The Challenge

• In response to the increased demand for social and behaviour change (SBC) expertise, MAGENTA partnered with UNICEF Iraq to build the capacities of key stakeholders such as UN staff, civil society organisations, governmental institutions and ministries, health workers and managers, and faith leaders, through tailored training packages.

• These efforts were an extension of the MAGENTA Academy, which supports various organisations in enhancing their social impact through SBC. Combined with our contextual knowledge, the team was able to deliver several workshops as per the three toolkits developed.

The Objectives

• To build the SBC capacity among key stakeholders through tailored training packages, providing actionable behavioural insights that they can use in their daily work.

• To encourages stakeholders to be role models for the positive change they hope to see in their communities and position themselves as agents of change.

What We Did

SBC Training

• Toolkit Development: Training slides and facilitation notes were developed, covering an introduction to SBC, building a case for it through an understanding of human behaviour and HCD, an overview of SBC research methods, theories of change, audience analyses, intervention design, testing and piloting of SBC activities, and M&E.

• Training Delivery: The training was delivered to three cohorts for UN colleagues and CSO and ministerial staff from Duhok, Erbil, Basra, and Baghdad. A participatory approach was employed to ensure participants build confidence in applying the concepts and principles presented.

• Evaluation and Reporting: Pre and post tests were analysed to evaluate the impact of the training, which indicated that the information was useful and applicable to the participants’ work. Insights from the training were also utilised to finalise the training package.

IPCI Training

• Contextual Analysis: An exhaustive review and customisation process was undertaken to align the existing training packages with the unique needs of healthcare professions in Iraq and the objectives if the Iraq Expanded Program of Immunisation.

• Toolkit Adaptation: The toolkit was then developed to upskill healthcare workers in terms of their interpersonal communication abilities and enhance their grasp of community engagement approaches.

• Training Delivery: Two three-day workshops were delivered to participants from different backgrounds and cities. The training engaged the healthcare workers on their perspectives on immunisation challenges and provided them with techniques and strategies for optimal community engagement.

• Evaluation and Reporting: To assess the effectiveness of the training, a two-stage evaluation process was executed. The pre and post tests indicated a 15% and 9% improvement in results. The training evaluation confirmed the knowledge and skills gained, which participants felt confident in applying to their work.

Religious Leaders Training

• Contextual Analysis: A thorough revision of existing materials was conducted to have a better understanding of how best to develop the toolkit and to understand its application within the Iraqi context.

• Toolkit Development: A training toolkit was developed with the goal of creating a cohort of well-trained religious leaders who understand SBC and can effectively promote key messages and positive behaviours. It would also empower them to become agents of change within their communities.

• Training Delivery: The three-day training was then delivered to two cohorts in Erbil. It included an introduction to SBC and SBCC, the role of religious leaders in SBCC, and the skills required to undertake SBCC such as leadership and self awareness.

• Evaluation and Reporting: Learning outcomes and participants’ reactions were assessed, indicating that the training was useful, applicable, and enjoyable. The pre and post tests also showed a good degree of improvement.

Outcome

SBC Training

• SBC training toolkit (presentation and facilitation notes) in English and Arabic.

• Three different cohorts including UN staff, civil society organisations, and governmental institutions and ministries.

IPCI Training

• IPCI training toolkit (presentation slides and facilitation guide) in English, Arabic, and Kurdish.

• 62 participants across two groups of doctors and other health workers and managers.

Religious Leaders Training

• Religious leaders training toolkit (presentation slides and facilitation guide) in English, Arabic, and Kurdish.

• 57 well-trained religious leaders across two groups and different sects and religions.

Impact

• The pre and post assessment across all trainings showed an improvement in scores, indicating that the participants have acquired both knowledge and skill.

• Participants reported that the SBC training would add value to their programmes as the material was relevant and applicable to their own work.

• The IPCI training proved to be beneficial and relevant, with 94% of the participants reporting their confidence in applying and introducing new ideas to their work through innovative training methods, assessing community needs, and community engagement.

• Participants found modules on Leadership, SBCC and Communication to be highly relevant in Religious Leaders Training.

The Broader Picture

Within the broader Iraqi context, this project contributes to:

• The promotion and adoption of positive norms and behaviours as well as factoring in the complexity of human behaviour across programmes, making them more impactful.

• More positive response by the community to immunisation activities where building the capacity of healthworkers could lead to an increase in vaccination uptake and limit misinformation.

• The involvement of faith leaders in community engagement and mobilization, which allows them to own their role as influencers and changemakers advocating for sustainable development.

Moving Forward

• It is helpful to consider the importance of maintaining communication with the relevant stakeholders following the training to encourage commitment to the implementation of learnt skills and insights.

• We should inspire participants to reflect positive change in their own lives rather than just communicating learnings to others.