let's give them a nudge: social mobilization and field experiences from india_lee losey_4.23.13
TRANSCRIPT
“LET’S GIVE THEM A
NUDGE”: SOCIAL
MOBILIZATION AND FIELD
EXPERIENCES FROM INDIA
Presented by Lee Losey,
CORE Group Polio Project, Parul Ratna, CRS India, Ataur Rab, PCI India, and Vivekananda
Biswas, ADRA India
OUTLINEI. 15 Minute Introduction and Theoretical
OverviewII. Three 15 to 20 Minute Presentations by
Panelist:Ataur Rab, PCI India, CGPP India and
Capacity BuildingParul Ratna, CRS India, on Child MobilizersVivekananda Biswas, ADRA India on
Community InfluencersIII. 15 to 20 Minute Open Discussion
POLIO IN 1988
Our Progress Against Polio
THE CORE GROUP POLIO PROJECT Coalition of NGOs working on Child
Survival Initial USAID Grant in 1999 GATES Foundation Grant Sub-Grants to 12 International NGOs
and 20 National in Five Countries Collaborates with WHO, UNICEF, CDC,
Rotary, Gates Foundation, Ministries of Health
HOW DOES THIS APPLY TO OTHER HEALTH INTERVENTIONS? The Use of Social Mobilization to
Achieve Large Health Objectives
Behavior Change to Achieve a Norm Shift for a Health Outcome
Examples: Polio, Malaria, Nutrition, etc.
Perceived Susceptability to Disease
Perceived Severity of
Disease
Demographic Variables
age, sex, race, ethnicity
Perceived Threat of Disease
Cues to ActionMass media campaigns
Advice from othersReminder cards or calls
Illness of family member or friend
Perceived Benefits of preventive
actionMinus
Perceived barriers to Preventive
action
Likelihood of Taking
Recommended Preventive Health
Action
Health Belief Model (Becker, 1974, 1988; Janz & Becker, 1984)
POLIO IN THE US 58,000 Cases in 1952 20,000 Cases Annually 910 in 1962 Last Case in 1979 among Amish who
refused vaccination
DR. JONAS SALK VACCINE TRIALS – INACTIVATED VACCINE 1955
SOCIAL MOBILIZATION Engages and motivates a wide range of
partners, allies, institutions, community networks, civic and religious groups
National, local & community levels Raises awareness of and demand for a
particular development objective through face-to-face dialogue
Facilitates change through a range of players engaged in interrelated and complementary efforts
Pragmatic versus Activist Social Mobilization
Importance of local ownership Hybrid of Pragmatic and activists
(Community Agents, enfluencers, NGOs, Health Officials, etc.)
Engaging the Community to Change the Social Norm
Creating a contagion of Change
NUDGE THEORY: Many kinds of nudges, reminder calls, cards,
media, CMCs.
Changing the Default OptionWhat Happens if you do nothing?
POLIO CAMPAIGN IN INDIA
CHILDREN WITH POLIO IN INDIA
POLIO IN 2015
INDIA CORE GROUP POLIO TEAM Ataur Rab, PCI, Introduction to CGPP
India and Capacity Building of Community Mobilizers
Parul Ratna, CRS, The Use of Child Mobilizers
Vivekananda Biswas, ADRA, Influencers (The need to overcome resistance)