Impact in the developing world cannot be made without changing behavior. Appleseed has a systematic and reliable process for doing just that, but the first step is pinpointing exactly what to change. This slideshow covers the 5 Key Criteria to Choosing a Target Behavior, quizzes your understanding of the criteria, and introduces Appleseed's process for changing behavior.

1. Choosing a Target Behavior
The first step in changing behavior is pinpointing exactly what to change

2. Choosing a Target Behavior
A good “target behavior” meets 5 criteria.
All 5 criteria should be met!

3. 5Criteria to Choose a Target Behavior
1. Non-Divisible
2. End-State
3. High-Impact
4. High-Probability
5. Level of Penetration 20-80%
cannot be broken down further into smaller behaviors
will actually produce / lead directly to the desired outcome
makes a big difference, according to research & experts
target audience is likely to engage in this behavior, according to similar programs & surveys
% of target audience that have adopted the behavior already, according to observations & surveys

4. Let’s test your understanding.

5. 5Criteria to Choose a Target Behavior
1. Non-Divisible
cannot be broken down
further into smaller
behaviors
Kids wash their
hands

6. 5Criteria to Choose a Target Behavior
1. Non-Divisible
cannot be broken down
further into smaller
behaviors
Kids wash hands with
soap & running water
before eating

7. 5Criteria to Choose a Target Behavior
2. End-State
will actually produce
the desired outcome
Mothers take bed
nets home

8. 5Criteria to Choose a Target Behavior
2. End-State
will actually produce
the desired outcome
Kids sleep under bed
nets every night

9. 5Criteria to Choose a Target Behavior
3. High-Impact
makes a big difference,
according to research &
experts
Kids drink from the
treated water tank at
school

10. 5Criteria to Choose a Target Behavior
3. High-Impact
makes a big difference,
according to research &
experts
Kids drink more tea

11. 5Criteria to Choose a Target Behavior
4. High-Probability
target audience is likely to
engage in this behavior,
according to similar programs
& surveys
All kids wear
shoes, all the time

12. 5Criteria to Choose a Target Behavior
4. High-Probability
target audience is likely to
engage in this behavior,
according to similar programs
& surveys
Kids swallow de-
worming pills

13. 5Criteria to Choose a Target Behavior
5. Level of Penetration 20-80%
% of target audience that have
adopted the behavior already,
according to observations &
surveys
*2008 UNICEF survey of Kenya Eastern Province Meru South District shows 93% babies breastfed within one day of birth n=252
Mothers breastfeed
babies within first day
of birth

14. 5Criteria to Choose a Target Behavior
5. Level of Penetration 20-80%
% of target audience that have
adopted the behavior already,
according to observations &
surveys
Babies exclusively
breastfed in first 6
months
*2008 UNICEF survey of Kenya Eastern Province Meru South District shows 26% children age 0-5 months exclusively breastfed n=110

15. 5Criteria to Choose a Target Behavior
1. Non-Divisible
2. End-State
3. High-Impact
4. High-Probability
5. Level of Penetration 20-80%
cannot be broken down further into smaller behaviors
will actually produce / lead directly to the desired outcome
makes a big difference, according to research & experts
target audience is likely to engage in this behavior, according to similar programs & surveys
% of target audience that have adopted the behavior already, according to observations & surveys
YOUR TARGET
BEHAVIOR

16. Now we can proceed.

17. Process for Changing Behaviors
1. Evaluate
2. Listen
3. Strategize
4. Creative Design
5. Communicate

18. Philip Kao
Executive Director
philip@appleseedimpact.org
We are marketers-without-borders for the developing world, and we help local organizations sell their
ideas and solutions to the communities they serve.