Published on August 7, 2007
COMBI: Communication for Behavioural Impact: COMBI: Communication for Behavioural Impact Linda S. Lloyd, Dr.P.H. Consultant, WHO/WMC WHO, UNICEF, MOH-Maldives Male’, Maldives March 2006 What is COMBI?: What is COMBI? A dynamic approach to behaviour change that utilizes: Strategic Social Mobilization Social Communication + = Measurable changes in behaviour! Why do we need a new approach?: Why do we need a new approach? Although there are good examples of IEC (Information, Education, Communication) programs that have improved knowledge and attitudes, there are few good examples of communications programs with measurable changes in behaviour It is critical to measure actual changes in behaviour, not just assume it has occurred COMBI: based on theory and practice: COMBI: based on theory and practice Behaviour change theories Communication theory Marketing practice Points in common among behaviour change theories: Points in common among behaviour change theories The person or community should have: a positive intention toward the new behaviour a minimum of barriers to achieve the behaviour sufficient ability to carry out the behaviour encounter messages that serve as reminders Believe that the actions will have positive results and benefits Elder, J. et al. 1998. Strategies for Health Education:Theoretical Models. In Handbook of Immigrant Health, Sana Loue (Ed). New York:Plenum Press COMBI is different because: COMBI is different because it is a methodology for planning sustained actions in communication and social mobilization. Also,: Also, COMBI focuses on measurable changes in behaviour, NOT JUST changes in knowledge or attitude. History of COMBI: History of COMBI 1994: Dr. Everold Hosein offers the first 'Integrated marketing communication for behavioural impact in health and social development' course at New York University 2000: WHO promotes the COMBI methodology for planning communication and social mobilization actions History of COMBI: History of COMBI 2003: The Regional Dengue Program of the Pan American Health Organization (PAHO/WHO) promotes COMBI as an integral part of the Framework for a New Generation of Dengue Prevention and Control Programs in the Americas (EGI-Dengue, Strategy for Integrated Management for Dengue Programs) (http://www.paho.org/english/ad/dpc/cd/dengue-nueva-generacion.htm) Slide10: 2004: publication of the COMBI guide for dengue (WHO,TDR,PAHO): Planning social mobilization and communication for dengue fever prevention and control: a step-by-step guide. http://www.paho.org/English/AD/DPC/CD/den-step-by-step.htm http://www.who.int/tdr/publications/publications/planificacion_dengue.htm Slide11: 2000 – 2005: WHO and UNICEF use COMBI for leprosy, malaria, filariasis, TB, HIV/AIDS 2003 – 2005: WHO, PAHO and CDC implement a COMBI initiative for the prevention and control of dengue COMBI in action: COMBI in action HIV/AIDS: Republic of Moldova, Ukraine, Kenya, Sudan, Bolivia Leprosy: India, Mozambique Lymphatic Filariasis: India, Kenya, Sri Lanka, Zanzibar, Myanmar, Nepal Slide13: Malaria: Afghanistan, Sudan, Ghana, Bolivia Tuberculosis: Kenya, India, Bangladesh COMBI in action - Dengue: COMBI in action - Dengue the Americas: Barbados, Bolivia, Brazil, Colombia, Costa Rica, Dominican Republic Ecuador, El Salvador, Guatemala, Honduras, Nicaragua Asia: Cambodia, Laos, Malaysia Slide15: HICDARM Achieving behavioural results Hear about the new behaviour Inform yourself about it Convince yourself that it is worthwhile IEC programs focus on HIC Decide to do something about it Act on this decision Reconfirm that your action has had a positive result Maintain the behaviour COMBI focuses on DARM Step-by-step guide , pg. 5 ©Hosein What do we hope to achieve through our communication programs?: What do we hope to achieve through our communication programs? We want to Influence a decision/behaviour/social norm Reinforce a decision/behaviour/social norm What do we hope to achieve through our social mobilization programs?: What do we hope to achieve through our social mobilization programs? We hope to Mobilize various sectors of society to take action on a common issue Create a sense of shared responsibility The 15 steps for COMBI planning:: The 15 steps for COMBI planning: 1. Assemble a multidisciplinary planning team: 1. Assemble a