how to plan an effective behavior change campaign using a strategic mix of strategies

1. Know your strategy mix
Step 4

2. 1. KNOW YOUR ISSUE
2. KNOW YOUR
behaviour OBJECIVE
3.KNOW and
involve YOUR
AUDIENCE
4. KNOW YOUR
STRATEGY MIX
5. Develop & Pre-
Test MESSAGES
6. IMPLEMENT &
MONITOR
7. EVALUATE
7-STEPS for
effective
communication

3. Nicol Cave – nicolc@spc.int
STEPS 1 to 4
• WHAT: UNHEALTHY LIFESTYLE & DIABETES
• WHO: TARGET AUDIENCE
• Will do WHAT: BEHAVIOUR OBJECTIVE
• HOW will you get them to do it: STRATEGY MIX

4. Nicol Cave – nicolc@spc.int
STRATEGY
MIX

5. Nicol Cave – nicolc@spc.int
CHANNELS OF COMMUNICATION:
GROUP EXERCISE
• Name 30 ways you can get your message to
your target audience. First to 30 wins a prize.
FOR EXAMPLE ….
– Communication product - billboards
– Communication product - newspapers articles
– Communication activity - drama performances
– Communication activity – outreach/ village talks
– …. What others?

6. Nicol Cave – nicolc@spc.int
SHC TOOLBOX
INTER-
PERSONAL
COMMUNITY
PARTICIPATION
MASS MEDIASMALL MEDIA
SOCIAL
MOBILISATION
ENABLING
PRODUCTS
Categories of
communication products
and activities

7. Nicol Cave – nicolc@spc.int
SHC STRATEGIES (COMBI approach)
1. Administrative Mobilization/
Public Relations/Advocacy
2. Community
Mobilization
3. Advertising
4. Interpersonal
communication
5. Point-of-service-
promotion

8. Nicol Cave – nicolc@spc.int
INTER-PERSONAL COMMUNICATION
INTER-PERSONAL COMMUNICATIO (IPC)
can be:
• 1 to 1 for example, counselling or peer
education
• 1 to group, for example workshops
• Group to group for example drama
performances
IPC uses verbal communication to
encourage people to change behaviour

9. Nicol Cave – nicolc@spc.int
INTER-PERSONAL (talking)
• Risk reduction counseling
• Peer motivators
• Youth Groups / Support Groups
• Telephone hotlines
• Community role models/ testimonials
• Participatory games and activities
• drama / puppet show / story-telling

10. Nicol Cave – nicolc@spc.int
IPC/COMMUNITY PARTICIPATION
• Drama-related activities
– role playing, sculptures, mime
– stop-start drama / forum theatre
– Puppetry
• Culture-related - drumming, dancing, story-
discussion, story-making
• picture-related activities – picture-
discussion, picture-drawing, collage.

11. Nicol Cave – nicolc@spc.int
tell me … I forget
show me … I remember,
involve me … I understand.
Ancient Proverb
WHY USE INTER-PERSONAL
COMMUNICATION?

12. Nicol Cave – nicolc@spc.intMARSHAL ISLANDS
COMMUNITY PARTICIPATION - EVENTS

13. Nicol Cave – nicolc@spc.int
COMMUNITY PARTICIPATION
DEMONSTRATION SITES
Planning with the community on where to establish water disinfection demonstration sites in project
community in Kiribati, 2013.

14. Nicol Cave – nicolc@spc.int
COMMUNITY PARTICIPATION
DRIVERS OF LOCAL CHANGE
• community
meetings/outreach
• participatory research e.g.
community/ risk mapping
• Training workshops
• Inclusive planning
meetings
• Debates
• PROBLEM SOLVING
activities
• Community dialogue
activities

15. Nicol Cave – nicolc@spc.int
COMMUNITY PARTICIPATION
MAPPING EXERCISES

16. Nicol Cave – nicolc@spc.int
IEC MATERIALS
• Information, Education and Communication (IEC materials) are the most
common health communication tool. IEC materials include:
• Brochures/pamphlets, posters, stickers, booklets
• videos – educational & documentary
• music CDs
• mobile phone messages
• Promotional materials
– key chains, bags, T-shirts, pens, wristbands, water bottles, stamps etc.
If IEC materials are a key part of your communication plan,
please see Exercise 4 – Planning for IEC materials.

17. Nicol Cave – nicolc@spc.int
!!! WARNING !!!
• Many health promotion/communication programs rely on IEC materials as the key
communication tool, especially brochures/pamphlets.
• IEC materials are useful in a health education (awareness raising) stage of a
communication program, but become less effective when your target audience has
advanced beyond the pre-knowledge or no knowledge stage of change. See Step 2 and
Step 3 for more details on Stage of Change.
• If your target audience has a good foundation of knowledge or awareness on your health
issue and the behaviour you are promoting, they do not need IEC materials. They need
other communication interventions matched to their stage of change.
• IEC materials are effective tools for awareness raising, but are hardly ever effective in
achieving behaviour change.

