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

Making ‘what works’ work: Changing behaviour in sanitation and hygiene

Lessons from behaviour change approaches in other sectors

Yolande Coombes

Senior Sanitation and Hygiene Specialist, WSP

Wednesday 20 July 2011Session jointly convened by LSHTM/SHARE, WSSCC, UNICEF and WSP

• Susceptibility – probability you can get it• Severity – magnitude of the event• Barriers and benefits to change – enabling and disabling

factors• Social norms – what most people think and do about this• Behavioural intention – what you intend to do about it• Response efficacy – effectiveness of the suggested

intervention in preventing or dealing with the event• Self-efficacy – an individual’s perception of their ability to

perform the desirable response• Habit - an acquired behaviour pattern regularly followed

until it has become almost involuntary

Key predictors of behaviour change

Pre-requisites of Change

• Change must be self-initiated• Behaviour must become important over a

period of time• Behaviour is not part of a person’s coping

strategies• Individual’s life should not be problematic or

uncertain• Social support is available• Individual has skills to change

Road Safety

Road Safety

Road Safety

Other key behavioural predictors:

• Person must have formed a strong positive intention to perform behaviour

• No environmental constraints • Person perceives more social (normative)

pressure to perform behaviour • Behaviour is consistent with person’s self

image• Emotional reaction to performing

behaviour is more positive than negative• Can perform the behaviour under a variety

of different circumstances

(Tear? Very often, it’s a problem of misuse.

Really protects, really free!)

Reproductive Health

Reproductive Health

(Life insurance for 50 cents)

Reproductive Health

To educate a girl is educating an entire nation Stop the Excision

FGM

FGM

Current Global BCC Trends

• Increased attention to communication theory.• Focus on IPC for reaching rural populations through

networks of community health workers.• New media, including phones, wireless enabled phones,

social networking and internet access through handheld devices.

• Reality media using a variety of channels, including not only traditional radio programming, but also diaries, reality shows, vlogs.

Contact details and resources

• ycoombes@worldbank.org • www.wsp.org/wsp/