innovations in sbcc
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SUN Global Gathering| October 22, 2015
Innovations in Social and Behavior Change Communication for Nutrition
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Alive & Thrive
Alive & Thrive is a behavior change
program that scales up nutrition to save lives, prevent illness, and ensure healthy
growth and development.
Alive & Thrive is funded by the Bill & Melinda Gates Foundation and the governments of Canada and Ireland and managed by FHI 360.
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Alive & Thrive
Results demonstrate that rapid, large-scale increases in child feeding practices
are feasible
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Improvements in exclusive breastfeeding
2010 20140%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
48%
88%
72%83%
19%
58%BangladeshEthiopiaViet Nam
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Bangladesh Ethiopia Viet Nam0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
32%
6%
74%
64%
12%
91%
20102014
Improvements in diversity of complementary foods
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Session objectives
• To facilitate sharing of approaches, in SUN countries• To understand how leading communication
practitioners apply findings and theory to design programs:– select a priority behavior– identify “drivers” of behavior
• To recognize a systematic design process and the value of calling in professionals
• Identify steps and milestones for continued sharing and support on developing SBCC plans in 2015
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What we’ll do today
• Presentation: 3 lessons to keep in mind when planning behavior change interventions
• Country examples: Hunting for those 3 lessons• Next steps for continued sharing and support
on SBCC
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Alive & Thrive
Three lessons for design for behavior
change
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Alive & Thrive
Lesson 1. Use evidence based processes and principles
Lesson 2. Use data to choose the priority behavior
Lesson 3. Use data and theory to identify the “drivers” of behavior
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Alive & Thrive
Lesson 1.Use evidence based
processes and principles
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Behavior change: A long history and literature
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Evidence-based processC-Change
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Alive & Thrive
A&T framework for scaling up infant and young child feeding (IYCF)
1 2
3
4
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Alive & Thrive
Rider = Rational self
Elephant = Emotional self
Path = Environment
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Expertise in..
• Behavioral science• Behavioral economics• Social marketing• Anthropology• Psychology
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Alive & Thrive
Lesson 2.Use data to choose
the priority behavior
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Bangladesh: A&T TV spothttps://www.youtube.com/watch?v=A3Mz6CFz5EQ
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Hunt for…
• The behavior– What behavior is the TV spot promoting?
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Alive & Thrive
Lesson 3.Use data and theory
to identify the “drivers” of behavior
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• The “drivers” of behavior– Rational messages– Emotional messages
This time you view the spot, hunt for…
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Bangladesh: A&T TV spothttps://www.youtube.com/watch?v=A3Mz6CFz5EQ
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Refreshed case studies for behavior change
Research to Action: Designing communication
on child feeding in Bangladesh
CASE STUDY #1 CASE STUDY #2 CASE STUDY #3
Dads can do that! Strategies to involve fathers in child feeding
What drives behavior? Key factors for handwashing in Bangladesh
http://aliveandthrive.org/resources-main-page/case-studies/
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Alive & Thrive
The “hunt”:Country examples
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Dear parents and caregiversThe health and future of your child depend on you. The child needs you, your love and your care. You are the first teacher and friend of your child. And only you can provide the best start to life.
Kyrgyz Republic: Brochure
And your child will
fly highest of all!
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Kyrgyz Republic: Brochure
Hunt for…• The behavior– What behavior is the
material promoting?
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Dear parents and caregiversThe health and future of your child depend on you. The child needs you, your love and your care. You are the first teacher and friend of your child. And only you can provide the best start to life.
Hunt for….the “Drivers”
And your child will
fly highest of all!
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Vietnam: Packaging for mirconutrient powders (MNP)
Hunt for…• The behavior– What behavior is the
material promoting?• The “drivers” of
behavior– Rational messages– Emotional messages
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Myanmar: Poster
Hunt for…• The behavior– What behavior is the
material promoting?• The “drivers” of
behavior– Rational messages– Emotional messages
I give only breastfeeding to my baby up to 6 months. Don’t give water.
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Malawi: Counseling cards
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Malawi: Counseling cards
Hunt for…• The behavior– What behavior is the
material promoting?• The “drivers” of
behavior– Rational messages– Emotional messages
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Uganda: Recipe cards
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Uganda: Recipe cards
Hunt for…• The behavior– What behavior is the
material promoting?• The “drivers” of
behavior– Rational messages– Emotional messages
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Uganda: Recipe cards
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Alive & Thrive
Lesson 1. Use evidence based processes and principles
Lesson 2. Use data to choose the priority behavior
Lesson 3. Use data and theory to identify the “drivers” of behavior
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