Motivating Behavior and Social Change

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Motivating Behavior and Social Change

• Maseru, Lesotho
• February 2, 2009

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Exercise
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Motivating behavior change
Stayed up too late in the lounge
Sleep in a quiet room
Breakfast
Talking to Wife Husband Girlfriend Boyfriend
Working
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Our lives are filled with a series of conscience
and unconscious behaviors we have adopted or
avoided
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Behaviors Change

• Choose a partner
• Tell your partner about a behavior that you have
  changed?
• How did you do it?
• What motivated you?
• What was easy/ difficult about the change?
• How do you feel about the change?
• Is the change temporary or permanent?

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Learning Objectives of Session Today

• Understand the science of behavior change
• Review the process for developing BCC programs
• Identify ways that Peace Corps staff,
  counterparts and volunteers can be involved in
  behavior change programs

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List current BCC activities

• Behavior
• Audience
• Activity

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What is Behavior Change

• Behavior change communication has many aliases
• IEC
• Health promotion
• Health education
• Behavior change communication
• Social and behavior change communication
• Disciple that has grown and developed over time
  and with experience

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Individual
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Early Behavior Change

• Focus on information and creating awareness
• Posters, pamphlets, events
• Disease Days for awareness
• Little input from the target audiences
• Little attention to multiple influences

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Dont Smoke
Dont Drink and Drive
AIDS KILLS
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(No Transcript)
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No Smoking in Public Places
Drink and Drive Youll do 5
Protect your newborn, get tested and know your
status
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Social and Behavior Change Communication

• Theory and evidence driven
• Behavior is complex and multidimensional
• Internal and external factors influence behavior
• Requires a combination of activities over time

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What can BCC do

• Individual Level
• Increase knowledge of health risk/solution/service
  s
• Promote attitude change
• Reduce stigma and discrimination
• Create a demand for information and services
• Promote services for prevention, care and support
  
• Improve skills and sense of self-efficacy

• Community/Environmental Level
• Stimulate community dialogue
• Gain support of Community leaders/influencials
• Address and change community norms
• Reduce stigma and discrimination
• Advocate for policy development or change

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Useful Frameworks by Level

• Individual
• Stages of Change Model
• Health Belief Model
• Interpersonal Social Learning Theory
• Institutional Organizational Change Models
• Community nation Community organization
  models Diffusion of Innovations
• Policy Policy communication approaches

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Stages of Change

• Pre-contemplative
• Contemplative
• Preparation for Action
• Action
• Assume the behavior over time

• No problem..
• Hmmmmaybe I should do something
• Ok lets give it a go
• That wasnt so bad
• This is a part of my life now.

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Stages of Change Exercise

• Pre-contemplative
• Contemplative
• Preparation for Action
• Action
• Assume the behavior over time

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Assignment

• Create a message for
• Target a 25 year old rural male who is sexually
  active
• The Topic testing for HIV infection

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Process of Developing BCC

• Establishing the behavior to address
• Define the target audience
• Determining the determinants (internal and
  external) that influence behavior
• Craft the message appeal or approach
• Selecting effective interventions
• Monitoring how things are going
• Measuring success

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Behavior change can be one action or a series
of actions
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Behaviors
Simple Behaviors
Complex Behaviors
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Establish the behavior to address

• Increase Uptake of ARVs
• Get tested
• Get results
• Go for a CD4 test
• Get results
• Enroll in treatment program
• Take medicines as prescribed
• Visits clinic regularly to monitor your progress
• Stay healthy (eat nutritious foods, dont drink
  or smoke)
• Enlist the help of your partner and family
• Attend support group

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Establish the behavior to address

• Increase Uptake of ARVs
• Train and prepare testing staff
• Advertise where to get test and hours of
  operation
• Work with the community to address stigma and
  discrimination
• Establish community based support groups

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Define the target audience
The individual or group whos behavior you are
trying to change
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Define the target audience

• Young People
• Male/female
• Age
• Income level
• Education
• In school/ out of school
• Rural/urban
• Sexually active/not sexually active
• Use internet regularly/no access to internet
• Participate in sports or club activity/dont
  participate

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Determinants and Factors (internal and external)
that influence behavior

• Internal
• Self efficacy
• Perceived social norms
• Perceived positive/negative consequences
• Efficacy of action
• Real benefits
• Real barriers

• External
• Family
• Religion
• Gender
• Culture
• Community Acceptance
• Policies

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Craft the message appeal or approach

• Develop messages that
• address key determinants
• and promote benefits of
• adopting or modifying behavior

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Examples

• Reduce your risk of colds and infections, wash
  your hands with soap after visiting the market or
  other busy places.
• For peace of mind and a trusting relationship go
  for an HIV test together, know your status.

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Wait a minute!!!

• How do I know this information???

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Understand your target audience

• Talk to your target audience (formally and
  informally)
• Listen to your audience
• Find out what they read, where they hang out,
  what they like to do, who they trust
• Observe them
• Involve them

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Selecting effective interventions

• Type of Intervention
• Interpersonal
• Media
• Community

• Formats
• Groups discussion, peer education, support group,
  one to-one
• Radio, community newspapers, signs and
  billboards
• Public meetings, events, community theater,
  church group

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Exercise
Applying the Behave Framework
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(No Transcript)
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Behaviors

• Using bed nets to prevent malaria
• Gaining community support for a life skills
  programs for 12- 14 year old girls
• Introducing the use of a new technology for
  collecting data
• Discouraging the practice of having sex in
  exchange for gifts, money, cell phones (young
  girls with older men)

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Monitoring and EvaluationMONITORING

• Purposes
• Assess quality, frequency and process
• Is the program happening?
• How often is the program activity being carried
  out?
• Are materials distributed?
• Are people accessing services?
• Are services that are promoted available?

• Methods
• Simple data collection forms
• Observations of activities with checklist
• Interviews with participants
• Data on usage at service sites
• Inventory checks

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Monitoring and EvaluationEVALUATION

• Purpose
• Community acceptance or participation
• Support of key leaders
• Use or adaptation of program by local groups
• Update of new technology
• Increase or improvement in individual behaviors

• Methods
• Interviews with stakeholders and leadership
• Number of community groups conducting
  interventions, using materials, addressing
  issue/behavior
• Service referral, products sold
• Observed behavior
• Mystery client, shopper

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How to involve PC in programs

• Many international NGOs, FBO involved in
  community based activities AED, PSI, CARE, RED
  CROSS, World Vision
• Opportunities to engage PC volunteers and staff
  in existing programs
• Program development
• Monitoring
• Capacity support