24. Positive Deviance, Good for Global Health

  1. Rafael Obregon PhD3 and
  2. Silvio Waisbord PhD4
  1. Arvind Singhal PhD1 and
  2. Lucía Durá PhD2

Published Online: 29 MAY 2012

DOI: 10.1002/9781118241868.ch24

The Handbook of Global Health Communication

The Handbook of Global Health Communication

How to Cite

Singhal, A. and Durá, L. (2012) Positive Deviance, Good for Global Health, in The Handbook of Global Health Communication (eds R. Obregon and S. Waisbord), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781118241868.ch24

Editor Information

  1. 3

    Ohio University, USA

  2. 4

    George Washington University, USA

Author Information

  1. 1

    Clinton School of Public Service, Little Rock, Arkansas, USA

  2. 2

    Department of English at the University of Texas, El Paso, USA

Publication History

  1. Published Online: 29 MAY 2012
  2. Published Print: 11 MAY 2012

ISBN Information

Print ISBN: 9781444338621

Online ISBN: 9781118241868



  • positive deviance, benefits for global health;
  • PD approach to social change;
  • PD impact, malnutrition in Vietnam, and Pakistan's maternal and newborn mortality;
  • “Positive deviants,” against overwhelming odds, solving problems;
  • “deviants” and uncommon behaviors, approach in local wisdom, intuitive sense;
  • PD in social change, self-discovery of positively deviant behaviors;
  • combating malnutrition, an asset-based approach;
  • PD inquiry, and hearth model, success of Save the Children's initiative in Vietnam;
  • positive deviance behaviors, and maternal and newborn care;
  • key communicative practices in positive deviance


This chapter contains sections titled:

  • The Positive Deviance Approach

  • Case 1: Combating Malnutrition in Vietnam

  • Case #2: Reducing Maternal and Newborn Mortality in Pakistan

  • PD inquiry to Implementation

  • Conclusions

  • Acknowledgments

  • References