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Innovations in SBCC
- 1. Insert image here SUN Global Gathering| October 22, 2015 Innovations in Social and Behavior Change Communication for Nutrition
- 2. Alive & Thrive Alive & Thrive is a behavior change program that scales up nutrition to save lives, prevent illness, and ensure healthy growth and development. Alive & Thrive is funded by the Bill & Melinda Gates Foundation and the governments of Canada and Ireland and managed by FHI 360.
- 3. Alive & Thrive “Exercise” exercise Presented by Ann Jimerson ajimerson@fhi360.org
- 4. Alive & Thrive Results demonstrate that rapid, large-scale increases in child feeding practices are feasible
- 5. Alive & Thrive Improvements in exclusive breastfeeding 5 48% 88% 72% 83% 19% 58% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2014 Bangladesh Ethiopia Viet Nam
- 6. Alive & Thrive 32% 6% 74% 64% 12% 91% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Bangladesh Ethiopia Viet Nam 2010 2014 6 Improvements in diversity of complementary foods
- 7. Alive & Thrive Session objectives • To facilitate sharing of approaches, in SUN countries • To understand how leading communication practitioners apply findings and theory to design programs: – select a priority behavior – identify “drivers” of behavior • To recognize a systematic design process and the value of calling in professionals • Identify steps and milestones for continued sharing and support on developing SBCC plans in 2015 7
- 8. Alive & Thrive What we’ll do today • Presentation: 3 lessons to keep in mind when planning behavior change interventions • Country examples: Hunting for those 3 lessons • Next steps for continued sharing and support on SBCC 8
- 9. Alive & Thrive Three lessons for design for behavior change
- 10. Alive & Thrive Lesson 1. Use evidence based processes and principles Lesson 2. Use data to choose the priority behavior Lesson 3. Use data and theory to identify the “drivers” of behavior
- 11. Alive & Thrive Lesson 1. Use evidence based processes and principles
- 12. Alive & Thrive Behavior change: A long history and literature 12
- 13. Alive & Thrive Evidence-based process C-Change 13
- 14. Alive & Thrive A&T framework for scaling up infant and young child feeding (IYCF) 1 2 3 4
- 15. Alive & Thrive Rider = Rational self Elephant = Emotional self Path = Environment
- 16. Alive & Thrive Expertise in.. • Behavioral science • Behavioral economics • Social marketing • Anthropology • Psychology 16
- 17. Alive & Thrive Lesson 2. Use data to choose the priority behavior
- 18. Alive & Thrive 18 Bangladesh: A&T TV spot https://www.youtube.com/watch?v=A3Mz6CFz5EQ
- 19. Alive & Thrive Hunt for… • The behavior – What behavior is the TV spot promoting? 19
- 20. Alive & Thrive Lesson 3. Use data and theory to identify the “drivers” of behavior
- 21. Alive & Thrive • The “drivers” of behavior – Rational messages – Emotional messages 21 This time you view the spot, hunt for…
- 22. Alive & Thrive 22 Bangladesh: A&T TV spot https://www.youtube.com/watch?v=A3Mz6CFz5EQ
- 23. Alive & Thrive 23 Refreshed case studies for behavior change Research to Action: Designing communication on child feeding in Bangladesh CASE STUDY #1 CASE STUDY #2 CASE STUDY #3 Dads can do that! Strategies to involve fathers in child feeding What drives behavior? Key factors for handwashing in Bangladesh http://aliveandthrive.org/resources-main-page/case-studies/
- 24. Alive & Thrive The “hunt”: Country examples
- 25. Alive & Thrive Dear parents and caregivers The health and future of your child depend on you. The child needs you, your love and your care. You are the first teacher and friend of your child. And only you can provide the best start to life. 25 Kyrgyz Republic: Brochure
- 26. Alive & Thrive 26 Kyrgyz Republic: Brochure Hunt for… • The behavior – What behavior is the material promoting?
- 27. Alive & Thrive Dear parents and caregivers The health and future of your child depend on you. The child needs you, your love and your care. You are the first teacher and friend of your child. And only you can provide the best start to life. 27 Hunt for….the “Drivers”
- 28. Alive & Thrive Vietnam: Packaging for mirconutrient powders (MNP) 28 Hunt for… • The behavior – What behavior is the material promoting? • The “drivers” of behavior – Rational messages – Emotional messages
- 29. Alive & Thrive Myanmar: Poster Hunt for… • The behavior – What behavior is the material promoting? • The “drivers” of behavior – Rational messages – Emotional messages 29 I give only breastfeeding to my baby up to 6 months. Don’t give water.
- 30. Alive & Thrive Malawi: Counseling cards 30
- 31. Alive & Thrive Malawi: Counseling cards Hunt for… • The behavior – What behavior is the material promoting? • The “drivers” of behavior – Rational messages – Emotional messages 31
- 32. Alive & Thrive Uganda: Recipe cards 32
- 33. Alive & Thrive Uganda: Recipe cards Hunt for… • The behavior – What behavior is the material promoting? • The “drivers” of behavior – Rational messages – Emotional messages 33
- 34. Alive & Thrive Uganda: Recipe cards 34
- 35. Alive & Thrive Lesson 1. Use evidence based processes and principles Lesson 2. Use data to choose the priority behavior Lesson 3. Use data and theory to identify the “drivers” of behavior
- 36. STAY CONNECTED WITH ALIVE & THRIVE @aliveandthrive www.facebook.com/fhi360.aliveandthrive www.lessguess.wordpress.com www.youtube.com/aliveandthrive www.aliveandthrive.org
Notes de l'éditeur
- I’d like to welcome you and thank you all for your participation in this presentation, Alive & Thrive: Delivering rapid, large scale increases in child feeding practices. We are very honored to be able to share our learning and results with you.
