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
Good Practice Choo Bora Sanitation Marketing Campaign METHOD: marketing TARGET: sustained behavior change TARGET GROUP: rural heads of households and their families CHANNEL: mass media, direct consumer contact and participatory approaches MINISTRY OF HEALTH THE WORLD BANK AND SOCIAL WELFARE Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
THE SANITATION STATUS Government led 1970 ’ s Mtu ni Afya • Campaign, helped eliminate OD and achieve high coverage of traditional pit latrines – 5-20% from in 1973 to over 80% in 1978 � General awareness of sanitation • high due to Participatory Hygiene and Sanitation Transformation (PHAST) approach and other efforts � � Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
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
IMPACT NATIONAL SANITATION CAMPAIGN PLANS Campaign conducted across the country Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
REACH IN NUMBERS 111 80,000+ upgrades sold in a day during the experiential marketing people reached through events experiential marketing events 3.5 M + 133 out of 166 500 Sub villages had over 50% improved latrines masons trained households exposed to the radio soap opera Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
KEY SUCCESS FACTORS – CREATIVE INTEGRATION • Long lasting • Consumer favorite • Made from widely available • Existing technology • Cement is a sign of modernity • Safe for Children • Adaptable • Smooth and Washable PRODUCT PUBLIC RELATIONS DIRECT MATERIALS MAKING INSTALLATION MARKETING ADVERTISING PRICE PROMOTION + + SALES $3-5 PERSONAL $0.5 $0.5 PROMOTION SELLING PLACE $ 4-7 Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
KEY SUCCESS FACTORS – Promotion-promotional mix. Radio Soap Opera (15 minute episodes aired nationally 2 x week) PUBLIC IC RELATIONS TIONS 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 DIRECT CT Triggering by trained CLTS ADVERTIS TISING ING facilitators MARKETING TING ODF Declarations ODF verification exercise SALES PERSONAL PROMOTI OTION ON SELLING 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. Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
Conclusions and Recommendations Local Molds Government Authorities Steel Cutters Steel Cement Hardware Households Mason Shop Oil Owner Wire mesh Key Roles: Source materials • Source capital • Make sanplats • Sell sanplats • Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
THANKS chinamoebm@yahoo.co.uk +255-784-831-623
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