"ALL THEY NEED IS EDUCATING " - What role can Education play to change behaviour in order to improve dog welfare? Matthew Payne Education Insights ...
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“ALL THEY NEED IS
EDUCATING…”
What role can Education play to change behaviour in order to
improve dog welfare?
Matthew Payne
Education Insights Officer – Dogs Trust
SKILLS AND EXPERIENCE • 15 years experience working in Education, Community Engagement and Behaviour Change • ‘Specialist’ at Human Behaviour Change for Animals • Education and Behaviour Change Advisor for various international NGOs
PRESENTATION OUTCOMES • Have a better understanding of how effective education interventions can change behaviour to improve dog welfare • Recognise the importance of understanding the barriers and drivers of a behaviour • Have the ability to create a basic Theory of Change as part of your education planning
WHAT IS THE PURPOSE OF AN EDUCATION
DEPARTMENT AT DOGS TRUST?
‘Our mission is to bring about the
day when all dogs can enjoy a happy
life, free from the threat of
unnecessary destruction.’
All our outcomes are dog related so we can
achieve our charity mission
“ALL THEY NEED IS
EDUCATING…”
Have you ever heard this phrase
before?
WHAT IS HUMAN BEHAVIOUR CHANGE?
1. GOLDEN RULE OF EDUCATION
Think Education
Traditional approach
=
Think Schools
Think Education
Dogs Trust approach
=
Think Behaviour
Social norms Economic norms
Subjective norms
Cultural norms
Environmental factors
Knowledge
Intent
Physical ability
Perceived behavioural
Habit
controlUNDERSTANDING A BEHAVIOUR
Behaviour
Behaviour
Behaviour
Issue
Behaviour
Behaviour
BehaviourPeople of all ages
teasing stray dogs
Owners hugging
dogs
Adults approaching dogs as
they eat
Don’t identify dog
behaviour signs
Family members
waking dogs without
Treat dogs as if they are warning
entertainment
Which are your target behaviours?CHOOSING A TARGET BEHAVIOUR
Key questions to ask yourself
If I change this,
How easy is it to
what is the
bring about change?
likely impact?
Preference,
acceptability, cost? Spill overUNDERSTANDING A BEHAVIOUR
Who is performing
the behaviour?
What is driving this
Are there any behaviour? (Why?)
barriers to them
behaving differently?
Hugging Dogs
When are they
Where are they performing this
performing this behaviour?
behaviour?Children aged 7-10
Dog trainers
New parents
Don’t recognise signs of anxiety
or stress
Adult owners
Millennials
Locations
Mid 30s All gendersDog behaviourists?
Dog trainers?
Public figures?
Dog walkers?
Over 18s
Use of Aversive Training
Methods
Dog Owners (over 18s)
Generational?
Location?
Age? Gender?DRIVERS AND BARRIERS
WHAT NEEDS TO CHANGE?
Physical capability
Psychological
capability
Social opportunity Don’t recognise
signs of anxiety or
Physical opportunity stress
Conscious
motivations
Unconscious
motivationsIncreased social media capital
means they over look signs of Habit formed of approaching
stress when taking a photo dogs as families have done
this for years
Inability to accurately
identify signs of anxiety
and fear in dogs
No access to up to date Subjective norm that dog
methods of behaving is there for entertainment
around dogs
Social norm that you can
approach a dog
whenever you wantDRIVERS AND BARRIERS
WHAT NEEDS TO CHANGE?
Physical capability
Psychological
Unconscious capability
motivations
Don’t recognise
signs of anxiety or
Conscious stress Social opportunity
motivations
Physical opportunityWHAT ROLE CAN EDUCATION PLAY
IN CHANGING BEHAVIOUR?
Increase understanding of behavioural signs for anxiety or
stress in dogs
Increase understanding of how not being able to spot
behavioural signs in dogs can lead to a bite
Increase understanding of adults about the consequences
of a dog bite
Motivated to identify signs of dog behaviour because they
Don’t recognise signs of believe it is the right thing for the dog
anxiety or stress
Motivated to perform new behaviour because it creates a
safer environment for their familyWHAT ROLE CAN EDUCATION PLAY
IN CHANGING BEHAVIOUR?
Education cannot make available new spaces for people to
trail alternative behaviours
Education alone cannot change habits
Education cannot change the influence of subjective
norms
Education cannot make you physically more able to
perform a new behaviour
Don’t recognise signs of Education cannot provide you with skills to perform a new
anxiety or stress behaviour
Education cannot change the influence of time, money has
on a behaviourTHE BENEFITS OF BEING ‘RUTHLESSLY
STRATEGIC’
Think Education
Dogs Trust approach
=
Think Behaviour
AFFORDABLE EFFECTIVE
PRACTICAL COST-EFFECTIVE
ACCEPTABLE LESS SIDE-EFFECTSTHE BENEFITS OF BEING ‘RUTHLESSLY
STRATEGIC’
Think Education
Dogs Trust approach
=
Think Behaviour
AFFORDABLE EFFECTIVE
PRACTICAL COST-EFFECTIVE
ACCEPTABLE LESS SIDE EFFECTSINTRODUCING… THE THEORY OF CHANGE
WHAT IS A THEORY OF CHANGE?
A comprehensive illustration of how and why a desired change is
expected to happen in a particular context
Do your activities make
What is needed to sense in relation to
achieve your goal? your goal?
Are there activities and
strategies you currently How and where can you
deliver that do not help conduct monitoring and
meet your goal? evaluation activities?
Taplin and Clark 2012
Kail and Lumley 2012SET THE GROUND RULES
• Include staff from ALL ends of the programme- if
you’re a big organisation include other departments!
• Identify a SMART long term goal!
