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Less GuessAnn Jimerson, Alive & Thrive, FHI 360
with Nutrition + Social and Behavior Change
Working Groups
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Less Guess(work)• We need to tell people WHAT they
can do (the Behavior)• Knowledge isn’t always enough to
motivate behavior• We don’t need to guess what
motivates people.–Practice Doer/NonDoer analysis
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The “Switch” framework• The ENVIRONMENT shapes
people’s behaviors• People are of TWO MINDS:
–RATIONAL SELF–EMOTIONAL SELF
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Rider = Rational self
Elephant = Emotional self
Path = Environment
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PROGRAM
ACTIVITIES
BEHAVIOR
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PROGRAM
ACTIVITIES
BEHAVIOR
DETERMINANTS >
KEY FACTORS
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Comparing Doers with NonDoers
Doer = Currently does the behaviorNonDoer = Does not currently do the
behavior
• How could comparing them help you know what really influences the behavior?
• Why is it important to identify the most powerful key factors?
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Doer/NonDoer Example
• Caribbean survey of youth and young adults
– Before using Doer/NonDoer analysis
– After using Doer/NonDoer analysis
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Caribbean Data #1Survey of Youth and Young Adults
45%
47%
59%
26%
Perceived Consequences (My partner will distrust me...)
Perceived Social Norm (My friends think I should use condoms)
Self-Efficacy (I can use a condom)
Perceived Risk (Yes, I am at risk for HIV/AIDS)
Knowledge (Cannot tell by looking that someone has HIV)
All Respondents
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Caribbean Data #2Survey of Youth and Young Adults
Analyzed by Doers and NonDoers
27%
62%
33%
61%
25%
56%
32%
58%
Perceived Consequences (My partner will distrustme...)
Perceived Social Norm (My friends think I should usecondoms)
Self-Efficacy (I can use a condom)
Perceived Risk (Yes, I am at risk for HIV/AIDS)
Knowledge (Cannot tell by looking that someone hasHIV)
NonDoers (Never Used a Condom) who AgreeDoers (Ever Used a Condom) who Agree
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Part 2
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"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
–John Wanamaker
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No waterI just finished breastfeeding. So yummy.
Did you drink some water to rinse your mouth? Oh no, I don’t even drink a little bit of water. Just a few drops of water can make us sick.
Really? Breastmilk has enough water and all the nutrients you need.
Mom, I don’t need additional water. There’s no need to worry if I’m thirsty or need to rinse mouth. Leading health organizations recommend that you feed me only breastmilk for the first 6 months. Breastmilk has enough water and nutrients for me to grow up healthy and smart. Breastmilk, the best for us, proven globally.
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Applying 3 powerful behavioral determinants
1. If I do the behavior, I get something I want Perceived consequences2. I can do the behavior without much effort Skills, self-efficacy, barriers3. Other people, whose opinions matter to me, think I
should do the behaviorPerceived social norms
= FUN!= EASY!
= POPULAR!
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Rider = Rational self
Path = Environment
Elephant = Emotional self
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Early initiation of breastfeeding
Health Worker: It’s a girl!Mother: Give me my baby!Woman in background: You should give her honey!Mother: No, give her to me. I have to breastfeed. Doctor Apa told
me…Doctor: A child needs breastmilk within one hour of birth. This
makes the baby healthy and helps you produce milk. Health Worker: You can protect her from diseases by breastfeeding
right now. And the baby should get nothing but her mother’s milk.Father: I’m lucky the mother of my baby is so intelligent.“Good nutrition helps children grow”