1. Positive Deviant and your pride campaign SOCIAL MARKETING CAMPAIGN

2. POSITIVE DEVIANTS ARE INDIVIDUALS OR GROUPS who find solutions to problems through local wisdom, without access to special resources.

3. POSITIVE DEVIANTS are in the same less advantageous situation like their peers but they are able to do better

4. Focuses on positive deviants behavior, not the individual Is based on the idea that seeing is believing POSITIVE DEVIANCE APPROACH

5. is based on the premise that if the community self-discovers the solution, they are more likely to implement it POSITIVE DEVIANCE APPROACH

6. 1.Define a problem, challenges, common practices, desired outcomes (BC) 2.Determine presence of positive deviance individuals or groups 3.Discover exceptional but successful behaviors and strategies POSITIVE DEVIANCE APPROACH

7. 4.Market the PD to tell their stories and demonstrate their behaviors 5.Design activities to allow community members to practice the discovered behavior 6.Conduct participatory monitoring and progress to assess the successfulness of executed activities POSITIVE DEVIANCE APPROACH

8. Jerry Sternin 1990 Vietnam Save the Children Malnutrition

9. Bagra, Haripur District, Pakistan

10. Will Rahima’s firstborn Survive overwhelming odds? The grave opens its mouth for mother and child for 40 days after birth.” A local proverb

11. The odds stacked against Rashima’s first born One in 4 children die within the first 40 days  PD approach implemented 2001-2004 Saving newborn lives, Save the children

12. 1.Define a problem, challenges, common practices, desired outcomes (BC) 2.Determine presence of positive deviance individuals or groups 3.Discover exceptional but successful behaviors and strategies POSITIVE DEVIANCE APPROACH

13. Young children who beat the overwhelming odds against survival Haripur District, North West Frontier Province of Pakistan

14. IMPLEMENTATION OF PD APPROACH Build rapport with community to understand context (newborn concept extended to 40 days) Participatory techniques (FGD, in depth interviews, newborn mapping) Testimonials by people who lost a newborn Exploration of practices using props and dolls

15. PD newborn: A baby who survived despite heavy odds poverty prematurity maternal health history POSITIVE DEVIANCE APPROACH

16. Observable PD practices in Bagra antenatal consultation & tetanus injection Ask the dai to see wife in 9 th month Increase food intake for wife arrange money for transportation in case of emergency Hand stiched matress (gadeila) for baby Clean blade for dai to cut ombilical cord nothing applied to umbilical cord

17. Observable PD practices in Bagra Baby fed exclusively on breast milk No gutti Baby kept warm Mother released from household work to take care of baby

18. IMPLEMENTATION OF PD APPROACH Husband: “ Giving a nutritionally-rich protein bar to the pregnant mother can lead to a healthy baby and also keep mother’s out of danger. If we provide food for the mother it will ensure the health of the baby”

19. Religious leader: “we don’t need to bathe the baby for azan, when we listen to Azan 5 times a day we are not clean most of the time” => His testimonial was played at a community Fair

20. 1.Define a problem, challenges, common practices, desired outcomes (BC) 2.Determine presence of positive deviance individuals or groups 3.Discover exceptional but successful behaviors and strategies POSITIVE DEVIANCE APPROACH

21. 4.Market the PD to tell their stories and demonstrate their behaviors 5.Design activities to allow community members to practice the discovered behavior 6.Conduct participatory monitoring and progress to assess the successfulness of executed activities POSITIVE DEVIANCE APPROACH

22. Marketing: Street theatre Media Religious people Popular leaders Mock bazar: men/women asked to choose six objects that will be needed in delivery kit Balloons as newborns game Role play with dolls (with detachable umbilical cords and placenta)

23. % of mothers giving pre-lactal feeds in first 3 days decreased from 70% to 25% % of fathers who saved money for transport increased from 45% to 62% % of newborns whose cords did not receive unhygienic homemade remedies increased from 7% to 19% % of families that used a new blade to cut cord increased from 19% to 33% POSITIVE DEVIANCE APPROACH

24. One year after beginning of project: “No newborn has died since the project began” POSITIVE DEVIANCE APPROACH

25. Determine the positive deviant practices SOCIAL MARKETING CAMPAIGN 1. Find the deviant 2. Remove TBU (true but useless practices) 3. Invite community members to meet the PD

26. Involve PD in your campaign SOCIAL MARKETING CAMPAIGN Help PD become informal leader Develop network by connecting PDs Introduce PD to key partners PD & media

27. Involve PD in your campaign SOCIAL MARKETING CAMPAIGN Involve PD in design of activities PD to invite people to your events PD as campaign spokesman PD as facilitator of campaign activities PD on your materials (? Caution)

28. Additional slides

29. “Sternin, you have six months to show results,” noted Mr. Nuu, a high-ranking official in the Vietnamese Ministry of Foreign Affairs. “What? Six months? Six months to demonstrate impact?” Jerry Sternin could not believe his ears. “Yes, Sternin, six months to show impact, or else, I will not be able to extend your visa.”

30. Crisis or opportunity?

31. Women weighing children in an interventional village

32. “A thousand hearings isn’t worth one seeing, and a thousand seeing isn’t worth one doing.” PD emphasizes “doing.”

33. Shrimp and crabs for the taking in Vietnamese rice paddies

34. A cooking session in progress in an intervention village

35. Monique sterling listening to a discussion on nutrition

37. Determine the positive deviant practices SOCIAL MARKETING CAMPAIGN 1. Find the deviant! - poor family with healthy children -Fisher that does not intrude, do illegal fishing - Bantay Dagat / community member that is not afraid to apprehend/report intruders into the MPA 2. Remove TBU (true but useless practices) -Only some individuals can do it 3. Invite community members to meet the PD - Increases trust, highlight what PD does differently