Total Sanitation and Sanitation Marketing (TSSM) East Java

1. Total Sanitation and Sanitation Marketing
East Java
WATER AND SANITATION PROGRAM

2. Keys Sanitation Parameter-- East Java
Total Population 2006 (SUSENAS): 37.4
million
Urban: 12% (9 cities)
Rural: 88% (29 districts)
Sanitation coverage 2010 (Riskesdas 2010):
Urban: 65. 55%
Rural: 34%
…..%
Rural population in East Province 25% communities practices for open defecation ….%
(Riskesdas 2010)

3. Objective of TSSM Project
To strengthen local government in developing total
sanitation and sanitation marketing approach through three
main components of demand creation, supply improvement
and enabling environment

4. Integrating Total Sanitation and
Sanitation Marketing (TSSM)
Sanitation
Enabling Marketing
Community-Led Environment
For Scaling
Total Sanitation
Up
Community-Led Total Sanitation Marketing Enabling Environment
Sanitation
Focus: Focus: Focus:
• Stopping open defecation • Popularizing ‘improved Policies and institutional Practices…
sanitation’ (JMP-defined)
• Igniting demand for … that facilitate scaling up access to
sanitation facilities and • Expanding sanitation supply sanitation with cost-effectiveness and
services. options for all consumers, sustainability.
particularly the poor.

5. Behavior Change Ladder

6. TSSM strategy to strengthen local
government capacity
 Rapid Assessment on Sanita/on Program
 Advocacy for sanita/on policy alignment
through project launch, technical mee/ng, road‐
show
 Facilita/ng, mentoring, advoca/ng (Training,
triggering, Monitoring and Evalua/on)
 Involving of technical college to support
sanita/on efforts
 Sharing knowledge and experiences through
peer to peer learning such as face to face dialog,
seminar, website
 Learning Review Mee/ng including benchmark
district performance
 Scale up and Replica/on

7. Stages TSSM Approach
 Road-show at district and sub-district through DRA method
 Training facilitators and sanitation entrepreneurs. District propose
candidates to participate the training.
 Piloting TSSM intervention for 30 communities per district. District
selected community based on district intervention strategy
 Scale up TSSM approach by using district own resources
 District performance monitoring and evaluation through benchmark
 Incentive for champions
 Action Research to strengthen local government strategy and accelerate
target achievement.

8. ACTIVITIES FLOW TO INCREASE SANITATION DEMAND BY
USING CLTS METHOD
PRE- TRIGGERING POST-TRIGGERING
TRIGGERING
Introduction and
Team Crreate Condition
Preparations :
• Intervention Identify Natural Leaders’ roles, MONITORING Inter-committee/NL learning &
strategy complete copy of sanitation (Use Map and replication
Identify access & analyze access map & social welfare survey checklist)
• Tasks assignment
sanitation behavior using CLTS
• Prepare tools and tools:
materials • Mapping,
• FGD, ODF plan, committee role, work Further triggering i to
• transect walk, How is open accelerate /maintain ODF status
plan, rules & sanctions
• contamination route defecation behavior
changed
Field preparations
Trigger behavior change through
• Advocacy & key leader Sanitation promotion through
elements of disgust,
involvement Info on sanitation options, What latrines are local media to strengthen
embarrassment, self-esteem, fear
• Set schedule, location trained craftsmen, suppliers used (improved / communities awarness
for doing sin, sickness, etc.
and target unimproved)
• Observation of
community and school Competition for ODF and Total
environment Community commitment to
Sanitation
change & follow-up plans
Identify behavior in F Diagram How are hand-
(e.g. washing hands with soap) washing facilities
with soap used in the
community Award
Identify Natural Leaders, copy of
latrine access map
Triggering through school
If necessary, analyze cheap How are latrines &
(students & teachers) to reach
latrine options handwashing
an ODF status
facilities used in
schools

9. Graphs of progresses in TSSM
districts
90.00%
80.00%
70.00%
60.00%
50.00%
Pacitan
40.00%
Trenggalek
Lumajang
30.00%
Bojonegoro
20.00%
10.00%
0.00%
2006
2007
2008
2009
2010
With a strong local government commitment has resulted rapidly
progress as shown in graphs.

