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Behavioral Economics Approaches and Human Centered Design- Gamifying SRHR Education

4 comments

Hi All,

I wanted to discuss a bit about some of the approaches I used when implementing my pilot research project, Gamification In SRHR, which was aimed at piloting the strategy of "gamification" to influence positive sexual and reproductive health and rights choices among adolescents and youth in Ethiopia. 

I have an Economics background and have often studied various concepts of Behavioral Economics because of how it works to improve underlying assumptions that make neo-classical economic theories work, mainly about the rationality of choice. Behavioral economics approaches can help us explore better how a certain factor can influence individual decision-making and how that applies in a larger context. For my research project in particular, I tried to apply some of the concepts for choosing specific game mechanics and applying that to selected "playable problems." During the design of the basic prototypes I was able to adapt various resources of human centered design and apply it in a challenge where the games were developed with selected groups of the intended primary end-users. 

Seeing the merits of the various strands of SBCC and how they can be applied in a way they can complement each other helps our strategy become more effective and scalable. My abstract for the research has been accepted for the 2018 International Social and Behavior Change Communication summit and I am hoping to share some exicting findings with a wide audience of practitioners and experts in the field.

Let's keep the conversation going!

Thank you very much! 

Yeabsira,

Comments

Submitted by Faith Nassozi … on Tue, 01/30/2018 - 09:22 Permalink

Behavioral Economics is being used to enhance the effects of SBCC and other development programs. In Uganda we utilized behavioral economics to design an intervention to increase redemptions of e-coupons for sexual and reproductive health (SRH) services among hotline clients. 

The study applied behaviorally-informed text messages to increase uptake of SRH services among clients who call into Marie Stopes Uganda’s free hotline and receive an e-coupon referral.

A randomized control trial was utilized to test the research question. Participants were randomly selected into control and treatment groups. The results from this research showcase the opportunities and challenges of integrating this new tool into SBCC approaches.

I will be sharing the results from the research above at the SBCC summit which will offer a great opportunity to share lessons learnt and exchange ideas with other participants.

Submitted by asukhodolska on Tue, 01/30/2018 - 13:00 Permalink

it would be interesting to learn insights and findings from the researches in this area, as we are using gamification for C4D programmes on HIV prevention and promoting testing among young people. will be happy share our experience and see how we can build on further taking into account findings from studies.