“A defining characteristic of the human-centered design process is that it prioritizes talking to and collaborating with the people who are most likely affected by the development of a new intervention or program.”
This toolkit is designed to support the development and adaptation of tools to drive demand of chlorhexidine for umbilical cord care, and is intended for countries and communities in the process of introducing and scaling up the use of this life saving commodity. The toolkit was developed using a human-centered design (HCD) approach to develop concepts and materials to drive the demand for chlorhexidine. As explained in the toolkit, this approach puts the focus on understanding the people, traditions, and context that inform behaviour. It is a way of thinking that places the people one is trying to serve and other important stakeholders at the centre of the design and implementation process. The deeper understanding gained through this process then guides the collaborative development of concepts likely to shift behaviour to the best outcome. The HCD Process, as outlined in this guide, includes the following steps:
- Immersion - Gathering Insights
- Research - Identifying Opportunities
- Concepting - Testing and Generating Ideas
- Strategy - Recommendations and Materials
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The toolkit uses Nigeria, a country which in 2016 was in the midst of its own chlorhexidine scale-up efforts, as a representative example. The concepts and materials in the guide were created with USAID’s Center for Accelerating Innovation and Impact (CII) and Dalberg’s Design Impact Group (DIG), along with partners and communities in Nigeria, as well as partners at the global level. It also includes lessons learned from other countries’ successful efforts and builds upon previous work to increase demand for chlorhexidine and other comparable health products.
The toolkit has two parts:
- a guide which provides details about the concepts, how they can be adapted and used, and how they were developed. The reader is taken through the process of mapping an ecosystem to better understand the people and organisations associated with birth. It explains how to capture and document representative birth stories, and how to generate concepts designed to create demand.
- an asset library which includes images and editable templates. These files provide a starting point for adapting the concepts in this guide or building ones own. The aim is for this combination to make it easier to create sample versions of demand generation materials that can be shared with stakeholders and the communities served.
Potential audiences and users of these tools include:
- Governments (Federal and State Ministries of Health and/or Health Promotion Divisions)
- Non-governmental organisations and faith-based organisations
- Manufacturers of health commodities
- Healthcare providers
- The media