Transcript Motivating Behavior and Social Change

Motivating Behavior
and Social Change
Maseru, Lesotho
February 2, 2009
Exercise
Motivating behavior change
Sleep in a quiet
room
Stayed up too late
in the lounge
Breakfast
Working
Talking to
Wife
Husband
Girlfriend
Boyfriend
Our lives are filled with a
series of conscience and
unconscious behaviors
we have adopted or
avoided……
Behaviors Change
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Choose a partner
Tell your partner about a behavior that you
have changed?
How did you do it?
 What motivated you?
 What was easy/ difficult about the change?
 How do you feel about the change?
 Is the change temporary or permanent?
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Learning Objectives of Session
Today
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Understand the science of behavior change
Review the process for developing BCC
programs
Identify ways that Peace Corps staff,
counterparts and volunteers can be involved in
behavior change programs
List current BCC activities
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Behavior
Audience
Activity
What is Behavior Change
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Behavior change communication has many
aliases
IEC
 Health promotion
 Health education
 Behavior change communication
 Social and behavior change communication
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Disciple that has grown and developed over
time and with experience
Individual
Early Behavior Change
 Focus
on information and creating
awareness
 Posters, pamphlets, events
 Disease Days for awareness
 Little input from the target audiences
 Little attention to multiple influences
Don’t Smoke
Don’t Drink and Drive
AIDS KILLS
Policy
Family
Social
Status
Culture
religion
Gender
roles
Individual
Community
Media
Services
Income
No Smoking in
Public Places
Drink and Drive
You’ll do 5
Protect your newborn, get tested
and know your status
Social and Behavior Change
Communication
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Theory and evidence driven
Behavior is complex and multidimensional
Internal and external factors influence behavior
Requires a combination of activities over time
What can BCC do
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Individual Level
 Increase knowledge of health
risk/solution/services
 Promote attitude change
 Reduce stigma and
discrimination
 Create a demand for
information and services
 Promote services for
prevention, care and support
 Improve skills and sense of
self-efficacy
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Community/Environmental
Level
 Stimulate community dialogue
 Gain support of Community
leaders/influencials
 Address and change
community norms
 Reduce stigma and
discrimination
 Advocate for policy
development or change
Useful Frameworks by Level
Individual:
 Stages of Change Model
 Health Belief Model
Interpersonal: Social Learning Theory
Institutional: Organizational Change Models
Community & nation: Community organization
models; Diffusion of Innovations
Policy: Policy communication approaches
Stages of Change
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Pre-contemplative
Contemplative
Preparation for Action
Action
Assume the behavior
over time
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No problem…..
Hmmm…maybe I
should do
something…
Ok let’s give it a go…
That wasn’t so bad…
This is a part of my
life now….
Stages of Change Exercise
•Pre-contemplative
•Contemplative
•Preparation for Action
•Action
•Assume the behavior over time
Assignment
Create a message for:
Target: a 25 year old rural male
who is sexually active
The Topic: testing for HIV
infection
Process of Developing BCC
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Establishing the behavior to address
Define the target audience
Determining the determinants (internal and
external) that influence behavior
Craft the message appeal or approach
Selecting effective interventions
Monitoring how things are going
Measuring success
Behavior change can be
one action
or a
series of actions
Behaviors
Simple Behaviors
Complex Behaviors
Establish the behavior to address
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Increase Uptake of ARVs
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Get tested
Get results
Go for a CD4 test
Get results
Enroll in treatment program
Take medicines as prescribed
Visits clinic regularly to monitor your progress
Stay healthy (eat nutritious foods, don’t drink or smoke)
Enlist the help of your partner and family
Attend support group
Establish the behavior to address
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Increase Uptake of ARVs
Train and prepare testing staff
 Advertise where to get test and hours of
operation
 Work with the community to address stigma
and discrimination
 Establish community based support groups
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Define the target audience
The individual or group
who’s behavior you
are trying to change
Define the target audience
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Young People
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Male/female
Age
Income level
Education
In school/ out of school
Rural/urban
Sexually active/not sexually active
Use internet regularly/no access to internet
Participate in sports or club activity/don’t participate
Determinants and Factors (internal
and external) that influence behavior
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Internal
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Self efficacy
Perceived social norms
Perceived
positive/negative
consequences
Efficacy of action
Real benefits
Real barriers
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External
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Family
Religion
Gender
Culture
Community Acceptance
Policies
Craft the message appeal or
approach
Develop messages that
address key determinants
and promote benefits of
adopting or modifying behavior
Examples
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Reduce your risk of colds and infections, wash
your hands with soap after visiting the market or
other busy places.
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For peace of mind and a trusting relationship go
for an HIV test together, know your status.
Wait a minute!!!
How do I know this
information???
Understand your target audience
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Talk to your target audience (formally and
informally)
Listen to your audience
Find out what they read, where they hang out,
what they like to do, who they trust
Observe them
Involve them
Selecting effective interventions
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Type of Intervention
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Formats
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Interpersonal
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Groups discussion, peer
education, support group,
one –to-one
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Media
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Radio, community
newspapers, signs and
billboards
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Community
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Public meetings, events,
community theater,
church group
Exercise
Applying the
Behave Framework
Behavior
Target
Audience and
Influencing
Groups
Determinants
Key Factors
(barriers and
benefits)
Interventions
Activities
Behaviors
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Using bed nets to prevent malaria
Gaining community support for a life skills
programs for 12- 14 year old girls
Introducing the use of a new technology for
collecting data
Discouraging the practice of having sex in
exchange for gifts, money, cell phones (young
girls with older men)
Monitoring and Evaluation
MONITORING
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Purposes
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Assess quality, frequency and
process
Is the program happening?
How often is the program
activity being carried out?
Are materials distributed?
Are people accessing services?
Are services that are promoted
available?
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Methods
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Simple data collection forms
Observations of activities with
checklist
Interviews with participants
Data on usage at service sites
Inventory checks
Monitoring and Evaluation
EVALUATION
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Purpose
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Community acceptance or
participation
Support of key leaders
Use or adaptation of
program by local groups
Update of new technology
Increase or improvement in
individual behaviors
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Methods
Interviews with stakeholders
and leadership
Number of community
groups conducting
interventions, using materials,
addressing issue/behavior
Service referral, products
sold
Observed behavior
Mystery client, shopper
How to involve PC in programs
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Many international NGOs, FBO involved in
community based activities AED, PSI, CARE,
RED CROSS, World Vision
Opportunities to engage PC volunteers and
staff in existing programs
Program development
 Monitoring
 Capacity support
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