This document provides guidance for a global campaign to raise awareness of sanitation and end open defecation in support of the UN Deputy Secretary-General's call to action. It outlines goals to enhance visibility of sanitation issues and prioritize sanitation in post-2015 development agendas. It recommends online and offline actions partners can take, especially around World Toilet Day on November 19th, such as promoting the campaign website and sharing stories. Metrics and timelines are given to measure success in increasing engagement on sanitation issues.

1. Global campaign in support of the UN
Deputy Secretary-General's
"call to action on sanitation"
GUIDANCE NOTE
&
ACTIONS FOR WORLD TOILET DAY

2. CONTACTS
AMANDA MARLIN
WATER SUPPLY AND SANITATION COLLABORATIVE COUNCIL
(WSSCC)
AMANDA.MARLIN@WSSCC.ORG
AMALIA NAVARRO
MILLENNIUM CAMPAIGN
AMALIA.NAVARRO@UNDP.ORG
CHRISTIAN CLARK
UN DEPARTMENT OF PUBLIC INFORMATION
CLARK1@UN.ORG
LOUISE MAULE
UNICEF
LMAULE@UNICEF.ORG

3. WHY THIS CAMPAIGN?
/ THE MILLENNIUM DEVELOPMENT GOALS
(MDGS) HAVE SHOWN THAT GLOBAL
CHALLENGES ARE NOT INSURMOUNTABLE.
!
/ THE WORLD IS MAKING IMPORTANT
GAINS AGAINST POVERTY AND DISEASE. BUT
WHEN IT COMES TO MDG 7, 69 COUNTRIES
REMAIN OFF-TRACK TO MEET THE SANITATION
TARGET.
!!
/ THE UN IS LEADING A GLOBAL CAMPAIGN TO
END OPEN DEFECATION. SECRETARY-GENERAL
BAN KI-MOON HAS TASKED DEPUTY
SECRETARY-GENERAL JAN ELIASSON’S OFFICE
TO LEAD A GLOBAL CALL TO ACTION ON
SANITATION.
!!!

4. WHY THIS CAMPAIGN?
!!!
/ IN ORDER TO BE ABLE TO END THE PRACTICE
OF OPEN DEFECATION, WE NEED TO BE ABLE
TO BREAK DOWN BARRIERS TO TALKING ABOUT
I T.
!!!!!!!!!!
/ THE DSG’S OFFICE—WITH THE SUPPORT OF UN
AGENCIES AND PARTNERS—IS FOCUSING ON A
NEW GLOBAL COMMUNICATIONS CAMPAIGN TO
‘BREAK THE SILENCE’ SURROUNDING OPEN
DEFECATION (OD) AND SANITATION.
!

5. WHY THE SANITATION ISSUE MATTERS?
/ ACCESS TO ADEQUATE SANITATION AND THE PRACTICE OF OPEN DEFECATION ARE
GLOBAL ISSUES THAT GO TO THE HEART OF ALL OUR DEVELOPMENT OBJECTIVES.
!
/ 2.5 BILLION PEOPLE LACK ACCESS TO IMPROVED SANITATION FACILITIES AND
1 BILLION PEOPLE PRACTICE OPEN DEFECATION.
!
/ OPEN DEFECATION SPREADS DISEASE, THREATENS THE SECURITY OF WOMEN AND
GIRLS AND CONTRIBUTES TO MALNUTRITION.
!
/ DIARRHOEA CAUSED BY UNSAFE WATER AND POOR SANITATION AND HYGIENE TOOK
THE LIVES OF 1,000 CHILDREN EACH DAY IN 2013.
!
/ IMPROVING ACCESS TO SANITATION AND ENDING THE PRACTICE OF OPEN DEFECATION
TRANSLATES TO FEWER HOSPITAL VISITS, CHILD DEATHS AND MISSED SCHOOL DAYS.
!
/ THE GLOBAL CALL TO ACTION ON SANITATION IS ABOUT HELPING CHILDREN TO LIVE
AND THRIVE… AND COMMUNITIES TO FLOURISH AND NATIONS TO PROSPER.
!

