3 Coombes Lessons from behaviour change approaches in other ...

Making ‘what works’ work: Changing
behaviour in sanitation and hygiene
Wednesday 20 July 2011
Session jointly convened by
LSHTM/SHARE, WSSCC, UNICEF and WSP
Lessons from behaviour change approaches in other sectors
Yolande Coombes
Senior Sanitation and Hygiene Specialist, WSP

Key predictors of behaviour change
• Susceptibility – probability you can get it
• Severity – magnitude of the event
• Barriers and benefits to change – enabling and disabling
factors
• Social norms – what most people think and do about this
• Behavioural intention – what you intend to do about it
• Response efficacy – effectiveness of the suggested
intervention in preventing or dealing with the event
• Self-efficacy – an individual’s perception of their ability to
perform the desirable response
• Habit - an acquired behaviour pattern regularly followed
until it has become almost involuntary

Pre-requisites of Change
• Change must be self-initiated
• Behaviour must become important over a
period of time
• Behaviour is not part of a person’s coping
strategies
• Individual’s life should not be problematic or
uncertain
• Social support is available
• Individual has skills to change

Road Safety

Road Safety

Road Safety

Other key behavioural predictors:
• Person must have formed a strong
positive intention to perform behaviour
• No environmental constraints
• Person perceives more social (normative)
pressure to perform behaviour
• Behaviour is consistent with person’s self
image
• Emotional reaction to performing
behaviour is more positive than negative
• Can perform the behaviour under a variety
of different circumstances

Reproductive Health
(Tear? Very often, it’s a problem of misuse.
Really protects, really free!)

Reproductive Health
(Life insurance for 50 cents)

Reproductive Health

FGM
To educate a girl is educating an
entire nation Stop the Excision

FGM

Current Global BCC Trends
• Increased attention to communication theory.
• Focus on IPC for reaching rural populations through
networks of community health workers.
• New media, including phones, wireless enabled phones,
social networking and internet access through handheld
devices.
• Reality media using a variety of channels, including not
only traditional radio programming, but also diaries, reality
shows, vlogs.

Contact details and resources
• ycoombes@worldbank.org
• www.wsp.org/wsp/