Leveraging Emotion for Behavior Change: Lessons from Implementation of the “Emo-Demo” Behavior Change Technique in Rural Mozambique

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Abstract

Innovative social behavior change communication (SBCC) can help improve child nutrition, but little is known about the process of implementing innovative nutrition SBCC strategies in resource-poor settings and associated challenges. This research study examines emotional demonstrations (Emo-Demos), interactive game-like group activities that aim to spark behavior change by pulling emotional levers. It seeks to determine whether they are feasible and acceptable for implementers and targeted community members in rural Mozambique, aiming to draw lessons for the application of similar highly interactive SBCC approaches in resource-poor settings—a key equity issue. This is done through a series of structured observations of the approach being delivered in seven communities as well as interviews with facilitators and participants. Results show the Emo-Demos were generally feasible to implement as planned and largely acceptable for both facilitators and participants. However, facilitators did not always understand the theory behind them, the importance of them being interactive, and the exact steps that needed to be followed to do them correctly. Participants universally reported enjoying the sessions and understood the lessons taught, and were able to translate them into potential behavior changes. However, few reported the expected emotional reaction to the sessions, and some had difficulty understanding the symbolic use of props in the exercises. The results underline the importance of strong training of SBCC facilitators, including on underlying theory; adapting approaches to local realities; and considering the incentives for participants to attend. These steps can help ensure high-quality SBCC that functions even in resource-poor settings, increasing intervention equity.

Acknowledgments

We thank the GAIN global and Mozambique teams and the staff of Ajuda de Desenvolvimento de Povo para Povo (ADPP) for support in the research process and for their feedback on study protocol and results; we also thank local community volunteers for their work in implementing the interventions studied here. This study was made possible by the support of the American people through the United States Agency for International Development (USAID) under the terms of a subaward under Cooperative Agreement number: 72065619CA00006. The contents are the sole responsibility of the authors and do not necessarily reflect the views of USAID or the United States Government.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The work was supported by the United States Agency for International Development [72065619CA00006].