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Water, Sanitation and Hygiene Advocacy and Communication Strategy Framework 2012-17

Water, Sanitation and Hygiene Advocacy and Communication Strategy Framework 2012-17 . Building and use of toilets The safe disposal of child faeces Handwashing with soap after defecation, before preparing and eating food, and after handling child faeces

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Water, Sanitation and Hygiene Advocacy and Communication Strategy Framework 2012-17

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  1. Water, Sanitation and Hygiene Advocacy and Communication Strategy Framework 2012-17

  2. Building and use of toilets • The safe disposal of child faeces • Handwashing with soap after defecation, before preparing and eating food, and after handling child faeces • Safe storage and handling of drinking water Key WASH behaviours addressed by the Strategy – based on available evidence

  3. Strategy focus • Immediate objective is to raise awareness and change existing perceptions about the importance of sanitation and hygiene practices, • The long term objective is to change social norms making open defecation unacceptable and promoting the practice of safe disposal of child faeces, handwashing with soap and safe storage and handling of drinking water among all.

  4. Promoting Individual Behaviour Change Knowledge Focus on change at different levels Multiple dimensions influence individual behaviour as depicted in the figure below Interpersonal factors, socio- cultural and policy environments all influence sanitation and hygiene behaviours Attitudes CHANGE Social Environment Individual practices

  5. Socio-ECOLOGICAL MODEL STRUCTURAL ENVIRONMENT Infrastructure, economic barriers PUBLIC POLICY National, state, local laws INSTITUTIONAL Staff capacities, resources, mandate SOCIO-CULTURAL Community norms and social networks INTERPERSONAL Family & friends INDIVIDUAL Knowledge, attitudes, skills, practices C4D - ICO

  6. Audiences’ Knowledge/ Perceptions Info-Com Systems Needs, challenges, problems, opportunities Baseline & other studies Communication Objectives Primary & Secondary Audiences Activities Messages/ Themes/Media Communication Approaches The Core of the Communication Strategy

  7. Communication Objectives • To raise mass awareness make the identified audiences more conscious about issues related to the importance of sanitation and hygiene • To influence decision makers and opinion leaders to advocate for improved sanitation and hygiene standards • Ensure that households have knowledge of the linkages between sanitation, hygiene and health leading to increase public demand for quality sanitation services and adoption of hygiene practices.

  8. Three phases of the communication strategy

  9. Is knowledge enough to change? • Knowledge, when packaged in messages, must have an effective appeal to promote the intended change, such as • Love • Reward (e.g. economic) • Social recognition/compliance • Fear • Disgust

  10. Audience? Action? Why do it?

  11. The Problem/Solution Tree for getting more income

  12. Magazine ads Champions – Social emulation/pressure

  13. Looking at Smoking from the Audience’s Point of View • Allure of smoking • Brand identity (cool, hip) • Independence (rebellion) • Individuality • Nicotine high • Relieves stress • Allure of non-smoking • Healthy (no sicknesses, no wrinkles) • Makes feel some adults proud as they provide a good example

  14. DISGUST

  15. In addition to knowledge, behaviour change happens through IPC and social pressure • Dialogue, counseling and open forum discussion are best methods to empower and internalize the need for change • Social pressure is also key to promote change

  16. Howdo newideas spread ? The diffusion of Innovation Theory Early Adopters Late Adopters Early Majority Late Majority Innovators Resistors 2% 14% 34% 34% 10% 6% Individuals and peers groups can effectively influence others groups and draw them in to be more open to new ideas, as their peers have already modeled before them.

  17. Production Mode v. Strategic Mode

  18. A common fallacy when developing the communication strategy

  19. Implementation framework • A detailed implementation framework has been developed based on the three identified phases • It lists out the primary and secondary stakeholders, the activities to be used with each of them and the inputs required The implementation framework provides guidance for states to develop state-specific action plans for rolling out of the strategy. A district communication plan template has been developed.

  20. Evidence of effectiveness in longitudinal studies shows: Isolated interventions, focused on behavior change at individual level are not sufficiently effective in the long run The most effective is: A wide range of interventions at different levels, for a sufficient time and according to the needs of states/districts and communities

  21. Monitoring and evaluation framework (to be planned from the start) M &E framework has been developed with indicators for all the three phases. The indicators are organized at three levels-

  22. Thank you

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