This afternoon we will look briefly at some lessons from the public-private partnership for handwashing with that WSP has been involved in over the last four years in Indonesia, Firstly – why we have worked with the private sectorAnd then - what specific behaviors we are trying to changeE establishing the Rules of engagement and new media for transmitting BC messagesAnd, How to sustain the relationships with the PS, Finally some challenges ahead and ‘take away’ messages – which we hope you will still remember next week!
Why work with the private sector? Put simply, in most countries the scale of behavior change needed is huge, and skills and resources are available from Government and donors are inadequate – so other partners are needed.The private sector is able to offer complementary support including:Expertise at Marketing & behaviour change. Companies aim to change people’s behaviour – and within their marketing dept have the skills to do that Often have channels and media – which Government does not have access to which can be used for conveying behavioral change messages They have additional resources to contribute to the partnership:In return for support the Private sector is usually looking forCredibility and a ‘good image’ Many products like to be associated with the Ministry of Health, and HWWS is a clean and ‘safe’ message – nothing controversial or culturally sensitive – cffamily planning or HIVOpportunities to meet both existing and potential customers – HWWS fits well – BC needing media to raise awareness but also to face to face personal contacts Opportunities for corporate social responsibility - in Indonesia natural resources companies are required to undertake CSR programs & even where his is not required many companies are willing to use CSR budgets.Time efficient options – they want to ‘make a difference’ without taking up too much expensive cooperate timeSo HWWS presents safe and uncontroversial messages, it is family friendly and child focused – hardly likely to end them in a public scandal
Formative research is needed to get to know the TA and identify specifically what behaviours need to be changed – and how. FR need not be expensive or a lengthy process.These FR findings from Indonesia were identified first in 2005-6 in a three key provinces. This year together with MOH, we conducted further FR in additional Provinces and among different ethnic groups. The results were similar – but with some interesting regional variations.Firstly almost everyone's knows they should wash their hands with soap. Knowledge of HWWS is high And HW (with water) is commonly practiced - usually after working & eating or before praying. BUT critically- soap only used when hands are visibly dirty or smelly - although soap was available in 98% of homes.BUT Important times for hand washing (after defecation, before eating and before preparing food and feeding babies ) and HOW to do it (with running water, soaping, rinsing and drying well) were not well known. SO the behaviours that need changing areHabitual use of soap when washing hands WHEN to wash handsAnd HOW to wash hands
Based on the FR, the Pub Priv partnership reached agreement on what the key messages would be. We also found a national logo and slogan to be a very useful tool - WHAT is the key message?Habitual use of soap centre of logo, eye-catching colourHOW and WHEN key messages were around the correct way to wash hands and five critical times WHO are we targeting? Again the FR indicate that the influential agents would be mothers & caretakers of children under five, school children
Further to agreeing the messages we had to agree how we would work togetherGovernment, donors and private sector had different roles to play Communications strategy: agreed target audience, message, most effective media, logo etcRules for co-brandingwere established to guide the use of national HWWS logo: when it could be sued and alongside who’s logo – and who decidesRole of national non- branded materials – a number of generic materials that encapsulate the key messages were produced by the PPP core group – these addressed the key message, the critical times for HWWS and how to wash hand properlyRecognize motivations:, Soap companies want product endorsement and to sell more soap, other companies look for different things: for example: food companies like to be associated with hygiene and an hygienic image; resources companies are often looking for a ‘safe’ campaign that shows they are putting back into the community – not just extracting
One reason for working with PS is that they provide new channels to communicate with the target audience – especially where the target audiences and social- economic groups are the same.In Indonesia we’ve used these hand-washing promotion channels: Indofoods – Indonesia's larges noodle maker and they used generic HWWS public service ad on the TV screens in their factories to reach 3000+ workers in their factories over a 3 month period in 2009. hospital staff and patient waiting rooms – a range of private hospitals have used in house TV screens in the waiting rooms to run PSAs and staff training and waiting rooms undertake partiicpatory activities on HWWS bank customers – One bank with a target group of senior citizens taken up HWWS promotion as a long term commitment. For BC older family members are important carers of young children and influential family members. And the Bank has wants them to enjoy good health and to live longer.Product packaging - the HWWS logo is used on packaging as selling point – mainly for soap via radio, TV ads and public service announcements (PSAs) Companies who sponsor TV and radio chat shows given their airtime to host speakers on HWWS - often with a target audience of women who are more often at home in the daytime, - bus companies have run HWWS PSAs on their long distance busses
Starting a relationship is one thing – but keeping it going is usually more difficult. Time is money – don’t ask private sector partners to attend long meetings, or to undertake a lengthy approval process. Keep talking to a minimum and ensure they see the relationship as time–efficient. We learned a hard lesson on this – as Dettol came in early full of enthusiasm, but we were still finding the way with MOH & we invited them meetings, which the found slow & frustrating – they are still supportive of events although rarely attend meetings Make it easy – prepare quality pre-tested generic materials based on the FR that can be reproduced and logos added. SHOW real one – elements can also be used,.They usually add their own logo together with Ministry of health and sometimes donors who are involved. In this sense – its for the private sector too decide what suits them best Ready to roll – have a ready answer when a company asks how they can help. Find out their interests and think ahead where can they fit in to the HHWS strategy and what input may suit them.
