Household & Community IMCI
Using the BEHAVE
Framework for Elements
2 and 3
Adapted from work developed by AED’s Change Project w/CORE
Key BEHAVE Vocabulary
Audience segmentation - a way to distinguish your audience according to
similar characteristics (men/women, doers/non-doers, adults/infants, etc.)
Primary audience –the group whose behavior you want to change (intended
beneficiaries: mothers w/ children <5, health workers, pregnant women, etc.)
Secondary audience - those individuals who have an impact on the behavior
of your primary audience (key influencers: mothers/fathers, grandmothers,
opinion leaders, etc.)
Targets of Opportunity - low hanging fruit; where can I get the biggest bang
for the buck? (it’s easier to change the behavior of those who are on the fence)
Barriers - challenges, conditions that stand in the way of accomplishing the
desired action; a perceived obstacle or deterrent to taking the action e.g.
Economic, social, intellectual
Benefits - advantages, the positive effect of an action; conditions that
motivate people to take action; what will I get out of it? Something that people
want
The 5 BEHAVE Principles
1. Base decisions on evidence and keep checking in
2. Understand exactly who your audience is, work
closely with them to understand everything from
their point of view
3. Bottom line: the audience’s action is what counts
4. People take action when it benefits them. Barriers
keep them from acting.
5. All your activities should:
-maximize the benefits and
-minimize the barriers
that matter to the people you are working with
BEHAVE Framework
AUDIENCE
BEHAVIOR
KEY
FACTORS
ACTIVITIES
through:
In order to help:
to:
we will focus on:
1
2
3
Know exactly who your audience
is and look at everything from
their point of view.
Your bottom line: the audience’s
action is what counts.
Base decisions on evidence and keep checking in.
People take action when it benefits
them. Barriers keep them from
acting.
4
All your activities should maximize the
benefits and minimize the barriers that
matter
matter
to the
to the
target
audience.
audience.