GC becomes Tulodo

Tulodo_580x580Goodwin Collaboration has undergone a rebrand and we are now operating as Tulodo. We continue to provide social and behaviour change services and are using the rebrand as an opportunity to expand our offering and bring more people on board. Tulodo’s core services are in strategy, research, design, development, human resources, fundraising, management, monitoring and evaluation. We’ll also develop unique projects of our own, for which we encourage ideas and opportunities to collaborate. Tulodo’s website is here: http://www.tulodo.com. Thank you for your support.

Change agents and social marketing presentation at the World Social Marketing Conference in Toronto

logo-WSMNick presented at the World Social Marketing Conference held in Toronto, Canada. His paper showed how to support social and behaviour change through the use of change agents. It will be useful for those designing and implementing social marketing programs and research. How we select change agents – e.g. peer educators, opinion leaders, community health workers and counsellors – helps determine the effectiveness of a program. While there is evidence to support the use of change agents, there are limitations to current methods to select effective ones. This paper  examined new evidence from the field for a method to help find effective change agents. It will draw on several case studies, including alcohol use in Australia and an Indonesian community based sanitation program.

AusAID releases concept note for new Maternal and Newborn Health and Nutrition Program for Indonesia

Aloisa Ernesta, head midwife in the perinatal unit at Ende District Hospital in Eastern Indonesia. Photo: AusAID

Aloisa Ernesta, head midwife at Ende District Hospital. Photo: AusAID

AusAID has released a draft concept note for the new Maternal and Newborn Health and Nutrition Program for Indonesia. The 8-year A$200 million program of support for maternal and newborn health aims to assist Indonesia to close the socio-economic and geographical equity gap in reducing maternal and neonatal deaths and child stunting.

Our initial review reveals that one of the outcomes is “Greater informed demand and changed individual, household and community knowledge and behaviour related to family planning, maternal and neonatal health and nutrition” (p. v) which is a welcome sign of the integration of behaviour change and social marketing approaches. Sufficient investment in creating demand for services will be key to the success of this program.

Individuals and organisations are encouraged to submit views and issues that they would like to see further considered or clarified during the design process. The closing date for submissions is 30 June 2013.

DKT International – the purest marketing approach to behavior change?

DKT International is a social marketing nonprofit working in Asia, Latin America and Africa to improve access to reproductive health products and services. DKT adopts one of the “purest” market-based approaches to behavior change. It now boats the enviable record of around 75% of its revenue brought in from the sale of condoms, birth control pills and other products and services, including the highly successful Fiesta brand of condoms.

Founded in 1989 by Phil Harvey, DKT was named after Dharmendra Kumar Tyagi (1928–1969), who was an Assistant Commissioner for the Indian Family Planning program. An early pioneer and champion of family planning in India and elsewhere, he invented the well-known (in India and some other countries) “Red Triangle” symbol as a branding effort to familiarize and popularize the idea of family planning.

Many of the branding and mass communication techniques DKT developed are now used throughout the developing world to combat disease (such as HIV/AIDS) and poverty. His success in saturating the country with simple, attractive messages and designs (including the Red Triangle, which is now in use in several other countries) overcame age-old communication barriers and greatly increased public awareness of birth control. DKT’s staff consider its model to be the purest form of marketing and therefore most sustainable. Is this true? And if so, can it be applied to other behavior change efforts, especially those which don’t use products?

Half the Sky Movement games to achieve social impact

According to Comminit.com, the Half the Sky Movement, a global initiative to address gender empowerment, has produced 3 hand-held mobile games for India and East Africa on topics such as maternal health, child health, and girls’ education and empowerment. For example, the “Family Choices” game aims to enhance the perception of a girl’s place in and value to her family, with an emphasis on keeping her and her peers in school.

The games build upon principles consistent with social learning theory, which asserts that people learn through observing others’ behaviours and attitudes. All three games use two common models to achieve social impact – adventure and simulation. Players are exposed to characters that can serve as role models and will be rewarded for positive actions, such as killing the worms inside their stomachs or seeking antenatal care. Players also face choices, such as making decisions that lead to a delay in marriage and betterment of the family. Games, both online and off, are increasingly being used to help deliver social marketing programs.

Improving health and nutrition through Galli Galli Sim Sim, the Indian co-production of Sesame Street

The Sesame Workshop in India has launched a healthy habits campaign as part of Galli Galli Sim Sim (GGSS), the Indian co-production of Sesame Street. The GGSS Mobile Community Viewing (MCV) program trains local change agents to provide health information to slum neighbourhoods. They use a repurposed, GGSS-branded vegetable cart carrying a TV set and a DVD player showing segments on health and nutrition, followed by distribution of educational materials to children and caregivers. This slum roadshow also features activities such as mask-making and theatre. An evaluation of the program notes that exposure to the GGSS’s MCV is associated with increases in children’s knowledge of sources of milk (calcium), healthy foods, and steps of handwashing – as well as with caregivers’ knowledge of vegetables. This shows the importance of a mix of methods to reach the intended audience, based on how and where they seek health information.

Launched in 2006, Galli Galli Sim Sim (GGSS) is a broad-based, multimedia educational initiative for young Indian children modeled on Sesame Street, the US-based Sesame Workshop’s entertainment-education series for preschoolers. Created through a partnership between Sesame Workshop and Turner India, in creative collaboration with Miditech Pvt. Ltd., the television series aims to promote joyful learning of basic life skills – be they cognitive, social, emotional, or physical – for India’s children, and to raise awareness about the importance of early childhood development and education.

Women change agents help address Avian Flu in Indonesia

Community radio Aisiyah facilitator talks about halal food, sanitation and cleanliness (JHU-CCP)

Community radio Aisiyah facilitator talks about halal food, sanitation and cleanliness (JHU-CCP)

DAI, the Johns Hopkins Center for Communications Programs, Aisyiyah and partners have adopted an innovative approach to behaviour change which engages women change agents to ensure the effectiveness of a program helping to prevent Avian Flu in Indonesia. The project has engaged female preachers spread over thousands of islands to help create demand for healthy poultry products as part of the Strategies Against Flu Emergence (SAFE) project in Indonesia.

SAFE is a response to a persistent problem for Indonesia: the highest number of human cases of H5N1 avian flu in the world, exacerbated by an 84% fatality rate across 31 of its 33 provinces. Begun in 2011 by DAI and JHU-CCP with funding from USAID, SAFE works at all levels of the poultry value chain, including consumers.

Most interestingly, SAFE strategically targets Muslim women. Muslim women are targeted because around 88% of Indonesians are Muslim and its women traditionally purchase and prepare the food for their families. For these reasons, messages about selecting fresh poultry products, handling poultry properly and good sanitation behaviors are being integrated into sermons and other religious activities delivered to women by female members of one of the country’s largest Islamic organizations, Aisyiyah. This draws on a combination of community psychology, social movements and social networks to drive change.