In this episode, Martin Ocholi talks to Dr Rufus Eshuchi-a social and behavior change specialist from the international development sector- on the use of the social norm method in social behavior change. Learn how social norms influence our decisions and behaviors, why addressing them is critical to achieving positive social change, and how individuals, organizations, and governments can effectively leverage them to address complex challenges such as combating harmful practices, challenging stereotypes, and fostering healthier, more equal societies.  

In this episode, Martin Ocholi hosts Rufus Eshuchi, an expert in Creative Communication and Social Behavior Change Specialist in the international development sector, they delve into the fascinating world of social behavior change through the lens of creative communication. For close to three decades Dr Eshuchi has led numerous social behavior change initiatives in diverse fields including HIV/AIDS prevention, sexual reproductive health, immunization, water, sanitation and hygiene among others, In these projects, he has effectively harnessed the power of creative communication to trigger transformative social shifts. As they explore the topic of social behavior modification, they dive into the complexities of human behavior, analyzing, attitudes, and conventions impact our choices and behaviors. Dr. Eshuchi walks us through the various strategies that have been employed to foster positive change within communities and offers useful tips and techniques for individuals and organizations aiming to lead social change initiatives. For example, he advises program managers to consider integrating the behavioral component at the project design stage since social transformation is essentially a behavioral issue. So, whether you're an activist, a communicator, or simply curious about the power of creative communication in shaping societies. Tune in and be inspired by the boundless potential of human creativity to drive meaningful, lasting change.