social marketing strategies for mch india · social marketing strategies & results safe water...
TRANSCRIPT
![Page 1: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/1.jpg)
Social Marketing Strategies & Results Safe Water ProjectUttaranchal, India
Presented by Vibha Population Services International,India
![Page 2: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/2.jpg)
Map of India-Project State,Uttaranchal
![Page 3: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/3.jpg)
Project BackgroundUrban slums : 0.25 million population
Duration July’03-Dec’05$200,000 by USAID
Goal: To reduce under five child mortality due to diarrheal diseases
Purpose : Improve hygiene & safe drinking water practicesBetter management of diarrheal cases
![Page 4: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/4.jpg)
Household Water Treatment ProductBrand name – Safewat
2.5% chlorine solution
Dropper dosing - one drop for one litre water
100 ml. bottle costs approx. quarter dollar
Launched in June’04 in
![Page 5: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/5.jpg)
Core communication messagesRisk Perception
Water that appears clean can be contaminated Contaminated water causes diarrheaSeverity of drinking contaminated water in terms of health outcome
Preventive measuresHand-washing Water storage Use of water disinfectantEconomic benefits of preventive measures
Use of ORS & home fluids to prevent dehydration
![Page 6: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/6.jpg)
Behavior Change Communication Activities (1)
Water testing in community groups before product launch
Inter-personal communication – household visits by 136 trained community workers
Track behavior change
Product demonstration
Referrals
Women’s meetings
![Page 7: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/7.jpg)
Behavior Change Communication Activities (2)
Sessions in schools for children
Stalls for availability & taste of ‘safewat’
Games, street theatre & magic shows for male participation
Enclosures at community water sources
Entire family being reached using various means of communication
![Page 8: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/8.jpg)
Franchising of Health Providers Indian Systems of Medicine Practitioners
Frequently accessed by community for general ailments
98 trained on prevention & management of diarrhea
Post training ‘on clinic’ follow-up support
Branding, Certification, Posters & Pamphlets
Message reinforcement by credible source
![Page 9: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/9.jpg)
Strategy : An Integrated ApproachPromotion
Franchising of Health Providers
Referrals
Behavior Change Communication use multiple media
Product Availability
![Page 10: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/10.jpg)
Successful launch of Safewat, May’04
Retail outlets (22%)(Chemist, Grocer etc) 4301
VAT stalls(15%) 2813
Franchise Doctors (17%) 3336
Community Depot (46%) 8900
19,350 bottles sold
in 12 months
![Page 11: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/11.jpg)
Respondents judging quality of drinking water by clarity
64
86
010
203040
50607080
90100
Appearance
Baseline(N=1002)Endline(N=1200)
![Page 12: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/12.jpg)
Respondents' knowledge of diseases transmitted by water
714
2
34
45
27
12
24
0102030405060708090
100
Diarrhea Cholera Other waterborne dis
Fever
Baseline(N=1002)
Endline(N=1200)
![Page 13: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/13.jpg)
Hand-washing on critical occasions
19
31
6675
0102030405060708090
100
Before* After**
Baseline(N=1002)
Endline(N=1200)
* Before preparing food, eating, or feeding a child** After defecating or cleaning a child
![Page 14: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/14.jpg)
Methods of water treatment
9
72
0
3938
16 20
3
0
10
20
30
40
50
60
70
80
90
100
Boiling Safewat Cloth Filter
BaselineN=92
EndlineN=456
Ever improvedBase N=1002
End N = 1200
![Page 15: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/15.jpg)
Respondents using narrow mouth container
8 11
0
10
20
30
40
50
60
70
80
90
100
Baseline N=1002
Endline N=1200
![Page 16: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/16.jpg)
Treatment of diarrhea
9
84
6
34
7281
0102030405060708090
100
ORS Pills/syrup Homefluids
Baseline N=180
Endline N=96
![Page 17: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/17.jpg)
Knowledge and use of Safewat at endline
60
26
13
0
10
20
30
40
50
60
70
80
90
100
Heard ofSafewat
Ever usedSafewat
Current useof Safewat
N = 1200
![Page 18: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/18.jpg)
Results from India CLEN
IndiaCLEN is a group of Epidemiologists
Contracted directly by USAID
Doing concurrent evaluation
Three studies in last eight months
![Page 19: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/19.jpg)
ImplementationVariable M I (N=152) M II (N=228)
Ever used Safewat18.4%
Not asked
12.5% (6.3-18.6)
22.3%
Used Safewat in last 2 months17.9%
Safewat available at home14.9%
“Current” Safewat users in BL was 0.26% (N=1125)
![Page 20: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/20.jpg)
Point of use Residual Chlorine
Variable Baseline (N=1121)*
MI (N=144)*
6.1% 2.8%
M II (N=224)*
Presence of residual Chlorine at point of use
9.6%
*Inadequate samples were discarded
![Page 21: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/21.jpg)
Diarrhea Variable Baseline
(N=1125)MI
(N=152)M II
(N=228)
2 Week Diarrhea Prevalence
16.4%(185)
9.9%
(15)
9.2%(21)
Variable (N=185) (N=15)* (N=21)*
ORS48% 26.7% 42.8%
* - small sample size – interpret with caution
![Page 22: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/22.jpg)
Lessons
Establish that water seemingly clean can be contaminated
Establish link of contaminated water and diarrhea
Use monitoring, both as behavior change tracking tool and as a way of reinforcing the message to the homes
![Page 23: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/23.jpg)
DiscussionImpact made in terms of
Chlorine utilization Use of narrow-mouthed containerHand-washing practices
Success of health provider franchising
Next steps for SWS Integrate with polio workIntegrate with ZincEstablish as all season product
![Page 24: Social Marketing Strategies for MCH India · Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India](https://reader033.vdocuments.us/reader033/viewer/2022042913/5f4a30096b96cd21af08c232/html5/thumbnails/24.jpg)
Thank You