Can you blend Design Thinking & the Socio-Ecological Model of SBCC to get your audience to perform the MOST stigmatized and fear inducing action - testing for HIV?
Context
The National AIDS Control Organisation (Ministry of Health and Family Welfare) identifies migrant workers as a high risk group for HIV. Mumbai is a destination site for migrant workers. In case of unsafe sex, it is imperative for migrants to be tested for HIV in order to save them from its long term effects.
Challenge
HIV Testing is one of the MOST stigmatized and fear-inducing actions that one can ask a beneficiary to perform.
Strategic Framework
We applied the Design Thinking process (i.e. Empathy, Reframing the problem, Prototyping & Testing) to the Socio-Ecological Model of SBCC (i.e. Analysing the interplay of issues between the Individual, Interpersonal, Institutional, Community & Policy) to gain deep insights into Migrants’ perspectives
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Most community behavior change interventions were top-down – which is why they failed
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To a migrant living away from home, his social group IS his ‘family’
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Group-think was their way of mitigating risk
Insight
Method
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'Story-telling’ and ‘Role-modelling’ became key strategies to encourage and motivate migrant workers to test for HIV
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Converting ‘group-think’ into positive ‘herd mentality’ to play a catalytic role in accelerating desired behaviour change outcomes
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Instead of NGO outreach workers, migrant workers themselves acted as delivery agents of the message to make it most relatable for the audience
Impact
90% of the audience reported that they would adopt safe sex
Media
A 2 hour edutainment event consisting of
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Music & dance performances
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‘Nukkad Natak’ performances that centered around the lives of migrants & incorporated the key insights into the script
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A powerful audio-visual film
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Live testimonials via PA system speakers (motivated migrants that tested for HIV became evangelists, expressed their relief & encouraged their peers to join them)
The intervention motivated 97-99% of the audience to get tested for HIV during each of the 30 interventions
Dissemination
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The HOW - The 2 hour edutainment package delivered at audience’s doorsteps, along with an HIV mobile testing van
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The WHEN - At a time that was most conducive for entertainment (evenings post work, when they got together for a chat or a drink)
300% increase in HIV testing among migrant workers, as compared to previous interventions
