water, sanitation and hygiene advocacy and communication strategy framework 2012-17
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Water, Sanitation and Hygiene
Advocacy and Communication
Strategy Framework 2012-17
Key WASH behaviours addressed by the Strategy – based on available evidence
• Building and use of toilets
• The safe disposal of child faeces
• Handwashing with soap after defecation, before preparing and eating food, and after handling child faeces
• Safe storage and handling of drinking water
Strategy focus
Immediate objective is to raise awareness and change existing perceptions about the importance of sanitation and hygiene practices,
The long term objective is to change social norms making open defecation unacceptable and promoting the practice of safe disposal of child faeces, handwashing with soap and safe storage and handling of drinking water among all.
Promoting Individual Behaviour Change
Focus on change at different levels
Multiple dimensions influence individual behaviour as depicted in the figure below
Interpersonal factors, socio- cultural and policy environments all influence sanitation and hygiene behaviours
Knowledge
Attitudes
Social Environment
Individual
practices
CHANGE
STRUCTURAL ENVIRONMENTInfrastructure, economic barriers
PUBLIC POLICYNational, state, local laws
INSTITUTIONALStaff capacities, resources, mandate
SOCIO-CULTURALCommunity norms and social networks
INTERPERSONALFamily & friends
INDIVIDUALKnowledge,
attitudes, skills, practices
C 4 D - I C O
SOCIO-ECOLOGICAL MODEL
Communication Objectives
Primary & Secondary Audiences
Communication Approaches
Messages/ Themes/Media
Activities
Needs, challenges, problems, opportunities
Audiences’ Knowledge/ Perceptions
Info-Com Systems
Baseline & other studies
The Core of the Communication Strategy
Communication Objectives
To raise mass awareness make the identified audiences more conscious about issues related to the importance of sanitation and hygiene
To influence decision makers and opinion leaders to advocate for improved sanitation and hygiene standards
Ensure that households have knowledge of the linkages between sanitation, hygiene and health leading to increase public demand for quality sanitation services and adoption of hygiene practices.
Three phases of the communication strategy
• Raise visibility of the importance of good sanitation and hygiene behaviours. Increase awareness on the risks and implications of open defecation
PHASE 1Awareness raising
• To provide influencers and decision makers with the information they need, encourage them to speak up take action for positive change. Get Support & create an enabling environment for change
PHASE 2Advocacy
• To empower individuals and families to make decisions based on correct information , Stigmatize risky practices, promote healthy norms and practices
PHASE 3Social and Behaviour
Change
Is knowledge enough to change?
• Knowledge, when packaged in messages, must have an effective appeal to promote the intended change, such as
• Love • Reward (e.g. economic)• Social recognition/compliance• Fear• Disgust
Audience?Action?Why do it?
The Problem/Solution Tree for getting more income
Not being able to work
Having to pay for medications
Having to attend sick
childrenBeing Sick
Etc. Not knowing what to do
Magazine ads
Champions – Social emulation/pressure
Looking at Smoking from the Audience’s Point of View
Allure of smoking•Brand identity (cool, hip)•Independence (rebellion)•Individuality •Nicotine high•Relieves stress
Allure of non-smoking•Healthy (no sicknesses, no wrinkles) • Makes feel some adults proud as they provide a good example
DISGUST
In addition to knowledge, behaviour change happens through IPC and social pressure
• Dialogue, counseling and open forum discussion are best methods to empower and internalize the need for change
• Social pressure is also key to promote change
14%
Early Adopters
34%
Early Majority
34%
Late Majority
10%
Late Adopters
6%
Resistors
The diffusion of Innovation TheoryHow do new ideas spread ?
Innovators
2%
Individuals and peers groups can effectively influence others groups and draw them in to be more open to new ideas, as their peers have already modeled before them.
Production Mode v. Strategic Mode
IEC Production Social Behaviour Change Comm.
Key focus Production of communication materials based on technical solutions
Research, evidence-based strategy, audience-focused, media mix, participatory approaches
Comm. Mode One-way (monologic) Mix of one-way and two-way (dialogic)
Advantages Easy and quick to produce Higher impact and higher degree of sustainability
Disadvantages Of little effectiveness, unless carefully researched, planned and integrated
Require a longer process (but achieve better results)
A common fallacy when developing the communication strategy
THE WRONG WAY THE BETTER WAY
Deciding the solution and developing the strategy based solely on WHAT is happening; e.g. Open defecation (how many and who) → Latrines (how many and for whom)
Focusing on the causes of WHY it is happening (reasons, perceptions) and/or WHY the solution is not being adopted (with plus and minus)
In any case, stakeholders’ participation and engagement is what can prevent many of the problems experienced in such
instances
Implementation framework
• A detailed implementation framework has been developed based on the three identified phases
• It lists out the primary and secondary stakeholders, the activities to be used with each of
them and the inputs required
The implementation framework provides guidance for states to develop state-specific action plans for rolling out of the strategy. A district communication plan template has been developed.
Evidence of effectiveness in longitudinal studies shows:
The most effective is:A wide range of interventions at different levels, for a sufficient time and according to the needs of states/districts and communities
Isolated interventions, focused on behavior change at individual level are not sufficiently effective in the long run
Monitoring and evaluation framework (to be planned from the start)
M &E framework has been developed with indicators for all the three phases. The indicators are organized at three levels-
Outcome Indicators To assess the effectiveness of the strategy in meeting the stated objective. These are defined by behavioural results, policy changes or changes in social norms specified from the very outset
Output Indicators Refers to milestones/intermediate results of the communication interventions
Process Indicators Used to assess how well the communication plan is being implemented and to adjust the activities to meet the objectives
Thank you
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