sanitation marketing: approaches and emergent learning from the scaling up rural sanitation program
DESCRIPTION
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 learningTRANSCRIPT
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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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What is sanitation marketing?
Why sanitation marketing?
Concepts and approaches
Emergent learning
Session Roadmap
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Concepts Associated with Sanitation Marketing
Mason training
Private sector
Selling sanitation
Business development
Communication campaign
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…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?
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Evidence-based
Leverages the power of marketing for a social benefit: Product Price Place Promotion
• Branded advertising and promotion• Behavior change communication
Key Principles
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Potential for scale
Demand-driven approach
Complements CLTS
Sustainability through private sector
Why Sanitation Marketing?
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Condom Social Marketing
On-going research Branded product Affordable Easily accessible Advertised in mass media Supported by behavior
change communication
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Sanitation Marketing in Tanzania
Formative research Use of branding Product sold for 3 to 5USD Supply chain strengthening Behavior change
communication
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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
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Sanitation coverage in pilot communes continued to grow
Promotion through motivators
Suppliers have continued to operate and grow
The Vietnam Case StudyThe Good News
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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
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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
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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
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Sequencing critical
Need for bridging mind-sets and integrated planning
Opportunity for shared communication platforms
Integrating CLTS and Sanitation MarketingOngoing Learning Area
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www.wsp.org/sanmarketingtoolkit