Social behavior change strategy

The USAID Transform WASH Activity envisions a thriving WASH market in Ethiopia driven by increased consumer demand for and use of affordable products and services, delivered through successful business models and supported by the Government of Ethiopia.

This behavior change communication (BCC) strategy is intended to suggest evidence-based behavioral change and demand creation approaches and to guide WASH behavior change intervention efforts implemented mainly by Plan International and synergized with the USAID Transform WASH Activity’s consortium organizations. This strategy is informed from a desk review of WASH-related policy, strategy, and program documents and survey reports; a review of WASH-related social behavior change communication (SBCC) material mapping; and a critical review of existing tools from the Federal Ministry of Health (FMoH), and stakeholder and partner consultation/discussion at national, regional, zonal, and woreda levels.

The document comprises the analysis involved in identifying the major WASH behaviors to focus on, the key audiences, major barriers, and behavioral determinants that motivate target groups to develop sustained behavior change toward WASH practices, as well as the results the project activities need to achieve along with suggested interventions.

Furthermore, the social behavior change (SBC) strategy is expected to improve the effectiveness of WASH service delivery by addressing the demand/user side gaps by creating awareness, demand, and acceptability for the WASH products and services provided through community-based approaches. The strategy will address the social support and norm to improve WASH behaviors in the project intervention areas through a multi-level approach that includes the harmonization of interpersonal communication, community mobilization, and advocacy that helps the project to achieve its objectives.