Sanitation Marketing Campaign in Tanzania. Elias Chinamo Ministry of - - PowerPoint PPT Presentation

Sanitation Marketing Campaign in Tanzania.

Elias Chinamo

Ministry of Health and Social Welfare

Assistant Director Environment Health

What works at scale? Distilling critical success factors for scaling-up rural sanitation

Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation

MINISTRY OF HEALTH AND SOCIAL WELFARE THE WORLD BANK

METHOD: marketing TARGET: sustained behavior change TARGET GROUP: rural heads of households and their families CHANNEL: mass media, direct consumer contact and participatory approaches

Good Practice

Choo Bora Sanitation Marketing Campaign

• Knowledge Sharing Forum

What works at scale? Distilling critical success factors for scaling-up rural sanitation

• Government led 1970’s Mtu ni Afya

Campaign, helped eliminate OD and achieve high coverage of traditional pit latrines – from

5-20%

in 1973 to over 80% in 1978

• General awareness of sanitation

high due to Participatory Hygiene and Sanitation Transformation (PHAST) approach and other efforts

THE SANITATION STATUS

STRATEGY

ASPIRATIONAL MESSAGE: CONSTRUCTING/UPGRADING A LATRINE IS EASY AND IMPROVES HOUSEHOLDS’ SAFETY, COMFORT AND STANDING WITHIN THE COMMUNITY

AN IMPROVED LATRINE IS POSSIBLE! WE HAVE DECIDED TO TAKE DEVELOPMENT ALL THE WAY TO THE TOILET!

Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation

NATIONAL SANITATION CAMPAIGN PLANS

IMPACT

Campaign conducted across the country

Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation

REACH IN NUMBERS

80,000+

people reached through experiential marketing events

3.5 M +

households exposed to the radio soap opera

masons trained

111

upgrades sold in a day during the experiential marketing events Sub villages had over 50% improved latrines

500

133

• ut of 166

Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation

• Consumer favorite
• Existing technology
• Safe for Children
• Smooth and Washable
• Long lasting
• Made from widely available
• Cement is a sign of modernity
• Adaptable

PROMOTION PRICE PRODUCT PLACE + +

$3-5

MATERIALS

$0.5

MAKING INSTALLATION

$0.5

$ 4-7

PUBLIC RELATIONS DIRECT MARKETING PERSONAL SELLING SALES PROMOTION ADVERTISING

KEY SUCCESS FACTORS – CREATIVE INTEGRATION

Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation

PUBLIC IC RELATIONS TIONS DIRECT CT MARKETING TING SALES PROMOTI OTION ON ADVERTIS TISING ING PERSONAL SELLING Radio Soap Opera (15 minute episodes aired nationally 2 x week)

 I P C – I n t e r p e r s o n a l C o m m u n i c a t i o n s  Triggering by trained CLTS facilitators  ODF Declarations  ODF verification exercise

KEY SUCCESS FACTORS – Promotion-promotional mix.

Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation

Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation

BARRIERS/CHALLENGES AS IDENTIFIED

• Balacing the supply and demand together to match

them

• Training masons and ensuring access to hardware can

be difficult due to the dispersed nature of villages in Tanzania, and transportation constraints.

Conclusions and Recommendations

Hardware Shop Owner Steel Mason Oil Cement Wire mesh Steel Cutters Key Roles:

• Source materials
• Source capital
• Make sanplats
• Sell sanplats

Molds Households Local Government Authorities

Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation

chinamoebm@yahoo.co.uk +255-784-831-623

THANKS