How can we design creative solutions to address challenges communities don’t want to discuss?
A Listen-First Approach to Harmful Practices
UNICEF WCARO
CHALLENGE
The pace of
change
is uneven.
While progress has been achieved toward the reduction of harmful practices (specifically female genital mutilation (FGM) and child marriage) in the Western and Central Africa Region (WCAR), the pace of change is stalled or uneven at the local level. The most common interventions to-date focus on awareness building or public declarations, which while critical, do not achieve social change. Current social behavior change (SBC) frameworks lean into academic theory, but lack a practical, field-level approach that takes into consideration the realities of discussing sensitive, stigmatized topics.
FIRSTHAND INSIGHT
When sensitive issues are named in research, response and recency bias kicks in. Rather than enter communities with an outsider’s agenda, indirect and less extractive forms of interaction are required.
To create impact, build trust.
SOLUTION
Leaning into advice from local partners, a set of tools to address community concerns in a more indirect manner are employed. The goal is not to ask about FGM and child marriage, but to understand what problems the community hopes to solve. Tools are informed by SBC in order to unpack the critical drivers of those challenges, identify overlaps between it and harmful practices, and design interventions targeted to address those drivers.
Address common drivers to solve sensitive issues.
OUTPUT
The final playbook provides a consolidated process and relevant tools that responds to the needs of UNICEF program staff and local partners and have been tested for efficacy and clarity over the course of 4 workshops.
FIRSTHAND PROVIDED:
Workshop design, facilitation (remote and in person), copywriting, visual design and communications, capacity building, design research.
