Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program
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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Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program
- 1. Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program Jacqueline Devine, Senior Social Marketing Specialist AfricaSan, Kigali July 20, 2011
- 2. Session Roadmap What is sanitation marketing? Why sanitation marketing? Concepts and approaches Emergent learning
- 3. Concepts Associated with Sanitation Marketing Private sector Mason training Selling sanitation Communication campaign Business development
- 4. What is Sanitation Marketing? …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.
- 5. Key Principles Evidence-based Leverages the power of marketing for a social benefit: Product Price Place Promotion • Branded advertising and promotion • Behavior change communication
- 6. Why Sanitation Marketing? Potential for scale Demand-driven approach Complements CLTS Sustainability through private sector
- 7. Condom Social Marketing On-going research Branded product Affordable Easily accessible Advertised in mass media Supported by behavior change communication
- 8. Sanitation Marketing in Tanzania Formative research Use of branding Product sold for 3 to 5USD Supply chain strengthening Behavior change communication
- 9. Sanitation Marketing Outcomes Can Be Sustained Learning from Vietnam Sanitation marketing pilot project in Vietnam Managed by IDE 2003-2006 Over 16,000 toilets built Sustainability study conducted by WSP/IRC in 2009
- 10. The Vietnam Case Study The Good News Sanitation coverage in pilot communes continued to grow Promotion through motivators Suppliers have continued to operate and grow
- 11. The Vietnam Case Study The Less Good News Limited marketing No sludge removal services Open defecation had continued Effectiveness in reaching the poorest unclear No new motivators trained or materials developed
- 12. The Vietnam Case Study Key Implications 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
- 13. Training Masons Is Not Enough Need to “Move Up” Supply Chain Investigatingother business models and entry-points: Micro-franchising Associations SME programs Need to integrate micro-finance from the start
- 14. Integrating CLTS and Sanitation Marketing Ongoing Learning Area Sequencing critical Need for bridging mind-sets and integrated planning Opportunity for shared communication platforms
Notes de l'éditeur
- Whole systems in a room