6. GOALS
ENHANCE
V I S I B I L I T Y O F
THE ISSUE
THE ISSUE OF SANITATION—AND OPEN DEFECATION
IN PARTICULAR—FACES COMMUNICATIONS BARRIERS.
THIS CAMPAIGN IS A COMMUNICATIONS ASSET FOR
PARTNERS, L IKE YOU, TO INCREASE VISIBI L ITY OF
THE ISSUE AND BREAK THE SILENCE SURROUNDING
SANITATION AND OPEN DEFECATION IN THE MEDIA
AND COMMUNITIES.
THE CAMPAIGN SUPPORTS ONGOING EFFORT S I N
WHICH ENDING OPEN DEFECATION AND IMPROVING
SANITATION BECOME PRIORITIZED ISSUES IN THE
POST-2015 DEVELOPMENT AGENDA.
PRIORITIZE
SANITATION IN
POST-2015

7. WE NEED YOU!
TARGETS RESOURCES
MEDIA
- TOOLKIT’S KEY MESSAGES AND RADIO SCRIPTS
-WORLD TOILET DAY SOCIAL MEDIA CONTENT
- BRIEFINGS TO UN COMMS GROUPS (COUNTRY
OFFICES, UN COMMS TASK FORCE AND SOCIAL
MEDIA FOCAL POINTS)
GLOBAL
CITIZENS
- WEBSITE’S TWEET MACHINE/TIME DONATION
- OD QUIZ
- OD TATTOO
- HUMAN INTEREST STORIES
- DSG VIDEOS AND OP-ED

8. WE ENCOURAGE YOU TO UTILIZE THE FOLLOWING
RESOURCES…
GUIDANCE
NOTE
!
- INSTRUCTIONS FOR THE TOOLKIT AND WORLD
TOILET DAY (WTD)
ACTIVATION
- TIMELINES, OCTOBER-JANUARY
- KEY POSTING DATES AND SUGGESTED MESSAGES
FOR TWITTER AND FACEBOOK FOR WTD.
-LINKS AND FACTS
- IMAGES AND YOUTUBE LINKS
SOCIAL
MEDIA
STRATEGY
TOOLKIT
- CAMPAIGN OVERVIEW, KEY MESSAGES
- INFO ABOUT CAMPAIGN WEBSITE:
WWW.OPENDEFECATION.ORG
- LOGO FILES AND VISUAL ASSETS
- RADIO SCRIPTS
!

9. TACTICS
/ INCENTIVIZE USE OF THE TOOLKIT—LEADING UP TO UP TO WORLD TOILET DAY
(WTD) ON 19 NOVEMBER—BY PROVIDING CLEAR CALLS FOR ACTION, BOTH ONLINE
AND OFFLINE.
!
/ FACILITATE COORDINATION AMONG UN AGENCY FOCAL POINTS TO ENSURE
COHESIVE PROMOTION OF ONLINE ACTIONS AND TOOLKIT MATERIALS AHEAD
OF WTD.
!
/ BEYOND WORLD TOILET DAY THIS NOVEMBER, GIVE SPECIAL ATTENTION TO THE
TOOLKIT’S RADIO PIECES SO THAT THERE IS MORE BALANCE FOR OFFLINE COMMS
ENGAGEMENT.
!!!

10. WHAT IS THE CAMPAIGN LOOKING FOR NOW AND NEXT
YEAR?
BEYOND
WTD,IDENTIFY
OFFLINE ACTIONS
- PLACEMENT OF THE TOOLKIT’S KEY MESSAGES
AND RADIO SCRIPTS IN YOUR LOCAL MEDIA
OUTLETS
- TRANSLATED MAT E R I A L S
- LOCAL CELEBRITY ENGAGEMENT
-
WTD 2014 WILL
FOCUS ON
ONLINE ACTIONS
- WEBSITE’S TWEET MACHINE/TIME DONATION
- OD TATTOO
- HUMAN INTEREST STORIES
- WTD WILL RE-INTRODUCE THE GLOBAL CALL
TO ACTION ON SANITATION.

