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

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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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  • Whole systems in a room
  • Sanitation Marketing: Approaches and Emergent Learning from the Scaling Up Rural Sanitation Program

    1. 1. Sanitation Marketing:Approaches and Emergent Learning from the Scaling Up Rural Sanitation ProgramJacqueline Devine, Senior Social Marketing Specialist AfricaSan, Kigali July 20, 2011
    2. 2. Session Roadmap  What is sanitation marketing?  Why sanitation marketing?  Concepts and approaches  Emergent learning
    3. 3. Concepts Associated with Sanitation Marketing Private sector Mason training Selling sanitation Communication campaign Business development
    4. 4. What is Sanitation Marketing?…the application of the best social andcommercial marketing practices to changebehaviors and to scale up the demand andsupply for improved sanitation, particularlyamong the poor.
    5. 5. Key Principles Evidence-based Leverages the power of marketing for a socialbenefit:  Product  Price  Place  Promotion • Branded advertising and promotion • Behavior change communication
    6. 6. Why Sanitation Marketing? Potential for scale Demand-driven approach Complements CLTS Sustainability through private sector
    7. 7. Condom Social Marketing  On-going research  Branded product  Affordable  Easily accessible  Advertised in mass media  Supported by behavior change communication
    8. 8. Sanitation Marketing in Tanzania  Formative research  Use of branding  Product sold for 3 to 5USD  Supply chain strengthening  Behavior change communication
    9. 9. Sanitation Marketing Outcomes Can Be SustainedLearning 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. 10. The Vietnam Case StudyThe Good News Sanitation coverage in pilot communes continued to grow Promotion through motivatorsSuppliers have continued to operate and grow
    11. 11. The Vietnam Case StudyThe 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. 12. The Vietnam Case StudyKey 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. 13. Training Masons Is Not EnoughNeed 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. 14. Integrating CLTS and Sanitation MarketingOngoing Learning Area Sequencing critical Need for bridging mind-sets and integrated planning Opportunity for shared communication platforms
    15. 15. www.wsp.org/sanmarketingtoolkit

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