 So, today we are going to look at individual level OD interventions. Before we talk about the interventions, let us look at certain situations and think what a normal person would will do in this situation. There is one Jerry Sturman who is a committed social worker is funded by a reputed agency. He his agency sent him to relatively small war-ton and poor country to deal with the problem of child malnutrition. And the problem is so serious that more than 65 percent children are malnourished. How do I so, how do I go about handling this situation? A country like India had to eradicate the illiteracy. Now, most of the welfare schemes are mobilized and managed through collector's office, district collector office and how can it how can it use the district administration structure to achieve the 100 percent illiteracy rates. So, collector office is a nodal agency which routes may be dozens of welfare schemes and developmental schemes. Illiteracy is one of them they have to deal with malnutrition, security, employment generation, constructing houses, taking care of the health, so many things. Now, if we have to make collector office working towards achieving the 100 percent illiteracy with more vigor, what can be the way? Waterborne diseases are the major issues in country like India. Fecal oral infections are the cause of these diseases. How this situation can be handled? How to motivate people to keep their surroundings clean? How do you eradicate the disease like polio can be like India? And it is a specific situation because polio means you can arrest it, you can control it just by giving few drops for 2, 3 years, once in a year it is that is straight forward a solution. But still it took many many years to control that disease solution and providing at the doorstep. People are aware of it, but many a time in the primary healthcare centers it is not there, sometime people want to get time, sometime they forget, sometime they give it once a year, but then they forget next year and next year. So, in India what was done? They ensure the program was introduced where for till the age of 5 every year there were some campaigns and for all the kids below the age of 5 they were given those drops. So, this is like a simple movement to arrest that and the volunteers were there and social workers were there and the health workers were there in the railway stations and in the market, they went to schools and they were working in villages all that. So, in the specific time period everybody was given that drop. So, you see that how behavior is changed is it follows a pattern. So, there are certain insights about how the behavior can be changed and that and so, most of these things are about changing the individual behavior. So, that is what we are going to look at and many of these questions will so, these questions will revisit looking at this framework. They are not the researchers for all the findings, but they have chip and then heath they have compiled so, many findings about change in the human behavior. Brain has two parts we all know about there is emotional part and there is a rational part. The emotional part is instinctive that feels pain and pleasure and the rational part what rational part is that makes logic that understand research papers that is where we want to attack for in the awareness building it reflects it is deliberative it is analytical. So, these two parts are always active which part do you think is the stronger in terms of adapting any change rational part it is difficult to convince with the rationality. So, rationally we all know that we should wake up at 5.30 go for a walk or do exercise, but that there is emotion which prevent us to take one more nap and we think that the emotions say like why it is necessary to start jumping from today we will do it is not it. So, there is no dearth of knowledge in this word the problem is how people are not like willing to change their. So, the rational side may want to wake up at 5.45 allowing plenty of time for quick job, but the emotional part say may enjoy us losing in a warm cocoon of sheets and blanket and want a few more minutes. Same thing is with chocolate or samosas or vadas. So, we our rational part says that it is not good for us, but the emotional part says that ok let us enjoy now and then from tomorrow onwards we will take care of this calorie business. So, if we compare elephant and rider with this emotional and the rational part in the elephant and rider which is emotional or which is rational if we if these two parts rational and emotional these are the brains which part is comparable to what. So, rider is basically a rational part which give which directs. So, elephant is the emotional part and rider is the rational. Why do you think most of the changes fail because rider says something and elephant is not willing to follow? Why emotional do not follow? Because elephant is not motivated about it. So, everyone in our workforce is both a rider and infant, riders direct elephant has to be motivated. Problem is most of the changes fail because elephant is not sufficiently motivated. Elephant is much stronger than rider, but it is lazy and prefers immediate gratification over delayed gratification. So, the rider may want to avoid candid today to be slimmer tomorrow, but elephant wants the candid today and that is the story about any individual level change we should. We know so many things we should do or we should not do, but still we engage, we still being indulge because there is emotional part in us not willing to follow the instructions of the rider. Even if the rider instructions are supported by research, backed by data, coming out of the ideals of the human life etcetera etcetera, emotion is elephant. So, at the end what happens if I keep breaking my promise if elephant keeps overpowering me, then after a while I stop even making effort to motivate elephant. So, many of you will stop making new year resolution by the time you reach to my age because many of us will be exhausted with those resolutions and resolutions just do not fulfill because our emotional part which is elephant is not sufficiently motivated to pursue that that is all. So, better we stop making resolution. So, what can we do about