Health Behavior Change – A long road ahead

Contributed by Nidhi Chakrabarty (edited by Susan Thomas)

 

On a recent visit to Paharpur village of Saharsa district, Bihar, while observing a dissemination of a health video with members of a self help group (SHG), I overheard discussions about a woman by the name Kaili Devi, in another SHG and her seven children, all of whom are severely malnourished. Upon asking them for more information I realized that the family lived close by, so I decided to visit them and see for myself their situation.

 

Kaili Devi (35) and Dinesh Sada have two daughters and five sons. The eldest child is 13 years old and the youngest was born just 4 months ago. Kaili Devi was married to Sada at the age of 20. Sada used to work at a brick kiln where he used to earn up to INR 5,000 per month but had to leave that job as the poor working conditions took a toll on his health. Since then he has not been able to find a stable job. Now he takes up daily wage labor that earns him around INR 2,500-4,000 per month.

 

The staff of the partner organization shared that the family is under tremendous financial burden and none of the children are able to get a proper meal a day, leave alone healthy diet. They also shared that Kaili Devi, has been a member of Durga SHG since October 2013, where ASHAs (Accredited Social Health Activist or frontline health workers) as well as Parivartan Sahelis (community health workers referred to as Community Change Agents) share critical information with the SHG members on maternal, infant and young child health care and nutrition.

 

However, Kaili Devi, has been unable to adopt the practices related to family planning and has to now visit the doctor almost daily for injections to just survive, let alone the fact that the infant is severely and acutely malnourished. Kaili Devi is unable to provide nutrition to the child and could not even breastfeed the child for more than 30 seconds.

 

Over the last few years, the Government of Bihar has been focusing extensively on improving facility-based healthcare for new-borns and mothers with New Born Care Corners (NBCCs), Special New Born Care Units (SNCUs) and labor rooms in first referral units across the state.

 

A study by the Institute for Health Metrics and Evaluation in Seattle, USA reported earlier this year that pregnancy-related deaths among Indian mothers have declined at an annual rate of 3.1 per cent since 2003, which is slightly faster than the global rate. However, what I saw at Kaili Devi home only helped drive home the point that more must be done to improve these indicators and others such as the startling figures of malnutrition that remains like a scar on our nations health indicators.

When I asked her husband, Dinesh Sada, about why he did not avail of the government schemes or adopt family planning practices, he replied that the more children he had the less he’d have to worry about money as the moment they turn 8 to 10 years old, they would start earning and ease the financial burden.

 

Clearly, I thought to myself, none of the SHGs or government schemes or any other such investments are able to explain or inform and persuade people adopt the best practices related to family planning and health and nutrition. The SHG that Kaili Devi is a member of does not use the mediated video dissemination method yet.

 

However a few weeks later I discovered a slightly different story in a neighboring village called Tariyamma in Simri Bakhtiyarpur, Saharsa, which is only 20 kms away. Here I met Duriya Devi (29), who has been a member of Nath Baba SHG since last 2 years.

 

Her husband Nirmal Sada works as a laborer in Delhi and earns up to INR 6000 – 7000 per month and sends about half of it to Duriya Devi each month.

 

Duriya Devi has four girls. The eldest is 10 years old and the youngest is one and a half years old and she is six months pregnant yet again, hoping for a boy this time.

 

All her children were brought to life in the small room of her house by the local dai (traditional birth attendant), as she neither had the money to afford the hospital nor did she know the benefits of delivering a child in hospital.

 

The members of the group criticized her for getting pregnant again, not knowing how to explain the ill effects it would have on her and her family, yet they made her save money.

 

I was hesitant about saving the money with the SHG but the members compelled me to, said Duriya Devi. Then the Saheli, Soni Devi, started explaining everything with the help of the videos, and I saw the video Prasav Poorv Tyaari (pregnancy preparedness) and I had more clarity and awareness as to why I should save money and choose to deliver my baby in the hospital, shared Duriya Devi.

 

These videos were ones created by the community members of the same village after Digital Green and partner NGO (Project Concern International) gave them training on the health related issues and on how to produce the video. Digital Green had then trained a number of Sahelis in disseminating the video among members of the SHG.

 

After watching the videos not only has Duriya Devi saved up to INR 1500 for the delivery of her child in the hospital, she has also made a note of the name and phone numbers of a cab driver, an ambulance and of a Saheli as well as an ASHA . I will definitely attend all the meetings where the videos will be shown, said Duriya Devi happily.

 

Since Digital Green started working on the health behaviors in 2012, we have found that it is not easy, nor is it possible to observe change, especially long-term change, as fast as we could in the agriculture domain. However, we know we have much to hope for when we see these changes effected even with one family at a time.

The Digital Green Story

All you need to know about Digital Green’s community-led video-enabled learning approach and its impact on rural communities across the world in a short film:

Short film on CSISA – Digital Green collaboration in Odisha, India

A pilot project to increase the scale of access of farmers to improved crop production technologies by integrating Digital Green’s technology-enabled extension model was implemented in collaboration with CSISA (Cereal Systems Initiatives in South Asia) in Odisha layering over Krishi Vigyan Kendra (KVK) and Government of Odisha agriculture extension systems.