multidisciplinary planning team to: determine the behavioural objetives review the formative research results COMBI Team Male’, Maldives Slide20: direct the pre-testing of the behaviour, the message(s) and the materials design the communication and social mobilization strategy evaluate implementation of the strategy COMBI poster Nicaragua 2. Establish preliminary behavioural objetives.: 2. Establish preliminary behavioural objetives. COMBI Mantra #1 Do nothing – produce no T-shirts, no posters, no leaflets, no videos - do nothing until you have a specific behavioural objective! Step-by-step guide, pg. 10 Analytical methods for setting behavioural objetives : Analytical methods for setting behavioural objetives Problem analysis Risk factor analysis Force-field analysis BEHAVE framework analysis Priority analysis SMART objective analysis (Specific, Measurable, Appropriate, Reasonable, Time-limited) Step-by-step guide, Tool #4. Example: “SMART” Objectives: Example: 'SMART' Objectives Specific: based on priority behaviours Measurable: you can measure the adoption, or not, of the behaviour Appropriate: your target audience understands what the behaviour is, the behaviour is culturally acceptable Reasonable: the objective can be achieved given existing resources Time: within a specified time period Step-by-step guide, 'Step 2' and 'Tool 4' Slide24: Plastic containers and miscellany on roof tops, Male’, Maldives Open water storage container, Male’, Maldives Oil containers storage in back yard, Himmafushi Slide25: Possible Objective for Plastic containers/miscellany: Current message: Turn over or throw away. COMBI Objective: Challenges – what is trash, what is useful? use roof for storage: 'out of sight, out of mind' who is responsible for checking the roof? Slide26: Rooftop Garden, Male’ Water plants, Male’ Rooftop garden shop, Male’ Slide27: Possible Objective for Water Plants: Current message: Change the water two times a week. COMBI Objective: Challenges – number of water plants in house may not be in clear container so can’t see water has organic material cost of rooting gel as substitute for water? Slide28: Open well, Male’ Abandoned open well, Himmafushi Partially covered open well, Male’ Slide29: Possible Objective for open wells: Current message: Clean open wells COMBI Objective: Challenges – reported reluctance to use fish in open wells by residents in Male’ 'clean' well not a clear behavior, time intensive covering is problematic Slide30: Construction site, Male’ Water in foundation at construction site, Male Water on slab, construction site, Male’ Slide31: Possible Objective for construction sites: Current message: Remove standing water – depends upon what is found holding water COMBI Objective: Challenges – hard to standardize enforcing regulations may be difficult The 4 Cs of Marketing: The 4 Cs of Marketing Consumer: needs/desires/expectations Cost: Is the cost of the behaviour worth the investment [time, effort, financial]? The 4 Cs of Marketing: The 4 Cs of Marketing Convenience: Service, location, hours of service, sensitivity of the provider, behavioral complications Communication: Focus on integrated communications 3. Plan and conduct formative research/situation analysis: 3. Plan and conduct formative research/situation analysis COMBI Mantra #2 Do nothing – produce no T-shirts, no posters, no leaflets, no videos – do nothing until you have conducted the formative research needed to determine whether the behavioural objective is feasible! Step-by-step guide, pg. 28 COMBI Team, Male’, Maldives 4. Invite feedback on the formative research.: 4. Invite feedback on the formative research. Present and disseminate the formative research results so they can be used by other groups in the integrated dengue program (e.g., epidemiology, laboratory, entomology, communication, training). Slide36: 5. Analyze, prioritize and finalize the behavioural objectives – not more than 3! Using a comprehensive analysis of the results of Steps 3 and 4, it is necessary to: identify the most important breeding sites identify the behaviours that can be 'improved' or 'changed' with greatest success Slide37: Segment target groups. age, sex, educational level, place of residence (urban/rural) need (e.g., families who need to store water, families with tires in their patio) stage of change in which the