10. Affordable Latrine options

11. Lesson Learned
 A blended intervention between demand generation and supply
improvement will accelerate improved sanitation access
 District government is the main actor in developing sanitation
program through TSSM approach
 Integrated innovation into existing mechanism is a key factor to
ensure sustained sanitation program
 Promotion strategy for national policy need to be strengthened
to leverage local government on sanitation program
 Identify and synergize all resources to strengthen local
government capacity and accelerate improved sanitation access

12. Sanitation Supply

13. Sanitation Marketing (and Communication)
Activity Components
Informed Choice
Catalogue
Masonry training
reading materials
Installation
module – the
video
Product installation
module
Local sanitation market
emerged Monitoring the quality
TSSM Marketing Formative
and cost through
Manual
Research Report
accreditation Print ad campaign
Testimony of the winning
Accreditation logo
district
Sanitation award
report
Suddenly
stomachache
Communication
Tools Menu

14. Understanding what the
consumer wants to pay for
• Ease of cleaning
People understand
“improved sanitation“ • Prevent odor
as a facility with • Scratch resistance
gooseneck water seal, • Modern look
pour-flush type, with a
• 3 – 5 yr pit capacity
septic tank built inside
or outside the house

15. Understanding what the
consumer wants to pay for…(2)
Price Recommendations
• The cost to acquire new basic facility with all the desired
features seemed to work out at IDR 180,000 (USD18)
• The next upgrade could be available at an additional IDR
100,000 (USD10) – (Nielsen)

16. The resulting
marketing strategy
Proposed Package Offering - Main
Product
Upgradeable product concept to reduce barrier (in
terms of price) to allow people to adopt
permanent facility and upgrade it whenever
Grade
Option
they have excess money
Features
Price Level
Flush latrine squat Squat pans: locally
pans with simple produced concrete or
Basic
Maximum at 180,000
reinforced pit and ceramic, available in
gooseneck water seal
various colors
100,000 for upgrade
Upgrade 1
Basic +
Basic +
(280,000 for complete
installation)

17. The resulting
marketing strategy…(2)
Managing Resources for Competitive Prices
One – stop service reduces cost for consumers by
providing them with two things:
1. Material supplies. By having several or collective
orders from customers will increase bargaining power
of the one-stop service provider when dealing with
producers
2. On- site installation. It replaces the consumer’s cost
of purchasing (distribution cost and margin of
supplier) and labor cost for carting pre-made material
such as concrete rings for lining pits and pit covers
from local producers.

18. Getting market feedback
Partnership with Sumadi, a sanitation provider, with
technical assistance from ITS, we are developing range
of product to meet market preferences
 Sumadi started his business in 2001. Between 2001 – 07, the market did not
respond as expected. Sales has been slow at average only 100 latrines
installed / year
 Exposed by TSSM activities and intrigued by some key market research
findings, he saw this as an opportunity the re-energize his business
Getting market
feedback

19. Replicating
One-stop Sanitation Provider
Masonry training and Sanitation Entrepreneurship
 Participants: 1500 masons in 29 districts with the emphasize on basic
sanitation and technical aspects of building latrine facility (held in mid year
2009)
 Sanitation entrepreneurship training to appointed providers representing
districts. The training focus on upgradeable latrine product, promotion and
selling skills, and simple book keeping.
(phase 1 was held in February and March 2010)

20. TSSM Monitoring

21. What is “improved sanitation”?
For MDG monitoring
• An improved sanitation facility is one that hygienically
separates human excreta from human contact.
• Shared and public facilities of any type are unimproved
sanitation.
TSSM translates “improved latrine” operationally as one that:
1) Does not contaminate water bodies
2) Prevents contact between human beings and human excreta.
3) Prevents access to feces by flies and other insect vectors, wild
and domestic animals.
4) Prevents foul odour.

22. : A community is ODF when :
1. All community households own and use improved latrines for
disposal of all human excreta (including at schools).
2. No human feces are visible in the environment.
3. The community uses sanctions , rules or other means to check
and prevent Open Defecation by anyone.
4. The Community is using a transparent monitoring mechanism
to measure gains in household access to improved sanitation.

23. Monthly
District Health Office
Access/ODF
Updates
Sub-district/ Puskesmas
ODF
(Community Health LB-1 Form/
verification
Center)
Community Community Community
Communities
maps/
maps/
maps/
Registers
Registers
Registers

24. Annual consolidation at Province level for
assessing district sanitation performance
Province Health Office
District Sanitation Performance
Benchmarking , with independent
evaluator (JPIP)
District Health District Health District Health District Health
Office
Office
Office
Office
periodic periodic periodic periodic
monitoring report
monitoring report
monitoring report
monitoring report

25. Flows of Information
Monitoring
at community Compila/on Repor/ng
(Puskesmas/Sub district
to District)
LB-1 form
(District)
LB-1 form
(Puskesmas/
sub-district)
Social map
Natural leader note
Informa/on gap? SMS

26. Community social map
provides raw data

27. District policy to give construction subsidy shown at last graph. Its
Tuban district.

28. ODF achievement certificate awarded to
verified communities by District Head
(Bupati)

30. Thanks You