A consolidated reply of experiences and examples shared by various members of the Solution Exchange Water Community
From Raj Kumar Bhattrai, WASH Sector, SNV Bhutan, Thimphu, Bhutan
Posted 23 November 2010
During the Solution Exchange Bhutan Visioning Workshop on 18 August 2010, I shared a concept paper, which outlined the behaviour change challenges and limitations in the Ministry of Health’s (MoH) Rural Sanitation and Hygiene Programme (RSAHP). To read the concept paper click here http://www.solutionexchange-un.net.bt/Docs/res18081007.pdf (PDF, Size: 54 KB). At the workshop, a group of participants discussed/explored ways to take on this issue. One suggestion was to develop a behaviour change communication strategy. The group (action group) decided to post a query to seek members’ inputs on preparing this strategy.
Although Bhutan achieved the MDG targets for water and sanitation in 2003-2004, it is still short of meeting its own goals of 100% access to safe drinking water and sanitation before the end of the Tenth Five Year Plan (in June 2013). According to the MoH Annual Health Bulletin 2010, 83% of households had access to safe drinking water in 2009 and 91% had access to safe excreta disposal. However, when issues of reliability, equitability, quantity and quality are taken into consideration, these construction coverage figures fall substantially. A survey of the functionality of rural piped-water schemes carried out by the Public Health Engineering Department (PHED) of the MoH in 2008 found that at least one-thirds of the schemes were performing sub-optimally. For rural sanitation, if sanitary construction and hygienic use is taken into consideration, the coverage figures fall drastically.
Despite the impressive figures for water and sanitation construction coverage, the incidence of WASH-related diseases remains stubbornly high and the under-fives mortality rate which dropped from 84 per 1,000 live births in the year 2000 to 62 in 2005 is still among one of the worst in South Asia . This is thought to be due to continued poor hygiene practices (e.g.. some latrines have been built but never used) and the poor condition of many latrines (i.e. their unhygienic state) and lack of associated facilities such as hand-washing and bathing.
The approach now being adopted by PHED in the RSAHP programme is an adaptation of the earlier PHED Community Development for Health (CDH) workshop that incorporates ideas from the increasingly popular Community-Led Total Sanitation (CLTS) approach now being implemented in over 30 countries.
The key elements of the approach in Bhutan are:
- The outcome is measured in terms of achieving a complete end to open defecation (including unsanitary latrines) rather than simply in terms of latrine construction coverage. The process is achieved through a well documented participatory process of developing individual and group responsibilities and fully involving existing traditional leadership as well as local government structures.
- It discourages government subsidies for sanitary hardware and materials provision.
- It provides information on a variety of sanitary toilet solutions and allows families to select an affordable solution that best meets their particular needs and aspirations.
- It encourages the maximum use of local materials and the same construction skills used for local house building.
- It encourages the use of traditional community mechanisms for helping the poorest of the poor so that they are not excluded.
The RSAHP began in June 2008 with a 2-year pilot phase in four Gewogs (Jarey in Lhuentse; Nanong in Pemagatsel; Laya in Gasa and Hilley in Sarpang). In June 2010, the pilot was expanded to all of Lhuentse Dzongkhag. This expansion will allow RSAHP to gain more experience before scaling-up countrywide.
The RSAHP is being implemented by PHED with technical support from SNV (Netherlands Development Organisation). One of the biggest challenges is to discover the motivating factors and ‘tipping points’ for achieving sustainable sanitation and hygiene behaviour for all. As part of the programme, we are in the process of developing a behaviour change communication strategy at the Dzongkhag (district) level and we would like to get some expert recommendations, suggestions, advice and opinions from the SE members. The main behaviour change challenges’ questions we have are divided into three themes:
- Awareness and correct messages – From your experience, what could be/have been the best approaches (methods and tools) to reach the rural population for bringing about sustainable hygiene behaviour change?
- Measuring and monitoring changes – From your experience, what have proved to be the most effective ways of measuring and monitoring hygiene behaviour changes?
- Sustainability and institutional issues – What suggestions can you give on how we can ensure that the hygiene behaviour change strategy is integrated and sustained into the existing health institutions/systems?
We look forward to your ideas and suggestions on this important issue. Your inputs will help PHED, SNV and members of the Action Group to develop an effective behaviour change communication strategy.
