SNV Emotional demonstrations (emo-demos) of

handwashing with soap at vaccination centres

Introduction
Emotional demonstrations (emo-demos) are used in
behaviour-centred design to trigger behaviour changes,
such as handwashing with soap, by creating disgust and
shame.

Through the Sustainable Sanitation and Hygiene For All

(SSH4A) programme, vaccination centres in villages
were found to be an ideal place to raise awareness of
the importance of washing hands with soap among
pregnant women, mothers and caregivers. Vaccination centres are good places for triggering as mothers
and caregivers attend them regularly for children check-ups.
Photo: María F. Rieiro
Mothers are typically the main caregivers of children
About SNV Tanzania and the SSH4A programme
and tend to have a high sense of nurture (desire to care
SNV has been present in Tanzania for over 40 years,
for one’s offspring1). If a triggering session focuses on
aiming to achieve inclusive growth and development
the importance of mothers and other caregivers
through effective solutions with local impact.
washing their hands with soap for the benefit of their
child’s health, it is highly likely they will be motivated to
The Sustainable Sanitation and Hygiene For All (SSH4A)
change their behaviours.
programme is SNV’s attempt to ensure equitable and
sustainable access to improved sanitation and hygiene.
This case study presents the emo-demo for triggering
It supports district-wide rural sanitation and hygiene
behaviour changes at vaccination centres. It provides
services. Developed since 2008 in Asia, the SSH4A
practical information for implementing an emo-demo of
approach is currently being implemented and scaled up
this kind, and a brief discussion on the remaining
across 15 countries in Asia and Africa.
challenges and lessons learned by the SNV team and
their partners on the ground.
In Tanzania, the SSH4A programme has been
implemented since 2014, in Arusha Rural, Babati, Chato,
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Greenland et al. 2013. Geita, Hanang, Itilima, Karatu, Kwimba, Maswa,
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Misungwi, Monduli, Msalala/Kahama and Shinyanga likely to be a high number of mothers and caregivers
districts. The programme integrates best practices in attending the clinic (for example, for vaccinations, child
sanitation demand creation and supply chain check-ups, prenatal care, and family planning sessions).
strengthening, hygiene behaviour change As a result, there tend to be different participants in
communication, governance, gender and social every session.
inclusion. SNV focuses on strengthening the capacity of Awareness and practice are
necessary to change
local stakeholders to plan, implement, monitor and This intervention
behaviour and make it a
sustain sanitation and hygiene interventions2. was designed as a habit. It is easier for people to
continuous remember something they
practise regularly, than to
About the intervention process, to create
remember words.
Objective: Raise mothers’ and caregivers’ awareness of awareness about
the importance of washing hands with soap after handwashing with soap while also helping to sustain the
changing their babies’ nappies to prevent the spread of behaviour of those who are already triggered.
diseases transmitted through the faecal-oral route.

Practical information: The stakeholders involved are:

* Those attending the vaccination centre: pregnant

women, mothers, caregivers and others.
* Those attending the health centre: single women,
fathers, men and elders.
* Health workers (clinicians, nurses and health
attendants) who facilitate the intervention and make
the household follow ups.
* Village health workers (volunteers – missing in some The facilitator should highlight the importance of washing
hands with soap at the five critical times. Photo: María F.
villages) who have similar responsibilities to the health Rieiro
workers.
* Local capacity builders, ward and district health staff
Materials needed: disposable or reusable baby
and district health officers (DHOs) who monitor the
nappy, biscuits (or any food that can be shared),
intervention. water and soap

The emo-demo can happen once a week, once every

two weeks, or once a month in outreach clinics. The day
of the emo-demo changes depending on when there is
2
SNV 2017.
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Implementation, step by step:
1. The facilitator welcomes the participants (they
should not say what it is going to happen next).
2. A mother changes her baby’s nappy in front of the
group and does not wash her hands after changing it.
3. The mother takes out a packet of biscuits and
offers them to the group.
4. The facilitator asks those participants who did not
accept the biscuit the reason why.
5. The facilitator asks the mother who changed her
baby’s nappy what she could have done differently, and
about her handwashing practices at home.
6. The facilitator explains to the group the diseases
they can contract, especially their children under five, if
they are not washing their hands properly.
7. The facilitator asks the group if they have toilets
and handwashing facilities at home. Water and soap should be available to explain to
the participants how to wash their hands with soap
8. The facilitator asks the group to state the five at the end of the session. Photo: María F. Rieiro
critical times for handwashing with soap.
9. The facilitator repeats the five critical times (after Outcomes

