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Introduction to Show Me
Introduction to Show Me
Humans are intrinsically motivated to learn, so information is important. However, not all information is the same, and it’s typically not sufficient for changing behavior on its own. There are a few different types of information that are useful to identify since they contribute to different types of knowledge for target actors:
Knowing what a behavior is (declarative knowledge) and what other options are at one’s disposal (awareness of alternatives, or choice set knowledge)
Knowing how to do a behavior (procedural knowledge)
Knowing how to describe why the behavior matters, and the behavior’s impact on an environmental challenge (effectiveness knowledge)
Providing the right type of information in a form that resonates with your audience can support behavior change when your target actors lack the necessary knowledge to perform a behavior, hold false beliefs or misconceptions, or need greater understanding to see an action as aligned with their goals and intentions.
Guidance for Theory of Change Development
Guidance for Theory of Change Development
Make sure you start developing the theory of change with the desired behavior change in mind. Then, when writing a psycho-social state intermediate result using Show Me you might use words like:
What actors know about doing or not doing the behavior
How actors perceive the outcome of a behavior
Generic Pathways for Show Me
Generic Pathways for Show Me
Type A. Build awareness and understanding
Example(s) of Type A. Build awareness and understanding
Example(s) of Type A. Build awareness and understanding
The International Center for Tropical Agriculture (CIAT), in partnership with the CGIAR Research Program on Climate Change, Agriculture and Food Security (CCAFS) launched a series of information and communication (ICT) tools to help farmers in Colombia and Honduras make more climate-responsive farming decisions (UNFCCC, 2024).
A group of researchers aimed to reduce wild meat consumption among households in the Brazilian Amazon town of Tapauá. Among a series of interventions that combined economic incentives with community outreach strategies, cooking courses and recipes with instructions, which are examples of procedural knowledge, helped to reduce wild meat consumption by 62%. (Chaves et al, 2017)
Type B. Provide step-by-step instructions and build self-efficacy
Example(s) of Type B. Provide step-by-step instructions and build self-efficacy
Example(s) of Type B. Provide step-by-step instructions and build self-efficacy
The International Center for Tropical Agriculture (CIAT), in partnership with the CGIAR Research Program on Climate Change, Agriculture and Food Security (CCAFS) launched a series of information and communication (ICT) tools to help farmers in Colombia and Honduras make more climate-responsive farming decisions (UNFCCC, 2024).
A study of students in Australia and the United States found that providing a definition of self-efficacy and asking participants to reflect on their skills for doing green behaviors led to higher intentions of buying green products (Schutte and Bhullar, 2017),
This lever is useful when target actors…
This lever is useful when target actors…
➡️ not aware of the consequences of their current behavior or the possibility of a desired future behavior
➡️ perceive the desired behavior as new, abstract, or complex
➡️ have received misinformation or disinformation about a behavior in the past, or their beliefs about a behavior are not aligned with reality
➡️ feel they lack the skills or confidence to successfully engage in a target behavior
➡️ do not actively oppose a change and are amenable to learning more about it
This lever pairs well with...
This lever pairs well with...
Sway Me (Emotional Appeals) by customizing and tailoring information including key places, language, images, and references and linking information to emotional appeals can help a group connect to the target behavior
Norm Me (Social Influence) by providing information about others’ actions or building tools and skills for people to converse with others about a behavior; using trusted messengers to deliver the required information
Nudge Me (Choice Architecture) by providing feedback or suggestions to actors in timely moments can be an effective pairing of these two levers where people learn information at times when they can also act on it
Common traps to avoid
Common traps to avoid
Relying on general information-based strategies. It’s more valuable to identify the specific type of information needed (e.g., procedural, declarative) to support behavior change
Don’t assume that information is always a prerequisite for people to engage in certain behaviors. While it may seem like a necessary part of any solution, there are behavioral interventions that work without people knowing what a behavior is or why it is important
Assuming that actors have the same priorities and goals that you do.
Ignoring / not countering contrary messaging that actors may be receiving.
Delivering information through a messenger that your target actors do not trust or prioritize.
Additional Resources for Show Me
Additional Resources for Show Me
Cover Image by Anima Estúdio Criativo for Rare.
Guidance for Theory of Change Image by Anima Estúdio Criativo for Rare.
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