africasan 2011, rwanda: behaviour change session - seydou nourou koita, wsp, senegal

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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

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Page 1: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

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

HWWS: A behaviour change projectSeydou N. KoitaWSP/World Bank

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

Page 2: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

Why behaviour change approach

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Previous approaches used gave information but did not persuade people to change behaviours.

Shifting people’s minds

• New approaches do not consider only the individual’s behaviour but also the close environment (family) and the broader one (community)

• Behaviour change determinants emphasised through appropriate tools like FOAM and action taken on them

Page 3: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

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Implementation and scaling up of HWWS behaviour change:

A case study from Senegal

Context:

• About 40,000 children under 5 killed each year by diarrhoea according to DHS 4

(2005)

• Diarrhoea and ARI are top causes of mortality for this age range

• Evidence suggests HW at critical junctures reduces diarrhoea and ARI

prevalence

• First HW initiative piloted between 2003-2006 through a PPPHW

• Knowledge about HW is high

Page 4: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

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HWWS approach: Social marketing

• Process: Research, design and planning, implementation & monitoring, reinforcement/readjustment

• Tool: Focus (target & practices)

Opportunity (environment, e.g. social norms)

Ability (individual capacity, ability)

Motivation (reason)

Page 5: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

Research: Key findings

• Knowledge about HW is high; link between soap and germs is understood – around 80% strongly agreed that soap is necessary to remove germs

• HW practice is strongly correlated with existence of HW facilities in the household

• Soap is not a problem as 95% of households have some type of soap

• Women classified as handwashers don’t have problems getting water or soap when they need it (Source: Doer/Non Doer 1, 2009, Kane M)

• Literature review: Process of habit formation (Cf: Verplanken and Wood)

Page 6: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

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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

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Page 7: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

lmplementation & Monitoring

Other monitoring: 1. Media monitoring 2. Field supervision (quality assurance monitoring) 3. Monthly meeting with implementation firms 4. Specific studies (Doer non Doer, impact evaluation)

Implementing Firms WSP Senegal

Implementing firm’s field workers collect household HW data monthly

Implementing firm’s local supervisor and M&E review validates data. Forwards data to firm operator. The database is sent to WSP monthly

1 2 3 4

WSP M&E database compiled and sent to WSP management

WSP analyzes data and adjusts program or implementation. Reorganizes activities accordingly

WSP-funded independent evaluators make regular visits to target communities to audit field worker forms and ensure accuracy. Results are compiled in the database.

Page 8: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

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Mid-term adjustment based on emergent learning

M&E flagged male frustrations at not being involved in HW promotion

Page 9: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

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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)

Page 10: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

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Lessons learned

1. Integration of men in the journey

2. Tangible product supports behaviour changeIntentions

3. A simple game can be a powerful platform

Page 11: AfricaSan 2011, Rwanda: Behaviour change session - Seydou Nourou Koita, WSP, Senegal

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Thank You!

Seydou Koita Senegal HWWS Project Manager

[email protected]

www.wsp.org