cleaning a baby’s bottom, before feeding a baby, before By triggering mothers and other caregivers, the emo-

preparing food, after using the toilet, and before demo is sensitising the whole community about the

eating). importance of handwashing, as well as about the five

10. At the end of the discussion, the facilitator critical times for
When mothers and handwashing with soap.
demonstrates how to wash hands with soap at the
caregivers practise
handwashing facility. handwashing with
soap through the The emo-demo has
emo-demos, it is reportedly generated a
Tip: Participants should not know about the emo-demo
easier for them to
in advance; they should be attending the clinic for their positive attitude towards
remember and
regular check-ups and be surprised by the triggering incorporate the new building and taking care of
hygiene behaviour. household handwashing
session.
facilities.

Further evidence supports these results. A survey of

Misungwi district in 2018 found the rate of
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handwashing with soap in the household increased Additionally, health workers must fill in a monitoring
from 20% to 40%. form every month recording whether mothers and
caregivers have changed their behaviours and the
Sustainability of the intervention disease burden in children. The form monitors the
Health workers and local leaders attend community number of people who have attended the clinic, the
meetings to sensitise people on the importance of number of people triggered, the number of households
visiting their health centre for regular check-ups. In with handwashing facilities, and the number of
Monduli district, for example, Maasai women did not diarrhoea cases in the last month. It has to be
want to attend the health centres. After triggering submitted to the local capacity builder or health centre
during community meetings, there has been an increase head, who later sends it to the ward executive officer
in their number (especially visiting the health centres and DHO.
after delivery of their babies).
Remaining challenges
Health workers are trained on how to facilitate the Fostering community participation. Health staff report
emo-demo by the local capacity builder (local NGO staff that some women consider the emo-demo to be a
who ensures a high quality of the implementation and practical joke. They do not believe they can contract a
results) and SNV staff. Local capacity builders also disease if they do not wash their hands. Many say they
supervise the implementation of the emo-demo, usually have not washed their hands at critical times and have
visiting one or two health centres each month. They yet survived. Some women find a mother changing their
write a report about how the health workers introduce baby’s nappy disgusting, asking the mother, “Are you
the intervention and later give feedback to them. After OK? Why are you showing this in front of us?” during
the session, they ask the participants questions to see if the session.
the intervention created real awareness on the
importance of handwashing with soap.

The health workers ask the participants about the

critical times for handwashing during the session. They
should also do monthly house-to-house follow ups on
the construction and use of handwashing stations.
Health workers observe whether there are handwashing
facilities close to the toilet and/or the kitchen, soap, and
any sign that the facility is being used. Health workers
Disgust can sometimes make participants walk out of the
ask questions to see if people are truly triggered about session. The facilitator must stress its relevance for improving
children’s health. Photo: SNV Tanzania
the importance of handwashing with soap.

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Reaching the most vulnerable. Village leaders try to Reflections and lessons learned
identify the poorest and most marginalised people;  To increase the number of people attending the
however, districts tend to emo-demos, it is first necessary to raise
have limited information There is a need to awareness of the importance of visiting the
on vulnerable mothers make the most health centre for vaccinations. This can be done
vulnerable people part
and caregivers with through community meetings and house-to-
of the emo-demos
disabilities and from intervention, bringing house visits. Sensitising men through
excluded groups. them to the clinics by community meetings could be a crucial step
giving them the
towards increasing their low attendance rate,
confidence that the
In some areas of Monduli sessions are for especially by raising awareness of the need for
district, Maasai do not everyone. the mother and father to visit the clinic
have access to public together to check the baby’s health.
transport and walk extremely long distances to reach a
health centre, meaning they can miss medical check- Creating incentives for the community to attend
ups. In some areas of Msalala-Kahama district, women health centres has shown positive results. In
miss their appointments because they cannot afford to Tanzania, a nutrition programme gives a small
pay the transport costs. amount of money at the end of the month only
to those community members who show an
Engaging health staff. Health workers do not practise updated clinic card. Attending their
emo-demos every week, or even at all, because they are appointments at the health centre is what
busy with other activities. Health workers reported that allows them to access the funding.
the main reason for skipping the triggering sessions is
the limited number of staff; however, an underlying Keeping a record of the participants attending
cause could be the lack of institutionalisation of the the demonstration, something that is missing in
practice, and, in consequence, its limited monitoring. many of health centres, can help to identify
those households where people have not been
Incorporating emo-demos in the national agenda. For triggered on handwashing with soap and those
the emo-demo approach to be sustainable and easy to with an erratic attendance record.
scale up it should be incorporated in the national
government’s agenda, something which is still missing. Health workers highlighted the need to
If this becomes the case, the village, ward and district naturalise talking about faeces, the act of
will be encouraged to incorporate it into their own defecation and the cleaning of babies’ bottoms
policy and monitoring agendas. throughout the session. This has contributed to
participants staying in the triggering session.

