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Determining the Determinants of Behavior: Planning for Change

Presenters:
Ann Jimerson-CHANGE Project/AED
Anton Schneider-CHANGE Project/AED
Rikki Welch-CSTS

The purpose of this session is to present a research method that project managers and backstops can use to design successful behavior change interventions.

How do you plan interventions that will be effective for behavior change? For decades project managers have answered this question by reverting to their "default mode"-planning activities to increase knowledge and perception of risk. Unfortunately this frequently results in ineffective programming and frustrated managers.

But if changing knowledge is not enough to change behavior, what else will help? How do you find that out? This presentation will look at a research method for determining the determinants of behavior, factors shown to motivate or "determine" a behavior for a given audience.

The methodology demonstrated in this session was developed by behavioral scientists working in behavior change for preventing the spread of HIV/AIDS. This approach has been used for designing interventions in many different areas of health. It has proven effective in dozens of country programs, leading to real changes in in behaviors that lead to improved health.

This presentation will question your assumptions and give you a FUN, EASY tool you can apply immediately in designing effective behavior change interventions for maximum effectiveness.

Note: If you have Power Point installed on your computer, click the Download tab to view the presentation using your software. If you do not have Power Point you may View the slides using Adobe (pdf).

ExerSlides: Ann Jimerson (The CHANGE Project)

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• List of Determinants MS Word Document
• Exercise Survey MS Word Document

Ann Jimerson is a creative communication professional with more than 20 years of experience in applied health communication and social marketing in both the U.S. and developing countries. She has contributed to all aspects - including formative research, materials pretesting, application of behavioral science, and materials production - of program planning for national and local campaigns and programs that deal with HIV/AIDS prevention, teen pregnancy prevention, control of diarrheal diseases, family planning, MEDICARE, and Children's Health Insurance. Ms. Jimerson was instrumental in developing AED's BEHAVE Framework, a simple tool that helps community planning teams apply behavioral science to social marketing interventions.

Anton Schneider has extensive experience in communications, research and marketing. Currently, he co-directs USAID's CHANGE Project, ensuring development and application of innovative behavior change approaches in family planning and reproductive health, HIV/AIDS, Maternal and Child Health. Over the years, Mr. Schneider has developed and assisted in the development and implementation of many innovative communication strategies, including Nepal's "Dhaaley Dai" HIV/AIDS prevention campaign, India's "Friends of the Pill" campaign and the first pan-Caribbean mass media reproductive health campaign, "Talk about it", stimulating dialogue about adolescent sexual responsibility among parents, partners and peers. Mr. Schneider has worked extensively with private and public partners, having started his career in the private sector, conducting communications research in Los Angeles and then New York, for many of the world's leading advertising and marketing communications companies.

As Information Dissemination Specialist, Rikki Welch is responsible for the communication needs of the CSTS project, including technical updates, web content, and CS Connections, a CORE/CSTS newsletter of promising practices. She has worked in communications for development agencies in both domestic and international settings.