Let's Give Them a Nudge: Social Mobilization and Field Experiences from India_Lee Losey_4.23.13

“LET’S GIVE THEM A

NUDGE”: SOCIAL

MOBILIZATION AND FIELD

EXPERIENCES FROM INDIA

Presented by Lee Losey,

CORE Group Polio Project, Parul Ratna, CRS India, Ataur Rab, PCI India, and Vivekananda

Biswas, ADRA India

OUTLINEI. 15 Minute Introduction and Theoretical

OverviewII. Three 15 to 20 Minute Presentations by

Panelist:Ataur Rab, PCI India, CGPP India and

Capacity BuildingParul Ratna, CRS India, on Child MobilizersVivekananda Biswas, ADRA India on

Community InfluencersIII. 15 to 20 Minute Open Discussion

POLIO IN 1988

POLIO IN 2012

Our Progress Against Polio

THE CORE GROUP POLIO PROJECT Coalition of NGOs working on Child

Survival Initial USAID Grant in 1999 GATES Foundation Grant Sub-Grants to 12 International NGOs

and 20 National in Five Countries Collaborates with WHO, UNICEF, CDC,

Rotary, Gates Foundation, Ministries of Health

HOW DOES THIS APPLY TO OTHER HEALTH INTERVENTIONS? The Use of Social Mobilization to

Achieve Large Health Objectives

Behavior Change to Achieve a Norm Shift for a Health Outcome

Examples: Polio, Malaria, Nutrition, etc.

Perceived Susceptability to Disease

Perceived Severity of

Disease

Demographic Variables

age, sex, race, ethnicity

Perceived Threat of Disease

Cues to ActionMass media campaigns

Advice from othersReminder cards or calls

Illness of family member or friend

Perceived Benefits of preventive

actionMinus

Perceived barriers to Preventive

action

Likelihood of Taking

Recommended Preventive Health

Action

Health Belief Model (Becker, 1974, 1988; Janz & Becker, 1984)

POLIO IN THE US 58,000 Cases in 1952 20,000 Cases Annually 910 in 1962 Last Case in 1979 among Amish who

refused vaccination

DR. JONAS SALK VACCINE TRIALS – INACTIVATED VACCINE 1955

SOCIAL MOBILIZATION Engages and motivates a wide range of

partners, allies, institutions, community networks, civic and religious groups

National, local & community levels Raises awareness of and demand for a

particular development objective through face-to-face dialogue

Facilitates change through a range of players engaged in interrelated and complementary efforts

Pragmatic versus Activist Social Mobilization

Importance of local ownership Hybrid of Pragmatic and activists

(Community Agents, enfluencers, NGOs, Health Officials, etc.)

Engaging the Community to Change the Social Norm

Creating a contagion of Change

NUDGE THEORY: Many kinds of nudges, reminder calls, cards,

media, CMCs.

Changing the Default OptionWhat Happens if you do nothing?

POLIO CAMPAIGN IN INDIA

CHILDREN WITH POLIO IN INDIA

POLIO IN 2015

INDIA CORE GROUP POLIO TEAM Ataur Rab, PCI, Introduction to CGPP

India and Capacity Building of Community Mobilizers

Parul Ratna, CRS, The Use of Child Mobilizers

Vivekananda Biswas, ADRA, Influencers (The need to overcome resistance)