18. Nicol Cave – nicolc@spc.int
STAGE OF CHANGE & STRATEGY MIX
STAGE OF CHANGE INTERVENTION NEEDED METHODS/ACTIVITIES
NO KNOWLEDGE
UNAWARE
EDUCATION • IEC materials & outreach activities
PREPARING TO
CHANGE
SKILLS • Role Plays / drama showing how to
negotiate condom use
• Condom demonstrations
• Life Skills training workshops
• Peer Motivator programs
• Promotional items (incentives)
TAKING ACTION
.. have tried the behaviour
you are promoting ..
MAINTAINING
ACTION
• SKILLS
• PRODUCTS &
SERVICES
• ENABLING
ENVIRONMENT
• Expanded clinic hours
• Mobile STI testing to outer islands
• Peer condom distribution networks
• News media coverage
• Policy advocacy on sexuality
education in schools
ADVOCATE TO
OTHERS
Audience / Celebrity testimony
STI TESTING & CONDOM PROMOTION CAMPAIGN

19. Nicol Cave – nicolc@spc.int
STAGE OF CHANGE & STRATEGY MIX
STAGE OF CHANGE INTERVENTION
NEEDED
METHODS/ACTIVITIES
NO KNOWLEDGE
UNAWARE
EDUCATION • IEC & outreach / village talks
• which local foods are healthy; how exercise
prevents diabetes and heart disease.
PREPARING TO
CHANGE
SKILLS • Cooking Skills training workshops
• Container Gardening skills
• Support Groups / Health Clubs
• Promotional items (incentives)
TAKING ACTION
.. have tried the behaviour
you are promoting ..
MAINTAINING
ACTION
• SKILLS
• PRODUCTS &
SERVICES
• ENABLING
ENVIRONMENT
• Inter-personal communication –
games/activities about healthy living
• Step-counters to monitor physical activity
• Zumba classes
• School gardens
• Policy on food sold at schools
• Policy on walkways enacted
ADVOCATE TO OTHERS Audience / Celebrity testimony
EAT HEALTHY & GET MORE PHYSICAL ACTIVITY CAMPAIGNS

20. Nicol Cave – nicolc@spc.int
INTERACTIVE IEC MATERIALS
Include a quiz in your IEC materials
Chuuk, 2013 IEC materials targeting youth 15 to 19 years

21. Nicol Cave – nicolc@spc.int
INTERACTIVE IEC MATERIALS

22. Nicol Cave – nicolc@spc.int
• Global evidence shows - to get people to take up a
behaviour you need to supply “enabling products and
services”. (World Bank, 2012)
• Examples of Enabling products
– Distribute soap and basins in hand washing campaign
– Build compost toilets in sanitation campaign
– Establish community-based peer condom distribution
networks in reproductive health campaign
– Distribute garden start-up packs in grow and eat local food
campaigns
– Provide seeds in school garden campaigns
– Free zumba classes in healthy living campaigns
ENABLING PRODUCTS / SERVICES

23. Nicol Cave – nicolc@spc.int
ENABLING PRODUCTS - KIRIBATI
• KIRIBATI, 2014
• Water Champion
Starter Packs to
enable
households to
practice solar
disinfection
(SODIS) method
to make water
safe for children
to drink.

24. Nicol Cave – nicolc@spc.int
STARTER PACK CONTENTS

25. Nicol Cave – nicolc@spc.int
ENABLING PRODUCTS - POHNPEI

26. Nicol Cave – nicolc@spc.int
ENABLING SERVICES – COOK ISLANDS

27. Nicol Cave – nicolc@spc.int
SOCIAL MARKETING/
PROMOTIONAL ITEMS

28. Nicol Cave – nicolc@spc.int
social marketing /
PROMOTIONAL
ITEMS
Vanuatu STI testing and condom promotion
campaign targeting youth 15 to 19 years, 2012

29. Nicol Cave – nicolc@spc.int
SOCIAL MARKETING - TUVALU

30. Nicol Cave – nicolc@spc.int
SOCIAL MARKETING – NIUE 2012

31. Nicol Cave – nicolc@spc.int
SOCIAL MARKETING - NIUE

32. Nicol Cave – nicolc@spc.int
CREATIVE SOCIAL MARKETING - POHNPEI

33. Nicol Cave – nicolc@spc.int
SOCIAL MEDIA – NUTRITION FIJI
See Step 0 – Moving from awareness raising to behaviour change for a case study on
using social media in nutrition campaigns in Fiji.