Responses were received, with thanks, from Solution Exchange Bhutan
1. Chime Paden Wangdi, Tarayana Foundation, Thimphu
2. Nim Karma Sherpa, NYCOM Consultants, Bhutan
Responses were received, with thanks, from Water Community , Solution Exchange India
3. Joshua Rufus Godfrey V., Water.org, Tiruchirapally
4. K. Balachandra Kurup, Social Development Specialist, Trivandrum , Kerala
5. Aanandi Mehra, GTZ PRI Project, Shimla
6. Dick de Jong, IRC International Water and Sanitation Centre, The Netherlands
Further contributions are welcome!
Responding to the query seeking guidance on bringing about behavioral changes in water, sanitation and hygiene (WASH) in Bhutan ; members shared numerous suggestions and documentations on behavioral change communication efforts in Bhutan and abroad.
On awareness and correct messages, respondents pointed out that it is crucial to come out with simple, informative and provocative messages that will lead to action. Behavioural Change Communication (BCC) also entails “knowing your audience” and involving the audience, to make the communication more bottoms-up and participatory. Given this, members stressed the importance of a two-way communication approach of consulting the people to know what their needs and requirements are and using this information to develop strategies and policies.
Respondents highlighted how Gramalaya in India followed a five-stage behaviour change package in order to maximize the reach of awareness messages. The organization has also used “Hygiene Songs” in promoting hygiene practices among schoolchildren. Additionally, properly trained Community Based Organizations (CBOs) such as women self-help groups, children self-help groups is another approach used by the organization to serve as a bridge between the government and the community to ensure more effective bottom-up approach.
Citing their experience of working with the communities, discussants noted that a higher success rate is achievable when there is clear ownership by local communities.
Another suggestion was to train village volunteers as Community Health Educators to monitor and ensure that messages are received and followed by the people, and at the same time for feedback to refine messages that are not working well and to change the approach accordingly for increased effectiveness. Elaborating further, members pointed out one-to-one or more interpersonal communication methods would be more effective in facilitating behaviour change. Other suggestions’ included marking international days related to WASH with special exhibitions, WASH messages both in print and broadcast, etc.
Members also shared lessons learnt from the World Bank WASH project in Karnataka, which highlighted the failures of Water and Sanitation Hygiene projects. Another document shared was the BCC Strategy for Water Service Delivery in Himachal Pradesh, which was implemented through 2005-2007.
In addition to sharing experience with behaviour change, respondents shared several useful resources. One resource lists ideas for designing a communication programme for behavioural impact. The eight pointer basics begins with stating the overall goal, then continuing into making a situational “market” analysis in relation to precise behavioural results to track those issues, which are not amenable to communication solutions and those that are.
Other resources shared included “Advocacy for Water, Environment, Sanitation and Hygiene”- a thematic overview paper designed to meet the needs of water, sanitation and health professionals in the South and the North, working for national and local government, NGOs, community-based organizations, resource centres, private sector firms, the United Nations, multilateral or bilateral support agencies. Members also shared resource booklets on Communication in Water Supply and Sanitation, which outline the steps in developing this strategy with a case study of promoting safe latrines in Bangladesh .
Along with the above suggestions and recommendations, members also highlighted the following problems, schools lacking a regular water supply, non-availability of soap and cramped living quarters. These problems obstruct the proper utilization of constructed water and sanitation facilities and efforts made in promotion of hygiene and hand washing. Given this situation, discussants stressed the importance of isolating behavioural causes from non-behavioural causes, which can deter approaches to sustainable hygiene behavioural change in order to come up with astute and long lasting interventions to behaviour change in water, sanitation and hygiene in the future.
Andamans
Terre des Hommes Foundation (TdH) improves menstrual hygiene management in schools by innovative communcation strategies, Baratang (from Sunetra Lala, Research Associate)
TdH has been providing information on menstrual hygiene to school hygiene committees. This includes use of illustrated flip charts and moving models. Behaviour communication tools like comics to help children express themselves and communicate messages on other hygiene issues have also been used during this process. The process revealed that communication on the issue needs to be directed not only at girls and boys but also at teachers and parents. Read more.
