How can we generate interest and engagement for a new approach when individuals are entrenched in their routines and there is no space for change?
A Human-Centered Field Guide for Health
UNICEF
CHALLENGE
Traditional approaches don’t translate to impact.
UNICEF Social Behavior Change specialists and their governmental counterparts confront persistent health challenges (malaria, nutrition, immunization, etc.), especially in marginalized communities. Traditional approaches that focus on generating knowledge and awareness have fallen short, failing to bring about desired change. To address these issues, a novel approach that takes into account existing behaviors, values, and motivations is needed: Human-Centered Design. However, introducing this fresh perspective to busy executives who have gotten used to doing things a certain way, is no easy task.
FIRSTHAND INSIGHT
Rapid decision making requires adaptability.
Learning and implementing a new approach can be daunting for staff accustomed to relying on external experts. Descriptive directions, simplified text and plenty of pictures help to instill confidence and make for a user-friendly experience.
SOLUTION
Instead of theory, focus on practical applications
Using simple text, visuals and clear directions, the Demand for Health Services Field Guide equips programme officers and government officials with the knowledge, steps and tools they need to investigate and respond to demand challenges.
OUTPUT
The Field Guide helps the vast network of program officers who dedicate their lives to improving global health navigate, and more importantly address, the social and behavioral determinants that shape health outcomes. The field guide’s process is structured to swiftly yield and iterate prototypes for demand interventions that are highly localized, economically viable and practically feasible for the community for which they are designed.
The toolkit first launched as a physical guide, and was then adapted into a capacity-building workshop curriculum. Since its launch, the toolkit has been rolled-out in 18 countries in different regions of the world.
FIRSTHAND PROVIDED:
Workshop design, remote facilitation, design research, prototype design, visual design, copywriting.
