Choosing a Target Behavior by Appleseed
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Impact in the developing world cannot be made without changing behavior. Appleseed has a systematic and reliable process for doing just that, but the first step is pinpointing exactly what to change. This slideshow covers the 5 Key Criteria to Choosing a Target Behavior, quizzes your understanding of the criteria, and introduces Appleseed's process for changing behavior.
Choosing a Target Behavior by Appleseed
- 1. Choosing a Target Behavior The first step in changing behavior is pinpointing exactly what to change
- 2. Choosing a Target Behavior A good ¡°target behavior¡± meets 5 criteria. All 5 criteria should be met!
- 3. 5Criteria to Choose a Target Behavior 1. Non-Divisible 2. End-State 3. High-Impact 4. High-Probability 5. Level of Penetration 20-80% cannot be broken down further into smaller behaviors will actually produce / lead directly to the desired outcome makes a big difference, according to research & experts target audience is likely to engage in this behavior, according to similar programs & surveys % of target audience that have adopted the behavior already, according to observations & surveys
- 4. Let¡¯s test your understanding.
- 5. 5Criteria to Choose a Target Behavior 1. Non-Divisible cannot be broken down further into smaller behaviors Kids wash their hands
- 6. 5Criteria to Choose a Target Behavior 1. Non-Divisible cannot be broken down further into smaller behaviors Kids wash hands with soap & running water before eating
- 7. 5Criteria to Choose a Target Behavior 2. End-State will actually produce the desired outcome Mothers take bed nets home
- 8. 5Criteria to Choose a Target Behavior 2. End-State will actually produce the desired outcome Kids sleep under bed nets every night
- 9. 5Criteria to Choose a Target Behavior 3. High-Impact makes a big difference, according to research & experts Kids drink from the treated water tank at school
- 10. 5Criteria to Choose a Target Behavior 3. High-Impact makes a big difference, according to research & experts Kids drink more tea
- 11. 5Criteria to Choose a Target Behavior 4. High-Probability target audience is likely to engage in this behavior, according to similar programs & surveys All kids wear shoes, all the time
- 12. 5Criteria to Choose a Target Behavior 4. High-Probability target audience is likely to engage in this behavior, according to similar programs & surveys Kids swallow de- worming pills
- 13. 5Criteria to Choose a Target Behavior 5. Level of Penetration 20-80% % of target audience that have adopted the behavior already, according to observations & surveys *2008 UNICEF survey of Kenya Eastern Province Meru South District shows 93% babies breastfed within one day of birth n=252 Mothers breastfeed babies within first day of birth
- 14. 5Criteria to Choose a Target Behavior 5. Level of Penetration 20-80% % of target audience that have adopted the behavior already, according to observations & surveys Babies exclusively breastfed in first 6 months *2008 UNICEF survey of Kenya Eastern Province Meru South District shows 26% children age 0-5 months exclusively breastfed n=110
- 15. 5Criteria to Choose a Target Behavior 1. Non-Divisible 2. End-State 3. High-Impact 4. High-Probability 5. Level of Penetration 20-80% cannot be broken down further into smaller behaviors will actually produce / lead directly to the desired outcome makes a big difference, according to research & experts target audience is likely to engage in this behavior, according to similar programs & surveys % of target audience that have adopted the behavior already, according to observations & surveys YOUR TARGET BEHAVIOR
- 16. Now we can proceed.
- 17. Process for Changing Behaviors 1. Evaluate 2. Listen 3. Strategize 4. Creative Design 5. Communicate
- 18. Philip Kao Executive Director philip@appleseedimpact.org We are marketers-without-borders for the developing world, and we help local organizations sell their ideas and solutions to the communities they serve.
Editor's Notes
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