Positive Deviance Approach for Behavior and Social Change from the Inside Out Webinar,
Featuring Jerry Sternin, Assistant Dean and Advisor to Students at Harvard University, and Peace Corps Director in Rwanda
Wednesday, 1/23/08 12pm EST
Traditional expert -driven
models for individual, social and organizational change often don't work. Like
the human immune system, individuals, communities and institutions such as MOH,
hospitals reject what is perceived as "foreign matter". When "experts" provide
strategies for individual or social change which are externally identified and
"not invented here", they are doomed to
fail.
The Positive Deviance
approach builds on successful but "deviant" (different) practices and
strategies that are identified from within the community or institution, by the
very people whose behavior needs to change, and thus are, by definition,
accessible today by those sharing the same cultural context.
Positive Deviance (PD) is
based on the belief that in every "community" (i.e. village, corporation,
school system, hospital, etc.) there are certain individuals or entities whose
uncommon, but demonstrably successful behaviors or strategies enable them to
find better solutions to problems than their neighbors or colleagues who have
access to exactly the same resources.
Beside being known in
nutrition as "The PD/Hearth Model", the PD approach has been applied to problems
as diverse as condom use among commercial sex workers, neo-natal mortality,
education performance, trafficking of girls,
and is now being recognized as a powerful tool for addressing
educational problems as well.