13,553 Changing Behaviour: Selections from the SBCC Summit, The Drum Beat, 759, June 13, 2018   

The Drum BeatChanging Behaviour: Selections from the SBCC Summit – The Drum Beat 759
June 13, 2018
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In this issue:

Gateway behaviourClean cooking changeIntegrated IYCF/WASHSchoolchildren as SBCC agentsNutritious mobile appSanitation behaviour scienceWomen’s economic movesStrategic safer sex7 Things This YearWhat drives provider biasTHINK | BIG toolCritique of the draft Declaration from a behaviour perspectiveTake the survey

From The Communication Initiative Network – where communication and media are central to social and economic development.
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Changing behaviour was one of the 3 main areas of focus at What Works? The 2018 International Social and Behavior Change Communication (SBCC) Summit featuring Entertainment Education, April 16-18 2018. The framing document [PDF] for the Summit positioned behaviour this way:

“This conference is organized to understand better what works in shifting social norms, changing behaviors and in amplifying the voice of those who have most at stake in the success of development efforts. And it is designed to…[e]ncourage dialogue and discussion around diverse strands of social and behavior change communication approaches (socio-ecological models, human centered design, behavioral economics, digital first strategies, etc.).”

Some of the presentations at the Summit with a focus on “changing behaviour” follow. You can search for others in the collection of all Summit presentations at this link.


  • 1Leveraging Spousal Communication as a Gateway Behavior in the Context of an Integrated Health Project in Mali [PDF]
    Presented by Danielle Naugle, Johns Hopkins Center for Communication Programs
    A gateway behaviour is a positive behaviour that can facilitate or catalyse other positive behaviours. Data were collected in the context of the Keneya Jemu Kan project baseline, a 5-year United States Agency for International Development (USAID)-funded integrated health project in Mali. Spousal communication about family planning was significantly and positively associated with multiple desired health behaviours (e.g., completing childhood vaccinations) – in other words, it is a gateway behaviour. Men expressed a desire for more communication around maternal and child health: “How can we act if they don’t tell us?” Next steps in Mali are to use an entertainment-education approach to promote spousal communication through a game show on maternal health.
  • 2Is SBCC the Secret Sauce in Clean Cooking Interventions? From Global Review to Randomized Controlled Trial in Bangladesh [PDF]
    Presented by Nicholas Goodwin, Tulodo and the University of Sydney
    Women and girls, as the primary cooks for their families, are at greatest risk of household air pollution (HAP), which causes approximately 4.3 million deaths every year. A global review of behaviour change in clean cooking that examined behaviour change techniques (BCTs), as well as a series of case studies, highlights the need to understand and use behavioural theories, models, and research, including the multiple levels of influence. The HAPPeN trial is a cluster randomised controlled trial (RCT) of cleaner cookstoves to reduce adverse pregnancy outcomes in rural Bangladesh. Among the lessons so far: People must be motivated to make the shift away from a way of cooking that their families and communities have used for generations.
  • 3Behavioral Theory-based Approach: Integrated IYCF/WASH Intervention [PDF]
    Presented by Maureen Kapiyo, Catholic Relief Services
    Effective and sustainable interventions targeting caregiver knowledge and practice often require evidence-based strategies for behaviour change. So, the THRIVE II integrated early childhood development (ECD) project developed and tested an integrated infant and young child feeding (IYCF) and water, sanitation, and hygiene (WASH) behaviour change intervention in Kenya using a behavioural-theory-based approach (the COM-B model). Packaging behaviour change strategies thematically assisted in adoption of more than one practice at a time and supported behavioural maintenance (e.g., meal time).
  • 4School Communities as Social and Behavior Change Communication (SBCC) Agent for Prompting Malaria Preventive Behaviors: Evidence from Ethiopia [PDF]
    Presented by Zewdie Birhanu KorichaYohannes KebedeLakew Abebe, Guda Alemayehu, and Morankar Sudhakar – all of Jimma University
    Observing that schoolchildren have the potential to serve as change agents to promote a community’s appropriate behaviour practices around malaria prevention, project organisers conducted school-based SBCC involving peer education and activities such as dramas, songs, and poems to encourage insecticide-treated net (ITN) use, treatment seeking, anti-malaria drug use, and acceptance of indoor residual spraying (IRS). Sample finding: previous night ITN use increased by 15.7 percentage points. One lesson: Enhancing schoolchildren’s involvement in community mobilisation ensures ownership of anti-malarial interventions.