The project was implemented in 20 villages in Puri district of Odisha. CSISA and the KVK played the role of knowledge partners in the project. The technical content (in the form of videos) was disseminated by the KVK trainers and the village level extension workers of Department of Agriculture, Govt. of Odisha.

A short film on the pilot:

Digital Green: Targeting. Empowering. Connecting.

The concept of user-generated content has seeped into and transformed traditional information dissemination channels for the rural population. Stepping out of the passive consumption mode, rural community members are now playing an active role in developing and sharing content on improved practices and behaviors within their immediate network. Much like urban folks who are influenced by peers on social networks and add their own ‘Like’ or RT to help a meme or video go viral, farmers tend to be convinced of the benefits of a practice when a fellow farmer promotes it – convinced enough to adopt the practice and help spread the word within their own groups.

This insight combined with a scientific rigour of producing the right type of content and disseminating it in an effective and efficient manner can trigger behavioral change among rural communities. In an article he co-authored for the latest MIT Press Journal special issue on Innovations, Rikin Gandhi, CEO, Digital Green, states, although they (the farmers) may not have access to the Internet or bandwidth or even electricity, these individuals learn by observing their neighbors fields, by asking others about the crops they grow and how they grow them, or inquiring about neighbors health issues and how they treat them.

Digital Green builds on the informal social networks of these farmers to share highly localized content on best practices, using cost-effective technology to help plug the social and geographical distance between farmers, in the process creating community knowledge workers who lead their communities to a self-reliant and sustainable future.

“Community facilitators and forums that nurture peer-to-peer sharing, such as women’s self-help groups, engender a level of trust and understanding by flipping the traditional top-down process of content production and delivery.”

Any approach that aspires to be truly inclusive cannot afford to look through women farmers or the marginalized communities. ‘At Digital Green, we believe that one reason for our success is that we reach out to women and other marginalized farmers; in fact, women account for 79 percent of the people participating in Digital Green screenings. In keeping with our strategy of leveraging homophily to increase the effectiveness of our approach, most of our facilitators and the farmers featured in the videos are female. Digital Green also is active in many communities with predominantly tribal populations, particularly in the Indian states of Jharkhand and Odisha. By bringing these populations together and featuring their peers as role models in the community, we help to bolster their local social standing.”

Feedback from the community on the videos and the screenings is captured and analyzed on a near real-time basis via a stack of tools customized for low-resource settings. This data is essential to make course corrections to the intervention for optimal impact.

Read on to know more about this simple yet ‘disruptive’ approach to information dissemination, one that actually listens to and gives voice to the small farmers, the folks who hold the key to the world’s food security.

Focus on the Audience Behaviour

Our Brown Bag session today, where we bring in experts from within Digital Green and outside to spark our imagination and inspire us to do something different and something more, did exactly that.

 

Our guest speaker, Siddhartha Swarup, Director, Family Health Projects in India for BBC Media Action is an expert who has worked across five continents and in over 15 countries in the areas of behaviour change communication, marketing and advertising. He joined us at the Digital Green office in Delhi to share his experience of designing the curriculum for the Mobile Academy.

 

The Mobile Academy is an anytime, anywhere mobile-based training course for community health workers on family health, developed by BBC Media Action. This training course is an IVR (Interactive Voice Response) based learning aid designed to train the Community Health Worker (CHW) and equips her with both technical information on family health behaviours and tips for effective communication.

 

Siddhartha started off the pre-lunch session by asking us to split into two groups and plan a lunch party for either a group of friends or our parents-in-law. Our responses, when we regrouped, brought us straight into the discussion that Siddhartha wanted to draw us into – one about understanding the behaviour of the target audience for designing the appropriate curriculum. For the aged parents-in-law we would be careful not to have deep-fried or too salty food but for friends, we’d need to have a variety of exciting food.

In a very engaging hour-long presentation Siddhartha shared with us concepts around identifying target audience, suitable models of pedagogy, how to leverage communications on the highs and lows of audience behaviour. On the need to get creative and think out of the box, his words, to not hit on the first good idea and be stuck with it! resonated with the group after a quick exercise he asked us to do, which was to divide a square box into four equal parts. Most of us could come up with three or four ways to do it, but Siddhartha shared some non-linear options as well.

The overarching theme of the session was curriculum design, keeping in mind the target audience and their context, needs, likes and dislikes and levels of comfort with the content and medium of engagement. Siddhartha gave examples of two projects that he had been closely associated with, one was BBC Janala, widely known as English in Action, the largest english learning program in the world outside of schooling system and the other Mobile Academy.

 

Siddhartha also placed immense importance on research and an iterative process of developing content before actual roll out.

Workshop Gallery

SAFANSI JEEViKA Topics

Basanti Majhi’s Story

Basanti Majhi, farmer, secretary of a women’s self help group, mother and community change agent

SPRING Overview

SAFANSI pilot in Bihar