UGANDA NATIONAL HAND WASHING CAMPAIGN Harriet Nattabi WSP/ Uganda
Overview Session: Communication and Advocacy Title: Uganda National Hand Washing Campaign Presenter: Harriet Nattabi; Water and Sanitation Program (WSP) Email : hnattabi@worldbank.org Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
Summary • The Government of Uganda has mainstreamed the Hand Washing with Soap campaign in all districts in the country. This is the power of behaviour change communication. Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
Development Process Formative Development of Implementation Research and Communication Immersion materials • Triggers and • Identification • Awaken Barriers of big idea • Inspire • Communicati • Field Testing • Empower on Channels of ideas and • Amplify materials. • Insight • Sustain • Agency Brief INSIGHT Mothers do a lot for their families but they are not recognized or appreciated
Communication Strategy (Phasing) Awaken Inspire Empower Amplify Sustain Awaken with stuff they Get them motivated and Provide Solutions and get Make sure they continue Tell others don’t know explain their role them doing it when we leave the area Channels Channels Channels Channels Channels 1. Community Leaders and Community groups 1. Radio 1. Radio 1. Face-to-Face – 1. Stakeholders Sensitisation so as to Handwashing Talk Shows Community Radio Village Health Teams inform the comm Ambassadors 2. Face-To-Face 2. Print materials 2. Soap Making members. Including men - Women Groups in these groups, religious Women Groups IEC, Brochures, leaflets, 3. Dissemination of - Village meetings groups, social norms. teaching pack B.O.Ps Video -TV - Religious meetings 2. Mass Media : Local 3. Face to Face 4. Mainstreaming HW in Community drama in FM radio -Person to person district budget. schools Hand Washing Airing radio spots, talk Ambassadors 2. Radio 5. Including indicator in 3. Radio shows, share research district performance -Community groups Adverts, Talk shows, Call information Drama adverts/skits benchmarking. ins and DJ mentions -Schools 3. Print Media – 6. Events 3. Press Newspapers -Person to person Annual handwashing (word of mouth) 4. School Children event / day Classroom calendars, Teaching Aids for teachers, Tell your Other Builds : neighbour Build the Hand washing brand acceptable to all stakeholders Include hand washing in the definition of improved sanitation. NGOs mainstream hand washing as part of their work through UWASNET.
Key Results National Average 35 30 25 20 HW After Toilet Use HW After Cleaning Baby 15 HW Before Feeding Baby 10 5 0 2007 2012
Key results contd; Detailed results of 2012 40 35 30 25 National average 20 Intervention area 15 Control area 10 5 0 After the After Cleaning Before Toilet the Baby Feeding
Main Challenges and Solutions • Trivialization of HW by leaders – Advocacy and use of champions • Lack of funds to implement at scale – Building Partnerships to fundraise. • Absence of appropriate technology. – Promotion of tippy taps • Monitoring – Hand Washing is a private behavior – Use of proxy indicators and structured observations. Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
Key Success Factors • The Consumer research helps to identify triggers for behaviour change. • The Technical Assistance from Unilever. • The Ministry needs to consider implementation at scale from the start. • The Campaign was effectively implemented for two years . Knowledge Sharing Forum What works at scale? Distilling critical success factors for scaling-up rural sanitation
Next Steps • Hand washing is now part of a larger sanitation campaign. “Men desire to be seen as People of good standing in society especially by visitors”
THANKS hnattabi@worldbank.org +256 41 4302266
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