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VIVA Social Communication
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Can you use Systems Thinking models to device a communications strategy that rationalizes the use of antibiotics from a demand, supply and policy perspective?

Client

The Foundation for Medical Research Mumbai

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Context

The Foundation for Medical Research works in the field of Antimicrobial Resistance (AMR) with 4 stakeholders - policy makers, local govt, medical service providers, community at large - with a focus on raising awareness on AMR and bringing behavior change among all stakeholders.

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The Challenge

To develop a communication strategy that is intended to create behavior change among the 4 stakeholders - to rationalize the demand and supply of antibiotic use + effective advocacy for a supportive policy environment

Strategic Framework

We used the ‘Systems Thinking Iceberg’ model to analyze the interplay between Patients, Service Providers (Public sector, Private practitioners, Pharmacists) & Policy Makers (ICMR & MCGM) to arrive at key inflections points where communications could trigger desired behaviors and result in holistic systems change.

  • Analysis of Events: Understanding the current situation in terms of Antimicrobial Resistance due to irrational use of Antibiotics. How it has adversely affected disease levels and loads on public and private health systems.
     

  • Analysis of Trends: What the patterns of behavior are that have resulted in this situation at a Patient, Provider & Policy level.
     

  • Analysis of Systems & Structures: What are the cracks in the system that have allowed the situation to escalate to this level - formal & informal. What could be shifted? What might possible Theories of Change look like?
     

  • Analysis of Mental Models: At each level – Patient, Provider & Policy maker. What are the Barriers & Motivators of Change? What kind of messaging and mediums would be most conducive to creating the change we wish to see?

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Solution

Using the above guiding principles & strategic framework, our role was to create and document a ‘behavior change strategy’ in an implementable format that will guide the behavior change program to be rolled out over a 4 year period. We undertook the following process:
   

  • Desk review: In depth study on AMR - country context, organizational background, project goals   
     

  • Communication Strategy Workshop: To throw light on the various tenets of the ‘Strategic Communications Framework' and facilitate a discussion in context of behavior change among key stakeholders for rational use of antibiotics.
     

  • Strategic exercise to develop the Communication Strategy: Findings from workshop synthesized + internal strategic exercise to arrive at the Communications Strategy
     

  • Documentation of Communications strategy: Strategy + roadmap for the next 4 years of the project period + annual review mechanism

Results

We created a comprehensive SBCC strategy document that will guide the behavior change program for a 4-year period. This has been approved by all stakeholders and will be taken up for implementation in this year.

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