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

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This powerpoint was presented by WSP Senegal HWWS Project Manager, Seydou Koita,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 (HWWS)

  1. 1. Making ‘what works’ work: Changing behaviour in sanitation and hygiene HWWS : A behaviour change project Seydou N. Koita WSP/World Bank 1 Wednesday 20 July 2011 Session jointly convened by LSHTM/SHARE, WSSCC, UNICEF and WSP
  2. 2. Why behaviour change approach 2 <ul><li>Previous approaches used gave information but did not persuade people to change behaviours. Shifting people’s minds </li></ul><ul><li>New approaches do not consider only the individual’s behaviour but also the close environment (family) and the broader one (community) </li></ul><ul><li>Behaviour change determinants emphasised through appropriate tools like FOAM and action taken on them </li></ul>
  3. 3. 3 <ul><li>Implementation and scaling up of HWWS behaviour change: A case study from Senegal </li></ul><ul><li>Context : </li></ul><ul><li>About 40,000 children under 5 killed each year by diarrhoea according to DHS 4 (2005) </li></ul><ul><li>Diarrhoea and ARI are top causes of mortality for this age range </li></ul><ul><li>Evidence suggests HW at critical junctures reduces diarrhoea and ARI prevalence </li></ul><ul><li>First HW initiative piloted between 2003-2006 through a PPPHW </li></ul><ul><li>Knowledge about HW is high </li></ul>
  4. 4. 4 <ul><li>HWWS approach: Social marketing </li></ul><ul><li>Process: Research, design and planning, implementation & monitoring, reinforcement/readjustment </li></ul><ul><li>Tool: F ocus (target & practices) O pportunity (environment, e.g. social norms) </li></ul><ul><li>A bility (individual capacity, ability) </li></ul><ul><li> M otivation (reason) </li></ul>
  5. 5. <ul><li>Research: Key findings </li></ul><ul><li>Knowledge about HW is high; link between soap and germs is understood – around 80% strongly agreed that soap is necessary to remove germs </li></ul><ul><li>HW practice is strongly correlated with existence of HW facilities in the household </li></ul><ul><li>Soap is not a problem as 95% of households have some type of soap </li></ul><ul><li>Women classified as handwashers don’t have problems getting water or soap when they need it (Source: Doer/Non Doer 1, 2009, Kane M) </li></ul><ul><li>Literature review: Process of habit formation (Cf: Verplanken and Wood) </li></ul>
  6. 6. 6 Communication concept Fortifying intentions to wash hands with soap Strategy: Deliver second generation messages to 1.5 million women/caretakers, children and men (during the second phase) using: 1. Mass media: TV , radio & billboards 2. Direct consumer contact: Road shows, caravans etc 3. Interpersonal communication: Household level 6
  7. 7. <ul><li>lmplementation & Monitoring </li></ul><ul><li>Other monitoring: </li></ul><ul><li>Media monitoring </li></ul><ul><li>Field supervision (quality assurance monitoring) </li></ul><ul><li>Monthly meeting with implementation firms </li></ul><ul><li>Specific studies (Doer non Doer, impact evaluation) </li></ul>Implementing Firms WSP Senegal Implementing firm’s field workers collect household HW data monthly Implementing firm’s local supervisor and M&E review validates data. Forwards data to firm operator. The database is sent to WSP monthly 1 2 3 4 WSP M&E database compiled and sent to WSP management WSP analyzes data and adjusts program or implementation. Reorganizes activities accordingly WSP-funded independent evaluators make regular visits to target communities to audit field worker forms and ensure accuracy. Results are compiled in the database.
  8. 8. 9 Mid-term adjustment based on emergent learning M&E flagged male frustrations at not being involved in HW promotion
  9. 9. 9 Challenges 1. Attracting qualified advertising agencies 2. Changing the mindset of communication firms 3. Monitoring a large number of implementers 4. Measuring behavioural determinants 5. Transforming community relays into community resources 6. Ensuring HW promotion beyond Gates project (sustainability)
  10. 10. 9 Lessons learned 1. Integration of men in the journey 2. Tangible product supports behaviour change Intentions 3. A simple game can be a powerful platform
  11. 11. Thank You! Seydou Koita Senegal HWWS Project Manager skoita@worldbank.org www.wsp.org 9

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