Access What Works? Summit Presentations

Click here and follow the instructions to access all the presentations from the Summit.

In order that the numerous Summit presentations are located and accessible as an integral part of a comprehensive platform, network, and community for this field of work, The CI will be incorporating many of them within our Groups process over the next few months. But you can access all of those submitted by presenters at this link at this time.


  • 5Designing a Mobile App to Support and Evaluate Nutrition Behavior Change [PDF]
    Presented by David Roach, Catalpa International
    Hamutuk and its more than 20 partners began their work to reduce stunting in children under 2 in Holarua, Timor-Leste, by identifying 18 nutrition-promoting behaviours. They knew that there was a large number of partners delivering nutrition-sensitive interventions for households in Holarua and that there were many community-based workers with existing relationships with households. They asked: Can we use technology to make every opportunity count? Can we make collaboration a default behaviour? Catalpa designed an app for integrated frontline service delivery to target, deliver, and evaluate SBCC. They use household profiles to deliver targeted messages on key behaviours through a community-based video content approach. Each partner is trained on content and key messages by other partners. Catalpa is evaluating their ability to do rapid RCTS using the collective action model and the app.
  • 6Unifying the Behavioral Sciences in Practice: How Behavior Centered Design Was Used for Formative Research, Program Design, and Evaluation for a Sanitation Behavior Change Program in Lusaka, Zambia [PDF]
    Presented by Ben Tidwell, London School of Hygiene & Tropical Medicine (LSHTM)
    Designing behaviour change programmes can be a challenge, with programmes from around the globe producing new results every day, many different theories and approaches to choose from, and new disciplines making contributions. Furthermore, motivating behaviour change around poor peri-urban sanitation is more difficult in Zambia’s landlord-tenant context. This project used the ABCDE (Assess, Build, Create, Deliver, Evaluate) approach, one based directly on theories of change, for a sanitation demand intervention involving activities such as a series of landlord meetings, videos providing “secret insights” and emo-demos and games with discussion designed to revalue the target behaviour.
  • 7Deepening Financial Inclusion for Women through Social Communications [PDF]
    Presented by Cathleen Tobin, Women’s World Banking
    A global non-profit developed bank partnerships, a popular television show (Makutano Junction), and a media campaign with the aim of encouraging women in Kenya to open and use bank accounts. For one partner, the campaign contributed 14% of accounts opened (women asking for the “Nawiri Dada” account, meaning “Sisters Achieve” in Swahili). Women’s World Banking points to the right mix of partners, as well as relevant messages and delivery, to explain the initiative’s impact.
  • 8Strategic Behavior Change Communication Activities to Promote HIV Testing Uptake and Safer Sex among Key Populations in Nepal [PDF]
    Presented by Kiran Bam, Sajani Limbu, Indu Adhikary, and Bhagawan Shrestha – all of the LINKAGES Nepal Project, FHI 360 Nepal
    In order to facilitate behaviour change among key populations (KPs) – e.g., female sex workers (FSWs), men who have sex with men (MSM), male sex workers (MSWs), and transgender people – for safer sex behaviours and increased health care service use, LINKAGES Nepal uses a media mix, interactive SBC materials, peer champion mobilisation, edutainment activities, and information and communication technology (ICT) such as social media. Implementing SBC activities through the various platforms has enabled the project to increase safer sex behaviours and uptake of HIV testing services, as well as to help HIV-negative KPs safeguard their status. LINKAGES Nepal has found that edutainment activities can be effective to reach, educate, and refer KPs.



ENQUIRY: Your priorities, opportunities and challenges!
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This issue of The Drum Beat was written by Kier Olsen DeVries.
The Drum Beat is the email and web network of The Communication Initiative Partnership.

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