Hygiene promotion at scale Working with the private sector for

sustainable behaviour changeIsabel Blackett

WATER AND SANITATION PROGRAM

Brisbane, 17 May 2011

Why a private sector partnership

What behaviours needs changing?

Agree the rules of engagement

New channels for HWWS messages

Achieving effective partnerships

Sustaining the relationships

Main message

Learning what makes PPPs work for behaviour change

Why a private sector partnership?Expertise, media, resources…

Private sector offers

• Marketing & behaviour change expertise and insight

• Channels and media for behavioral change messages

• Partnership resources

and in return needs..

• Credibility ‘good image’ • Opportunities to meet

existing and potential customers

• Opportunities for corporate social responsibility

• Time efficient options

What behaviours need changing?Know the target audience

Formative research studies indicate

Knowledge of HWWS is high, practice low

Handwashing is commonly practiced after working or eating

Soap only used when hands are dirty or smelly

Important times for hand washing are not well known

HWWS is not a habit or a social norm Source: 2010 Formative Study on Hygiene

Behavior, MOH and Water and Sanitation Program

WHAT habitual use of

soap centre of logo, eye-catching colour

HOW and WHEN correct way to wash hands and five critical times

WHO mothers & care takers of children under five, school children

Agree the rules of engagementCommon messages

Make a habit of handwashing with soap

Different roles: Government, donors and private sector

Communications strategy: agree target audience, message, media, logo etc

Rules for co-branding & use of national HWWS logo

Role of national non- branded materials

Recognize motivations: Soap and non-soap companies

Agree the rules of engagement

New channels for HWWS messagesMaximize who hears, sees, experiences

Private sector provides hand-washing promotion channels:

workers in food processing

hospital staff and patient waiting rooms

bank customers

product packaging

via TV ads and public service announcements

Sustaining the relationshipsPractical and time efficient

Time is money – don’t ask private sector partners to attend long meetings

Make it easy – pre-tested generic materials that can be reproduced and logos added

Ready to roll – have a ready answer when a company asks how they can help

Indonesia: From donor projects to Government-private sector program

Planned Scaling up, part of large scale programs

• pre 2006 HWWS formative research, donor projects

• late 2006 Agree to develop partnership

• early 2007 PPP Coordinator employed

• late 2007 HWWS stakeholder forum

• 2010 Pilot integration HWWS with CLTS

• 2010 review & update BC materials

• 2010 integration with water & sanitation projects

• 2011 new six provinces formative research with MOH – new baselines

2006 2007 2008 2009 2010 2011 2012 2013

Formative research,Partnership agreed

PPP Guidelines and HWWS awareness

Implementation for behaviour

change

Timescale:

Sector evolution • mid 2008 HWWS in Govt

total sanitation strategy• late 2008 Govt PPP

guidelines & logo agreed with private sector partners

• 2009 national HWWS materials developed

• Bank, soap, food, oil & gas, media

Effective behaviour change partnerships take time and effort

• 2011 PPP-HWWS integrated into national and province–wide WASH, nutrition and child health programs

• 2012 – 2013 on going implementation and monitoring within national water and sanitation, nutrition and child health programs

Some challenges ahead

More private sector partners – a good start but more partners are needed with the same target audiences

Avoid going off-track with PS partners who have attractive resources but different agendas

Going to scale through integration with water, sanitation, child health and nutrition programs

Monitoring behaviour change: moving from project based monitoring to provincial or national scale outcomes

Main messages

Too big a challenge for Government alone – partnership needed

Private sector have skills and look for appropriate engagement opportunities

Government and donors can lead co-ordination, research, common messages for national HWWS campaign

Takes time to get it right – but worth the effort!

Thanks to Wendy Sarasdyani, Hand-washing coordinatorWSP Indonesia