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 Triggering in households or at small community behaviours through their pupils could
meetings for those who cannot attend the supplement the limited number of health staff.
outreach health centre can contribute to
mothers and caregivers with disabilities and  Changes in behaviour take time, and
from excluded groups participating in the emo- communities already triggered might forget
demo sessions more frequently. In Misungwi what they learned and accept a contaminated
district, health workers are already triggering in biscuit during the next triggering session. Re-
the homes of those people who cannot attend triggering is important in the case of a 'damp
the outreach clinic. Sensitising the village matchbox' or when the entire community is not
leader, who tends to be in contact with the interested in continuing to wash hands with
head of the health centre and health staff, on soap after the first triggering. Facilitators must
the importance of identifying and reaching the not force these communities to change. They
most vulnerable mothers and caregivers has can tell people that they are surprised to know
been recognised as a key step towards involving that they are not willing to continue washing
and supporting them throughout the emo- their hands with soap, despite being aware of
demos and beyond the intervention. the diseases that can be transmitted through
the faecal-oral route. They can also ask if they
 The right incentives are needed to motivate would be interested in visiting a village where
staff to trigger every week and monitor every handwashing with soap has become a habit and
month. Health staff training sessions, evidence open defecation free status has been
of the impact on health, promotion of monthly sustained3.
emo-demo sessions by local capacity builders,
inclusion in district plans, as well as  Regular monitoring at the health centre and
enforcement by the local government can help through house-to-house visits by health staff is
ensure sustained implementation of the emo- needed to transform the new behaviour into a
demos and monitor changes in behaviour habit. To achieve this, it is first necessary to
regularly. institutionalise the practice by advocating at the
government level and strengthening the
Training village health workers and volunteer capacity of health staff to collect data.
ward champions to support the facilitation of
the emo-demo could help to make the To institutionalise the emo-demos intervention,
intervention sustainable. They may also have a good communication between the village, the
role in monitoring behaviour change. Asking ward and the district is highly required. This can
primary school teachers to monitor household
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Kar and Chambers 2008.
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 be achieved by making the ward champions the Conclusion
link between the village health workers and the The emo-demos intervention at vaccination centres
DHO. At the same time, the health staff reflects an innovative approach towards improving
reporting framework must be extended and hygiene behaviours. It targets mothers and caregivers,
embedded with the information the district is who frequently attend health centres for children’s
tracking. vaccinations and regular check-ups, raising awareness
of the importance of washing hands with soap for the
benefit of their children’s health.
The emo-demos intervention takes place in
a system that already has the health staff,
Where practised regularly, the intervention has shown
health facilities and regular participants.
Getting health centres and their staff to that by triggering mothers and caregivers at health
support and regularly carry out the centres it is possible to reach and sensitise the whole
triggering is key for its institutionalisation community to improve their hygiene behaviours.
and sustainability.

References
Sensitising the government to support the emo- Greenland, K., Iradati, E., Ati, A., Maskoen, Y.Y., and
demos intervention from the village to the Aunger, R. (2013). The context and practice of
district is crucial to scale up the intervention, to handwashing among new mothers in Serang, Indonesia:
make it accessible and equitable, and make it a formative research study. BMC Public Health.
acceptable and sustainable over time. Available at: http://www.biomedcentral.com/1471-
2458/13/830
 Recognising the efforts of the community to
build handwashing facilities and incorporate the Kar, K. and Chambers, R. (2008). Handbook on
practice of handwashing with soap at critical Community-led Total Sanitation. Available at:
times can motivate villages to sustain the http://www.communityledtotalsanitation.org/sites/co
acquired behaviour, especially if this comes mmunityledtotalsanitation.org/files/cltshandbook.pdf
from high authorities outside the village.
Celebrating Global Handwashing Day every year SNV (2017). SSH4A-RP extension phase factsheet,
can also incentivise communities, contribute to Tanzania. Available at:
the institutionalisation of the practice, and keep http://www.snv.org/public/cms/sites/default/files/expl
it a priority. ore/download/tanzania_extensionbrief_20180130.pdf

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Acknowledgements
This case study was prepared by María Florencia Rieiro
and reviewed by Jackson Wandera and Sue Cavill in
January 2019.

For more information, please contact Jackson Wandera,

SSH4A Project Manager.
[email protected]