People make sustained behavior changes when they perceive a need, an opportunity and the capability to do so. The Alliance therefore aims to create awareness and interest in cleaner cooking options, change attitudes and conditions, motivate people to want to change their behavior and empower people to act.
The Alliance’s awareness raising activities spread the message about the benefits of cleaner stoves and fuels and showcase available technologies. The campaigns take a layered, multi-level approach and involve social marketing through such channels as radio, billboards and mobile messaging. Roadshows are part of the mix for product demonstrations and grassroots outreach, together with consumer education carried out by community health workers, women and faith-based groups, local opinion leaders, schools, and other social groups.
On the ground local change agents who reside within these communities will also support outreach efforts and help facilitate the behavior change that is necessary for consumers to embrace a new product and maintain sustained and exclusive usage.
As more options for financing and retail distribution points become available, this information will be incorporated into messaging. Further, as demand and interest for clean cookstoves and fuels grows, men and women will have clear, actionable information about where to get a stove and how they can finance it.