Changing Behavior What Does It Mean and How Do We Do It (3 of 3)
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Wells, toilets, water towers, and pipelines. Even the well-designed elements of Rotary water, sanitation, and hygiene (WASH) projects can fail if people don’t use them. There are many reasons people might hesitate to use a communal toilet. It’s important to understand the reasons before you build the toilet. Learn about behavior change and its role in WASH programs, how it’s connected with culture and community values, and how to incorporate it into your WASH projects and measure the outcomes. Moderator: F. Ronald Denham, Water and Sanitation Rotarian Action Group Chair Emeritus, Rotary Club of Toronto Eglinton, Ontario, Canada
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Changing Behavior What Does It Mean and How Do We Do It (3 of 3)
- 2. Explanatory Theory Theory of the Problem (how people feel about health) Change Theory Theory of Action (how to change their health) Behavior Change Theories
- 3. Lots of individual theories… • How people feel about health – Attribution Theory – Health Locus of Control – Unrealistic Optimism – Fatalism • How to change health behaviors – Health Belief Model -> PMT – Stages of Change Model – Theory of Planned Behavior – Social Cognition Model – Diffusion of Innovations – Health Action Process Approach
- 4. However, the reality is 1. Our behavior is mediated by our cognitions What people know and think affects how they act. 2. Knowledge is necessary for, but not sufficient to produce, most behavior changes. 3. Perceptions, motivations, skills, and the social environment are key influences on behavior.
- 5. Five Fallacies about Behavior change 1. Behaviour change is easy 2. Knowledge change = behaviour change. 3. Experts know how to change behavior. 4. A whole variety of water, sanitation, and hygiene practices should be encouraged. 5. Behavior change is a cheap add-on to water programs.
- 6. Example: Behavior change in Haiti • Developed a theory • Did 400 17-page surveys – Non-users – Users (stratified into stages of use) • Analyzed data • Developed messages to tap into culturally appropriate behavior change radio messages to encourage use
- 7. Everyone here drinks safe water with Gadyen Dlo • promotes water treatment as social norm Our family serves safe water with Gadyen Dlo • promotes water treatment as social norm; establishes pride in families’ ability to care for themselves You can take charge of your health with Gadyen Dlo • promotes self-efficacy Find the good life with Gadyen Dlo • taps into the desire for status and prestige Don’t play with your family’s health: use Gadyen Dlo • communicates risk involved with not treating water; uses local expression Be a good mom: use Gadyen Dlo • targets mothers desire to care for children Protect your family from typhoid and diarrhea: use Gadyen Dlo • targets most frequently cited health problem of “typhoid”