The Challenge

While Mali has achieved improvements in health over the last 10 years, mortality and morbidity rates among women and children remain alarmingly high.This comes with low levels of hygiene and sanitation, poor access to safe drinking water, severe gender inequality including in the access to health-care.In a context of intense poverty, political instability and with a violent conflict in the north and center, the adoption of healthy behaviours remains a main challenge.

Objectives

1. Health behaviours are adopted and sustained

2. Improved individual, household and community financial management, planning, and savings behaviours for health.

3. MAGENTA worked to improve the adoption of key health behaviours and practices within local context as well as to address cultural norms and barriers linked to healthy behaviours.

What We Did

1. Based on the UNICEF’s Behaviour Drivers Model (BDM), we led a research which aimed at understanding health behaviours among households and communities.

2. With the research results and thanks to a series of 4 strategic workshops (1 national, in Bamako; and 3 in regions), we develop an SBCC strategy aligned with USAID 5 years overall project.

3. We developed core messages working closely with the Communication Center of the MoH.

4. We branded and conceived a creative identity for the ”champion village” of the strategy.

5. We developed toolkits for the strategy implementation.

Methodology

1. Formative Research

   • Research on health behaviours, on barriers to conventional cares use

2. Strategy Development

   • National Work-shop

   • 3 Regional workshops

3. Content Development

   • Design of messages

   • Messages workshop with the MoH

   • SBCC central concept development: Keneyadougou’s village

   • Testing

4. Activities Development

   • Activities for Y2