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
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