34. Nicol Cave – nicolc@spc.int
IEC SOCIAL MEDIA – COOK ISLANDS

35. Nicol Cave – nicolc@spc.int
NEWS & MASS MEDIA
• News coverage is a VITAL tool in social and behaviour
change communication.
• Public needs to have a sense of the urgency and a sense of
being at risk for a recommended behaviour to be
considered.
• News media tools include:
– newspaper articles, feature stories, letters, opinion pieces.
– radio news broadcasts, radio spots, talk back shows, call-in
shows or quiz shows.
– TV news broadcasts, TV spots, TV panel discussions
– Music CDs + Banners and Billboards
– Internet /social media + celebrity & audience testimonies.

36. Nicol Cave – nicolc@spc.int
Mass media M-RIP approach
• M assive
• R epetitive
• I ntensive
• P ersistent
• Flights of 4-6weeks

37. Nicol Cave – nicolc@spc.int
SOCIAL MOBILISATION
• Mobilizing all the different groups in society to
support your campaign (churches; teachers;
universities; community elders; village
committees; community leadership structures;
youth organisations, women’s organisations)
• Administrative Mobilisation
– meetings/discussions with various
categories of government
– Successful social and behaviour change
campaigns need the full and enthusiastic
support of all relevant government
departments and ministries.

38. Nicol Cave – nicolc@spc.int
SOCIAL MOBILISATION - POHNPEI
• Go local healthy living campaign mobilised the support and
active involvement of the following social groups:
• Schools, students & teachers
• Nurses, doctors, clinics, MoH staff
• Min. of Agriculture
• Presidents Office
• Parliamentarians
• Traditional leaders/elders
• Academics/universities
• Women & youth groups
• Farmers Groups
• Church groups

39. Nicol Cave – nicolc@spc.int
STRATEGY MIX
Effective Strategic Health
Communication uses a mix of
5 or 6 activities
at the same time.

40. Nicol Cave – nicolc@spc.int
STRATEGY MIX
(KIRIBATI STI CAMPAIGN)
1. KAP SURVEY
2. nurse/clinic worker
outreach
3. Community Drama
4. School talks
5. Expanded Clinic
Hours
6. Screening days/events
7. Radio clips (x 4)
8. Radio talk back shows
9. 1 x brochure
10. Peer Education
11. Leadership Workshops
IMPLEMENTING PARTNERS
Ministry of Health  Ministry of Youth
KFHA  AHD Program  Red Cross  Scouts  Nat. Youth Council

41. Nicol Cave – nicolc@spc.int
STRATEGY MIX
TUVALU ADOLESCENT HEALTH
Radio (mass media)
Drama
Interpersonal (1 to 1 and group)
Print
Pamphlets
Posters
Giveaways (T-shirts, caps, wristbands, bags, etc.)

42. Nicol Cave – nicolc@spc.int
EVENTS
SONG COMPETITION & CD
DVD
SKILLS TRAINING WORKSHOPS
DEMONSTRATION SITES
COMMUNITY-BASED PEER
MOTIVATORS – SAFE WATER
CHAMPIONS
OUTREACH / IPC
 Village talks/meetings
 Games & fun activities
ENABLING PRODUCTS
 bottles, buckets, soap
STRATEGY MIX
(CLIMATE CHANGE & CHILD HEALTH CAMPAIGN

43. Nicol Cave – nicolc@spc.int
Insert NCD example
• Insert an example of strategies used in an NCD
campaign….

44. Nicol Cave – nicolc@spc.int
5%
4%
4%
10%
24%
29%
24%
COMMUNICATION CHANNEL PREFERENCES
brochure
DVD
events/contests
church
community meetings
HW village visit
HW home visit
CHOOSING YOUR STRATEGY MIX
(KAP SURVEY)
Use AUDIENCE RESEARCH to
determine which strategies
the audience prefer

45. Nicol Cave – nicolc@spc.int
REMEMBER ….
Small deeds done
are better than great deeds
planned
Chinese proverb

46. Nicol Cave – nicolc@spc.int
COMMUNICATION ACTIVITIES
AND PRODUCTS USED IN
CAMPAIGNS AROUND THE
PACIFIC

47. Nicol Cave – nicolc@spc.int
!!!! WARNING !!!!
• You can’t put all your messages in one
communication product or communication
activity.
• that’s old style
• How many objectives per product?
– Poster one message only!
– Brochure 2 or 3 messages only!
– Radio clip one message only!
– Counseling 2 or 3 messages only
– Drama 2 or 3 messages only!

