This powerpoint was presented by WSP Senior Sanitation and Hygiene Specialist, Yolande Coombes,during AfricaSan 3 (Kigali, Rwanda - 2011) under the "Making "What Works" Work: Changing Behavior in Sanitation and Hygiene" session. This session covered a wide range of aspects of behavior change: from the individual’s decision to pick up a bar of soap, to the collective decision of a community to stop open defecation, to the design of national policy that can positively shift social norms.

1. 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

2. 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

3. 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

4. Road Safety

5. Road Safety

6. Road Safety

7. 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

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

9. Reproductive Health (Life insurance for 50 cents)

10. Reproductive Health

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

12. FGM

13. 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.

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