Behavior Change Communication
The Alliance and its partners have already made significant progress toward developing a thriving clean cookstove and fuel market. However, generating demand and sustained use at scale remains a challenge in many markets. In 2015, the Alliance launched a behavior change communication (BCC) program aimed at influencing purchase decisions and encouraging consistent use of cleaner cookstoves and fuels. BCC will play an important part in expanding and sustaining demand across the category of clean and efficient cookstoves and fuels, and will enhance the marketing efforts of individual enterprises and organizations active in the sector.
The Alliance’s engagement in BCC and marketing includes: commissioning formative research to deepen consumer insight; grants for intervention design, execution, and evaluation; dissemination of best practices; capacity-building of local institutions; and marketing support for enterprises. Our objective in this program area is to ensure that appropriate, evidence-based communications achieve greater scale and effectiveness to complement supply-side interventions.
The Alliance has developed four inter-related but distinct components to achieve the program’s objectives:
- Small-Scale Learning Interventions – Building from consumer research previously commissioned by the Alliance, the Alliance is overseeing the design and management of small-scale interventions in 4 focus countries (Bangladesh, Ghana, Guatemala, Uganda) to test various communication channels and creative concepts
- Clean Cooking BCC Fund - Several larger, multi-year BCC interventions will be implemented by partners selected by the Alliance through a competitive process. The goal of these interventions is to increase purchase and use across the category of cleaner and more efficient stoves and fuels (rather than promote any single product or brand).
- Enterprise Marketing Fund - The Alliance partners with enterprises to support gender-informed marketing efforts that complement their business models and build the capacity for consumer-facing communications along the clean cooking value chain. EMF grants and capacity building support will be awarded on a country by country basis.
- Behavior Change Reference Group - The Alliance has established a reference group of BCC experts (implementers and researchers) who provide strategic guidance on the Alliance’s BCC efforts. The group is also tasked with assisting with the development of tools and resources to facilitate increased usage of high quality BCC in the sector.
The communication interventions supported by the Alliance employ a range of channels and techniques including TV, radio, interpersonal communication through community change agents and health workers, and mobile messaging. In total, we expect to reach up to 20 million people with messaging about clean cooking. All of the interventions are closely monitored and evaluated to gather lessons learned and best practices for the sector.