Study Session 9  Influencing Behaviour

Introduction

Once you have identified the determinants of a behaviour that you want to change (Study Session 8), it is time to think about how you might influence the desired behaviour by developing a behaviour change strategy. You may encounter both barriers and motivators relating to cost, availability, service delivery, interaction with communities, channels of communication, or the content or clarity of the messages about change.

There are several reinforcing approaches to communication that aims to influence behaviour – the main ones are behaviour change communication, social change communication, social mobilisation, and advocacy. A WASH communication programme may include all these approaches to increase and sustain demand, acceptance and utilisation of various services.

This study session introduces these major communication approaches to influencing behaviour, which are described in more detail in following study sessions. It also describes the main steps for organising and implementing a successful WASH campaign.