Tamil Nadu
Gramalaya involves SHG members in its school handwashing campaign, Tiruchirapalli district (from Joshua Rufus Godfrey V., Water.org, Tiruchirapally)
Gramalaya has initiated a behaviour change communication strategy in its school health programmes and has involved SHGs, TSC and District educational offices. organised a mega handwashing campaign in the project areas. Volunteers are selected within the village and trained as Community Health Educators who in turn help to monitor the progress of the programme. This has met with a lot of success in the project villages. Read more.
International
Training on menstrual hygiene inproves menstrual hygiene management in schools, Nepal (from Sunetra Lala, Research Associate)
UNICEF supported a specific session on menstrual hygiene management with NGO trainers in Nepal. A booklet for girls in schools on dealing with menstruation was also developed. The behaviour campaign was successful as the schools committed to challenge the taboos and improving facilities for menstruating girls in schools. The schools now collect funds from the children's clubs for sanitary pads and are investing in incinerators for pad disposal. Read more.
Bangladesh
Integrated Approach Helps Improve Use of “Safe Latrines” (from Dick de Jong, IRC International Water and Sanitation Centre, The Netherlands )
Until the 1980s, there was low acceptance among the majority of the population for safe latrines. Research showed that among the illiterate (75% of population), the main attraction of latrines were privacy, convenience, and status. To address this issue, a process of social mobilization and an integrated approach was started. This helped increase the percentage of rural families with sanitary latrines from 10% in 1989 to 26% in 1991. Read more
Hygiene Songs (from Joshua Rufus Godfrey V., Water.org, Tiruchirapally)
Booklet; by Gramalaya; Tamil Nadu;
Available at http://www.gramalaya.in/pdf/Songs%20English%20and%20Tamil%202.pdf (PDF; Size: 248KB)
Booklet containing hygiene songs developed for school children to effectively communicate WATSAN messages in schools
Participatory approaches in water and sanitation programme: An example from Karnataka state in India (from K. Balachandra Kurup, Social Development Specialist, Trivandrum, Kerala)
Paper; by K. Balachandra Kurup; World Bank;
Available at http://www.solutionexchange-un.net.bt/Docs/res07121001.pdf (PDF; Size: 105KB)
Reviews how community participation has been institutionalized in project planning and
implementation in WATSAN projects in Karnataka
Behaviour Change Communication Strategy for Water Service Delivery in Himachal Pradesh (from Aanandi Mehra, GTZ PRI Project, Shimla)
Report; by Uma Prakash; Indo-German Bilateral Project Strengthening Local Administration for Rural Water Supply and Minor Irrigation in Himachal Pradesh; May 2006
Available at ftp://ftp.solutionexchange.net.in/public/wes/cr/res-23111001.pdf (PDF; Size: 1.11MB)
Describes the behaviour change communication strategy adopted for WATSAN projects in Himachal Pradesh under the Indo German Bilateral WASH project
From Dick de Jong, IRC International Water and Sanitation Centre, The Netherlands
Washing your hands before touching food gives your children a healthier life and future
Paper; by Dick de Jong; IRC International Water and Sanitation Centre; Netherlands; July 2001;
Available at ftp://ftp.solutionexchange.net.in/public/wes/cr/res-23111002.doc (DOC; Size: 71.5KB)
This is a draft plan for behaviour change communication prepared for Bhutan that details several activities regarding hand washing
Steps for Designing an IMC Plan for Behavioural Results
Course outline; by IRC International Water and Sanitation Centre; Netherlands;
Available at http://www.irc.nl/content/download/23302/266656/file/IMC_steps.doc (DOC Size: 30KB)
Provides the steps for a three-week course on Integrated Marketing Communication for a Behavioural Impact in Health and Social Development
Advocacy for Water, Environmental Sanitation and Hygiene
Paper; by Dick de Jong; IRC International Water and Sanitation Centre; Netherlands; 2003;
Available at http://www.irc.nl/redir/content/download/4154/47972/file/advocacy.pdf (PDF; Size: 225KB)
This paper focuses on water, sanitation and hygiene for all. It links this to existing campaigns, such as the WASH - Water, Sanitation and Hygiene