11. THE WEEKS LEADING UP TO WORLD TOILET DAY (WTD) PROVIDE
AN IMPORTANT MOBILISATION OPPORTUNITY FOR THE CAMPAIGN.
FROM 4 NOVEMBER, WE ENCOURAGE YOU TO IMPLEMENT THE FOLLOWING ONLINE
ACTIONS IN THE LEAD UP TO WTD, 19 NOVEMBER AND BEYOND…

12. MAIN PUBLIC ONLINE ACTIONS-WTD !
/ HAVE PUBLIC ENGAGE WITH THE OD CAMPAIGN WEBSITE BY DONATING TIME AND
SHARING KEY MESSAGES. PUT OUT A CHALLENGE TO REACH A CERTAIN NUMBER OF
HOURS DONATED TO ‘BREAK THE SILENCE’ VIA OUR WEBSITE. THE TIME DONATION
TARGET WI L L BE 1,000 HOURS. (THERE IS NO DEADL INE FOR REACHING 1,000 HOURS. IT
IS ONLY THE FIRST MILESTONE FOR TIME DONATION.) 1,000 IS THE NUMBER OF CHILDREN
WHO DIED EACH DAY FROM DIARRHOEAL DISEASES DUE TO UNSAFE WATER AND POOR
SANITATION AND HYGIENE IN 2013.
!
EX:‘HELP ‘BREAK THE SILENCE’ SURROUNDING SANITATION AND #OPENDEFECATION.
TAKE ACTION HERE:OPENDEFECATION.ORG ’
!
/ ONCE PART I C I PANTS DONATE TIME ON THE WEBSITE, ENCOURAGE THEM TO PROMOTE THEIR
PARTICIPATION BY DRAWING OR HOLDING UP THE CAMPAIGN LOGO (TWO BLACK STRIPES) OR
THE HASHTAG, #OPENDEFECATION.
!
/ PUBLISH SHARABLE HUMAN INTEREST STORIES ABOUT CITIZENS BUILDING OPEN DEFECATION
FREE COMMUNITIES. UN AGENCIES AND CIVIL SOCIETY PARTNERS CAN HAVE THESE POWERFUL
STORIES FEATURED ON THE CAMPAIGN’S WEBSITE.
!
EX: ‘ACCESS TO #WATER & #SANITATION IN SCHOOLS INFLUENCES QUALITY OF EDUCATION.
SEE 16 YR OLD LUVIANKA’S STORY: XXXXXXXXXXXXXXXXXXXXXXX’
!
INCENTIVES
/ HAVE DSG AND SENIOR LEADERSHIP REFERENCE THE DONATED NUMBER OF HOURS
AT WTD EVENTS.
!
/ STREAM PUBLIC’S SOCIAL MEDIA MESSAGES W/ #OPENDEFECATION AT WTD EVENT AT THE UN.
THIS WAS A SUCCESSFUL TACTIC FOR #IAMAMIGRANT DURING UN MIGRATION CONFERENCE.
!
/ HAVE 20 SECOND DSG OR CELEB VIDEO THANKING PEOPLE FOR DONATING AND
ENCOURAGING FURTHER ACTION AND SHARING OF KEY MESSAGES.

