What is Positive Deviance Approach to Social, Behavioural, Organizational Change ?

The Positive Deviance (PD) approach to social and behavioral change is designed to tap these positive outliers and their methods. It focuses on communities’ collective intelligence and expertise to address their problems, to discover the most sustainable solutions. The way to live life is to learn from others’ wisdom and accomplishments, to find out what worked amidst the adversities. PD approach facilitates exactly this process, by leveraging local uncommon practices and encouraging communities to adopt these solutions, by highlighting social proof. Since its inception in nutrition research in the 1990s, the PD approach has been extensively used in development research. Visit www.thechangedesigners.com