Jacqueline is the Senior Social Marketing Specialist within the Water Global Programs of the World Bank, providing technical advice in behavior change on sanitation, hygiene and clean cooking, among others. She also launched and leads a Behavior Change Community of Practice which has over 700 members across all sectors of the World Bank. A M.B.A. graduate from McGill University, Jacqueline has over 25 years of experience in commercial and social marketing, fifteen of which were based in West Africa and Cambodia.
Community-Led Total Sanitation (CLTS) utilizes emotions, participatory rural appraisals (PRAs), and visual tools to enable communities to analyze their sanitation conditions, thereby internalizing the reasons to initiate behavior change, changing social norms and increasing the chances that the behavior change will be sustained. It is used as part of the Global Scaling Up Rural Sanitation Project.
FOAM is a social cognition behavior change framework that can be used to guide and monitor behavior change in handwashing, sanitation, or other behaviors. It was originally developed in 2007 as part of the Bank’s Global Scaling Up Handwashing Project, a behavior change program in four countries. The FOAM framework is fundamentally about understanding factors that influence an individual’s opportunity, ability and motivation to perform a particular behavior. Though FOAM was developed for handwashing, it can be adapted to understand other behaviors such as sanitation (SaniFOAM). FOAM allows the project team to formulate a theory of change for the behavior change process. It allows teams to make explicit hypotheses about what it will take to change a given behavior among a given population.
Sanitation Marketing employs the “Four Ps” —product, price, place, and promotion—to scale up the demand and supply for improved sanitation, particularly among the poor. The “Four 4ps” have proven themselves in terms of enabling scale and producing results in commercial sector as well as in social marketing applications such as in health.