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Charishma commented on “Soap” Operas for WASH Behavior Change

From the work we have done in various countries (including India), mobile phone ownership tends to be highest among adult males. That being said, there are certainly several ways to target the younger generation with WASH behavior change information that we could test. 

On the incentives front, we would spend the first 3-6 months testing out various incentives - both intrinsic (explaining personal, family, community benefits) and extrinsic (discount on next bar of soap, airtime, etc). Through these tests, we would identify which incentives seem to work best in getting people to engage with the content and ultimately change their behaviors. We tend to prefer intrinsic incentives, and have seen positive results with that approach when done properly.

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Charishma commented on “Soap” Operas for WASH Behavior Change

Hi Lipika,

Thanks for reaching out! I have sent you a direct message so that we can find a time to touch base either this week or next week. Looking forward to chatting with you soon!

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Charishma commented on “Soap” Operas for WASH Behavior Change

Hi Christopher,

Thanks for your questions. I'll do my best to address your questions below:

1. Why would someone call the number? We would advertise the number through radio, TV, and on-the-ground partners. In those advertisements, we would mention that people would have access to entertaining content that would simultaneously provide them with important health information. Through several rounds of user testing, we would create an IVR-based program that beneficiaries actually find to be both entertaining and informative.

2. Is there a certain incentive? We would spend the first 3-6 months testing out various incentives - both intrinsic (explaining personal, family, community benefits) and extrinsic (discount on next bar of soap, airtime, etc). Through these tests, we would identify which incentives seem to work best in getting people to engage with the content and ultimately change their behaviors.

3. How much would the soap cost? We would work with our partners (the soap manufacturers) to determine a price point.