AfricaSan 2011, Rwanda: Behaviour change session - Julius Lukwago, PACE/PSI, Uganda
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Transcript of AfricaSan 2011, Rwanda: Behaviour change session - Julius Lukwago, PACE/PSI, Uganda
Making ‘what works’ work: Changing behaviour in sanitation and hygiene
Experience of integrated communications for behaviour change programmesJulius Lukwago, MSPH, MBAPSI/Uganda
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Wednesday 20 July 2011Session jointly convened by LSHTM/SHARE, WSSCC, UNICEF and WSP
In the next 10 minutes:
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• The principles of Communication for Behavioural Impact (COMBI)
• Experience of using COMBI for malaria treatment• How we can apply COMBI for sanitation campaigns
COMBI demystified
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• BCC is a widespread practice with many approaches and tools. COMBI is just one of them...but it works!
• “Consumer focus” and “Marketing sensibility” inspired from 150 years of private sector practice
• Borrows from psychology, behavioural economics, consumer behaviour theories, health education & the social sciences.
• 10 steps to apply
Does it work?
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• Proven in quick returns on behavioral impact in more than 50 countries for a variety of behaviors: malaria, TB, Dengue, HIV, leprosy, child abuse, domestic violence etc. (Everold Hussein, 2007; Elsheikh 2007, John Elder, 2005)
• Malaria treatment in Uganda
It works: increased correct & timely treatment from 4% to 29%
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Access to treatment within 24/48 hours, 2007 / 2010
20.7%
3.0%
16.2%
1.0%
19.3%
4.2%
29.5%
4.7%
25.0%
2.1%
25.8%
3.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
2007 (N=778) 2010 (N=745) 2007 (N=634) 2010 (N=857) 2007 (N=562) 2010 (N=915)
Kamuli+Kaliro Pallisa+Budaka Soroti
Same day
Same + next day
Source: MMV 2011
It works: replaced other ‘behaviours’
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Antimalarials purchased for Under Fives from Licensed and Unlicensed outlets, intervention areas
%12% 12% 14%
43%55%
45%
69%
42% 40% 20%32%
16%
19%12%
14%
5%48% 50% 59%
50%66%
28% 25% 36%24%
9% 10% 10% 6% 3% 10% 8% 5% 2%
0%
20%
40%
60%
80%
100%
Sept 08(N=238)
Oct 08(N=104)
Mar 09(N=200)
Sept 09(N=205)
May 10(N=850)
Oct 08(N146)
Mar 09(N=251)
Sept 09(N=160)
May 10(N=455)
All Unlicensed Licensed
Intervention area
OtherantimalarialQunine
CQ
ACT
Subsidized ACT
Source: MMV 2011
Our experience
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Audience InsightBehavioral
objectives
Situati
onal Marke
t
Analysis
for
Communication Keys
Behavioral ObjectivesConsumer
Need/Desire Cost Convenience Communication
How different from the usual awareness campaigns?
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Not activity wise; what is essentially different is the application of the marketing rigor and focus on consumer insight. The key issues include:• Clarify and agree on behaviour objectives• Research the consumer to generate insight• Messages have a more emotional than rational base• Have a few and stick to the core messages• MRIP (massive, repetitive, intensive, persistent)
Emotional base: example
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Information that goes ‘beyond’ the obvious
A stated need that your brand
can meetInsight
• "What really decides consumers to buy or not to buy is the content of your advertising, not its form” David Ogilvy
Personality: Ours was Nurturer
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Jungian Archetypes
RulerCreator
Hero
Regular Guy
Nurturer
LoverInnocent
Magician
Jester
Explorer
Outlaw
Sage
Source: Building Brands & Believers by Kent Wertime
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Emotional base: EXECUTIONS
From rational to emotional messaging
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How can we use it for sanitation programmes?
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• The most important parts are two: (1) narrow down to a specific behavioural objective. (2) get insight so as to generate an emotional hook that meets the deep-seated consumer need, want or desire.
• Lifebuoy’s Little Gandhi ad has some inspiration for sanitation http://www.youtube.com/watch?v=huztSICuXjA
• Uses Hero as the ‘brand’ personality...deep-seated consumer desire
Contact details and resources
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• [email protected] • www.psi.org • More on COMBI approach: http://steinhardt.nyu.edu/imc/introduction