Behavior Change & the Principles of Pride. Rocky Sanchez Tirona, Rare
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1 Behavior Change & the Principles of Pride Rocky Sanchez Tirona, Rare
2 Over the next hour Overview of the role of behavior adoption in development programs, and the basic principles of successful behavior adoption campaigns 1. Understand how behavior change can help projects achieve outputs and contribute to development outcomes, and the factors that can influence behavior adoption 2. Recognize the basic principles behind successful behavior adoption campaigns Activity: 1. Presentation 2. Q & A
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4 Photo by Greenpeace in MWBuzz,
5 Photo from The Guardian, 2010/
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7 The problems AND the solutions: It s all about human behavior
8 What does it take to change behaviors?
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10 Your highly emotional reaction is most illogical.
11 Behavioral Approaches apply a holistic understanding of human motivation and decision-making and an in-depth engagement with a specific target audience to deploy strategies that promote positive behaviors or social norms which are supportive of a social goal. Social Marketing Behavior Change Communications Behavioral Economics
12 A Pride campaign inspires a community to change social norms around how its natural resources are used in everyday life. Integrate early into a project s design
13 328 Pride campaigns launched to date 57 Countries 250+ Local Partners
14 A theory for behavior change
15 What knowledge is needed to increase awareness and shift attitudes? What attitudes need to shift for conversations to take place? What conversations are needed to encourage adoption of new behaviors? What are the other barriers to adoption other than K, A, IC? Social? Political? Economic? Other elements of project are critical Which behavior by which group needs to change in order to reduce the threat? What are the main threats? Which ones can you reduce? What are you trying to conserve? Also applicable to other types of outcomes (eg maternal survival, democratic processes, etc.)
16 Behavior Change: the tools and the terms Advocacy Lobbying IEC (Information, Education and Communications) Behavior Change Communications Social Marketing Mass media Face-to-face /Interpersonal communications Social media
17 THE PRINCIPLES OF PRIDE Elements of an Effective Behavior Adoption campaign
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19 The probability distribution function (bell curve) shows the approximate distribution of the adopter subgroups within the population. (adapted from Rogers 2003)
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21 Source: Swaziland HIV campaign
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24 Be a responsible hunter. Follow the 5 rules of hunting: Use traditional weapons, hunt the right species, in the right areas, during the right seasons, and for eating purposes only
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26 Throne of good health Get your family used to defecating in the right place so you can avoid illnesses Source: Campaigns & Grey / SuSEA
27 A bountiful livelihood. Our future will be more bountiful if we support our fishers in practicing the right way to fish.
28 COROLLARY PRINICPLE: Just because you tell me doesn t mean I will believe it.
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33 Source:
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35 Source: Campaigns & Grey/ P & G
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43 Enforcement teams are trained and strengthened
44 Local Chief Executives are bought in and committed
45 CASE STUDY
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47 Pilar Pride Campaign, Philippines Baima Snow Mountain Area Improve knowledge of the sanctuary and its ability to protect the fish resource base. Promote pride in the marine environment and social value of participation in marine stewardship. Promote conversations about the benefits of the marine sanctuary and responsibility to protect it. Install sinkers, marker buoys and guardhouses and train community patrol units. Promote compliance with marine sanctuary regulations amongst fishers and increase participation in community patrolling. Reduce intrusion by fishers into the marine sanctuary and use of destructive fishing gear. Increase the abundance of fish in the Pilar Municipal Marine Park.
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53 Pilar Pride Campaign, Philippines Percentage of fishers who know the benefits for the local community from having a No Take area in the barangay. Percentage of fishers who strongly agree that fish net fishing should not be allowed in the PMMP reserve.
54 Pilar Pride Campaign, Philippines Number of reported sightings in the PMMP No Take area Fish biomass inside the reserve
55 It also had impact on social resilience
56 Typhoon Haiyan
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59 Readiness Trust + Institutions for collective decisionmaking
60 Questions & Answers
61 Thank you! Rocky Sanchez Tirona
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