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Saher Zafar - Designing a National Behaviour Change Campaign for Rural Cambodia

Saher Zafar - Designing a National Behaviour Change Campaign for Rural Cambodia

Every year the health of children under 5 years old in Cambodia is jeopardized due to a lack of good sanitation and hygiene, leading to undernutrition and stunting. Not washing hands with soap, exposure to harmful faeces in the environment, and drinking unsafe contaminated water are some of the main causes of life-threatening child illnesses such as diarrhea, which also affects brain development in the first 5 years.

So how can we ensure caregivers teach children in Cambodia to practice good sanitation and hygiene habits so they grow up healthy?

Learn how the iDE Cambodia Innovation Lab designed a national Social Behavior Change (SBC) campaign to improve child-centered water, sanitation and hygiene practices, creating an aligned strategy for everyone in the country to use. The campaign puts people at the center of the process and ends with innovative solutions that are tailor-made to suit their needs and create positive impact. With multi-stakeholder collaboration and 18 months of research and testing, it incorporates many approaches, including new services, products and tools that can be used in a sustainable way by the local community.

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PRO

March 19, 2021
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  1. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . www captionslive com au | captionslive outlook com | UX A a a D R a c Da 3 F a , 19 Ma c 2021 Ca ioned b : Hila Cadd
  2. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 68 he oom. If o find i ef l b hi me on email o LinkedIn if o an mo e de ail. I lo e elling eo le abo hi a ic la o . STEVE BATY: Tha ' onde f l. Thank o , Kim. KIM CHATTERJEE: Plea e. Thank fo ha ing me. STEVE BATY: Tha ' a eall ich ool and one ha eem ea onabl ea o in o ac ice. Like, he e a en' man h dle o i , i ' j he e a a ion and he lanning. Thank o e m ch. KIM CHATTERJEE: Plea e. Thank e e one. STEVE BATY: Coming ne e ha e Sahe ho ill be alking h o gh a ca e d f om al Cambodia. J ai ing fo hem o ign in. He e e go. SAHER ZAFAR: E e ea he heal h of child en in Cambodia i h ea ened, d e o he lack of good ani a ion and h giene, nde n i ion. No a hing hand i h oa , e o e o ha mf l faece in he en i onmen and d inking n afe con amina ed a e a e ome of he main ca e of life- h ea ening child di ea e . Ho can e mo i a e ca egi e o en e child en nde fi e ea old lea n good h giene habi ea l and g o heal h ? Hi e e one, can o ee me? Hi, I'm Sahe and I am f om Cambodia. Thank o o m ch fo joining me oda . I ho e o ' e been enjo ing all he ama ing eake o fa . I kno I ha e. So e , I am f om a com an called iDE, an in e na ional NGO, I o k fo he lab hich i hei h man cen ed de ign ni and change ni in Cambodia.
  3. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 69 Toda I'm going o ake o h o gh he oce ha e en h o gh o de ign a beha io change cam aign o im o e al a e and ani a ion beha io . A h ge a of de ign and e ea ch i imme ing o elf in he con e , a e all kno , and b ilding em a h and making e e nde and eo le' call inning and hei need hen e' e eaking o hem and ho e' e de igning fo . So in ead of j elling o ha e did, I an ed o ho o . I kno ha a lo of a e mi ing a el hi ea and d ing he e diffic l ime o e oge he ome ideo fo o o come on a i o Cambodia, and o e e ience hi oce fo o elf. So lea e i back and enjo o de ign jo ne . In od cing he na ional beha io change cam aign de igned o im o e child h giene and ani a ion ac ice h o gh eal life in i ing cha ac e . She i an a i a ional ole model g andmo he ho e a good e am le fo ca egi e and ho hem ho o each hei child en good habi a a o ng age. And beca e kid need ole model oo, ma kid e he o cha ac e mo i a e kid along he a . The Cambodian go e nmen and o ing a ne ha e aken a m l i ec o al a oach o de elo hi cam aign fo e e one o e. Ma ke ing ca e gi e and child en be een o o fi e ea old. I foc e on ecific child cen ed beha io , inc ea ing la ine ado ion fo child en and o ing o en defeca ion. Making i a habi o a h hei hand i h oa a o c i ical ime , af e ing he la ine and af e ea ing an hing, incl ding nack , and inc ea ing acce o clean, afe d inking a e fo child en. De elo ed ing h man cen ed de ign and beha io change me hodolog , he cam aign ha aken a c ea i e a oach o oblem ol ing, ing eo le a he cen e of he oce o nde and hei mo i a ion and ba ie . Leading o inno a i e ol ion ha a e
  4. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 70 ailo -made o i hei need and c ea e o i i e im ac . Wo king i h he local comm ni and m l i le akeholde on diffe en a ea of e e i e ha en ed all ol ion. The cam aign ha been de igned b he comm ni fo he comm ni d ing in e ac i e e e imen al oce , lea ning f om eo le along he a , doing m l i le o nd of e ea ch and e ing. The cam aign conce and ma e ial ha e been oo ed in dee e ea ch and e ing, hich ha e been gene a ed h o gh a o ia ion ini iall and hen gone h o gh hi con in o oce , a id o- ing and inno a ing, f om diffe en akeholde and o e hi 18 mon h o o ea ojec jo ne , a io le el of o o e e e de elo ed o e i o nd of e ing. The e incl ded hing like e ing i al , diffe en me age , h ical ma e ial , diffe en con en a ell a cond c ing ho beha io al ial . I hel ed efine and ha e he ol ion ha co ld be clo e o eo le' need ha o ld add e hei challenge and ba ie and al o ake in o acco n ke com onen of beha io change. Af e cond c ing he e ea ch e led a o ia ion o k ho i h m l i le akeholde , aking a collabo a i e a oach o c ea e ol ion oge he o b ild on e i ing kno ledge and e e ience in a Cambodian con e . Thi ha ing of info ma ion be een diffe en akeholde and ec o mean e e e able o c ea e mo e info med deci ion abo ha o k , ha doe n' o k and inco o a e im o an lea ning f om o he . Af e holding a oba e i h akeholde f om di e e backg o nd and e e i e e a ed i h 20 diffe en o o e anging f om od c idea , me aging, diffe en e ea ch obe and he e e e ed o e a b oad ange of idea and ge a dee e nde anding a o nd ani a ion, mo i a ion and ba ie . We an ed o di co e eo le' e ce ion , igge , emo ion , an hidden bia e . Befo e de igning an