it? What is to be done and what can be done is the essence of this book called switch. And they have given a very simple, but very impactful model. What is required just look at the first line what is required is we direct the rider, rider must be directed towards what is needed motivate the elephant and shape the path. So, certain change initiatives require giving the proper direction, some changes require more about motivating the emotions emotional part and some changes are possible when we make a small interventions to make things easier to follow the change process or to implement the change. We will look at it through certain examples. Now, riding the directing the rider there are three ways of directing the rider finding the brighter spot, script the critical move and point to destination. Now, find the right bright spot this is this is the first example of Jerry Sternin. What Jerry Sternin did he was not from a very very rich development agency when he reached to Vietnam he and his team and the team was not very strong or big did not receive a great welcome. And the minister in the country said that you have 6 months to show any change and what he did he and his small team did a survey about the nutritional conditions of kids in sample villages. They would go to the families request the family members to weigh their kids and to make the their profile. After doing survey village after village and whichever villages they chose they ensure that they cover as many kids as possible. The first insight was that the kids children and their malnutrition was not at all connected and very very poorly connected to the education level of the parents or even though socio-economic class of the parents. There was something else other than the education and the socio-economic class which was causing which was related to malnutrition. What was found is that they looked at their food habits and whose food habits they did not look at the overall sample. They identified the kids who are not malnutrition and from a social higher and lower socio-economic class. So, they looked at the brightest spots and they found that kids even if they are coming from if they are from a lower socio-economic background the family of the lower socio-economic class their mothers were adding shrimps while cooking for the cooking the rice. That was the one simple practice they noticed. So, mothers were adding shrimps while cooking the rice and that gave them the nutrition that is where they reached to the conclusion. So, this was an example of how finding a brightest spot led them to identify the important factor about change. And then they popularized this practice of adding shrimps while cooking the rice. Same practice similar thing similar logic is applied by one NGO which received the prize in the year we our team also received the prize. They made a iron fish it is called magic fish. It releases iron in a small quantity while putting it in the vessel where on which you cook your rice. So, this is popular in Nepal and some other third world countries while cooking the rice you add that iron fish. In India they have found that drumstick has a very strong nutritional value and availability of drumstick is not related to the economic class. If you keep if you add the drumsticks in the food regularly it can supply a lot of nutritious things and a lot of nutritious element to the kids. So, this is one example of finding bright spot and from there they will never change. Second example of second way of directing the rider is script the critical move what is specifically required you do that. So, waterborne diseases the critical move was to construct the toilet that what is done. There is one research studies there is one research study about cancer patients and the adults and teenager cancer cancer patients. The disease could be cured, but if they do not follow the medical regime if they do not take the medicine the chances of relapse becomes very high. So, to avoid the relapse they have to take the medicine. Now, when I am not feeling any weakness when I am disease free generally I am not motivated to take the medicine and patients also forget taking medicine because their body is not giving any specific signal that they are feeling weak or there are any pains. So, they forget they do not seriously follow the medication. Some video games were designed by the team of medical professionals and the IT professionals. In the video game certain moves were allocated certain points and this those moves were related to not forgetting taking the medicine. Teenagers and adolescents who scored well to score well you need to remember at what time you have to take medicine. And this was a strong signal conveyed in a very interactive environment with some challenge they were found it was found that kids who played those video games their tendency to forget reduced very significantly and a large number of a larger percentage amongst them were following the medication required after they were declared disease free. Third way of directing the rider is point of destination teach for America this campaign was very very powerful very popular you attached some activity with the larger destination. In India it happened about literacy and that is where we we come to our example of literacy. A collector office which manages so many welfare schemes and the public distribution schemes how to make them motivated to work more diligently and more sincerely on the literacy. In mid of 80s one district in Kerala Aernaculum was declared 100% literate when this 100% literacy was declared for that district many many collectors became motivated to make their district also 100% literate. So, it became a very clear destination that my district is 100% literate and this office the collector and collector office they were the instrumental in bringing that district from x percentage of literacy to the 100% literacy. So, when the destination is clear that gives the direction to the rider then comes the motivation part the how to motivate the elephant. Generally these are not about a lot of facts it is about how to make people see what is needed to be done. So, this is one a story about in G. G being a huge corporation they have so many manufacturing units. One