Less GuessAnn Jimerson, Alive & Thrive, FHI 360

with Nutrition + Social and Behavior Change

Working Groups

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

The “Switch” framework• The ENVIRONMENT shapes

people’s behaviors• People are of TWO MINDS:

–RATIONAL SELF–EMOTIONAL SELF

Rider = Rational self

Elephant = Emotional self

Path = Environment

PROGRAM

ACTIVITIES

BEHAVIOR

PROGRAM

ACTIVITIES

BEHAVIOR

DETERMINANTS >

KEY FACTORS

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?

Doer/NonDoer Example

• Caribbean survey of youth and young adults

– Before using Doer/NonDoer analysis

– After using Doer/NonDoer analysis

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

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

Part 2

"Half the money I spend on advertising is wasted; the trouble is I don't know which half."

–John Wanamaker

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.

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!

Rider = Rational self

Path = Environment

Elephant = Emotional self

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”