Communication Case Studies for the Water Supply and Sanitation Sector
Paper; by IRC International Water and Sanitation Centre; Netherlands; 1993;
Available at http://www.irc.nl/page/6183
Has eight case studies on water supply and sanitation and related fields that have been written to accelerate the provision of these basic services
Communication in Water Supply and Sanitation Resource Booklet
Book; Eirah Gorre-Dale, Dick de Jong and Jack Ling; IRC International Water and Sanitation Centre; Netherlands; 1994;
Available at http://www.irc.nl/redir/content/download/2544/26048/file/resbook.pdf (PDF Size: 260KB)
This booklet is designed for people who are convinced of the need for change in the water sector and who want to know how to put a communication programme into effect
Recommended Organizations and Programmes
From Raj Kumar Bhattrai, Netherlands Development Organization (SNV), Thimphu
Public Health Engineering Division (PHED), Ministry of Health, Royal Government of Bhutan , Thimphu , Bhutan
P.B. 726, Kawajangsa, Thimphu , Bhutan ; Tel: +975-2-322602; Fax: +975-2-324649;
The main department within the Ministry of Health involved in carrying out water, sanitation and hygiene (WASH) programmes in Bhutan
Netherlands Development Organization (SNV) Bhutan , Thimphu , Bhutan
P.B. 815, Langjophaka, Thimphu ; Tel: +975-2-322900; Fax: +975-2-322649; http://www.snvworld.org/en/countries/bhutan/ourwork/Pages/waterandsan.aspx
SNV in Bhutan focuses on rural sanitation and is rendering technical support to the PHED in its implementation of the Rural Sanitation and Hygiene Programme (RSAHP)
From Joshua Rufus Godfrey V., Water.org, Tiruchirapally
Water.org, Tamil Nadu
Provide all that apply: Address; Tel: 816-8778400; Fax: Fax No. donorcare@water.org; http://water.org/projects/india/
Works with NGOs and microfinance institutions to deliver WATSAN services by involving SHGs to implement the WATSAN programmes in Tamil Nadu
Gramalaya, Tamil Nadu
No 12, 4th Cross West, Thillainagar, Tiruchirapalli 620018, Tamil Nadu; Tel: 91-431-4021563; gramalaya@hotmail.com;http://www.gramalaya.in/aboutus.php
Work with anganwadis and schools in rural areas of Tamil Nadu to promote hygiene practices among children
SIDUR, Andhra Pradesh
144/2RT, Vijayanagar Colony, Hyderabad 500057, Andhra Pradesh; Tel: 91-40-66368110; Fax: 91-40-66368109; sidurhyd@yahoo.com; http://www.sidurindia.org/
Works with Panchayati Raj Institutions in the entire project cycle of WATSAN activities and is involved in behavioral change communication projects related to WATSAN
SCOPE, Kerala
P/17, 6th Cross, Ahmed Colony, Ramalinga Nagar, Woraiyur, Tiruchy 620003, Kerala; Tel: 91-431-2774144; scopeagency86@sify.com; http://www.scopetrichy.com/First_ECOSAN_Village.asp
Focuses on behaviour change and ecological sanitation and has constructed over 2,000 Ecosan toilets on the banks of the rivers Ganges and Cauveri in Tamil Nadu
National Institute for Water and Sanitation (NIWAS), Tamil Nadu
Kolakkudipatti, Kolakkudi (Post), Thottiyam (Taluk), Tiruchirapalli 621208, Tamil Nadu; Tel: 91-431-4021563; gramalaya@hotmail.com; http://www.gramalaya.in/NIWAS.php
Provides training on water and sanitation, community development, etc., to government officials and local community based organizations
From Sunetra Lala, Research Associate
United Nations Children’s Fund (UNICEF), New Delhi
73, Lodi Estate, New Delhi 110003; Tel: 91-11-24690401, 24691410; Fax: 91-11-24627521, 24691410; newdelhi@unicef.org; http://www.unicef.org/india/wes.html
Supports the government in developing and implementing a range of replicable models for sanitation and has developed a manual on Menstrual Hygiene Management
Terre des Hommes Foundation, Switzerland
Avenue de Montchoisi 15, CH 1006 Lausanne, Switzerland; Tel: 41-58-6110666; Fax: 41-58-6110677; info@tdh.ch;http://www.tdh.ch/website/tdhch.nsf/0/indiaE
In Andhra Pradesh and on the Andaman Islands, Terre des Hommes is supporting health and access to water and sanitation projects, including menstrual hygiene management
Recommended Portals and Information Bases
IRC International Water and Sanitation Centre , Netherlands (from Dick de Jong, IRC International Water and Sanitation Centre, The Netherlands)
http://www.irc.nl/page/5982.; Tel: +31-70-3044000
The organization plays a crucial role in bridging the knowledge gap and joint learning with partners for improved, low-cost water supply, sanitation and hygiene
