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Hilmi Quraishi

Co-Founder & Ashoka Fellow
New Delhi
My organization, ZMQ, is a 'Communication for Development' Social Enterprise which adopts holistic approach of embedding technology components in Social & Behaviour Change Communication (SBCC). We call this as "d-C4D" or digital Communication for Development. ZMQ adopts 3 successful approaches - Role-Play GAMING, Decision-making STORY-TELLING and EDUTAINMENT based Capacity Building to achieve sustainable Social & Behaviour Change. They detail strategy is as follows:

1. Role-Play based GAMING Approach: ZMQ effectively uses role-play based games as a successful way to create behavior change. Using this approach, various real-life situations are embedded with challenges that reflect user’s true environment. Users are put in testing relationships and face challenges to solve the problems. Studies have shown that humans adopt many of their values and behaviors from their role models.

2. Decision-Tree based STORY-TELLING Approach: ZMQ effectively uses decision-tree strategies by presenting multiple scenarios to a social issue for user exploration. Each scenario has an alternate course of action and its possible consequence. This approach enables the user to learn from their decisions, thus inculcating sustainable behavior change by observing correct and incorrect decisions. Story-telling is an effective way of inculcating healthy behaviors.

3. EDUTAINMENT based Training Approach: ZMQ successfully uses edutainment (educational-entertainment) as a strategy to address critical social issues. This approach is a highly successful and proven mass media instrument which has demonstrated a unique capacity for raising awareness among large numbers of people and motivating them to adopt new behaviors. It is also used for capacity building and training.

All together, these approaches helps in building the capacities of people to understand, negotiate and take part in decision-making process by using various real-world scenarios in a risk-free virtual environment. This model is called “REAL-WORLD RISK-REDUCTION METHOD using GAME MECHANICS” – a ZMQ Model for sustained Social & Behaviour Change.

My Speakers Sessions

Tuesday, February 9

09:30 EAT