• ALWAYS work backwards from your mission
statement. ALWAYS!
• Establish the links between cause and effects and
really question them- ‘does this really lead to this or
are we making a big assumption?’ Try to back up
every link with evidence such as existing research or
plans to evaluate it yourself as early as possible.Keep it SMART!
It needs to be Is the goal you Presumably you
You may You might want
clear; have set really want to measure
want your to change the
numerous achievable? the effectiveness
goal to be hearts and minds
goals cloud of your
that pupils completely of
your focus programme
grow up to everyone you
educate, but its ASAP, so we
treat animals
unlikely you will don’t have time
with care,
to wait until the
but can you
learners all grow
really
up before we can
measure
evaluate!
that?CASE STUDY:
DOGS TRUST WORLDWIDE
AND BAWAMISSION STATEMENT
Bali dogs can enjoy a happy life free from the threat of
unnecessary destruction
Happier, healthier dogs End of dog culls
Fewer people
Greater herd
bitten/contract
immunity/less rabies
rabies
What are the target behaviours
associated with these areas?MISSION STATEMENT
Bali dogs can enjoy a happy life free from the threat of
unnecessary destruction
Happier, healthier dogs End of dog culls
Greater herd Fewer people
immunity/less rabies bitten/contract
rabies
Reducing Vaccinating
Avoid eye Children Wash bite
chaining/caging local dogs
contact/walk don’t wound with
time slowly away soap 15
disturb
from dog sleeping minutes then
dog, hospital
mother
with pupsBali dogs can enjoy a happy life free from the threat of
unnecessary destruction
End of dog culls
Fewer people
Greater herd bitten/contract
immunity/less rabies
rabies
People don’t Wash bite wound
Avoid eye contact/walk
disturb with soap 15
slowly away from dog
Vaccinate sleeping dog, minutes then
local mother with hospital
dogs pups
Learning outcomes that support these
Educational InterventionEVALUATING EACH STEP
Once a basic Theory of Change has been drafted, the next step that has worked
for us has been the ‘devils advocate’ stage
• Revisit every causal link (all the arrows) and back them
up with evidence.
• This could be looking at existing research in similar
settings.
• Conduct your own research- even if very informal.
• Or an even simpler starting point just list all the
constraints in that area- all the events, things,
conditions that could prevent that step from
happening.
• Then provide a potential solution for each of these
constraints.Bali dogs can enjoy a happy life free from the threat of
unnecessary destruction
End of dog culls
You may have access
to Government or
district data on the You might be able to
number of dogs find local data which
being culled Fewer people records number of
bites
bitten/contract
rabiesBali dogs can enjoy a happy life free from the threat of
unnecessary destruction
End of dog culls
Fewer people
bitten/contract
rabies
Children Wash bite wound
Avoid eye contact/walk
don’t disturb with soap 15
slowly away from dog
sleeping dog, minutes then
mother with hospital
pups
A
Learning outcomes that support these
Educational InterventionA Impact Measurement BAWA realised that they did not have data on the number of people washing their hands within 15 minutes and other key behaviours within the village as a baseline in order to use this as a form of impact measurement. How many are and are not performing this behaviour? So they conducted an informal survey in the Banjars (villages) before they started their programme to find out a baseline number on which to base their future impact measurements going forwards. This very easy to conduct activity gave them the information they needed to adjust and better tailor their lesson plan content. It provided key information for their first quantitative impact evaluation.
Bali dogs can enjoy a happy life free from the threat of
unnecessary destruction
End of dog culls
Fewer people
bitten/contract
rabies
Wash bite wound
with soap 15
minutes then
This help BAWA create hospital
• Impact measurement target
• Learning outcomes to change the
psychological capability and conscious
motivations of the different key A
audiences in the villages
Learning outcomes that support theseBali dogs can enjoy a happy life free from the threat of
unnecessary destruction
End of dog culls
Fewer people
bitten/contract
rabies
How are we going to Wash bite wound
measure this causal with soap 15
link? minutes then
hospital
How can we prove the
impact of our learning
outcomes on this
behaviour? Learning outcomes that support these
B
Educational InterventionBAWA is designing their first randomised controlled evaluation to
B
evidence this step
This evaluation should only be
attempted after an outcomes
framework has been created.
Without it, you would not know what
to evaluate
With a robust impact evaluation
follows better accountability,
credibility and potential access to
additional funding!Bali dogs can enjoy a happy life free from the threat of
unnecessary destruction
End of dog culls
Fewer people
bitten/contract
rabies
Wash bite wound
with soap 15
minutes then
hospital
Learning outcomes that support these
Educational InterventionBali dogs can enjoy a happy life free from the threat of
unnecessary destruction
District data on the number of dogs
being culled measure yearly End of dog culls
Yearly door to door survey on the
number of target audience being Fewer people
bitten by dogs in the village bitten/contract
rabies
And…village data on number of
target audiences contracting rabies
Wash bite wound
with soap 15
minutes then
hospital
Surveys with target audiences
bitten by dogs
Learning outcomes
that support these
Before and after surveys of
participants
Educational InterventionsKEY POINTS TO REMEMBER • Think behaviour first! Not schools • Take the time to identify and understand your target behaviours • Be ruthlessly strategic • Use a Theory of Change to layout out your plan for change • Keep measuring and reflecting!
OTHER REPUTABLE HUMAN BEHAVIOUR
CHANGE ORGANISATIONS
• UCL and Susan Michie
• RARE
• Impact by Design
• Behavioural Insights Team
• TRAFFIC / Change for Wildlife Consumers
• Leah Garces and Mercy for Animals
• The Brooke
• WildAid
• Ruaha Carnivore Project
• Dogstar
• Magpie Communications
• Madp*wYou can also read