From Sunetra Lala, Research Associate
Vikalp Design, Rajasthan
http://www.vikalpdesign.com/home.html; Contact Tel: 91-294-2451411;
Through interactive communication, it seeks to encourage action and empower young women to share their knowledge on menstrual hygiene with others in the community
World Comics India, New Delhi
http://www.worldcomicsindia.com/westbengal03.htm; Contact Tel: 91-9811702925;
Contains an interesting comic that was developed on the issue of menstrual hygiene by Terre des Hommes Foundation
Developing a Communication Strategy on MHM, Shweta Patnaik, WaterAid UK India Regional Office (East), Bhubaneswar (Experiences; Referrals). Water Community, Solution Exchange India,
Issued 19/05/2010. Available at ftp://ftp.solutionexchange.net.in/public/wes/cr/cr-se-wes-12031001.pdf (PDF, Size: 308KB)
Seeks inputs on processes that agencies have followed to bring about behaviour change and develop communications strategies for MHM
Developing Communication Strategies for the Drinking Water Sector, Dara Johnston, United Nations Children’s Fund (UNICEF), New Delhi (Examples; Referrals). Water Community, Solution Exchange India,
Issued 28/12/2009. Available at ftp://ftp.solutionexchange.net.in/public/wes/cr/cr-se-wes-03120901.pdf (PDF, Size: 152KB)
Seeks inputs on strategies that agencies have followed to develop communications strategies for drinking water, what has been the process they followed and the results
Joshua Rufus Godfrey V., Water.org, Tiruchirapally
Water.org (We envision a day when everyone can have safe water) is working with the NGOs and MFIs in promoting water and sanitation facilities in rural and urban India . It delivers innovative solutions for long-term success. I would like to share the experience of one of our partners with regard to your first query (Awareness and Correct Messages). Gramalaya, a specialist and leading player in watsan sector in Tamil Nadu, and have been in the WATSAN field for more than 20 years. The model followed is Unaware to Aware, it is a packed with five behavior change stages, wherein which can be broadly grouped as Knowledge, Approval, Intention, Practice and Advocacy. In field reality there would people in each stage so audience segmentation in terms of their stage of the intended behavior change (action) is a pre-requisite other than demographic, socio-economic and other factors. This audience segmentation helps in developing the messages. The message has to convince the target audience to take action and further advocate/spread the message to their peer group to maximize the reach. Coining the message is a critical factor in BCC, which has to be simple, inform, provoke action and lead to advocacy.
Gramalaya, work among anganwadis and schools in rural areas to promote hygiene practices among children. The tools/means/channel used to reach them effectively is by Hygiene Songs (use the link to view few hygiene rhymes http://www.gramalaya.in/pdf/Songs%20English%20and%20Tamil%202.pdf) and games that have relevance to communicate the messages effectively. The other channel is through the community based organizations ie. Women Self Help Groups, AWASH (Association for Water Sanitation and Hygiene -AWASH is the mixed group, where both men and women have equal stake). These key stakeholders are trained frequently in the resource centre (NIWAS – National Institute for Water and Sanitation http://www.gramalaya.in/NIWAS.php) set up by the organization where there is display of low cost toilet models; and WATSAN and hygiene messages in print and AV formats.
For mass awareness and call for action, the organization marks the World Toilet Day, World Water Day with special exhibitions, rallies, and meetings. All these mass awareness activities is planned and implemented by the federation of AWASH (ie. by the community). During these programs the organization join hands with media partners’ viz. Radio FM, Doordarshan and AIR to broadcast hygiene messages and answer public queries related to water, sanitation and hygiene.
After selection of a project village, the initial PRA exercise is practiced, for it communicates to the community the WATSAN status of the village, importance, and ways and means to upgrade the WATSAN condition of the village. As a part of PRA, local cultural groups are trained and used to communicate the hygiene messages.
