The Evo-Eco approach to Behaviour change

Val Curtis/Robert Aunger/

Helen Trevaskis

The Hygiene Centre, LSHTM

Subjective norm

Behaviour

Attitudes

Perceived Behavioural

control

Intention

Health

Psychology

Behaviour

Behavioural

Economics Nudges

Biases/ Heuristics

Industry

Product

Promotion

Behaviour

Evo-Eco Model

Object

Brain

Time

Setting

in

mass

community

household

intervene

social

biological

physical

setting

planned

motivated

habitual

brain

behaviour health

design and testing

Monitoring and evaluation

formative research

How many brains?

human

mammal

primate

reptile Create

Affiliate

Nurture Attract

Love Hoard

Origins

Fear Disgust

Hunger

Comfort Lust

Curiosity

Play

body brain world

Human Motives

Justice

Status

Motives for HWWS

MOTIVE GOOD CANDIDATE?

Disgust Yes

Nurture Yes

Affiliation Yes

Status Maybe

Attraction No

Fear No

Habit

That is what I do ever since I was a child, I remember when I was a child, they kept telling me to wash my hands with water, but they never mentioned soap. (Ghana)

Hand washing with soap is not a habit round here. (Madagascar)

in

mass

community

household

intervene

social

biological

physical

setting

planned

motivated

habitual

brain

behaviour health

design and testing

Monitoring and evaluation

formative research

planned

motivated

habitual

social

biological

physical

setting brain

behaviour

Manners,

norms

Facilities,

Cues

Contamination

Pledging

Disgust Nurture Status

Affiliation

Routine

(Curtis, Danquah, Aunger 2009)

Campaign Execution Mudra Max

Funding Wellcome, SHARE

Project coordination monitoring, evaluation

St John's Research Institute Bangalore

Campaign Design, training and support

Centre of Gravity

Conception LSHTM

nurture disgust status social norms

Testing motives

Good Mother Vs Bad Mother

Nurture

Disgust

Habit cues

Routine

in

mass

community

household

intervene

social

biological

physical

setting

planned

motivated

habitual

brain

behaviour health

Monitoring and evaluation

Figure 2. Handwashing with soap pre and post-intervention by study arm.

2% 4%

1%

19%

0%

5%

10%

15%

20%

25%

30%

35%

Pre-intervention Post-intervention

Soap use at key events

(after toilet, after cleaning child, before eating / food handling)

intervention

control

Difference 16%

p= 0.005 han

dw

ash

ing

wit

h s

oap

View Intervention Control

HWWs is good manners 84% 21%

HWWS protects children 63% 2%

HWWS leads to success in life 30% 0%

Everybody around here WHWS

35% 8%

HC BC: Evo-EcoTheory

Evidence as to what works

FR:

What? Who? Why? How?

Creative execution

Lessons Drivers similar around the world, but context differs

Behaviour isnt all cognitive

Health isnt a motive

Habit, motives, environment

Emotion!

Private sector