Amy Grossman

Global Scaling Up ProjectsKnowledge Management Consultant

agrossman@worldbank.org

Knowledge Into Action

Review Challenges

Practice Strategies

Share Insights

Session Goals

Who do you need to communicate to?

Make a list.

Add desired action or outcome...

what they need to do.

Sender Receiver

Gauge readiness or commitment.

+++ = Champion

++ = Support

+ = Aware

0 = Unaware

Commitment Curve

• What makes us believe in an idea enough to transform it into decisions and actions?

• Knowledge alone isn’t enough to change behavior.

• FOAM (Focus, Opportunity, Ability, Motivation)

• Motivated or “taken to heart”

Is Knowledge Enough to Change Behavior?

Knowledge-Behavior Gap.

The Knowledge-Behavior Gap is the difference between what is known and what is done in practice.

URL: www.who.int/kms/en/

Know your target audience

Connect through meaningful messages

Connect at the best opportunities

Connect through multiple channels

How do you bridge the gap?Build bridges

Primary (decision makers)

Secondary (influencers)

Who can you get to focus on your issue?

Who has the ability, opportunity, and motivation to act?

Audience Target

Audience Target

Source: The RM Knowledge Translation Toolkit: A Resource for Researchers www.research-matters.net

Network Analysis

Source: The RM Knowledge Translation Toolkit: A Resource for Researchers www.research-matters.net

• Research that includes a summary with clear recommendations

• Good quality research• Research that included effectiveness data• Personal contact between research and policy

makers

Which Most Important to Policy Makers?

Source: The RM Knowledge Translation Toolkit: A Resource for Researchers www.research-matters.net

• Personal contact between research and policy makers (13/24)• Timeliness and relevance of the research (13/24)• Research that included a summary with clear

recommendations (11/24)• Good quality research (6/24)• Research that confirmed current policy or endorsed self-

interest (6/24)• Community pressure or client demand for research (4/24)• Research that included effectiveness data (3/24)

Source: The RM Knowledge Translation Toolkit: A Resource for Researchers www.research-matters.net

Which Most Important to Policy Makers?

What is readiness?A) Share knowledgeB) Build WillC) Reinforcing Action

What are core concerns?A) What do they value?B) What are barriers?

Strategic Choices

Strategic Choices

African Biofortified Sorghum Project

ABS Project

Try It

Strategic Choices WorksheetStrategic Choices

Tap ValueOvercome BarrierAskEcho Value

Message Box

Message Box

• The African Biofortified Sorghum Project was targeting the South African Minister of Agriculture, who cares most about promoting the country’s agriculture.

• Its value message was: Your top priority is the continued growth of South African agriculture.

Top Value

• Minister of Agriculture concerned biofortified sorghum trials would infect indigenous crops.

• Message to overcome barrier: Biofortified sorghum trials in closed greenhouses will protect indigenous crops while allowing for agricultural advancement.

Overcoming the Barrier

Ask

• The ABS Project asked the Agriculture Minister, State your support for our application to hold greenhouse trials for sorghum.

Vision

• The ABS Project echoed the minister’s value with this vision message:

Biofortified sorghum trials will help to advance South Africa’s agricultural success.

Message BoxTry It

Message Box Worksheet

Staying on message in the face of competition, skepticism, etc.

Opposition Messaging

Opposition Messaging

Opposition messaging

TSSM is the most efficient, cost effective way to increase capacity and improve the health and economic levels of your country.

Water is more important than sanitation.Access to water will improve the lives of people more than any other development initiative.

We agree water is a priority and improving sanitation will increase theallocation of resources towards water as well as sanitation.

Opposition messaging

TSSM is the most efficient, cost effective way to increase capacity and improve the health and economic levels of your country.

Water is more important than sanitation.Access to water will improve the lives of people more than any other development initiative.

We agree water is a priority and improving sanitation will increase theallocation of resources towards water as well as sanitation.

Try It

Opposition Message Box Worksheet

CulturalBiologicalEngagingProtagonistGoalOvercomes challenges

Storytelling

Timing: Degree of Influence

Source: The RM Knowledge Translation Toolkit: A Resource for Researchers www.research-matters.net

Source: The RM Knowledge Translation Toolkit: A Resource for Researchers www.research-matters.net

Policy Pie

• Target primary and secondary audience• Identify top values and barriers• Develop message that addresses a top

value and overcomes a barrier• Always include an “Ask”.• Think through opposition messaging.• Use stories.• Seize timely opportunities.• Use the whole pie!

Summarizing

Knowledge into Action

Review Challenges

Practice Strategies

Share Insights

Questions?

Knowledge ManagementNHS National Library for Health. 2005. ABC of Knowledge Management

www.library.nhs.uk/knowledgemanagement/.

Know-Do Gap Research Matters Toolkit www.research-matters.net WHO http://www.who.int/kms/en/

Policy Network MappingCrosby B. 1992. “Management and the Environment for Implementation of Policy Change: Part Two, Policy

Environment Mapping Techniques,” Implementing Policy Change: Technical Notes No. 5, April 1992. http://www.usaid.gov/our_work/democracy_and_governance/publications/ipc/ tn-5.pdf

Policy ImpactStart D and Hovland I. 2004. Tools for Policy Impact: A Handbook for Researchers. www.odi.org.uk

/rapid/Publications/ Documents/Tools_handbook_final_web.pdf

Resources