In the rural areas, volunteers are selected within the village and trained as Community Health Educators. They have one to one and group interaction to ensure the messages are reached as intended and follow up the action. This helped a lot in monitoring the change. The feedbacks received during the one to one interaction assists in refining the messages and change the tools in accord to the effectiveness and reach.
Among all the communication methods, one to one (interpersonal) communication is the most effective one, where the target communities quickly learn the hygiene messages. And the interpersonal communication targets each individual as per the behavior change stage they are in and motivate them to act.
Similar behavioral change communication strategies are followed by SCOPE, ODP, SIDUR and MSSS in their project locations.
Chime Paden Wangdi, Tarayana Foundation, Thimphu
This is an important topic and warrants our full attention as well as our commitment. Bringing about behavioral change cannot be effected overnight in general and more so in the area of water, sanitation and hygiene. In the number of years that we have been engaged in rural community development, we have had some level of success in working with the school children and women. They seem to be able to link disease incidences to poor hygiene and improper sanitary conditions. Children in school respond better to hand washing techniques taught in the schools, and also the use of soaps. In some communities, the use of traditional soap nuts or leaves was also seen to be used effectively in cleaning themselves and for washing clothes. Soaps have been a recent entry and still a relatively new commodity in some of the remote corners of the country. Some of the only soaps available are harsh chemical soaps that are not necessarily good in the first place.
It is my belief that some level of carrot and stick is still needed to help bring about increased awareness in the areas of water, sanitation and hygiene. It is still a challenge to teach children to wash their hands when there is no regular water supply in the schools. Likewise it is difficult to teach respect for individual space and cleanliness when they are bunched together in cramped quarters be it at home or in the school dormitories. The issue of meeting our MDG targets, I agree that the figures would change significantly if we changed the question formats to check the conditions that these facilities are in. It is not enough to install piped water to the villages alone, the software component of getting the population to use the water properly is also equally important. In addition, the protection of the water source and other related activities also need to be included so that there is better understanding of all these links. There is a lot of room for improvement in the implementation of our programmes in the field. We are still learning about the smaller social nuances that make the difference between success and failure of our initiatives, however well meaning they may be. We have found that the success rate is much higher when there is a clear ownership of these initiatives by the local communities.
Over time of course, people make the connection and the turning point is eventually reached. It is an organic development process and cannot really be hurried along without creating resentment in some quarters.
Nim Karma Sherpa, NYCOM Consultants, Bhutan
I would like to share some thoughts regarding the issue highlighted by Mr.Bhattrai of SNV regarding preparation of Behaviour Change Communication (BCC) strategy for water, sanitation and hygiene.
BCC is about two crucial things. The first is the “people” that we target our communication/messages (called as target audience in communication jargon). It is said that one of the golden rule of communication is “to know your audience”. The second is doing the whole business of communication itself…what is the policy, how do we plan development communication interventions and what kind of a strategy is designed and used.
By the above premise, it seems quite apparent that we must involve the people to evolve the desired behavioural change. To do this, there is a need for an express policy on development communication, which has become quite oblivious since the mid nineties in our country. People centered development communication policies have been replaced by more technology and product driven communications. Thanks to the leap-frogging phenomenon that our country experienced in the field of media, telecommunications, ICT, computer applications and new media. I think this situation has ingrained so much that it may be quite difficult to make any quick mid-course corrections now.
Nevertheless, if we believe in normative practice of development communications and understand that people must be involved, consulted (like in a democratic process) and adopt a rather what is called bottoms-up (participatory communication) as opposed to top-down (one-way/directive communication); there will be better likelihood of people participating, owning, practicing ideal behaviours and ultimately sustaining the expected outcomes or results.
In the same breath, no amount of best methods and tools will work well if the first step is left out. In BCC, taking the first step correctly will only ensure the smooth coverage of the next thousand miles. Your concerns on issues related to creating awareness, designing correct messages, monitoring and measuring behavioural changes, institutional mechanisms, sustainability etc. are all part and parcel of the BCC strategy. It is not recommended to do ad-hoc, stand-alone, product driven and top-down development communication interventions.
Water, sanitation and hygiene promotion has been one of the earliest of health interventions. I am sure there is a wealth of information and data on hygiene related knowledge, attitudes and practices in the concerned government agencies. These information and data will prove to be very useful in better understanding your target audience, the KABP (knowledge, attitude, behaviour, and thereby the causes that are contributing to the health problems. The whole gamut of the communication approaches, messages and channels etc. will be determined by the above information and data. However, if there are no sufficient or geographically /statistically significant data/information, it is always prudent to start with this step.
