Project Details | A Study to Assess the Effectiveness of Behaviour Change Communication (BCC) Campaign on WASH and Faecal Sludge Management (FSM) in Jashore and Benapole Municipality

Overview

Project Description

The assignment focused on evaluating the effectiveness of Behaviour Change Communication (BCC) campaigns implemented in Jashore and Benapole municipalities under the WASH SDG Programme, funded by Netherlands’ Government (DGIS). The campaigns aimed to improve sanitation practices, enhance demand for fecal sludge management (FSM) services, and promote sustainable behavior change aligned with environmental and public health goals.

The BCC campaigns were tailored to address specific behavioral objectives in the two municipalities. In Jashore, the campaign targeted the promotion of the FSM brand, "Sabuj Sheba," and encouraged the safe and regular emptying of septic tanks. In Benapole, the focus was on installing and maintaining water seals in household toilets to reduce environmental contamination and improve hygiene. Both campaigns utilized multi-channel communication strategies, including mass media, social media, community media, interpersonal communication, and branding activities.

CDL team sought to assess the campaigns' effectiveness in creating brand awareness, changing attitudes, and influencing behaviors toward safe sanitation practices. The findings aimed to guide future re-designs of the BCC strategies to ensure the sustainability of improved sanitation behaviors in these municipalities. The study covered nine wards in Jashore and five wards in Benapole, involving extensive qualitative and quantitative data collection and analysis to evaluate the campaigns' outcomes, effectiveness of communication channels, and long-term sustainability.

The specific objectives of this assignment were:

For Jashore:

To assess the awareness regarding FSM brand ‘Sabuj Sheba’
Assess target audiences’ understanding of key messages of campaign
Identify the most effective and efficient communication channels, tools, materials and activities to reach target audience
To assess knowledge on safe and regular emptying
Determine how the BCC campaign influenced the target audience to create interest and uptake of FSM services

For Benapole:

To assess knowledge on waterseal
Assess target audiences’ understanding of key messages of campaign
Identify the most effective and efficient communication channels, tools, materials and activities to reach target audience
Determine how the BCC campaign influenced the target audience to change their belief and attitude

CDL Role

Services Provided by Communication and Development Limited:

Provided specialized communication advisory support to enhance assessment findings.
Assisted in evaluating the clarity and effectiveness of campaign messages and their reach.
Supported documentation of communication strategies used (mass media, community engagement, branding).
Developed visual and narrative content for dissemination materials (infographics, briefs, slide decks).
Provided editing and structuring support to the final study report to improve readability and accessibility.
Contributed insights on audience segmentation, gender-sensitive content, and sustainability of communication strategies.

Outputs

Key Deliverables:

Inception report with finalized study methodology and tools.
Validated datasets in Excel and SPSS.
Two municipality-specific draft reports (Jashore & Benapole).
Final comprehensive report with findings and recommendations.
Validation workshop findings and bilingual study brief.
Presentation materials including infographics and slide decks.