Presentation on Developing PPP HWI BC Campaign at the meeting on August 22, 2008

1. Developing Public-Private Partnership Handwashing Initiative Behavior Change Campaign

6. Why don’t mothers HWWS? “ I only need to HWWS if my hands are dirty or smelly” “ HWWS takes too much time” “ I simply forget to HWWS when I’m in a hurry” “ Soap is too expensive to be used for HW” “ HWWS is simply not important” “ Weather and/or uncooked food cause diarrhea”

9. FOAM - A Model for Behavior Change

10. FOAM Questions for HW Behavior Change Focus Opportunity/ Resources Ability/ Knowledge Motivation Target Audience Desired Behavior How easy is it to get the goods/services? What is the product like? What traditions influence the practice? What do I know about the behavior/product ? What kind of support do I get or give? What attitudes and beliefs do I have? What do I plan to do? What will happen if I practice this? What risks are there?

14. Brand Direction Acceleration Target Emotional Driver Brand Promise Brand Rationale Good Motherhood The most important role in my life is being a mother. Everything I do is to ensure that my child is healthy and develops properly so that they can reach their full potential (developmental milestones)‏ Being a mother takes a lot of work but it’s worth every minute when I see my child developing properly (physically and mentally)‏ Recognition as a good mother: My child will be happy and healthy because he’s developing like he should. What better way to demonstrate that I’m a good mother HWWS clearly indicate: 50% reduction in infections and disease 25% reduction in infection the prevention of millions of deaths and hidden costs (medical fees, children deprived of learning due to illness-caused missed school days)‏ Handwashing with soap is a part of everyday life A mother does many things: Works for her family’s livelihood, toils with housework, care for child etc All this is done so that her child doesn’t have to…so her child can develop physically and mentality, so her child can be a child A mother is rewarded when her child laughs, sings innocently, gives love back, eats her food A child can do these things and give joy to his mother because he is healthy and happy Washing your hands isn’t enough. Invisible germs get left behind. You can use any kind of soap. And it only takes a few extra seconds A mother knows that she is key to her child’s future successes

15. Main Poster

16. 4 Junctures Poster f