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:
- Direct Support for BCC Interventions – The Alliance oversees the design, implementation, and evaluation of multiple cooking-focused BCC interventions in our focus countries. These interventions deliver impactful, evidence-based communications aimed at influencing consumer purchasing decisions and encouraging consistent use of cleaner cooking options. FumbAlive - UgandaMy Neighborhood's Smoke - GuatemalaObaatan Boafo - GhanaModern Stoves - BangladeshUpishi Digi - KenyaShamba Chef - KenyaSmarter, Better, Faster. Like You. - Nigeria
A research team led by Berkeley Air Monitoring Group and the George Washington University are conducting a rigorous evaluation of interventions in Bangladesh, Kenya, and Nigeria, with final results expected in late 2018.
- Enterprise Marketing Fund - The Enterprise Marketing Fund provides enterprises with capacity building and grant support to develop their brands and build the capacity for consumer-facing communications along the clean cooking value chain. To date the Alliance has made awards to 11 enterprises in Guatemala, Kenya, and Bangladesh.
- Knowledge Sharing - The Alliance supports various knowledge sharing initiatives to further our goal of increasing the amount and quality of BCC in the clean cooking sector. This includes webinars and events to share learnings from past and ongoing BCC interventions, and the development of tools and resources. Check out our BCC Resource Hub to find materials from marketing and communications campaigns undertaken in the clean cooking sector, including television commercials, radio spots, print materials, and reports and evaluations.
- Technical Assistance - The Alliance provides technical assistance to partners and governments interested in designing, implementing and evaluating cooking focused BCC interventions.