World Toilet Day: Leveraging Social-Behavior Change Communication to Eradicate Open Defecation in Ghana

Having been raised in a rural region of Northern Ghana, open defecation was and continues to be a prevalent practice. I personally engaged in this behavior, there was a time I was doing it in the wilderness and got bitten by a snake; it was my worst nightmare and the most indelible moments of my lifetime. This is for sure a reality, as neither public KVIP facilities nor household toilets were available in the community. There were occasions we excavate trenches in our backyard gardens and subsequently conceal the contents of which we defecate. According to a World Bank report,16 million Ghanaians use unsanitary or shared latrines. 4.8 million have no latrines at all and defecate in the open. The poorest quintile is 22 times more likely to practice open defection than the richest. Open defecation costs Ghana US$79 million per year – yet eliminating the practice would require less than 1 million latrines to be built and used.

As Ghana join the rest of the international community to observes World Toilet Day on November 19, it is critical to scrutinize government policies and interventions intended to tackle the problem of open defecation, particularly in light of the pursuit of Sustainable Development Goal 6. In addition to constructing lavatories, the implementation of communication intervention programs is required to address the problem of open defecation in Ghana. Social and behavior-change communication (SBCC) is one such communication intervention program that could significantly contribute to instigating the required changes in behavior. SBCC finds extensive application across diverse domains such as social development, education, environmental preservation, and public health. It is of paramount importance in tackling various challenges, including but not limited to promoting healthy behaviors, preventing maladies, fostering positive social change at both the individual and community levels, and encouraging environmental sustainability.

What then is SBCC?
Social and Behavior Change Communication (SBCC) refers to a systematic approach that involves interaction, dialogue, and the dissemination of information. Its purpose is to bring about a positive impact on individual and community behavior, with the ultimate goal of enhancing health, social, and environmental outcomes. The strategic communication approach focuses on promoting positive and sustainable behavior change by addressing social norms, beliefs, attitudes, and practices. There are multiple ways in which Social and Behavior Change Communication (SBCC) can play a role in addressing the issue of open defecation.

Behavioral Models and Long-term Engagement

SBCC can leverage the influence of role models in the community who have effectively implemented appropriate sanitation practices. The establishment of social norms plays a crucial role in promoting positive behavior and setting a precedent for others to emulate. The process of achieving sustainable change is a gradual and time-consuming endeavor. The sustainability of SBCC efforts should be consistently maintained. The continuous engagement and reinforcement of messages play a crucial role in integrating new behaviors into the social fabric of the community.

Awareness, Education and Community Engagement

SBCC campaigns have the potential to increase public knowledge and understanding of the negative health and environmental impacts associated with open defecation. The user's text highlights the potential of providing information on the significance of proper sanitation and hygiene practices. This information can be connected to Goal 6 of the Sustainable Development Goals (SDGs), which focuses on ensuring universal access to clean water and sanitation. Involving communities in the planning and execution of SBCC initiatives has the potential to cultivate a feeling of ownership and empowerment. The involvement of community leaders, influencers, and local organizations plays a crucial role in establishing trust and credibility within the community. This, in turn, increases the likelihood of the community embracing and adopting new behaviors.

Positive Messaging Interactive Communication Channels

The suggestion is for SBCC to prioritize positive messaging that underscores the advantages of embracing appropriate sanitation practices, rather than only emphasizing the bad outcomes associated with open defecation. Positive reinforcement has been shown to be often more effective in facilitating behavioral modification. By using a range of communication outlets, including community meetings, radio, television, social media, and community theater, a more complete and engaging approach may be achieved. Interactive approaches, such as engaging in community debates and doing demonstrations, have shown notable efficacy in effectively transmitting intended ideas.

Conclusion
By incorporating these components into a comprehensive Social and Behavior Change Communication (SBCC) plan, Ghana has the potential to make substantial progress in mitigating the prevalence of open defecation and attaining Sustainable Development Goal 6. The efficacy of such endeavors depends upon the cooperation of governmental entities, non-governmental organizations (NGOs), indigenous groups, and other vested parties in order to foster enduring modifications in behavior.

By: Azure Imoro Abdulai
Development Communication Specialist
[email protected]