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
• www.wsp.org/wsp/