  5. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 71 ol ion e ed he e o o e o make f e ol ion mo e effec i e. We con ide ed h ee a ea : kno ledge, emo ion and he en i onmen . Thi need o be accom anied i h he igh kno ledge, eo le kno ing ha o do, b ho do o deli e hi info ma ion effec i el . We an ed o deli e good info ma ion abo good ani a ion ac ice mo e effec i el and hel eo le emembe . Fo e am le, e lea ned ha eo le in al a ea in Cambodia co each o he . When he ee hei neighbo do ome hing, he follo i . So e ed dance and ong and ac ion a a a o mo i a e child en o a h hei hand i h oa among o he h gienic beha io . I a a ong and hi hel ed make he ac ion , he beha io a lo mo e memo able. We all kno ha ha ing kno ledge abo , fo e am le, a hing hand doe n' nece a il mean e a h o hand . A a of de igning a hand a hing ol ion e c ea ed e ea ch obe and cond c ed in e ac i e e ion o e lo e ha kind of emo ion o ld igge ad l and child en o do hi beha io . We ed i al , ge ing eo le o d a hei ideal ole model , o io i i e me age and a i a ion and o fo h. Wha came o e e he e o i i e emo ion , feeling like ide, a , feeling a ecia ed, me age ha em ha i ed hei i a ion, hel ing child en become ma and ha e a be e life. All of he e hing connec ed o he feeling o an ac ion o c ea e ha mo i a ion. We al o de igned obe o e lo e nega i e emo ional igge ch a fea and di g . In Cambodia e lea ned ha ickne i no a h ge mo i a o o do a. Ge m a e no a main conce n beca e he can' ee hem. So e c ea ed e e imen in i al e o nde and eo le' e ce ion of ge m , ge ing a ici an o d a ha a ge m look like, lea ning ha ca e hem. So once eo le kno ha o do and hen e nde and hei
  6. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 72 mo i a ion and he emo ion ha igge ha a ic la beha io , e an ed o al o hink abo hei o nding . Ho can e make i ea ie fo hem o change, ho do e make ha enabling en i onmen o ha beha io change m ch im l fo hem o ac ice? We e ed man diffe en idea , ini iall one e am le i an idea fo blic hand a hing a ion in he illage, no in fo m of a h ical od c b mo e of a a id o o e. We ho ed a ho o of a o en ial blic hand a hing a ion ill a ing he oblem, he ol ion and ho i o k and he benefi , o deli e he conce ickl and ga ge eac ion . We al o looked a e i ing e ice in he illage , and eali ed ha endo e e an n ed channel. The e e e g oce elle , mall ho ende a o nd diffe en ho ehold, o e e beha io ail o nde and o ld eo le e he e hand a hing a ion , o ld child en be a ac ed o hem if e ed diffe en ole model on he image , o ld eo le be mo i a ed o ca o he e beha io , o ld hi make he a h ea fo hem o be mo i a ed. Man a ed off a a e o o e , ome hing ha co ld be c ea ed e a idl . E en in i ed hile he e e in he field. A e lea ned mo e, e ed i h diffe en eo le, e e e able o i e a e o de ign , ee ha o ked, ha didn' o k and inco o a e hi in o o ne idea and ol ion . So e ea l on, i ho ha ing o end oo m ch ime o mone , e e e lea ning ha e ona e i h o a ge a dience and ha co ld o en iall o k in a na ional cam aign. We al o had o o e ha e c ea ed ha den i e o k a e an ed o b e lea n f om hi fail e. Yo ma ha e een he i a in a of Af ica. When e e ed i he e in hi con e , i didn' i e do a ell. Peo le did no like he fac ha a e a nning e e he e o ide hei ho e and made he o ide m dd . Some ime hen idea o k in one lace he don' nece a il o k in he o he .
  7. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 73 Ano he e am le of a fail e e e eminde icke . We had diffe en icke ha child en had in hei ho ehold o emind hem o e clean afe a e , o e he la ine and a h hei hand i h oa . We ga e he e o ho ehold o ee he e he o ld hem in he ho ehold and i i ed he ho ehold la e . We a eo le had he icke o ide hei ho e , b e al o no iced ha kid had ck he d inking a e icke on he ange a ell, hich i n afe o d ink f om. Al ho gh e ee hi a a failing o o e, e ac all hink of i a a in beca e e lea ned ha eo le migh e he e icke in he igh a , he didn' ac all e hem a a benefi o ha he a e o ed o be doing. So e lea ned o man hing d ing hi oce . I j an o lea e o i h a fe final ho gh and le on ha e lea n d ing hi hole oce of e ing, i e a ing and lea ning f om o beha io . Beha io change i a oce and i need o go be ond a a ene , in o de o ha e mo im ac , i ' no j abo comm nica ing he de i ed beha io o he a dience . We ha e o hel facili a e he ac ion and c ea e ha enabling en i onmen and coo dina e hi o each diffe en le el , o indi id al, famil , comm ni , e ice, and beca e beha io change doe n' ha en in i ola ion, i ' de enden on a la ge em and ome ime eo le beha io canno be achie ed i ho ha ing he ocial and en i onmen al fac o ha infl ence he beha io . Define he eo le, he oblem, he ac ice and ha e a clea goal in mind. Unde anding he oblem o ' e ing o ol e, kee e ie ing he ecific oblem, making e all ol ion a e aligned i h o goal. Thi i ome hing e ha e o con i en l do, hinking abo he a ge a dience, hinking abo ha ecific beha io e had o comba , and hen o ' e ing o ol e a big and diffic l challenge ch a ani a ion, i ' ea o ge lo and o ackle o man diffe en hing .
  8. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 74 So d ing he de ign oce e ha e o kee going back o he goal and foc ing on he e he bigge need a and he e e e he ecific beha io ha needed o be changed and a e ing he e eo le a e igh no and ha had o change fo hem in o de o each ano he le el. Being illing o e and i e a e. E en good idea can fail. And ch a co e com onen of h man cen ed de ign, going h o gh ha oce of e e imen a ion, no making a m ion , being o en o hing con an l changing. A o a on he ideo e had o man o o e and i ke e ol ing. Some e ho gh e e g ea idea , e ho gh e , hi i defini el going o o k and i fall fla . Te ing of en hel ed h o gho hi hole oce . Con an l engaging i h m l i le akeholde and con ide ing all agenda and need along he a . Collabo a ion alignmen e e ke in hi oce of de igning hi beha io al change, ge ing in f om e e bod . So m ch of he effo a a o nd ge ing hi alignmen and making e all oice e e hea d, o ha i ' become a na ionall ed cam aign, o man o gani e ed hi and ba icall c ea ing a ni ed a oach o im o ing ani a ion ac ice beca e e io l a lo of he a e ani a ion h giene ac ice , he o ked in i ola ion and e f agmen ed. Thi a he effo o b ing e e one oge he and c ea e hi ha monio a oach. Be a egic, make deci ion , io i i e. Thi ill hel o o kno ha feedback i nece a and hen o mo e fo a d. We ge a lo of feedback. I ' e. We go in f om man angle b ome ime ha ing oo man cook can block he oce . So feedback can hel o hinde . I ' al a good o kno ha i he diffe en and eflec ing and h o gho he cam aign e ied o inco o a e all he diffe en angle b al o made he deci ion ba ed on he e idence ha e lea ned f om
  9. N e ha hi i a edi ed a c

