From Knowledge to Action: Unlocking the Behavioural Change Toolbox Methodology for ASEAN
Marine debris is a transboundary crisis that requires coordinated efforts to address its root causes. Recognizing this urgency, ASEAN adopted the Framework of Action on Marine Debris, followed by the ASEAN Regional Action Plan on Marine Debris (RAP), which identifies key strategies to reduce plastic consumption, improve waste management, and mitigate marine pollution. Among these strategies, Behavioural change is highlighted as a core component (Action 11), emphasizing its crucial role in combatting marine debris. While several ASEAN Member States (AMS) have initiated national efforts to drive behavioural change, challenges remain in designing, scaling, and assessing the effectiveness of these initiatives at the regional level.
In 2023, GIZ 3RproMar conducted an initial assessment of behavioural change campaigns in the ASEAN region. The assessment identified four key gaps:
1. The need for a more comprehensive evaluation of behavioural change campaigns to obtain representative results.
2. The lack of a standardized impact assessment methodology for Behavioural change interventions.
3. A shift from Behaviour Change Communication (BCC)—which primarily focuses on awareness-raising—toward a more structured Behaviour Change Design (BCD) approach that integrates Behavioural science and intervention strategies.
4. The need for ready-to-use behavioural change solutions that can be adapted across AMS.
To address these challenges, GIZ 3RproMar developed the Behavioural Change Toolbox Methodology, a structured framework designed to guide AMS in designing, implementing, and evaluating behavioural change campaigns for marine debris reduction. The toolbox builds on insights from behavioural change theories, case studies, and pilot interventions within the ASEAN region. It provides practical tools, step-by-step methodologies, and an impact assessment framework to support AMS in crafting more effective, data-driven Behavioural change strategies.