Developing Public-Private Partnership Handwashing Initiative Behavior Change

Campaign

Steps in Designing Audience Centered Communications

Step 1: Who do we want to communicate to?• Method: Audience Research with mothers

Step 2: How do we organize research findings? • Method: Use a behavior change model to guide research

questions and to analyze data

Step 3: What do we want to say? • Key Communications Messages

Step 4: How do we convey our messages in the most effective way?

• Campaign positioning• Execution

Research Objective• Investigate hand washing behaviours among

mothers of children under 5 years;• Examine availability of factors such as sanitation,

water and soaps in and around the household;• Understand motivating factors and barriers in

doing so and how these might be applied to key junctures (after contact with faeces and before contact with food)

• Document current channels of communication, of all kinds, particularly for the types of messages that might motivate hand washing with soap (HWWS).

Location - 8 provincesNorth: Son La, Phu Tho, Hung YenCentral: Nghe An, Binh Dinh South: Vinh Long, Dong Thap, Ninh Thuan

Methods• Qualitative

– 16 FGDs– 56 product trials with bar

soap– 56 in-depth interviews

• Quantitative– 720 structured

observations from 6-9 am daily

Main Findings from the Research

• 60% of those who wash their hands with water say they don’t find soap important/necessary

• Only 44% reported HWWS was necessary after going to the toilet

• Only 9% thought HWWS was needed after cleaning a baby

• Only 4% thought HWWS was needed after handling feaces

Why don’t mothers HWWS?

“I only need to HWWS if my hands are dirty or smelly”

“HWWS takes too much time”

“I simply forget to HWWS when I’m in a hurry”

“Soap is too expensive to be used for HW”

“HWWS is simply not important”

“Weather and/or uncooked food cause diarrhea”

Understanding our audience: Understanding our audience: Ms. ThuyMs. Thuy

• Lives in rural VN • Farmer • HH: $50-150/month • Complete primary/

secondary school • Values: The most

“important” and “enjoyable” daily activities are related to well-being of their children.

• “Everything I do is for my children first”

• “I work to have money for my children”

• “I care for my children by cooking good meals, teaching them, making sure they are clean and so on”

How do mothers communicate?

Mass Media:• More than 80% of mothers watch TV

– Most popular time: 6-9 pm– Most popular channel: VTV3, and HCMC TV in south– Favorite programs: #1- films, #2 - news, #3 – music programs

and contests – Most viewers switch channels during TV spots but over 2/3 can

recall messages on HW

• Only 15-20% listen to radio or read newspapers

Interpersonal Communications: • Health Workers & Women’s Union are both important

sources of information.

FOAM - A Model for Behavior Change

Focus

Opportunity Ability Motivation

Access/ Availability

Product attributes

Social norms

Knowledge

Social support

Attitudes/ Beliefs

Intention

Expectations

Threat

Target Audience

Desired Behavior

FOAM Questions for HW Behavior Change

Focus

Opportunity/Resources

Ability/Knowledge

Motivation

How easy is it to get the

goods/services?

What is the product like?

What traditions influence the

practice?

What do I know about the

behavior/product?

What kind of support do I get

or give?

What attitudes and beliefs do I

have?

What do I plan to do?

What will happen if I

practice this?

What risks are there?

Target Audience

Desired Behavior

MAIN RESEARCH

FINDINGSKnowledge

MotivationBeliefs,

Attitudes &Locus of Control

• “Handwashing with water alone is enough to clean hands”

MotivationIntention –

Cues to Action

BC DETERMINANT

• “I simply forget to wash my hands with soap”

• “Handwashing is not linked to diarrhea”

• “Handwashing with soap takes too much time”

• “Changes in the weather causes diarrhea – there’s nothing I can do about it”

From Determinants to Communications Objectives

After the campaign, the target audience will:• KNOW that even clean-looking and clean-smelling hands

can have germs (knowledge)• BELIEVE that HW with water alone is not enough - soap

in needed (belief)• BELIEVE that HWWS is time well spent (belief)• BE REMINDED to HWWS at critical junctures (cues to

action)• FEEL empowered that HWWS is something they can do

to ensure the well-being of their children (locus of control)

What our moms value• Having a child = huge involvement among all moms• The family is the corner stone of Vietnamese society• It is well entrenched in the society that dedicating oneself to

your children and hence the future is of great importance

Rewarding When the child develops well in

terms of both physical and mental health

Responsibility /pressure / tiredness taking care of their nutrition,

education, health, development

Fun and happiness‘The child makes the family’

BrandDirection

Acceleration Target

EmotionalDriver

BrandPromise

BrandRationale

Good Motherhood

The most important role in my life is being a mother. Everything I do is to ensure that my child is healthy and develops properly so that they can reach their full potential (developmental milestones)

Being a mother takes a lot of work but it’s worth every minute when I see my child developing properly (physically and mentally)

Recognition as a good mother:

My child will be happy and healthy because he’s developing like he should. What better way to demonstrate that I’m a good mother

HWWS clearly indicate:50% reduction in infections and disease25% reduction in infectionthe prevention of millions of deaths and hidden costs (medical fees, children deprived of learning due to illness-caused missed school days)

Handwashing with soap is a part of everyday life

A mother does many things:

Works for her family’s livelihood, toils with housework, care for child etc

All this is done so that her child doesn’t have to…so her child can develop physically and mentality, so her child can be a child

A mother is rewarded when her child laughs, sings innocently, gives love back, eats her food

A child can do these things and give joy to his mother because he is healthy and happy

Washing your hands isn’t enough. Invisible germs get left behind. You can use any kind of soap. And it only takes a few extra seconds

A mother knows that she is key to her child’s future successes

Main Poster

4 Junctures Poster

f

Materials for Motivators

• Handbook

• Picture Set

• Monitoring Handbook

THANK YOU! Contact Information:

• Water and Sanitation Program (WSP)World Bank in Vietnam Seventh floor 63 Ly Thai To , Ha NoiTel. (84 4) 934 6600 Fax. (84 4) 934 6597

• Nga Kim Nguyen – HWI CoordinatorEmail: nnguyen4@worldbank.orgTel. 04 934 6600 -390

• Nguyen Hien Minh- HWI Research and Monitoring OfficerEmail: mnguyen1@worldbank.org Tel. 04 934 6600 -360