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Positive Deviance is a method of behavioral and social change based on the work of the Friedman School’s Jerry and Monique Sternin. PD is founded on the observation that there are certain individuals or groups within a community or work environment whose uncommon practices and behaviors have enabled them to solve or alleviate certain prevalent problems.

The PD approach provides a facilitated process that enables the community to discover these "Positive Deviants" for themselves, as well as drive development of interventions that more effectively disseminate beliefs and encourage others within the community to begin practicing these new behaviors.

The focus on the discovery of this existing solution, and the active participation of the community, ensures the sustainability and cost effectiveness of the ensuing initiative.

The PD approach is used in public relations and marketing, education, business child protection, and in healthcare and public health on problems as diverse as childhood malnutrition, neo-natal mortality and morbidity, education performance, human trafficking, female genital mutilation, MRSA eradication and prevention, and HIV/AIDS. PD has been applied in more than 41 countries and has directly altered the lives and practices of more than 3.5 million people.

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The certificate program consists of the following three courses:

  • Positive Deviance: Theory, Methods, and Process
    An introduction to PD approach, principles, methodology, theoretical underpinnings, and implementation. The course explores complexity science and complex adaptive system theory, exposes students to the interaction of innovation and social change, and compares PD to other strength-based strategies. Guest speakers will expose students to multifaceted and versatile PD processes. Interactive activities and assignments will teach students when to apply PD versus other behavior change methods, and have a basic understanding of the steps involved in the PD process.
  • Applications of Positive Deviance
    Students will learn about PD applications in diverse sectors and settings and discuss projects with PD implementers. Guest PD practitioners will present case studies and invite students to examine and critique them. Studies will include the use of PD to address childhood malnutrition worldwide, girl trafficking in Indonesia, maternal health in Pakistan, school drop-outs in Argentina, teen violence in Pennsylvania, MRSA and hospital acquired infections in US hospitals, and malaria prevention in Cambodia.
  • Positive Deviance in Practice
    This course will focus on the practice of applying the PD approach to a specific problem. Through experiential learning students will apply the basic PD methodology and practice specific communication skills required to facilitate the PD process. Students will come to this course with an identified problem requiring behavior and social change within a specific community. This practicum will enable students to become PD practitioners and experience the power of this approach. Students will be paired with the PD approach coach who will guide them through their practicum.