The slides were presented in Presented in Public-Private Partnership Development workshop, held by Trueventus. Manila, the Philippines, July 2013

1. lessons learned from lessons learned from
producing and promoting producing and promoting
chlorinechlorine‐‐based pointbased point‐‐ofof‐‐use water treatmentuse water treatment
: Aman Tirta partnership: Aman Tirta partnership
Abigael AtiAbigael Ati
CCP IndonesiaCCP Indonesia
the learning partnershipthe learning partnership

2. INDONESIAINDONESIA

3. High diarrheal rate among children under five

4. BoilingBoiling
the main drinking water treatment methodthe main drinking water treatment method
promoted by the GoI for over three decadespromoted by the GoI for over three decades
% of households that boil their
drinking water
0
50
100
Binjai
Bantaeng
Maros
Tangerang

5. Percentage of householdsPercentage of households
with E.coli contaminatedwith E.coli contaminated
boiled, ready to drink waterboiled, ready to drink water
0
10
20
30
40
50
60
70
Household drinking water
%
Tangerang
Mauk
Binjai
Bantaeng

6. Recontamination!Recontamination!
Improper treatment: Improper treatment:
In an open potIn an open pot
Cooling habitCooling habit
Half boiledHalf boiled
Unsafe storageUnsafe storage
Big mouth Big mouth
UncoveredUncovered
Improper serving: Improper serving:
Touch the waterTouch the water
Dirty glassDirty glass

7. 1)1) creating a commercial, non creating a commercial, non
subsidized sustainable productsubsidized sustainable product
2)2) creating demand for a new creating demand for a new
technology, through community technology, through community
mobilization activities, media mobilization activities, media
campaigncampaign
3)3) enabling environment to foster enabling environment to foster
sustasustainability through advocacy and inability through advocacy and
collaboration with institutions. collaboration with institutions.
Aman Tirta

8. Aman TirtaAman Tirta
Johns Hopkins University Center for Johns Hopkins University Center for
Communication Programs (JHU/CCP)Communication Programs (JHU/CCP)
Overall program managementOverall program management
Overall strategy and behavior change Overall strategy and behavior change
communication (BCC) interventioncommunication (BCC) intervention
CARE International IndonesiaCARE International Indonesia
Community mobilization strategyCommunity mobilization strategy
Capacity buildingCapacity building
PoU water treatment socialization and adoptionPoU water treatment socialization and adoption

9. FindingFinding
the right commercial partnersthe right commercial partners
Aman Tirta Aman Tirta ‐‐‐‐ promotion, mobilization and promotion, mobilization and
outreach, subsidized throughout the outreach, subsidized throughout the
programprogram’’s lifes life
Private partners Private partners ‐‐‐‐ production and distribution production and distribution
the brand would be transferred to the the brand would be transferred to the
private sector partnersprivate sector partners

10. PartnershipPartnership –– Phase 1Phase 1
CONSUMERS
Emergency
Response
Aman Tirta
JHU/CCP
Care Int’l Indonesia
Brand Owners
Retail Market
Traditional Outlets
Tanshia
Manufacture
Dos ni Roha
Distributor
Retail Market
Non Traditional
Outlets
LOWE
Promotion
Local NGO
Community
Mobilization

11. Consumers
PartnershipPartnership –– Phase 2Phase 2
Traditional
Retail
Outlets
Non
Traditional
Outlets
Emergency
Response
Ultra Salur
Distributor
NGO
commob
GoI
outreach
Aman Tirta
Tanshia
Brand owner/
Brand manager

12. CREATINGCREATING SUSTAINABLESUSTAINABLE PRODUCTPRODUCT
mumuRAHRAH ‐‐‐‐ economicaleconomical
MMudah udah ‐‐‐‐ easy to useeasy to use
sehsehATAT ‐‐‐‐ healthyhealthy
1.25% sodium hypochlorite
IDR 5,000 per 100cc bottle
to treat 660 liters of water

13. DISTRIBUTIONDISTRIBUTION
Traditional distribution scheme
Phase 1: drugstore
Phase 2: kiosk, traditional market modern trade
Non‐traditional distribution scheme
Community leaders and community health volunteers

