Date post: | 26-Jul-2015 |
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Changing Behavior towards
Sanitat ion Learnings from Amarambedu
S.N.Srikanth President
Rotary Club of Madras RI Dist 3230, India
Chartered in 1929
3rd oldest Rotary Club in India
~ 250 members
Has produced 17 District Governors and 1 RI Director
Proud history of service to the community
Pioneer in PolioPlus
Rotary Club of Madras
India: Economic Superpower?
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US$ trillion
China US India Japan Brazil Russia
GDP
2050
India: Superpower in Open Defecation >50% of all Indians defecate in the open
< 10% in Bangladesh, Vietnam, Peru
The Sad Result
• Diarrhoea, typhoid, cholera
• High infant mortality
• Children’s growth stunted
• Assaults on women after dark
ROTARY CLUB OF MADRAS
Location:
Amarambedu Village,
60 km from Chennai
Pilot project to end open defecation
109 households, of which
just 1 had a toilet when project commenced
Technique used: A Variant of Community Led Total Sanitation
• Focus on Open Defecation Free (ODF) Communities as outcome, not individual toilets
• Change behaviour by leveraging triggers such as shame and disgust at open defecation(“triggering”)
• Promote community led effort, not handouts
From walk of shame to walk of dignity
Planning phase (~ 7 days)
• Line up masons
• Get supply chain in place
• Identify triggers
Triggering phase (~ 7 days)
• Trigger community
• Set up sanitation committee
• Decide on toilet technology
• Set up revolving fund
• Panchayat passes resolution on total sanitation
Construction phase (~ 4 months)
• Community led toilet construction
Sustainability phase (~ 5 months)
• Achieve 100% toilet coverage
• Facilitate government subsidy
• Panchayat formulates ODF By Laws
• Set up monitoring Committees
Learnings from Amarambedu Approach behaviour change as a social marketing exercise
The 5 “P”s of Social Marketing
• Product
• Price
• Place
• Promotion
• Policy
Social Marketing: the use of marketing techniques to influence target audience behaviours that will benefit society as well as the individual
Learnings from Amarambedu Toilet subsidies often do more harm than good
Live with them in the short run, but lobby to eliminate them except where they are genuinely required
Learnings from Amarambedu Time saved and convenience, not improved health the
strongest motivator for toilet usage
Position your product accordingly
Learnings from Amarambedu Red tape is stifling, but Rotary can be an
effective interface in dealing with government bureaucracy
Recognitions & Scaling Up
• Indian Institute of Management, Ahmedabad is doing a case study on Amarambedu
• Rotary Dist 3230 has made Sanitation a Focus Project for 2015-16
• Discussions are on with the Government to incorporate behaviour modification in “Swachh Bharat”