02223nas a2200265   4500000000100000008004100001260003400042653005700076653002800133653003200161653002900193653001800222653002300240653002900263100001800292700001500310700001300325700001300338245010700351856008200458300000900540490000700549520137600556022002501932       2023                            d  bOxford University Press (OUP)10aPublic Health, Environmental and Occupational Health10aHealth (social science)10adesign for behaviour change10aintervention development10aPublic Health10amass communication10aBehaviour Centred Design1 aCzerniewska A1 aMwambuli K1 aCurtis V1 aAunger R00aIntervention design in public health: adaptive messaging in the Tanzanian National Sanitation Campaign  uhttps://academic.oup.com/heapro/article-pdf/38/3/daad064/50793725/daad064.pdf  a1-100 v383 a<p>Few case studies exist in the public health or design literatures showing how to create national scale messaging campaigns in low-income countries using design processes. In this paper, we describe how we used Behaviour Centred Design to develop Nyumba ni choo, the Tanzanian National Sanitation Campaign. The process involved multiple iterations of ideation and filtration by professional creatives, government staff, academics and sanitation specialists to create a branded mass communication campaign, which was refreshed annually. The campaign was based on the insight that Tanzania is modernizing rapidly, with people upgrading their homes, but leaving their outside toilets in a ‘traditional’ state. Built around the ‘big idea’ that a household is not fully modern without a good-quality, modern toilet, the campaign employed reality TV shows, live engagements and mass and digital media postings, all targeted at motivating both the government and general population to improve toilets. The campaign has made toilets a topic of national conversation and has led to a major uptick in the rate of toilet building. Efforts to improve public health-related behaviour can be enhanced by using systematic approaches that build on available evidence, understand behaviour in its common settings, employ psychological theory and engage creative expertise.</p>
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