Mass behaviour change campaigns: What works and what doesn’t. WaterAid, October 2017.
Hygiene promotion campaigns are often piecemeal, insufficiently planned and executed, and a re-tread of unproven or, worse, ineffective approaches. The
lamentable performance of handwashing campaigns in changing behaviours reveals
a lack of coherent thinking in policies, strategies and guidelines.
To promote an effective approach to mass behaviour change campaigning, and
hygiene promotion in particular, WaterAid commissioned an in-depth global and
historical analysis of behaviour change campaigns, analysing both successes and
This paper highlights the main points from that study combined with findings from a previous WaterAid paper on how some countries in East Asia successfully
achieved the widespread adoption of hygienic practices.
It provides policy recommendations as a set of ‘working assumptions’ that can be used by policy makers when it comes to developing mass behaviour change strategies.
Read the complete report.