: Soccer vs Diarrhea. The WASH United Cricket / Soccer Leagues harness sports to teach children & youth in slums and villages critical lifesaving WASH behavior. Local Champions are appointed and organize WASH workshops & sports based events in the communities constantly. •20 Champions in pilot •1,000+ children enrolled in the WASH United Cricket League •200+ WASH themed cricket matches •200+ WASH Workshops •20,000+ people reached out directly •10+ million people reached out through mass media GOALS Wednesday, June 19, 13
  27. 27. Market Making: WASH Football League Constraint: Sustained training and behavior change for 50,000 children through football. Unique Program Design Anchoring Goal Goal Top 125. Mobilizing organizations individuals and organizations who are passionate about football and would want to see India in the top 125 in the FIFA ranking. Creating a real world Fantasy Football League by giving people a chance to adopt a slum football team + coach through a high immersion web platform. Strategic Partnerships India On Track (planned) Wednesday, June 19, 13
  28. 28. THE GREAT WASH CARNIVAL The Nirmal Gram Mela takes a magical carnival full of exciting WASH games, performances, & labs to hundreds of villages across India. In addition to awareness & behavior change goals, the Mela also serves as a platform constant research & innovation through the Design Lab & Research Lab that travel along with the Mela. •Educating 100,000 people across 100 villages in appropriate sanitation & hygiene behavior •10+ million people reached through mass media (TV, print, radio) •Constant innovation of content through Design Lab •Constant evaluation through Research Lab GOALS Wednesday, June 19, 13
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  31. 31. Leverage: Nirmal Gram Mela Design Challenge: To create self-contained, innovative, outcome linked IEC solutions that the Government funds. Unique Program Design A mini-carnival that travels in rural India throughout the year and delivers Awareness, Engagement, Training, Behavior Change outcomes at less than NBA cost guidelines while minimizing program planning overheads for the Government. Gamified Enhancements & Scaleup Building an interactive web layer that allows individuals and organizations to support the Mela by buying it “enhancements” - more games, more people, more “life”, enhanced equipment etc. Over time, this could be a League of Melas that compete with each other for outcomes. Wednesday, June 19, 13
  32. 32. Game Design Fellowship Together, how can we revolutionize gaming and gamification for social good? That will be the central question of the Game Design Fellowship. Are you adventurous, passionate about games for social impact and willing to live in India for 6-8 months? This may be the fellowship for you. We are looking for game designers to help us brainstorm and develop games across different platforms. Please get in touch. Wednesday, June 19, 13
  33. 33. We are seeking to forge strategic partnerships with organizations & individuals in game design. To know more, please contact: Nirat Bhatnagar Founder & CEO. WASH For India CEO. WASH United India Email: / nirat.bhatnagar@wash- Sabrina Aggarwal Head Partnerships WASH For India Email: Wednesday, June 19, 13