Lastly, I would also like to caution that it is very important to segregate behavioural causes from non behavioural causes so that interventions are tailored judiciously. I hope this threw some light.
K. Balachandra Kurup, Social Development Specialist, Trivandrum , Kerala
I am extremely pleased to see your feedback on BCC. I would like to share with you a copy of my paper which explains the reasons for the failure of water, sanitation and hygiene projects. The same can be accessed at http://www.solutionexchange-un.net.bt/Docs/res07121001.pdf (PDF; Size: 105 KB)
Aanandi Mehra, GTZ PRI Project, Shimla
I would like to share with you a report prepared under the Indo German Bilateral “Water Availability through Self Help (WASH)” project, on Behaviour Change Communication Strategy for water service delivery in Himachal Pradesh that was implemented during the year 2005-2007. The same can be accessed at ftp://ftp.solutionexchange.net.in/public/wes/cr/res-23111001.pdf(PDF; Size: 1.11MB)
Dick de Jong, IRC International Water and Sanitation Centre, The Netherlands
With great interest I am following the discussion on a communication strategy for behavioural change on WASH for Bhutan . What I am missing so far is the need to do good formative research for your communication efforts, your key target group and a SMART goal for what you want to achieve.
I am sharing with you the attached Draft Integrated Marketing Communication plan for Bhutan that I helped develop in July 2001 as group assignment for the three-week NYU Summer Course Integrated Marketing Communication for Behavioural Results in Health and Social Development, Summer Institute, July 9 – 27 2001. “Washing your hands before touching food gives your children a healthier life and future” is the title of a draft plan that we produced in New York together with Sonam Ugen (MoH Bhutan , and Elies Miller (Ex UNICEF Bhutan) and one other participant. Please read ftp://ftp.solutionexchange.net.in/public/wes/cr/res-23111002.doc (DOC; Size: 71.5KB) for more.
It follows the steps for communication planning and contains:
1. Situation analysis
2. Behavioural goal
3. Strategy
4. Communication actions
4.1 Advocacy/ Public Relations/ Administrative Mobilisation
4.2 Interpersonal Communication
4.3 Community Mobilisation
4.4 Advertising campaign
5. Impact monitoring/evaluation
6. IMC programme management and work plan
7. Implementation plan
8. Budget
9. References
10. Logical Framework
You can find an empty situation analysis matrix on our site:
Eight steps provide the basics for designing a communication programme for behavioural impact. The four-page file includes a matrix for step 2, for situational market analysis vis-à-vis the behavioural result(s). The steps are the core of a three-week course Integrated Marketing Communication for a Behavioural Impact in Health and Social Development run by the New York University in collaboration with the World Health Organization. Please refer to IMC_steps.doc (49.50 kB)
I remember very well that the Bhutan participants were surprised to find out in our situation analysis that the key target group for handwashing was girls taking care of the households, because their mother and father were away working in the field. Sonam has put this in her work with the Ministry of Health, but how much she has been able to put in practice I don’t know. The e-mail address I had for her does not exist anymore.
Three earlier books that I co-authored may also be helpful for your communication planning. The examples are old, but the books are still relevant for the WASH sector, we hear regularly.
Advocacy for Water, Environmental Sanitation and Hygiene
In this TOP we focus on the issue: water, sanitation and hygiene for all. The audience consists of policy makers, practitioners, educators, trainers and researchers in the fields of water, sanitation, hygiene and health, but also those involved in broader programmes for the alleviation of rural or urban poverty. Read more or download advocacy.pdf (299.12 kB)
Communication case studies for the water supply and sanitation sector
Advocacy document with 2 page journalistic write ups of 8 case studies to stress the importance of investing in improved communication for WSS, analyzing the approaches and achievements of the programmes.
Read more
Communication in Water Supply and Sanitation: resource booklet
Outlines the steps that need to be taken to develop and implement a communication strategy for the water and sanitation sector, based on the experiences of many people in many countries. Read more or download resbook.pdf (686.45 kB)
They are part of our Information and Communication titles that we have online at http://www.irc.nl/page/5982.
Many thanks to all who contributed to this query!
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