sanitation marketing: approaches and emergent learning from the scaling up rural sanitation program

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Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program Jacqueline Devine, Senior Social Marketing Specialist AfricaSan, Kigali July 20, 2011

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This powerpoint was presented by WSP Senior Social Marketing Specialist, Jacqueline Devine,during AfricaSan 3 (Kigali, Rwanda - 2011) under the "Experience From Sanitation Marketing" session. Sanitation marketing is an emerging strategy to help households move up “the sanitation ladder.” Participants in this session learned from members of the burgeoning community of practice about promising approaches and lessons learned from various African and Asian programs. The session enabled a lively, interactive panel of country representatives who are planning to integrate sanitation marketing into their national programs. The session road map was as follows: What is sanitation marketing? Why sanitation marketing? Concepts and approaches Emergent learning

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Page 1: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Sanitation Marketing: Approaches and Emergent Learning from the

Scaling Up Rural Sanitation Program

Jacqueline Devine, Senior Social Marketing Specialist

AfricaSan, Kigali

July 20, 2011

Page 2: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

What is sanitation marketing?

Why sanitation marketing?

Concepts and approaches

Emergent learning

Session Roadmap

Page 3: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Concepts Associated with Sanitation Marketing

Mason training

Private sector

Selling sanitation

Business development

Communication campaign

Page 4: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

…the application of the best social and commercial marketing practices to change behaviors and to scale up the demand and supply for improved sanitation, particularly among the poor.

What is Sanitation Marketing?

Page 5: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Evidence-based

Leverages the power of marketing for a social benefit: Product Price Place Promotion

• Branded advertising and promotion• Behavior change communication

Key Principles

Page 6: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Potential for scale

Demand-driven approach

Complements CLTS

Sustainability through private sector

Why Sanitation Marketing?

Page 7: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Condom Social Marketing

On-going research Branded product Affordable Easily accessible Advertised in mass media Supported by behavior

change communication

http://www.makro.co.za/p/5023/trust-condoms-hangig-24x3s/

Page 8: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Sanitation Marketing in Tanzania

Formative research Use of branding Product sold for 3 to 5USD Supply chain strengthening Behavior change

communication

Page 9: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Sanitation marketing pilot project in Vietnam

Managed by IDE 2003-2006

Over 16,000 toilets built

Sustainability study conducted by WSP/IRC in 2009

Sanitation Marketing Outcomes Can Be SustainedLearning from Vietnam

Page 10: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Sanitation coverage in pilot communes continued to grow

Promotion through motivators

Suppliers have continued to operate and grow

The Vietnam Case StudyThe Good News

Page 11: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Limited marketing

No sludge removal services

Open defecation had continued

Effectiveness in reaching the poorest unclear

No new motivators trained or materials developed

The Vietnam Case StudyThe Less Good News

Page 12: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

1. Think though entire value chain

2. Develop poor-inclusive strategy and monitoring

3. Support demand creation until private sector can take over

4. Institutionalize capacity for sanitation marketing

The Vietnam Case StudyKey Implications

Page 13: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Investigating other business models and entry-points: Micro-franchising Associations SME programs

Need to integrate micro-finance from the start

Training Masons Is Not EnoughNeed to “Move Up” Supply Chain

Page 14: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

Sequencing critical

Need for bridging mind-sets and integrated planning

Opportunity for shared communication platforms

Integrating CLTS and Sanitation MarketingOngoing Learning Area

Page 15: Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

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