Going big: how an inclusive behavioural change campaign helped combat COVID-19 in Lao PDR

As COVID-19 was spreading across the globe at an alarming rate, our partner SNV Netherlands Development Organisation knew that prevention early on was the best method of tackling the virus, and that begins with proper hygiene awareness, behaviour and resources.

Working in collaboration with the Government of Lao PDR and in line with international standards on COVID-19 prevention, SNV embarked on an innovative awareness and behaviour change campaign. Whilst government awareness messages were easier to access in the urban areas of Lao PDR , SNV was acutely aware of the challenges that the rural populations would have in accessing this same information. how would the message reach:

• people living in rural/remote areas with no or limited access to reliable electricity (TV access), internet service, newspapers, and other mainstream and social media channels,
• people who cannot read and write,
• groups who converse in their own ethnic language?

With support from the Australian Government, through their Water for Women project, SNV focused their efforts to extend the outreach and inclusiveness of the key hygiene behaviour related messaging in response to COVID-19 to reach rural and vulnerable communities.

Their knowledge and insights into the varied needs of these diverse communities helped in creating a behaviour change campaign that would share the message of COVID-19 prevention across multiple channels and to as many people as possible.

When you need to reach all, you need to go big!

The campaign produced radio songs, poems and stories to raise awareness on preventative behaviours that were broadcast in rural/remote areas without access to internet or electricity.

10,000 posters were printed and distributed on COVID-19 facts and preventative measures. Three radio spots in four different languages (Lao, Hmong, Khmu and Bru) were broadcast on Lao Youth radio nationwide, village loudspeakers and mobile trucks.

Two video clips with a COVID song featuring local celebrities and an animation to appeal to younger children (both with sign language, see below) were disseminated on social media, reaching over 600,000 people in 10 days). They were also featured on national TV and radio stations daily for 5 weeks from May to June, reaching an estimated one million people!

The COVID-19 response was a truly collaborative effort that saw SNV work with the Ministry of Information and Communication Technology, MoH, Ministry of Foreign Affairs/Home Affairs (on ethnic issues), the Communication Taskforce for COVID-19, provincial/district health departments, KAONA as the creative agency, Lao National TV and Lao Youth Radios, the UN Community Radio program and civil society/community organisations.

Lao PDR has thankfully experienced and maintained very low COVID-19 case numbers, it is a testament to the swift response of the government and partners like SNV in ensuring people were aware, and prepared. As a trusted partner in Lao PDR, SNV's work in WASH under Water for Women will continue to contribute to health and wellbeing of vulnerable populations.