target population can be found Slide38: 7. Develop your strategy. Message Think S.ource 'Ms. CREFS' Channel Receiver Effect Feedback Setting Step-by-step guide, pg. 45 The five integrated communication actions : The five integrated communication actions 1. Advocacy/public relations/management 2. Social mobilization 3. Publicity All actions M-RIP: massive, repeated, intense, and persistent 4. Interpersonal communication 5. Point-of-service promotion Step-by-step guide, pg. 8 Communication challenges: Communication challenges Selective Attention Selective Perception Selective Retention Slide41: Benefits to dengue program managers: Benefits to dengue program managers COMBI provides a comprehensive guide to: Develop a strategy for communication and social mobilization actions Measure implementation of the strategy the behavioural impact of the actions Slide43: 8. Pre-test behaviours, messages and materials to: determine the probability that the behaviour will be accepted ensure that the messages and materials are understandable and will result in the desired impact. COMBI Project Ibirité, Brazil 9. Establish a monitoring system.: 9. Establish a monitoring system. The focus of the monitoring system is the adoption of the behaviour, not the presence of larvae. CHALLENGE A lack of indicators that more truly reflect the behaviour. 10. Strengthen staff skills.: 10. Strengthen staff skills. If there isn’t the capacity to plan, administer, implement and monitor this process at all levels, there will be no sustainability. Slide46: Implementation of the behavioural objective with the community, COMBI Project Ibirité, Brazil 11. Set up systems to manage and share information. : 11. Set up systems to manage and share information. Exchange of information among the different dengue program components is essential for good decision-making. Slide48: Flow of information COMBI Project Managua, Nicaragua Slide49: Flow of information COMBI Project São Luís, Brazil 12. Structure your program. : 12. Structure your program. Include personnel with experience in behaviour change, communication and social mobilization. Designate budget funds annually to sustain communications and mobilization actions. 13. Write a strategic plan (a COMBI plan). : 13. Write a strategic plan (a COMBI plan). The COMBI plan describes in detail: the combination of communication actions that will be used all the steps needed to implement the strategy Step-by-step guide, pg. 78 14. Determine your budget. : 14. Determine your budget. A specific budget for the COMBI plan should be developed based upon the reality of available funding for dengue and the financial situation of the country. 15. Conduct a pilot test and revise your COMBI plan. : 15. Conduct a pilot test and revise your COMBI plan. Ensure that the strategy does not have critical deficiencies Refine the approach Preliminary results of the external evaluation of the CDC/WHO/PAHO dengue COMBI initiative:: Preliminary results of the external evaluation of the CDC/WHO/PAHO dengue COMBI initiative: It is a pragmatic approach that has resulted in behaviourally-focused messages. Countries visited: Barbados (Island-wide), Brazil (4 sites), Guatemala (1 program w/multiple sites), Laos (1 site), Malaysia (2 sites), Nicaragua (1 site) Slide55: COMBI has created enthusiasm and commitment at various program management levels and the community There are positive tendencies in the measurement of behavioural changes, but more still needs to be done to refine behavioural indicators. (e.g., the use of entomological indicators not appropriate for the behaviour being promoted) Slide56: Why commit yourself to COMBI? To have a greater behavioural impact To get the most out of your budget To stimulate greater collaboration among the community, health volunteers and the health sector To motivate your target population Because it is good program management! Formative research on open wells, Male’, Maldives Documents of interest: Documents of interest Elder, J. (2005). Evaluation of Communication for Behavioural Impact ('COMBI') Efforts to Control Aedes aegypti Breeding Sites in Six Countries. Tunis:WHO Mediterranean Centre for Vulnerability Reduction (WMC). WHO/PAHO (2004). Planning social mobilization and communication for dengue fever prevention and control: a step-by-step guide. Geneva:WHO.