    i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 75 he e ea ch and e ing. So a final ho gh i h o i beha io change i ha d, and i ake ime. B if e nde and eo le and c ea e info med none hele and c ea e an enabling en i onmen e can infl ence ac ion . And if o an o lea n mo e abo ha e do a he iDE Inno a ion Lab feel f ee o follo on ocial media. Of co e, if o an o connec i h me and ha e mo e e ion and ha e did, I'm al a ha o cha , ha e feedback di c ion . Ha e o done ome hing imila , ha a o oce like? I'm al a ha o di c idea and ha e, b ain o m a o nd diffe en ol ion . Thank o o m ch. STEVE BATY: Thank o e m ch Sahe . Tha a a eall in e e ing ca e d . SAHER ZAFAR: Thank o . STEVE BATY: Yo ne e en e i Je Nichol , Je i a manage a A Clo d G and e'll be alking abo ho o engage i h akeholde h o gho he de ign jo ne , h o gho he lea n jo ne . Hi Je . JESS NICHOLS: Ho ' i going? STEVE BATY: Ve ell. Thank o . If o a e ead , ake i a a . JESS NICHOLS: Pe fec . Le me ge i . I ho e e e bod i ha ing an a e ome da and i all ead o ea l nch. Am I ho ing he igh lide? STEVE BATY: Yo e e n il a momen ago and hen i ' clo ed again.