Some more innovative work from the London School of Economics. This genuinely thought-provoking 8 minute video describes a collaboration between the LSE-hosted International Growth Centre and Zambia’s Ministry of Health. The background academic paper is here.
Researchers and officials worked together to answer an important question: to motivate people in rural villages to become rural community health workers (CHWs), is it best to appeal to their community spirit, or to their hopes for individual career development? If you do the latter, will people lose their link to the community, and replicate the problem with more standard professional health workers, many of whom hate working in rural areas, and head for the city?
To do that, they divided up 160 villages targeted for recruitment. In half they put up posters that stressed ‘come and serve your community’, in the rest they put the emphasis on careers (see above: figures 1a and 1b of the paper). Sure enough, the posters attracted different kinds of people to apply for CHW training.