ESDO’s Behavioural Unit works across all of our missions, delivering Behaviour Change, Strategic Communications and Awareness Raising campaigns to achieve ESDO’s vision of a healthier, safer and more equal planet.
Technical Aspects of Behavioural Change
ESDO’s Behavioural Unit delivers its work from within vulnerable communities in developing, fragile and conflict affected countries. Our people operate safely in all environments because of our systemised communications protocols combined with robust safety and security procedures and our locally engaged teams.
We specialise in behaviour change campaigns for the development sector. These are interventions designed to change individual and community behaviours and attitudes in a range of complex areas.
For example, the team has had success in reducing some of the most ingrained behaviours on modern slavery prevalence and migration decision making.
With Strategic Communications we aim to manage the impact of a situation, achieve a specific outcome, or change perceptions towards an organisation or issue. It differs from behaviour change in both its scope and precision focus. For example, crisis situations often have the effect of diverting attention and energy from a systemic change that is underway. Strategic Communications are designed to maintain momentum and attention on this systemic change.
Awareness Raising is an often misused term, seeming to cover the full remit of communications activity in the humanitarian aid and development sector. In fact, it is a specific tool with a specific scope. Awareness raising campaigns have much more limited objectives than behavioural change campaigns, in that they only seek to make target audiences aware of something. They are not designed to change behaviour on their own.
Awareness raising is the ideal campaign methodology when a project, program or issue requires an increase in knowledge of a topic. Examples include promulgation of new laws or wayfinding information for public health or infrastructure campaigns.