13. !
ADDITIONAL ACTIONS BEYOND WTD
!
!
/ HAVE PUBLIC ENGAGE WITH THE OD CAMPAIGN WEBSITE BY TAKING THE SANITATION-OD
QUIZ. THIS CAN BE UPLOADED TO THE MAIN WEBSITE AT A LATER TIME.
!
/ CONTINUE TO ENCOURAGE THE PUBLIC TO SHOW SOLIDARITY WITH THE GLOBAL MOVEMENT
BY POSTING PICTURES WITH THE TWO BLACK STRIPES OF THE CAMPAIGN LOGO, OR, PICTURES
HOLDING UP THE HASHTAG, #OPENDEFECATION.
!
/ OUTREACH TO LOCAL CELEBRITIES TO ENGAGE IN THE CAMPAIGN’S SOCIAL MEDIA OR RADIO
ACTIONS.
!
QUIZ EX:’DO YOU KNOW HOW POOR SANITATION AND OPEN DEFECATION IMPACT POVERTY,
HEALTH AND SECURITY? TEST YOUR KNOWLEDGE AND LEARN MORE HERE:XXXXXXXXXXXXXXX’
!!
!
INCENTIVES
/ ONLINE PART I C I PANTS RECEIVE A REPLY TWEET FROM OD CAMPAIGN ACCOUNT.
!
/ STREAM SOCIAL MEDIA MESSAGES/PHOTOS OF PART I C I PANTS AT RELATED EVENTS AT THE UN.
!!

14. !
!
!
OFFLINE ACTIONS FOR BEYOND NOVEMBER
!
/ CHALLENGE COUNTRY TEAMS—OF TARGET COUNTRIES—TO ADAPT AND PLACE TOOLKIT’S
RADIO SCRIPTS IN LOCAL RADIO STATIONS. EX: 3 RADIO STATIONS OF TARGET
COUNTRIES.
!
/ RADIO SCRIPTS MAY INCLUDE COUNTRY-SPECIFIC HUMAN INTEREST STORIES ABOUT PEOPLE
BUILDING OPEN DEFECATION FREE COMMUNITIES.
!
/ HELP IDENTIFY LOCAL CELEBRITY AMBASSADORS WHO CAN ENCOURAGE THE PUBLIC TO SHOW
SOLIDARITY WITH THE GLOBAL MOVEMENT BY PART I C I PATING IN A RADIO PUBLIC SERVICE
ANNOUNCEMENT.
!
!
INCENTIVES
/ PARTNERS MAY RECEIVE AN OFFICIAL CERTIFICATE OF PARTNERSHIP FROM THE CAMPAIGN
AND BE LISTED ON THE CAMPAIGN NEWS AND PARTNERSHIP SECTIONS.
!!

15. TIMELINE
OCTOBER/NOVEMBER
BY 19 OCTOBER:
/ THROUGH THE DPI-MONTHLY HEADS-UP, DISTRIBUTE TOOLKIT
TO INFORMATION CENTRES, WITH SPECIAL ATTENTION GIVEN
TO OD TARGET COUNTRIES. INCLUDES OUTREACH TO COUNTRY
OFFICES OF UNICEF, WSSCC, MC’S MY WORLD PARTNERS
!
/ COORDINATE WITH UN AGENCY COUNTERPARTS FOR WORLD
TOILET DAY (WTD) PREPARATIONS AND CAMPAIGN
PROMOTION.
!
/ BEGIN DRIVING TRAFFIC TO THE CAMPAIGN WEBSITE AND
ENCOURAGE PEOPLE TO DONATE TIME AND ‘BREAK THE
S I L E N C E ’ .
!!
BY 4 NOVEMBER:
/ ADAPT THE TOOLKIT’S KEY MESSAGES AND VISUALS TO YOUR
LOCAL AUDIENCES.
!
/ DISTRIBUTE THE CAMPAIGN SOCIAL MEDIA NOTE TO YOUR
NETWORKS. POST WTD SOCIAL MEDIA MESSAGES OF THE OD
CAMPAIGN (TWEETS, VIDEOS, PHOTOS, INFO GRAPHICS,
CAMPAIGN LOGO…)
!
/ CONDUCT OUTREACH TO LOCAL CELEBRITIES WHO MAY BE
INTERESTED IN GETTING INVOLVED IN WTD.

