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. 2. 3. & 5 Testimonials: Identify Reduce the perception men and women families who raise chickens. consequences: that chickens will stop people who keep their who raise laying eggs if they are chickens penned up (Doers) These families all have Belief that chickens chickens keep penned up. and create testimonials children under 2 years of age will stop laying them enclosed (record/video tape these so or a pregnant or lactating Increase the perception Belief that it will be (penned up) at all they are easily repeated) that it is worth the woman at program start-up. more effort times emphasizing the productivity small extra They live in rural villages and Belief that it will (1) and the value of the extra effort/expense to care own small numbers of cost more to give effort/ expense(2) and the for penned up chickens, which currently chickens food and economic benefits (3) and the chickens. wander freely and sleep in water affordable ways to feed trees. Increase the Perceived positive penned up chickens (5). Both men and women have perception that it will consequences: 2. Cross Visits: Invite poultry attended some school. be economically They will not lose raisers to visit people who beneficial (less loss, They all want food security, chickens to wild keep their chickens penned less damage to crops, well-being and education for animals up to discuss economical their children. more fertilizer, etc.) to penning and feeding options. Less loss due to keep chickens penned They think chickens will not illness 5. Technical Support: Train up. have enough to eat if they agricultural extension agents Chickens will not Increase access to are penned up, or they do in poultry care (feed, water, damage crops and fencing materials not know affordable ways to vaccine) and construction of gardens and skills for adapting make chicken coops. enclosures using locally It is easy to local materials. available materials. Most of the Priority Group is vaccinate Increase the perception in the awareness (or Collect names of people who Farmers can use that there are “contemplation”) stage of commit to penning and manure for inexpensive ways to behavior change. arrange for agricultural fertilizer feed penned up
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 awareness (or “contemplation”) stage of behavior change. Perceived negative consequences: Belief that chickens will stop laying Belief that it will be more effort Belief that it will cost more 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 vaccinate Farmers can use manure for fertilizer Reduce the perception that chickens will stop laying eggs if they are penned up. Increase the perception that it is worth the small extra effort/expense to care for penned up chickens. Increase the perception that it will be economically beneficial (less loss, less damage to crops, more fertilizer, etc.) to keep chickens penned up. Increase access to fencing materials and skills for adapting local materials. Increase the perception that there are inexpensive ways to feed penned up 1. 2. 3. & 5 Testimonials: Identify people who keep their chickens penned up (Doers) and create testimonials (record/video tape these so they are easily repeated) emphasizing the productivity (1) and the value of the extra effort/ expense(2) and the economic benefits (3) and the affordable ways to feed penned up chickens (5). 2. Cross Visits: Invite poultry raisers to visit people who keep their chickens penned up to discuss economical penning and feeding options. 5. Technical Support: Train agricultural extension agents in poultry care (feed, water, vaccine) and construction of enclosures using locally available materials. Collect names of people who commit to penning and arrange for agricultural
advanced_workshop_on_designing_for_behavior_change.docx