purchase manager looked at how many types of gloves are being supplied to different GE companies and how many suppliers and how many designs. He found that there are 200 designs of the gloves being supplied by dozens of suppliers. Naturally this makes the system more complex and difficult to manage and the bargaining power of the GE also reduces because of the stolen supplies. He wrote about it he made people aware of it managers would express their concern, but still no specific action or policy decision was made. During one of the meetings where the top management from the manufacturing and the supply purchase and the finance department was supposed to meet he collected a dozen or two dozen gloves which were not very different, but they were being supplied by different suppliers and different companies were ordering them with those specification. He put that stack in the near the entrance of this meeting. Seeing that stack of the two dozen gloves people became curious what is communicating and the message was conveyed to them that these gloves are looking very similar, but they are being supplied by so many different suppliers and that is not good to enhance the bargaining power and get the best deal. In the same meeting a decision was made that we will reduce the number of suppliers and we will optimize the number of the designs. People were aware of it, but it has to be conveyed to them with more tangible evidences more tangible messages to bring about any change. Shouldn't the change when you make change look like not very distant people will feel motivated about it. In an experiment in the car wash company in that by a garage they gave the coupons to their customers wherein in one group they gave 10 coupons stating that these are the 10 coupons we are giving. Once you finish these 10 coupons by taking 10 by taking the car wash you will get the next car wash free, but since this is a campaign going on we are tearing the 2 coupons now you have to give take only 8 car washes to get the free car wash. So, they gave 10 tear the 2 and make people think that ok they have already achieved the they have already completed the 2 car washes and now they have to only get take the 8 car washes from the same garage. With another group they gave 8 coupons with the request that once you finish these 8 coupons you will get the free car wash. What was found that 17 percent customers who were given 8 coupons came back they completed the 8 car wash and came for the free car wash, but 34 percent customers who got the 10, but they were made feel that they have to get only 8 and the 2 is like a small discount for them the their follow-up rate was much more almost double comparing to the first group. So, when people think that the change is manageable and we have come to some distance and now small effort relatively lesser effort can make the change possible people feel motivated grow the people to a bigger reality. Teach for India or if you look at the cleanliness movement or if you look at the taking care of the tourists and communicating that how I how we behave with tourists are in a way reflection on my country. How people behave in the foreign countries when you are representing your country these are the examples where you see people behave very differently when they are grown to the bigger reality. So, there is a story of the three workers they were asked what are they were employed on a site of a construction of a temple or a Westminster church. You can take any example one worker being asked how what are you doing is it I am just paying back for what I did not do in the childhood had I worked better and could I have got more education I would not be doing what I am doing. So, I am just repenting. Second worker said that ok I am doing because I have to take care of my family and first worker said that I am continuing to make this Westminster church. See the three things all three are correct, but the third stance make people motivated to contribute more quality. So, if we make people to see what they are doing is something very important and contributing to the larger reality they are motivated. Shape the path sometime a small procedural changes or administrative changes or structural changes can help to change the behavior. Tweet the environment to deal with this problem of obesity in many societies it is realized that we have to motivate people to eat less. Now, how to eat less if you have so huge servings in the restaurants and most of the people rely on restaurant food how to make people convinced about eating less. There is one experiment conducted the popcorn was given to the same size of in the same size of bucket from the from the outside, but with the one group the bucket was filled and some space was covered with the paper and over that popcorn was filled. Both the groups feel felt equally satisfied. So, when the when they were surveyed about their hunger and their satisfaction there was no difference in their satisfaction level. So, small change in the environment here it is a popcorn bucket made people change their behavior. Building habits one example is of the checklists checklist. If you make the checklist and every time you ensure that you you tick mark the checklist it ensures that people follow that path and rally the hero. Generally people feel more uncomfortable on path of change when they have to walk alone. So, whenever a new change is initiated if there is a group of people who are going through the process people feel more comfortable. So, if you remember the very second stage of the John Quoters models of steps of change talks about building a guiding coalition. When we convince few people for change and when they work in the they work in the group that strengthens their emotions and motivation to work towards achieving that desired change. So, rally the hero and having the group of people to go through the change process make them much more comfortable in the change process. So, if you introduce a say performance new performance appraisal system. If you if you do it to the larger number of people larger number of groups people will feel more comfortable. Like likewise there has to be a group which is subjected to change and that makes people comfortable.