48. Nicol Cave – nicolc@spc.int
!!!! TOP TIP !!!!
• When choosing your mix of communication
strategies, use the checklist
• After seeing your drama or reading your
pamphlet or attending your cooking class,
what do you what your target audience to:
 KNOW …
 THINK, FEEL, BELIEVE ….
 THINK ABOUT DOING ….

49. Nicol Cave – nicolc@spc.int
Providing information and condoms to
young people, Tuvalu 2012
IPC - PEER MOTIVATORS

50. Nicol Cave – nicolc@spc.int
IPC - SAFE WATER CHAMPIONS
First group of 30 community members from Kawan
Bairiki trained to train and support others in their
community to use solar disinfection (SODIS) to make
drinking water safe for children.

51. Like Skills & Livelihood Training, Tuvalu
IPC – SKILLS WORKSHOPS

52. WHOSE JOB IS IT? KIRIBATI, 2014
IPC – GENDER CARD GAME

53. IPC – SNAKES & LADDERS

54. IPC - SORTING GAME

56. IPC - WATER LENS
PROTECTION
BINGO GAME

57. IPC - WATER LENS PROTECTION GAME

58. IPC / KDS GAMES

59. insert NCD examples
• Do you have any pictures from cooking
demonstrations or nutrition training
workshops?

60. Nicol Cave – nicolc@spc.int
IPC & IEC - SKILLS
• Nutrition Workshops
• Recipe books
• Cooking
demonstrations
• Booklet - How to grow
container gardens

61. Nicol Cave – nicolc@spc.int
WELLNESS COOKBOOK - FIJI

62. Nicol Cave – nicolc@spc.int
SKILLS – PORTION CONTROL

63. Nicol Cave – nicolc@spc.int
SKILLS – HEALTHY FOOD GARDENS

64. Nicol Cave – nicolc@spc.int
PARTICIPATION - COMPETITIONS

65. Nicol Cave – nicolc@spc.int
COMPETITIONS – ART & DRAWING

66. Nicol Cave – nicolc@spc.int
Healthy Living Taro Art Competition: High School Students
COMPETITIONS – ART & DRAWING

67. Nicol Cave – nicolc@spc.int
COMPETITIONS - CELEBRITY COOK OFF

68. Nicol Cave – nicolc@spc.int
PARTICIPATION – EVENTS

69. Nicol Cave – nicolc@spc.int
HHWS RELAY (SMEC)EVENTS - HAND WASHING RELAY

70. Nicol Cave – nicolc@spc.int
EVENTS – INFO. BOOTHS

71. Nicol Cave – nicolc@spc.int
TALENT CONTESTS: LATIN AMERICA
–songs
–videos
–comics, drawings
–poetry, short stories
TALENT CONTESTS

72. Nicol Cave – nicolc@spc.int
SONG, DANCE, TALENT CONTESTS

73. Nicol Cave – nicolc@spc.int
CATCHY, MEMORABLE SONGS

74. Nicol Cave – nicolc@spc.int
‘Slip, Slop, Slap!
It sounds like a breeze when you say it like that
Slip, Slop, Slap!
In the sun we always say 'Slip, Slop, Slap!'
Slip, Slop, Slap!
Slip on a shirt, slop on sunscreen and slap on a hat
Slip, Slop, Slap!
You can stop skin cancer – say: 'Slip, Slop, Slap!'
CATCHY, MEMORABLE SONGS

75. Nicol Cave – nicolc@spc.int
PUPPETS, DRAMA, STREET THEATRE

76. Nicol Cave – nicolc@spc.int
BILLBOARDS– MASS MEDIA

77. Nicol Cave – nicolc@spc.int
SOCIAL MARKETING
BRANDS, LOGOs, SLOGANS

78. Nicol Cave – nicolc@spc.int
IEC MATERIALS - PICTURE CODES

79. Nicol Cave – nicolc@spc.int
IEC MATERIALS - PICTURE CODES

80. Nicol Cave – nicolc@spc.int

81. Nicol Cave – nicolc@spc.int
IEC MATERIALS - posters

82. Nicol Cave – nicolc@spc.int
• A wise mother
teaches her child
how to wash
hands with soap
IEC MATERIALS - posters

83. Nicol Cave – nicolc@spc.int
IEC – local language is best

84. Nicol Cave – nicolc@spc.int
USING EXISTING MATERIALS

85. 1. KNOW YOUR ISSUE
2. KNOW YOUR
behaviour OBJECIVE
3.KNOW and
involve YOUR
AUDIENCE
4. KNOW YOUR
STRATEGY MIX
5. Develop & Pre-
Test MESSAGES
6. IMPLEMENT &
MONITOR
7. EVALUATE
7-STEPS