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SUN Global Gathering| October 22, 2015

Innovations in Social and Behavior Change Communication for Nutrition

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.

Alive & Thrive

“Exercise” exercise

Presented by Ann Jimersonajimerson@fhi360.org

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

Alive & Thrive

Three lessons for design for behavior

change

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

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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A&T framework for scaling up infant and young child feeding (IYCF)

1 2

3

4

Alive & Thrive

Rider = Rational self

Elephant = Emotional self

Path = Environment

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Expertise in..

• Behavioral science• Behavioral economics• Social marketing• Anthropology• Psychology

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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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/

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

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

STAY CONNECTED WITH ALIVE & THRIVE

@aliveandthrive

www.facebook.com/fhi360.aliveandthrive

www.lessguess.wordpress.com

www.youtube.com/aliveandthrive

www.aliveandthrive.org