Lesson 2 Handout 3: Examples of Completed Designing for Behavior Change Frameworks Example 1: Agriculture and Natural Resources (ANR) Programs: Poultry Management Priority Group or Behavior Influencing Groups Determinants Bridges to Activities Activities Targeted adult Adult men and women from Perceived negative 1. Create one demonstration Reduce the perception men and women families who raise chickens. consequences: site per village where families that chickens will stop who raise can observe the survival of laying eggs if they are These families all have Belief that chickens chickens keep penned chickens and the penned up. children under 2 years of will stop laying them enclosed ability of chickens to adapt to Reduce the perception age or a pregnant or Belief that it will be (penned up) at all the enclosed environment that it takes more lactating woman at program more effort and times. with cost-benefits displayed. start-up. effort/expense to care more expensive to 2. Meanwhile, start promoting for penned up They live in rural villages and give chickens food the provision of improved chickens. own small numbers of and water feed, clean water and vaccine chickens, which currently Increase the to all poultry. wander freely and sleep in perception that it will Perceived positive 1 and 2. Train agriculture trees. be economically consequences: volunteer promoters in Both men and women have beneficial to keep They will not lose poultry care (feed, water, attended some school. chickens penned up. chickens to wild vaccine) and construction of Increase access to They all want food security, animals pens and cages using locally cost fencing materials well-being and education Less loss due to available materials. Monitor and skills for adapting for their children. illness and reinforce their ability to local materials. They think chickens will not transmit skills to others. Chickens will not have enough to eat if they damage crops and 2. Reinforce the benefits of are penned up, or they do gardens enclosing poultry by not know affordable ways distributing a calendar with It is easy to capture to make chicken coops. one benefit shown per chickens for Most of the Priority Group is month. vaccinating in the aware-ness (or 3. Provide technical assistance Farmers can use “contemplation”) stage of and a small loan to one manure for behavior change. entrepreneur per village to
Lesson 2 Handout 3: Examples of Completed Designing for Behavior Change Frameworks Example 1: Agriculture and Natural Resources (ANR) Programs: Poultry Management Behavior Priority Group or Influencing Groups Determinants Bridges to Activities Activities Targeted adult men and women who raise chickens keep them enclosed (penned up) at all times. Adult men and women from families who raise chickens. These families all have children under 2 years of age or a pregnant or lactating woman at program start-up. They live in rural villages and own small numbers of chickens, which currently wander freely and sleep in trees. Both men and women have attended some school. They all want food security, well-being and education for their children. They think chickens will not have enough to eat if they are penned up, or they do not know affordable ways to make chicken coops. Most of the Priority Group is in the aware-ness (or “contemplation”) stage of behavior change. Perceived negative consequences: Belief that chickens will stop laying Belief that it will be more effort and more expensive to give chickens food and water Perceived positive consequences: They will not lose chickens to wild animals Less loss due to illness Chickens will not damage crops and gardens It is easy to capture chickens for vaccinating Farmers can use manure for Reduce the perception that chickens will stop laying eggs if they are penned up. Reduce the perception that it takes more effort/expense to care for penned up chickens. Increase the perception that it will be economically beneficial to keep chickens penned up. Increase access to fencing materials and skills for adapting local materials. 1. Create one demonstration site per village where families can observe the survival of penned chickens and the ability of chickens to adapt to the enclosed environment with cost-benefits displayed. 2. Meanwhile, start promoting the provision of improved feed, clean water and vaccine to all poultry. 1 and 2. Train agriculture volunteer promoters in poultry care (feed, water, vaccine) and construction of pens and cages using locally available materials. Monitor and reinforce their ability to transmit skills to others. 2. Reinforce the benefits of enclosing poultry by distributing a calendar with one benefit shown per month. 3. Provide technical assistance and a small loan to one entrepreneur per village to cost
Final_Practical_Guide_to_Conducting_BA_July_2014.docx