14. PROMOTING Air RahMat
Above the line: TV commercial, TV and Above the line: TV commercial, TV and
radio talk show radio talk show
Below the line: experiential marketingBelow the line: experiential marketing

15. Community mobilizationCommunity mobilization
•• communitycommunity
•• schoolschool

16. Advocacy and partnershipAdvocacy and partnership

17. RESULTSRESULTS
Air RahMat exists and its market slowly grows
Household Water Treatment and Safe Storage
implementation strategy, policy and regulations
enacted at local and national levels – from boiling
only to chlorine‐based and other options of water
treatment method (ceramic filter, biosand filter, SODIS,
floculation)
Roll‐out in 10 districts – by the Ministry of Health
Included into STBM (Sanitasi Total Berbasis
Masyarakat, Community Based Total Sanitation)
National strategy ‐‐ being promoted in 20,000 villages
all over Indonesia

18. LESSONS LEARNEDLESSONS LEARNED
Securing political will and supportSecuring political will and support
Engage Ministry of Health as a partner from the Engage Ministry of Health as a partner from the
beginningbeginning
Engage the Ministry of Health in Global HWTS agenda Engage the Ministry of Health in Global HWTS agenda
Become a resource and a partner with Ministry of Health Become a resource and a partner with Ministry of Health
and local governments in HWTSand local governments in HWTS
Produce and share data on HWTS Produce and share data on HWTS

19. LESSONS LEARNEDLESSONS LEARNED
Availability of product and serviceAvailability of product and service
Partner with and engage a local private sector Partner with and engage a local private sector
manufacturer that is committed to the productmanufacturer that is committed to the product
Define a strategy that ensures appropriate distribution Define a strategy that ensures appropriate distribution
mix mix
Conduct test markets to define optimal distribution Conduct test markets to define optimal distribution
strategy strategy
Need a certain level of demand for the category/product Need a certain level of demand for the category/product
that is favorable, otherwise be prepared to invest time that is favorable, otherwise be prepared to invest time
to create demandto create demand
Invest in branding and presentation that is meaningful to Invest in branding and presentation that is meaningful to
the consumersthe consumers

20. LESSONS LEARNEDLESSONS LEARNED
Community support/ favorable normsCommunity support/ favorable norms
Engage opinion leaders and civil society to create Engage opinion leaders and civil society to create
product supportproduct support
Partner and work with organizations to help them meet Partner and work with organizations to help them meet
their goals through water treatment their goals through water treatment
Engage community structures and programs Engage community structures and programs
Emphasize the importance of safe water rather than Emphasize the importance of safe water rather than
sales, to avoid misunderstandings about the program sales, to avoid misunderstandings about the program
goals goals

21. Crucial points that make
the partnership ran well
Commitment and responsibilityCommitment and responsibility
InvolvementInvolvement
TrustTrust
RespectRespect

22. What we learned from each otherWhat we learned from each other
JHU/CCP JHU/CCP –– community mobilization strategycommunity mobilization strategy
CARE International Indonesia CARE International Indonesia –– BCC strategyBCC strategy
PT Tanshia PT Tanshia –– community mobilization and community mobilization and
advocacy strategyadvocacy strategy
PT Ultra Salur PT Ultra Salur –– community mobilization and community mobilization and
advocacy strategyadvocacy strategy

23. How far are we from our last stance?How far are we from our last stance?
JHU/CCP JHU/CCP –– implementing community mobilization on implementing community mobilization on
STBM in High Five program, in which we strengthen STBM in High Five program, in which we strengthen
the the ““learning partnershiplearning partnership”” model with GoI, private model with GoI, private
companies, NGOs, media and communitycompanies, NGOs, media and community
CARE CARE –– better community mobilization approach better community mobilization approach
with more variety of activities and BCC strategy with more variety of activities and BCC strategy
improvementimprovement
Our commercial partners (Tanshia and the Our commercial partners (Tanshia and the
distributor) distributor) –– keeping Air RahMat in the market until keeping Air RahMat in the market until
nownow
GoI GoI –– STBM national strategy implementationSTBM national strategy implementation