Key documents for the sub-category on Behaviour change and user psychology issues


  • paresh
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  • Budding WASH researcher, especially interested in governance, public policy, finance, politics and social justice. Architect, Urban & Regional planner by training, Ex. C-WAS, India. I am a patient person :)
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Re: Key documents for the sub-category on Behaviour change and user psychology issues

Dear All,
Sharing the Orissa Urban Water and Sanitation Communication Strategy (GoO,2011) here. I think , it offers a good template for designing a communication and BCC strategy. Some of the key points that look important to me: 
  • It clearly identifies the issues that need to be dealt with and the objectives of the campaign.
  • It classifies the audience;  the citizens, elected representatives and service providers (incl. government officials at all levels) are primary audience and those like the media, the civil society, academic institutions and others who can influence behaviour of the primary audience as secondary audience.
  • The messages that need to be delivered to each type of audience are also identified. They include messages specific to each sector (within WASH) as well as combined or umbrella messages.
  • The communication channels to be used to deliver message to each of the audience type were also identified. For example, CM and the Principal Secretary could deliver messages to the secondary audience who would in turn influence primary audience. These were in addition to messages directly aimed at various section of the society through advertisements in the mass media, screening of documentaries, use of folk media,   competitions for students, etc. These were to be accompanied by training and capacity development efforts aimed at government officials and private service providers.  
I've also heard Shri Mathivathanan, the Principal Secretary, and one of the key figures in getting FSM implemented and scaling it up in Odisha talk about committees formed at various levels - slums, ward, city, district, state to deliver the messages and raise demand for services.

I'd suggest adding this as one of the key documents as it is likely to be very useful for people in practice. 

Paresh Chhajed-Picha
Researcher at Indian Institute of Technology - Bombay, India
This email address is being protected from spambots. You need JavaScript enabled to view it. Twitter: @Sparsh85
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