The futility of knowledge without action

“Knowledge does not change behavior. We have all encountered crazy shrinks and obese doctors and divorced marriage counselors.” — Chip Heath, American Professor

People will most often respond well when they desire to do the behavior put forth. illuminAid sees behavior change as more complex than telling someone to change their behavior merely because it may be in their best interest. It is as ineffective in convincing a small child and it is in convincing a grown adult. It takes more than knowledge alone to make an indelible mark on behavior.

Information, Education, and Communication (IEC) is a broad, yet simple approach to promoting healthy, beneficial behaviors to a target audience. Unfortunately, the efficacy of using solely this approach is poor. This would be the equivalent of illuminAid merely providing a text manual of best practices in various Sustainable Development Goals. As correct and beneficial as that information may be, illuminAid prefers the Social and Behavior Change Communication (SBCC) model approach which is significantly more intentional than haphazardly creating and delivering video information on a projector or other medium. SBCC takes into consideration personal, societal, and environmental factors as well as strategies that influence the cultural norms with strategies such as participatory methods. Ultimately, it’s these methods that are at least as important as the message itself

SBCC thus attempts to combine information with motivation to produce an action with beneficial results. The benefits range from countering myths and misconceptions to making obvious the benefit to the individual or community. It also requires an evidence-based approach that downplays any assumptions while using strategies that genuinely inspire paradigm-shifting action. However, SBCC strategies must be uniquely tailored as certain methods may be more or less efficacious from country to country. Likewise, lack of infrastructure and service limitations must be taken into account as SBCC undoubtedly cannot compensate for these shortcomings. It’s also worth noting that ICT4D (Information and Communications Technology for Development) is an integral part of the SBCC approach. Using both of these models is the comprehensive strategy illuminAid relies on to deliver the most effective and sustainable outcome. Combining ICT4D with SBCC creates a multiplier effect much greater than the sum of the parts.

illuminAid stands committed to utilizing the most effective, evidence-based ICT4D and SBCC methods for inspiring behavior change. Our Video Education Workshops educate our partner NGOs of these techniques and best practices, including creating videos that are filmed on location with members of the local community. The message itself is largely at the discretion of the partner organization, as without SBCC, the message alone might not inspire the desire for behavior change. Knowing what’s in one’s best interest is not the same as realizing the behavior that executes the knowledge. Benefitting from the quality of life gains that accompany the inspiration to persistently act on the knowledge is what changes lives–any obese doctor can attest to that.