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Communication for Social Change
The Secret of the Positive Exception: The Positive Deviance strategy
Dr. Martine Bouman & Dr. Sarah Lubjuhn
Center for Media & Health July 2nd 2014, European Conference on Positive Psychology
Communication for Social Change
What we do Communication for Social Change
The Center for Media & Health empowers people to live a more healthy and sustainable lifestyle, through the use of entertainment media, storytelling and innovative communication methods.
European Conference on Positive Psychology July 2nd 2014
Center for Media & Health
Partners Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Nasrudin Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Positive Deviance (PD) strategy Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Positive Deviance
When to use PD Communication for Social Change
• The problem is not exclusively technical and requires behavioral or/and social change.
• The problem is “intractable”—other solutions haven’t worked.
• There is support and local leadership commitment to address the issue.
European Conference on Positive Psychology July 2nd 2014
Key elements of PD Communication for Social Change
• Community based • “You are more likely to act your way into a
new way of thinking than to think your way into a new way of acting.”
• Four basic steps: define, determine, discover and design (four D’s)
European Conference on Positive Psychology July 2nd 2014
Positive Deviance project Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
PD question Communication for Social Change
Are there VMBO-B and VMBO-T schools in Rotterdam • that have more than 120 students, • and have more than 50% students with a migrant
background, • and are situated in a deprived neighborhood, • and are not part of the healthy schools program or do
not have access to any other special resources • who are highly mental resilient (i.e. score of 10 or less on the SDQ data scale) against all odds?
European Conference on Positive Psychology July 2nd 2014
Strenghen and Difficulties Questionnaire (SDQ): Mental Health
Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
• Youth Health Monitor Rijnmond • Questions, scores: 0,1,2 (agree, slight agree, disagree) • Four Elements: Emotional problems Behavioral problems Peer problems Prosocial behaviour
Strenghen and Difficulties Questionnaire (SDQ) data
Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
• 52 VMBO schools in Rotterdam • Data: 2009/2010 and 2010/11 • Extra check data: 2011/2012
SDQ Scores VMBO schools in Rotterdam – Mean Value
Communication for Social Change
PD school selection
European Conference on Positive Psychology July 2nd 2014
Positive Deviance schools Communication for Social Change
• School 1: Lucia Petrus SDQ scores: 9 (2009/2010) and 11 (2010/11); 99% migrant
background, SI=5,9 (vulnerable), 450 students, no extra resources • School 2: Mavo Delfshaven SDQ scores: 9 (2009/2010) and 7 (2010/11); 98% migrant
background; SI=5,1 (vulnerable), 160 students, no extra resources • School 3: Libanon Lyceum SDQ scores: 10 (2009/2010) and 8 (2010/11); 74% migrant
background; SI=5,4 (vulnerable); 1150 students, no extra resources European Conference on Positive Psychology July 2nd 2014
Meetings at PD schools Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Welcome at the door Communication for Social Change
“During the short breaks, or lunch breaks, I am always looking around to see if there is maybe a face I do not know. 450 faces… I can remember a lot, I have sort of a photographical memory (laughs)” Concierge, Lucia Petrus Mavo
“I welcome the students each morning when they come in. Many of them greet me. Others I know are not a morning person, just like my wife.”
Concierge, Mavo Delfshaven
European Conference on Positive Psychology July 2nd 2014
Personal approach Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Staff members congratulate students (Libanon Lyceum and Lucia Petrus)
Language Posters Communication for Social Change
“Every week the students learn new words. And every week we have a new language poster. This is important for us. We have a teacher at school who
is responsible for the posters. I greet her every Friday afternoon, when she is turning around the
posters.”
Care coordinator, Lucia Petrus
European Conference on Positive Psychology July 2nd 2014
Atmosphere in the classroom Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Photo’s taken at Lucia Petrus
Doors open Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Photo’s taken at Lucia Petrus
A Community where “we are there for each other”
Communication for Social Change
“We see each other a bit like a big family.
I mean we often times spend more time together than with our partners at home”
“I allow the student to store his medication in my desk. Every day at noon he comes to my office. You know, before storing it here, he often times forgot to take his medication.”
Concierge Mavo Delfshaven
Office of the concierge
European Conference on Positive Psychology July 2nd 2014
Electronic monitoring system Magister Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Reciprocal Trust and Respect Communication for Social Change
The social worker informs and shows students which private and confidential information about him/her is accessible to other staff members of the school in the electronic monitoring school system ‘Magister’. This helps the social worker to build a trusting relationship with the student (LP).
Social worker at Lucia Petrus showing one of the researchers how the Magister System works
European Conference on Positive Psychology July 2nd 2014
Fostering Responsibility Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Students at Lucia Petrus and Mavo Delfshaven
Clear and transparent structures and rules
Taking responsibility and being proactive
Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Students at Libanon Lyceum
• Registration of students who are sick while having a school test (LL)
• Specific staff members for staying in contact with parents (MD)
Breakfast meeting with mothers at Mavo Delfshaven
Study career tutors Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
The study career tutor at work, getting in contact with parents (Mavo Delfshaven)
Parents Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
“The language issue is a problem for me when having contact with the school. There was a time when I did not speak Dutch at all. But I tried to change this. Now my Dutch is much better, but I still feel ashamed when I speak in public. The breakfast meetings enable me to train my Dutch in a safe environment. And I also receive language support from the school career tutors, if I need it. They speak either Moroccan or Turkish. That’s great.”
Mother with a Moroccan background
Breakfast meeting with mothers at Mavo Delfshaven
Positive reinforcement Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
Social Matrix created by the social worker at Lucia Petrus
• Social Matrix created by the social worker (LP)
• Mentors also call parents when a student does something good (MD)
Ideas for the future Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
• Positive news => high response • Paradigm & mind shift • In-depth interviews, transcription • Focus on micro behaviour • Mixed methodology: interviews, ‘mystery
guest’, photography • Implementation in the community
Communication for Social Change
More information: www.media-health.nl [email protected]
Thank you! Communication for Social Change
European Conference on Positive Psychology July 2nd 2014
