1. Developing Public-Private Partnership Handwashing Initiative Behavior Change Campaign

2. Steps in Designing Audience Centered Communications Step 1: Who do we want to communicate to? Method: Audience Research with mothers Step 2: How do we organize research findings? Method: Use a behavior change model to guide research questions and to analyze data Step 3: What do we want to say? Key Communications Messages Step 4: How do we convey our messages in the most effective way? Campaign positioning Execution

3. Research Objective Investigate hand washing behaviours among mothers of children under 5 years; Examine availability of factors such as sanitation, water and soaps in and around the household; Understand motivating factors and barriers in doing so and how these might be applied to key junctures (after contact with faeces and before contact with food)‏ Document current channels of communication, of all kinds, particularly for the types of messages that might motivate hand washing with soap (HWWS).

4. Location - 8 provinces North: Son La, Phu Tho, Hung Yen Central: Nghe An, Binh Dinh South: Vinh Long, Dong Thap, Ninh Thuan Methods Qualitative –16 FGDs –56 product trials with bar soap –56 in-depth interviews Quantitative –720 structured observations from 6-9 am daily

5. Main Findings from the Research 60% of those who wash their hands with water say they don’t find soap important/necessary Only 44% reported HWWS was necessary after going to the toilet Only 9% thought HWWS was needed after cleaning a baby Only 4% thought HWWS was needed after handling feaces

6. Why don’t mothers HWWS? “I only need to HWWS if my hands are dirty or smelly” “HWWS takes too much time” “I simply forget to HWWS when I’m in a hurry” “Soap is too expensive to be used for HW” “HWWS is simply not important” “Weather and/or uncooked food cause diarrhea”

7. Understanding our audience: Ms. Thuy Lives in rural VN Farmer HH: $50-150/month Complete primary/ secondary school Values: The most “important” and “enjoyable” daily activities are related to well-being of their children. “Everything I do is for my children first” “I work to have money for my children” “I care for my children by cooking good meals, teaching them, making sure they are clean and so on”

8. How do mothers communicate? Mass Media: More than 80% of mothers watch TV –Most popular time: 6-9 pm –Most popular channel: VTV3, and HCMC TV in south –Favorite programs: #1- films, #2 - news, #3 – music programs and contests –Most viewers switch channels during TV spots but over 2/3 can recall messages on HW Only 15-20% listen to radio or read newspapers Interpersonal Communications: Health Workers & Women’s Union are both important sources of information.

9. FOAM - A Model for Behavior Change

10. FOAM Questions for HW Behavior Change Focus Opportunity/ Resources Ability/ Knowledge Motivation Target Audience Desired Behavior

11. MAIN RESEARCH FINDINGS Knowledge Motivation Beliefs, Attitudes & Locus of Control “Handwashing with water alone is enough to clean hands” Motivation Intention – Cues to Action BC DETERMINANT “I simply forget to wash my hands with soap” “Handwashing is not linked to diarrhea” “Handwashing with soap takes too much time” “Changes in the weather causes diarrhea – there’s nothing I can do about it”

12. From Determinants to Communications Objectives After the campaign, the target audience will: KNOW that even clean-looking and clean-smelling hands can have germs (knowledge)‏ BELIEVE that HW with water alone is not enough - soap in needed (belief)‏ BELIEVE that HWWS is time well spent (belief)‏ BE REMINDED to HWWS at critical junctures (cues to action)‏ FEEL empowered that HWWS is something they can do to ensure the well-being of their children (locus of control)

13. What our moms value Having a child = huge involvement among all moms The family is the corner stone of Vietnamese society It is well entrenched in the society that dedicating oneself to your children and hence the future is of great importance Rewarding When the child develops well in terms of both physical and mental health Responsibility /pressure / tiredness taking care of their nutrition, education, health, development Fun and happiness ‘The child makes the family’

14. Brand Direction Acceleration Target Emotional Driver Brand Promise Brand Rationale Good Motherhood The most important role in my life is being a mother. Everything I do is to ensure that my child is healthy and develops properly so that they can reach their full potential (developmental milestones)‏ Being a mother takes a lot of work but it’s worth every minute when I see my child developing properly (physically and mentally)‏ Recognition as a good mother: My child will be happy and healthy because he’s developing like he should. What better way to demonstrate that I’m a good mother HWWS clearly indicate: 50% reduction in infections and disease 25% reduction in infection the prevention of millions of deaths and hidden costs (medical fees, children deprived of learning due to illness-caused missed school days)‏ Handwashing with soap is a part of everyday life A mother does many things: Works for her family’s livelihood, toils with housework, care for child etc All this is done so that her child doesn’t have to…so her child can develop physically and mentality, so her child can be a child A mother is rewarded when her child laughs, sings innocently, gives love back, eats her food A child can do these things and give joy to his mother because he is healthy and happy Washing your hands isn’t enough. Invisible germs get left behind. You can use any kind of soap. And it only takes a few extra seconds A mother knows that she is key to her child’s future successes

15. Main Poster

16. 4 Junctures Poster f

17. Materials for Motivators Handbook Picture Set Monitoring Handbook

18. THANK YOU! Contact Information: Water and Sanitation Program (WSP)‏ World Bank in Vietnam Seventh floor 63 Ly Thai To, Ha Noi Tel. (84 4) 934 6600Fax. (84 4) 934 6597 Nga Kim Nguyen – HWI Coordinator Email:nnguyen4@worldbank.orgnnguyen4@worldbank.org Tel. 04 934 6600 -390 Nguyen Hien Minh- HWI Research and Monitoring Officer Email:mnguyen1@worldbank.orgmnguyen1@worldbank.org Tel. 04 934 6600 -360