Sanitation Marketing: Approaches and Emergent Learning from the

Scaling Up Rural Sanitation Program

Jacqueline Devine, Senior Social Marketing Specialist

AfricaSan, Kigali

July 20, 2011

What is sanitation marketing?

Why sanitation marketing?

Concepts and approaches

Emergent learning

Session Roadmap

Concepts Associated with Sanitation Marketing

Mason training

Private sector

Selling sanitation

Business development

Communication campaign

…the application of the best social and commercial marketing practices to change behaviors and to scale up the demand and supply for improved sanitation, particularly among the poor.

What is Sanitation Marketing?

Evidence-based

Leverages the power of marketing for a social benefit: Product Price Place Promotion

• Branded advertising and promotion• Behavior change communication

Key Principles

Potential for scale

Demand-driven approach

Complements CLTS

Sustainability through private sector

Why Sanitation Marketing?

Condom Social Marketing

On-going research Branded product Affordable Easily accessible Advertised in mass media Supported by behavior

change communication

Sanitation Marketing in Tanzania

Formative research Use of branding Product sold for 3 to 5USD Supply chain strengthening Behavior change

communication

Sanitation marketing pilot project in Vietnam

Managed by IDE 2003-2006

Over 16,000 toilets built

Sustainability study conducted by WSP/IRC in 2009

Sanitation Marketing Outcomes Can Be SustainedLearning from Vietnam

Sanitation coverage in pilot communes continued to grow

Promotion through motivators

Suppliers have continued to operate and grow

The Vietnam Case StudyThe 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

The Vietnam Case StudyThe Less Good News

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

The Vietnam Case StudyKey Implications

Investigating other business models and entry-points: Micro-franchising Associations SME programs

Need to integrate micro-finance from the start

Training Masons Is Not EnoughNeed to “Move Up” Supply Chain

Sequencing critical

Need for bridging mind-sets and integrated planning

Opportunity for shared communication platforms

Integrating CLTS and Sanitation MarketingOngoing Learning Area

www.wsp.org/sanmarketingtoolkit