- Alive & Thrive was designed to answer the question: “Can we scale up nutrition?” The question arose at the time of the 2008 Lancet journal series on maternal and child undernutrition, which noted that while much had been studied about small, pilot programs to improve infant and young child feeding, few attempts had been made to deliver interventions at scale. The Bill & Melinda Gates Foundation offered Alive & Thrive the resources and the vision to put the question to the test. In 2014, Alive & Thrive started receiving additional funding from the governments of Canada and Ireland.
- Now I’ll share highlights of the results from our program evaluations in the three countries. The International Food Policy Research Institute conducted the evaluations, with baseline surveys in 2010 and endline surveys in 2014. The results demonstrate that rapid, large scale increases in child feeding practices are feasible.
- We did change exclusive breastfeeding behaviors at scale. From our 2014 data, here you see that in areas of each country where A&T intensive programs operated, exclusive breastfeeding rates increased. In Bangladesh and Viet Nam, where baseline rates were low, at 48% and 19%, the change is pretty astonishing.
- We also changed complementary feeding behaviors at scale. Take a look at the percent of children 6-23 months who consumed foods from 4 or more food groups, the dietary diversity indicator. In the A&T areas of Bangladesh, the percentage of children who consumed a diverse diet increased by 30 percentage points in three years. In Ethiopia, the country that certainly had the most “potential to benefit”, we are heartened that dietary diversity more than doubled (while still needing significant improvement).
- As most of you do, A&T has learned from the best of social marketing, behavioral science, and behavioral economics. We’ve used emotion, we’ve worked on changing the home environment to make it more conducive to uptake of the behaviors, we’ve recognized the importance of shifting the social norms.
- Alive & Thrive’s comprehensive framework for large scale programs consists of four main components: advocacy, interpersonal communication and community mobilization, mass media, and strategic use of data. Alive & Thrive’s program design engages various audiences – policymakers, employers, service providers, community leaders, family, caregivers and mothers – and emphasizes partners including country governments, UNICEF, and others.
- We have Peter Gottert to thank for this visual. The path down which this particular elephant is working its way is paved. That makes for a pretty clear direction. Thinking about your experience with exercise, you told us yesterday about some of the things that make up your path – the things in your environment that make it easier or harder to exercise: Safe, well-lighted , nearby place to run Gym membership A festive park around a beautiful lake Your partner’s encouragement Your doctor’s advice For some behaviors, all that’s needed is to Shape the Path. What looks like a people problem is often a situation problem. We call the situation (including the surrounding environment) the ‘Path.’ When you shape the Path, you make change more likely, no matter what’s happening with the Rider and Elephant.” Can you imagine a situation in which a change to your environment – and only that? – might make you exercise more? When you shape the Path, you make change more likely, no matter what’s happening with the Rider and Elephant.”
- For years, nutrition programmers have repeated the mantra: It’s more than knowledge. Yet time and again, the content of training, of counseling, of campaigns, focused on teaching facts. As most of you do, A&T has learned from the best of social marketing, behavioral science, and behavioral economics. We’ve used emotion, we’ve worked on changing the home environment to make it more conducive to uptake of the behaviors, we’ve recognized the importance of shifting the social norms. And thanks to at least one or our studies – the evaluation of the “talking babies” media campaign to increase rates of exclusive breastfeeding in Viet Nam – we’ll soon be able to document the roles of some of the most powerful drivers of behavior: what behavioral scientists refer to as beliefs about outcomes of the behavior; perceptions of social norms; and self-efficacy related to exclusive breastfeeding. We’re lucky to have the data to share with all of you, demonstrating the importance of a systematic look at drivers of behavior.
- ANN Here’s just one way this mindset is manifested. Watch how many characters play a role in this short TV spot from Bangladesh.
- For years, nutrition programmers have repeated the mantra: It’s more than knowledge. Yet time and again, the content of training, of counseling, of campaigns, focused on teaching facts. As most of you do, A&T has learned from the best of social marketing, behavioral science, and behavioral economics. We’ve used emotion, we’ve worked on changing the home environment to make it more conducive to uptake of the behaviors, we’ve recognized the importance of shifting the social norms. And thanks to at least one or our studies – the evaluation of the “talking babies” media campaign to increase rates of exclusive breastfeeding in Viet Nam – we’ll soon be able to document the roles of some of the most powerful drivers of behavior: what behavioral scientists refer to as beliefs about outcomes of the behavior; perceptions of social norms; and self-efficacy related to exclusive breastfeeding. We’re lucky to have the data to share with all of you, demonstrating the importance of a systematic look at drivers of behavior.
- ANN Here’s just one way this mindset is manifested. Watch how many characters play a role in this short TV spot from Bangladesh.
- The video is part of a case study that is available on our website. The case study also covers our design-and-testing process, including strategic planning, concept testing, and pretesting. We have two other similar case studies, also available on our website. Each one highlights the principles and processes for designing strategic behavior change programs. They include program materials, handouts, and adaptable tools. The case studies were developed by Alive & Thrive’s senior specialist in behavior change, Ann Jimerson, who could not be here today. We welcome you to use the case studies as examples when teaching others about strategic behavior change design.
- We hope you will enjoy hearing more about the A&T work in Bangladesh at today’s meeting and will track further progress of A&T. Thank you. And best wishes for a successful meeting.