mNutrition: Behaviour change in 160 characters or less? www.gainhealth.org
PRESENTATION OVERVIEW Introducing the mNutrition initiative The mNutrition approach to BCC – Knowledge dissemination vs. BCC – Understanding our “consumers” and end users • Beyond ensuring the message is understood • Profiling and testing to tease out motivations, barriers, aspirations • The limits of SMS – Linking consumers to tangible resources through the mobile channel – Using other mediums – audio, video, quizzes, social media etc. Anticipated impact: The case of Wazazi Nipendeni (Tanzania), Farmer Club (Ghana) www.gainhealth.org 2
mNutrition: An Introduction 3
WHAT IS THE GSMA MNUTRITION INITIATIVE DFID funded project to the GSM Association (GSMA) to develop and scale-up the delivery of nutrition messages through existing agriculture and health mobile phone platforms . Aim: – to reach at least 3 million people in 8 countries in Africa (Nigeria, Ghana*, Malawi*, Mozambique, Tanzania, Kenya, Uganda, Zambia – all health) and 4 countries in South Asia (Pakistan, Sri Lanka, Bangladesh and Myanmar – all agri) * = both agri and health – To ‘improve nutrition for the poor as a result of behavior change promoted by accessible mobile-based services delivered at scale through sustainable business models .’ www.gainhealth.org 4
WHAT IS THE ROLE OF GAIN AND THE GLOBAL CONTENT CONSORITUM? The GCP consortium: ensures that high quality and validated content is developed in alignment with global evidence, national priorities and local context including: – Development of detailed national nutrition landscape analyses ; – Development of both a global content framework and country specific content frameworks which determine content development needs (e.g. language, channel) – Development of a centralized knowledge bank in which to organize all government validated factsheets and messages – Development of quality assurance processes and quality control; – Development of localized and validated mobile ready content with the support of a local content partner for 14 services (12 countries) – Development of tools to support local content partners: especially in terms of the meaning of localized content: Locally relevant/understood vs. locally generated/meeting the needs of local users. www.gainhealth.org
CONTENT MANAGEMENT Global content sources Country framework (ENA, WHO, UNICEF etc.) informs End Content users Service repurpose Factsheets Factsheets A Knowledge CHWs Nutrition content Bank Messages Messages localize Content push Service export B Ag Ext Local content sources Expert (MoH) validation • Global & local validated source content will be uploaded to a central database – the nutrition Knowledge Bank GCP (GAIN with partners) • Local Content Partners will create health and agri focussed nutrition factsheets by country • Factsheets will be validated in country by relevant stakeholders (e.g. Govt agencies) Local content provider • Local Content Adapters will create sets of key nutrition based mobile messages • Mobile messages will be validated in country by relevant stakeholders (e.g. Govt agencies) www.gainhealth.org Service providers • All content will be centrally stored on the nutrition Knowledge Bank for use by multiple mobile services
The mNutrition approach to BCC: Human-centred design 7
MNUTRITION USER GENERATED INSIGHTS “Its not about My barriers Lack of knowledge does not seem to be the key changing, that is not “I know if I had more barrier to nutrition in the system. Barriers such as hard. It’s because I money, I would eat lack of money to purchase nutritious foods, lack of love those foods better.” (starch based)- I love proximity to nutritional foods and overall dietary them.” preferences limit good nutritional and health behaviours. I am motivated Across the board the key motivator for any change "I don’t want what ”I want my son to be happened to me to in behaviour will be the belief that changes will lead intelligent and happen to my successful.” to a better future for their children. Anything that will daughter.” make their children smarter and more successful is a message they will try and undertake. “If my daughter is sick I take her straight to the I trust The health trust network is vast with users and hospital. I know sickness includes chemists, health care practitioners, can be very dangerous ”If the priest can’t heal for young children. But traditional healers but also non health related my children, I take for me, I’ll wait as long as players such as priests who perform blessings and them to the chemist.” possible and then maybe key influencers such as caretakers and male go to the clinic if it doesn’t go away/” partners. I am traditional, While I don’t always use a traditional healer and I “I would rather go to may prefer modern medicine, I will or have in the the clinic because I sometimes “One man said we had know I will get quality past try/tried herbs and traditional medicines as a to feed her (sick mother) vegetables…he was a care there….I don’t first point of call. The older generations are likely to local healer.” like herbs, they taste trust traditional medicine, with the modern youth bitter.” leaning towards modern medicine. We eat together During certain meals, specifically dinner we eat as a “I go home and check ”My extended family family, or at least as many of us as possible. Meals if they have eaten and eats the some food are often shared, with the hierarchy of food if they haven’t, we eat together once a 8 together. I like it when distribution still in play. www.gainhealth.org month.” we eat together.”
USER PROFILING IN GHANA “ IN FLUEN CERS “My children rely on me for “I spend money on them so can information. They always ask me become better (educated). In the for advice…I have been around a end, they will look after me.” long time. I know things.” N ana: W illiam: Th e Ca retaker Th e Fin a ncer W OMEN OF A REPRODUCTIVE “I ask my friends and family for advice and when they don’t know, I go to the traditional healer in the markets.” “I go to the clinic when I am sick…I A GE need to see a professional, then you know you are getting quality.” Ju liet: S ew aa: Th e Im pressionable Th e Modern W oman www.gainhealth.org 9
I am an elder female influencer, I believe in NANA: The Caretaker the traditional methods for health and nutrition and I use my mobile phone sparingly S O M E T H I N G A B O U T M E Nana at a glance I do not have I am 55 years old and live in Dodowa. I make money by smoking control over fish and selling it but only when I am not too tired. I get tired in I have control health and over health nutrition in my my old age. I have led a full life. I go to church regularly as it and nutrition household helps keep my connection to Jesus Christ. I get to see my pastor in my and my friends. I think schooling is very important but I never got household to finish school. I left in primary school to help my mother who I make my I am easily own decisions influenced by also used to smoke fish and I have been doing it every since. Its regarding other hard to look back and have regret but I did what I needed to for nutrition regarding my family. nutrition Care about I just care my health and about the nutrition as health and well as my nutrition of my A B O U T M Y F A M I L Y family family I am married with 8 children. I am blessed with 7 grandchildren. I members I think about I don’t think its spent most of my youthful life taking care of my children. I have health and important and enough experience to influence the care of my grandchildren and I nutrition in my don’t think of it take care of them often. I encouraged my children to not have so day to day life often many children early on in life, so they can care for them properly Am optimistic Am pessimistic when they have them. I have done this so many times, I know all and see the and see the there is to know about raising children. My neighbours always ask positive in negative in me for advice because of it. things things I actively seek I wait for information information to come to me “ I want a better future for M Y T H O U G H T S O N H E A L T H A N D I think that I don’t think health and N U T R I T I O N health and nutrition nutrition I have been eating the same foods since I was young. I eat what my grandchildren. To be should be should be my mother ate and what her mother ate before that and we all financially financially prioritised turned out fine. I hear ladies at the market talk about how garlic prioritised smart, it is everything. I Believe in Believe in and morenga is good for you, so I have started to try it at home modern traditional and told my kids about it. When I am sick, I go to the healer health health sources nearby. They give me herbs and that always works fine. When it want to make sure that this sources (Eg (eg traditional HCP’s) doesn’t, I leave it to god to heal me. healers) ” happens. Don’t use or Use my even own a phone phone regularly mNUTRITION: UNDERSTANDING OUR USERS| A PARTNERSHIP BETWEEN GAIN AND GRAMEEN FOUNDATION
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