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Social Marketing Strategies & Results Safe Water Project Uttaranchal, India Presented by Vibha Population Services International,India [email protected]
Social Marketing Strategies & Results Safe Water ProjectUttaranchal, India
Presented by Vibha Population Services International,India
Map of India-Project State,Uttaranchal
Project BackgroundUrban slums : 0.25 million population
Duration July’03-Dec’05$200,000 by USAID
Goal: To reduce under five child mortality due to diarrheal diseases
Purpose : Improve hygiene & safe drinking water practicesBetter management of diarrheal cases
Household Water Treatment ProductBrand name – Safewat
2.5% chlorine solution
Dropper dosing - one drop for one litre water
100 ml. bottle costs approx. quarter dollar
Launched in June’04 in
Core communication messagesRisk Perception
Water that appears clean can be contaminated Contaminated water causes diarrheaSeverity of drinking contaminated water in terms of health outcome
Preventive measuresHand-washing Water storage Use of water disinfectantEconomic benefits of preventive measures
Use of ORS & home fluids to prevent dehydration
Behavior Change Communication Activities (1)
Water testing in community groups before product launch
Inter-personal communication – household visits by 136 trained community workers
Track behavior change
Product demonstration
Referrals
Women’s meetings
Behavior Change Communication Activities (2)
Sessions in schools for children
Stalls for availability & taste of ‘safewat’
Games, street theatre & magic shows for male participation
Enclosures at community water sources
Entire family being reached using various means of communication
Franchising of Health Providers Indian Systems of Medicine Practitioners
Frequently accessed by community for general ailments
98 trained on prevention & management of diarrhea
Post training ‘on clinic’ follow-up support
Branding, Certification, Posters & Pamphlets
Message reinforcement by credible source
Strategy : An Integrated ApproachPromotion
Franchising of Health Providers
Referrals
Behavior Change Communication use multiple media
Product Availability
Successful launch of Safewat, May’04
Retail outlets (22%)(Chemist, Grocer etc) 4301
VAT stalls(15%) 2813
Franchise Doctors (17%) 3336
Community Depot (46%) 8900
19,350 bottles sold
in 12 months
Respondents judging quality of drinking water by clarity
64
86
010
203040
50607080
90100
Appearance
Baseline(N=1002)Endline(N=1200)
Respondents' knowledge of diseases transmitted by water
714
2
34
45
27
12
24
0102030405060708090
100
Diarrhea Cholera Other waterborne dis
Fever
Baseline(N=1002)
Endline(N=1200)
Hand-washing on critical occasions
19
31
6675
0102030405060708090
100
Before* After**
Baseline(N=1002)
Endline(N=1200)
* Before preparing food, eating, or feeding a child** After defecating or cleaning a child
Methods of water treatment
9
72
0
3938
16 20
3
0
10
20
30
40
50
60
70
80
90
100
Boiling Safewat Cloth Filter
BaselineN=92
EndlineN=456
Ever improvedBase N=1002
End N = 1200
Respondents using narrow mouth container
8 11
0
10
20
30
40
50
60
70
80
90
100
Baseline N=1002
Endline N=1200
Treatment of diarrhea
9
84
6
34
7281
0102030405060708090
100
ORS Pills/syrup Homefluids
Baseline N=180
Endline N=96
Knowledge and use of Safewat at endline
60
26
13
0
10
20
30
40
50
60
70
80
90
100
Heard ofSafewat
Ever usedSafewat
Current useof Safewat
N = 1200
Results from India CLEN
IndiaCLEN is a group of Epidemiologists
Contracted directly by USAID
Doing concurrent evaluation
Three studies in last eight months
ImplementationVariable M I (N=152) M II (N=228)
Ever used Safewat18.4%
Not asked
12.5% (6.3-18.6)
22.3%
Used Safewat in last 2 months17.9%
Safewat available at home14.9%
“Current” Safewat users in BL was 0.26% (N=1125)
Point of use Residual Chlorine
Variable Baseline (N=1121)*
MI (N=144)*
6.1% 2.8%
M II (N=224)*
Presence of residual Chlorine at point of use
9.6%
*Inadequate samples were discarded
Diarrhea Variable Baseline
(N=1125)MI
(N=152)M II
(N=228)
2 Week Diarrhea Prevalence
16.4%(185)
9.9%
(15)
9.2%(21)
Variable (N=185) (N=15)* (N=21)*
ORS48% 26.7% 42.8%
* - small sample size – interpret with caution
Lessons
Establish that water seemingly clean can be contaminated
Establish link of contaminated water and diarrhea
Use monitoring, both as behavior change tracking tool and as a way of reinforcing the message to the homes
DiscussionImpact made in terms of
Chlorine utilization Use of narrow-mouthed containerHand-washing practices
Success of health provider franchising
Next steps for SWS Integrate with polio workIntegrate with ZincEstablish as all season product
Thank You
