positive deviant and your pride campaign social marketing campaign
TRANSCRIPT
Positive Deviantand your pride campaign
SOCIAL MARKETING CAMPAIGN
POSITIVE DEVIANTS
ARE INDIVIDUALS OR GROUPS
who find solutions to problems through local wisdom, without access to special resources.
POSITIVE DEVIANTS
are in the same less advantageous situation like their peers
but they are able to do better
Focuses on positive deviants behavior, not the individual
Is based on the idea that seeing is believing
POSITIVE DEVIANCE APPROACH
is based on the premise that if the community self-discovers the solution, they are more likely to implement it
POSITIVE DEVIANCE APPROACH
1. Define a problem, challenges, common practices, desired outcomes (BC)
2. Determine presence of positive deviance individuals or groups
3. Discover exceptional but successful behaviors and strategies
POSITIVE DEVIANCE APPROACH
4. Market the PD to tell their stories and demonstrate their behaviors
5. Design activities to allow community members to practice the discovered behavior
6. Conduct participatory monitoring and progress to assess the successfulness of executed activities
POSITIVE DEVIANCE APPROACH
Jerry Sternin1990 VietnamSave the ChildrenMalnutrition
Bagra, Haripur District, Pakistan
Will Rahima’s firstborn Survive overwhelming odds?
The grave opens its mouth for mother and child for 40 days
after birth.”
A local proverb
The odds stacked against Rashima’s first born
One in 4 children die within the first 40 days
Þ PD approach implemented 2001-2004Saving newborn lives, Save the children
1. Define a problem, challenges, common practices, desired outcomes (BC)
2. Determine presence of positive deviance individuals or groups
3. Discover exceptional but successful behaviors and strategies
POSITIVE DEVIANCE APPROACH
Young children who beat the overwhelming odds against survival
Haripur District, North West Frontier Province of Pakistan
IMPLEMENTATION OF PD APPROACH
Build rapport with community to understand context (newborn concept extended to 40 days)
Participatory techniques (FGD, in depth interviews, newborn mapping)
Testimonials by people who lost a newborn
Exploration of practices using props and dolls
PD newborn:
A baby who survived despite heavy odds
povertyprematuritymaternal health history
POSITIVE DEVIANCE APPROACH
Observable PD practices in Bagra
• antenatal consultation & tetanus injection• Ask the dai to see wife in 9th month• Increase food intake for wife • arrange money for transportation in case of
emergency• Hand stiched matress (gadeila) for baby• Clean blade for dai to cut ombilical cord• nothing applied to umbilical cord
Observable PD practices in Bagra
• Baby fed exclusively on breast milk• No gutti• Baby kept warm• Mother released from household work to
take care of baby
IMPLEMENTATION OF PD APPROACH
Husband:“ Giving a nutritionally-rich protein bar to the pregnant mother can lead to a healthy baby and also keep mother’s out of danger. If we provide food for the mother it will ensure the health of the baby”
Religious leader: “we don’t need to bathe the baby for azan, when we listen to Azan 5 times a day we are not clean most of the time”
=> His testimonial was played at a community Fair
1. Define a problem, challenges, common practices, desired outcomes (BC)
2. Determine presence of positive deviance individuals or groups
3. Discover exceptional but successful behaviors and strategies
POSITIVE DEVIANCE APPROACH
4. Market the PD to tell their stories and demonstrate their behaviors
5. Design activities to allow community members to practice the discovered behavior
6. Conduct participatory monitoring and progress to assess the successfulness of executed activities
POSITIVE DEVIANCE APPROACH
Marketing:
• Street theatre• Media• Religious people• Popular leaders• Mock bazar: men/women asked to choose
six objects that will be needed in delivery kit
• Balloons as newborns game• Role play with dolls (with detachable
umbilical cords and placenta)
% of mothers giving pre-lactal feeds in first 3 days decreased from 70% to 25%
% of fathers who saved money for transport increased from 45% to 62%
% of newborns whose cords did not receive unhygienic homemade remedies increased from 7% to 19%
% of families that used a new blade to cut cord increased from 19% to 33%
POSITIVE DEVIANCE APPROACH
One year after beginning of project:“No newborn has died since the project began”
POSITIVE DEVIANCE APPROACH
Determine the positive deviant practices
SOCIAL MARKETING CAMPAIGN
1. Find the deviant
2. Remove TBU (true but useless practices)
3. Invite community members to meet the PD
Involve PD in your campaign
SOCIAL MARKETING CAMPAIGN
• Help PD become informal leader
• Develop network by connecting PDs
• Introduce PD to key partners
• PD & media
Involve PD in your campaign
SOCIAL MARKETING CAMPAIGN
• Involve PD in design of activities
• PD to invite people to your events
• PD as campaign spokesman
• PD as facilitator of campaign activities • PD on your materials (? Caution)
Additional slides
“Sternin, you have six months to show results,” noted Mr. Nuu, a high-ranking official in the Vietnamese Ministry of Foreign Affairs.
“What? Six months? Six months to demonstrate impact?” Jerry Sternin could not believe his ears.
“Yes, Sternin, six months to show impact, or else, I will not be able to extend your visa.”
Crisis or opportunity?
Women weighing children in an interventional village
“A thousand hearings isn’t worth one seeing, and a thousand seeing isn’t worth one doing.”
PD emphasizes “doing.”
Shrimp and crabs for the taking in Vietnamese rice paddies
A cooking session in progress in an intervention village
Monique sterling listening to a discussion on nutrition
Determine the positive deviant practices
SOCIAL MARKETING CAMPAIGN
1. Find the deviant!- poor family with healthy children- Fisher that does not intrude, do illegal fishing
- Bantay Dagat / community member that is not afraid to apprehend/report intruders into the MPA
2. Remove TBU (true but useless practices)- Only some individuals can do it
3. Invite community members to meet the PD - Increases trust, highlight what PD does differently