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.

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

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

8. 9 Mid-term adjustment based on emergent learning M&E flagged male frustrations at not being involved in HW promotion

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. 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. Thank You! Seydou Koita Senegal HWWS Project Manager skoita@worldbank.org www.wsp.org 9