If you build it, will they come?
Most organizations who serve the poor know it isn't enough to build water treatment systems, hand out mosquito nets, or develop fortified crops. What they need is a reliable process for getting people to use (and keep using) these solutions.
Drink Treated water
Sleep under a mosquito net
Plant an unfamiliar type of maize
real impact requires changing behaviors
Fortunately, a proven process exists and it can be learned. It's called "social marketing" and it's effective because it centers around a true understanding of the audience, before systematically applying behavioral science, social psychology, and various communications techniques to increase uptake of life-saving solutions.
4 steps to making solutions stick
1. Listen to communities
2. Formulate a strategy
play to motivators
3. Inject creativity
4. Communicate effectively
The result? real measurable change, and more...
- Appreciation from the communities they serve
- Substantial impact and more lives changed
- New grant opportunities and funding
- Increased capacity across the organization
- Public recognition, awards, and fellowships
- Improved standing with donors, peers, and recruits
- Sustained boosts to morale and staff retention rates
- A stronger foundation to build upon
Deadline for new partner applications for 2018: October 31, 2017
see our approach in action
Guatemalan children suffer the worst stunting rates in the Western Hemisphere, and it's especially evident in subsistence farming families, whose diets are entirely based around corn. Semilla Nueva is an NGO providing access to corn seeds biofortified with high-protein. Unfortunately farmers are very risk-averse. See how we've gotten them to not just plant this new corn, but love it.
In North Long Beach, California, child obesity rates are 10 times what they should be. The Growing Experience Urban Farm, located inside LA County's largest low-income housing development, provides residents with access to high quality vegetables at a low price. Yet hardly any of the produce was getting to the people... See what we've been doing to help the farm achieve its mission.
Many children of Taiwan's remote indigenous tribes are "left-behind" children, whose non-parent caretakers often provide inadequate nutritional care. Children often skip meals, and the result is they suffer from the double burden of malnutrition: many children are undernourished, and many are obese. See how our work is helping children in these villages skip fewer meals.