The PPP has been underway four years and directed by a core group of 3main Government departments, 4 donors and several private sector companies. In 2006-7 the PPP process was ‘jump started’ when existing HWWS players came together and using existing donor formative research and existing materials, agreed the key strategy elements. Same time Govt started to develop formal ‘rules of engagement” and role of HWWS in their total sanitation strategy. The private sector did not fully appreciate the process but it was needed for Government. While that internal process was going, donors and private sector continued to raise HWWS awareness raising2008/9 it all came together and Government formalized HWWS as second pillar of total sanitation strategy (after ODF communities), finalized their guidelines & materials – enabling this to go nation-wide. By then familiarity with the logo and slogan was well established and the joint program could take off, and the focus move from awareness raising to behaviour change and monitoring2010/11 with a firm basis the PP could start to establish its behaviour change program, which has required large scale training of Government staff in BC techniques and in joining forces with national existing water and sanitation, and child nutrition programs2012/2013 –on going implementation at scale, monitoring and refinement of approaches
Handwashing with soap is one the most effective hygiene behaviours anyone can practice – but changing peoples behaviour is much more than increasing their knowledge. The key messages to remember are:BC is too big a challenge for Government or donors alone – partnerships are needed Private sector have the skills needed and look for appropriate engagement opportunities Government and donors can lead co-ordination, research, common messages for national HWWS campaign Takes time to get it right – but worth the effort!Finally I’d just like to mention that we have just published an overview of our HWWS work in both Indonesia and Vietnam - and you would all be most welcome to take a copy or download from our website.Thank you
Hygiene promotion at scale and working with the private sector
Hygiene promotion at scale Working with the private sector for sustainable behaviour change Isabel Blackett WATER AND SANITATION PROGRAM Brisbane, 17 May 2011
Learning what makes PPPs work forbehaviour change Why a private sector partnership What behaviours needs changing? Agree the rules of engagement New channels for HWWS messages Achieving effective partnerships Sustaining the relationships Main message
Why a private sector partnership?Expertise, media, resources…Private sector offers and in return needs..• Marketing & behaviour • Credibility ‘good image’ change expertise and • Opportunities to meet insight existing and potential• Channels and media for customers behavioral change • Opportunities for messages corporate social• Partnership resources responsibility • Time efficient options
What behaviours need changing?Know the target audienceFormative research studies indicate Knowledge of HWWS is high, practice low Handwashing is commonly practiced after working or eating Soap only used when hands are dirty or smelly Important times for hand washing are not well known HWWS is not a habit or a social norm Source: 2010 Formative Study on Hygiene Behavior, MOH and Water and Sanitation Program
Agree the rules of engagementCommon messages WHAT habitual use of soap centre of logo, eye- catching colour HOW and WHEN correct way to wash hands and five critical times Make a habit of WHO mothers & carehandwashing with soap takers of children under five, school children
Agree the rules of engagement Different roles: Government, donors and private sector Communications strategy: agree target audience, message, media, logo etc Rules for co-branding & use of national HWWS logo Role of national non- branded materials Recognize motivations: Soap and non-soap companies
New channels for HWWS messagesMaximize who hears, sees, experiences Private sector provides hand- washing promotion channels: workers in food processing hospital staff and patient waiting rooms bank customers product packaging via TV ads and public service announcements
Sustaining the relationshipsPractical and time efficient Time is money – don’t ask private sector partners to attend long meetings Make it easy – pre-tested generic materials that can be reproduced and logos added Ready to roll – have a ready answer when a company asks how they can help
Effective behaviour change partnerships take time and effort Indonesia: From donor projects to Government-private sector program Implementation Planned Scaling PPP Guidelines up, part of large Formative research, for behaviour and HWWS scale programs Partnership agreed change awareness Sector • 2011 PPP-HWWS • 2010 Pilot integrationevolution • mid 2008 HWWS in Govt HWWS with CLTS integrated into national • pre 2006 HWWS total sanitation strategy and province–wide formative research, • late 2008 Govt PPP • 2010 review & update WASH, nutrition and donor projects guidelines & logo agreed BC materials child health programs • late 2006 Agree to with private sector • 2010 integration with • 2012 – 2013 on going develop partnership partners water & sanitation implementation and • early 2007 PPP • 2009 national HWWS projects monitoring within Coordinator employed materials developed • 2011 new six provinces national water and • late 2007 HWWS • Bank, soap, food, oil & formative research with sanitation, nutrition and stakeholder forum gas, media MOH – new baselines child health programs Timescale: 2006 2007 2008 2009 2010 2011 2012 2013
Some challenges ahead More private sector partners – a good start but more partners are needed with the same target audiences Avoid going off-track with PS partners who have attractive resources but different agendas Going to scale through integration with water, sanitation, child health and nutrition programs Monitoring behaviour change: moving from project based monitoring to provincial or national scale outcomes
Main messages Too big a challenge for Government alone – partnership needed Private sector have skills and look for appropriate engagement opportunities Government and donors can lead co-ordination, research, common messages for national HWWS campaign Takes time to get it right – but worth the effort!
Thanks to Wendy Sarasdyani,Hand-washing coordinatorWSP Indonesia