16. TIMELINE
DECEMBER/JANUARY
BY 2 DECEMBER:
/ SEND IN YOUR IMPACT/OUTREACH RESULTS AND ANY
FEEDBACK FOR HOW YOU THINK THE CAMPAIGN CAN DO
BETTER IN YOUR COUNTRY/COMMUNITIES IN 2015.
!
/ CONTINUE IDENTIFYING RADIO PARTNERS AND LOCAL
CELEBRITY AMBASSADORS TO HELP PROMOTE ADAPTED RADIO
SCRIPTS WITHIN THE TOOLKIT.
!!
BY MID JANUARY:
/ THE CAMPAIGN WILL HAVE ADAPTED THE TOOLKIT, TAKING
INTO ACCOUNT SOME OF YOUR FEEDBACK.
!
/ CONTINUE OUTREACH TO RADIO PARTNERS AND LOCAL
CELEBRITIES
!
/ UPDATES WILL BE SENT TO PARTNERS, INCLUDING AN ACTION
CALENDAR FOR PROMOTING THE CAMPAIGN IN 2015.

17. MEASURES OF SUCCESS FOR NOVEMBER
!
!
INCREASED TRAFFIC TO OD CAMPAIGN WEBSITE
!
INCREASED TIME/ SILENCE DONATED TO WEBSITE,
!
PLACEMENT OF OD MESSAGING IN HIGH-LEVEL SPEECHES
AND PRESS EVENTS FOR WTD
!
INCREASED USE OF #OPENDEFECATION AND #SANITATION
HASHTAGS
!
MEDIA PLACEMENT OF THE ISSUE OF OD IN WIRE SERVICES
AND NATIONAL MEDIA OUTLETS
!

18. !
IMMEDIATE NEXT STEPS FOR WORLD TOILET DAY PROMOTION…
!
/ ADAPT FOR LOCAL AUDIENCES KEY MESSAGES OF THE CAMPAIGN TOOLKIT.
DISTRIBUTE THE TOOLKIT AND ENCOURAGE THE PUBLIC TO DONATE TIME ON
THE CAMPAIGN WEBSITE. POST WTD SOCIAL MEDIA CONTENT, WHEN
MADE AVA I L A B L E .
!
/ IF TIME PERMITS, TRANSLATE MESSAGES AND VISUALS.
!
/ IDENTIFY LOCAL CIVIL SOCIETY GROUPS AND MEDIA PARTNERS WHO CAN HELP
CARRY OUT ONLINE AND OFFLINE ACTIONS. (EX: RADIO STATIONS, SCHOOLS,
JOURNALISTS, CELEBRITIES, BUSINESSES, ETC.)
!
/ COORDINATE WITH UN AGENCY COUNTERPARTS IN YOUR COUNTRY T O
COLLABORATE ON PROMOTING THE CAMPAIGN TO LOCAL MEDIA PARTNERS,
SCHOOLS AND CIVIL SOCIETY ORGANIZATIONS.
!
————————————————————————————————————————————
!
LOOKING AHEAD…
!
/ ADAPT RADIO SCRIPTS FOR LOCAL AIR PLAY AND OUTREACH SCRIPTS
TO LOCAL STATIONS AND CELEBRITIES.
!
/ SEND US YOUR FEEDBACK OR CONCERNS SO THAT THE 2015
CAMPAIGN TOOLKIT IS ENHANCED WITH YOUR INPUTS.
!!

19. AT THE REQUEST OF THE UN DEPUTY SECRETARY-GENERAL, THIS CAMPAIGN WAS
DEVELOPED BY THE UN MILLENNIUM CAMPAIGN AND THE WATER SUPPLY AND
AND SANITATION COLLABORATIVE COUNCIL (WSSCC) WITH SUPPORT FROM THE
UN DEPARTMENT OF PUBLIC INFORMATION AND UNICEF.
!
THE CAMPAIGN IS ALSO SUPPORTED ACROSS THE WORLD BY:
!
-WATER AID
-GLOBAL POVERTY PROJECT
-WATER & SANITATION PROGRAM (WSP-WORLD BANK)
-SANITATION AND WATER FOR ALL
-UN WATER
-END WATER POVERT Y
-SESAME WORKSHOP
-WASH UNITED
-WASH ADVOCATES
-UN FOUNDATION
-UN OFFICE FOR PARTNERSHIPS