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Starting the Sanitation Marketing Conversation

To address the interconnected challenges of improving rural sanitation at large scale—including triggering behavior change and increasing the supply and demand of sanitation goods and services—WSP has tested an approach that combines Community-Led Total Sanitation (CLTS) and sanitation marketing. CLTS has been implemented in East Asia, South Asia, and Africa to motivate communities to end open defecation and improve their facilities, with promising results. However, sanitation marketing, which draws on social and commercial marketing approaches, is relatively new.

To generate discussions and learning, WSP has developed an Introductory Guide to Sanitation Marketing and an online companion, Sanitation Marketing Toolkit, by Jacqueline Devine and Craig Kullmann. The print guide and online companion share principles, key tips, and documents from WSP’s experience developing rural sanitation marketing programs in Cambodia, India, Indonesia, Peru, and Tanzania.

What’s Inside . . .

Key topics covered include: Conducting Formative Research, Developing a Marketing Strategy, Designing a Communication Campaign, and Implementation. In addition, the online resource features narrated overviews, videos, and downloadable documents including research reports, sample questionnaires, and more.

Learn About . . .

  • Formative research provides the foundation for any evidence-based sanitation marketing initiative. The guide and toolkit outline the steps to take when developing a sanitation marketing program, from identifying primary research needs, to gathering data from primary and secondary sources, to defining clear research objectives and questions. For example, using a questionnaire available in the toolkit, the Indonesia team found that sanitation ranks low among other household priorities, such as refrigerators or TVs, and that many men see physical and social benefits to defecating in the open. The team used these results to inform their communication campaign, which is included in the online toolkit.
    Watch Narrated Overview: Formative Research
  • Sanitation marketing adopts the “marketing mix” or “Four Ps” framework: product, place, price, and promotion. Following the marketing principle, “Think benefits, not features,” for example, the Easy Latrine campaign in Cambodia emphasized the product’s benefits for the consumer rather than its technical attributes.
    Watch Narrated Overview: Marketing Mix-Product
  • The marketing strategy will inform the communication campaign. Communication concepts, outlined in the creative, or ad agency, brief, should build on insights from the formative research and serve as a platform for all campaign elements. For example, the Choo Bora program in Tanzania, uses the concept of empowerment: “A Good Toilet Is Possible! “To motivate households to upgrade their simple pit latrines.”
  • Steps to consider when implementing a program include staffing, capacity building, budgeting, and monitoring. The guide details these steps, and the toolkit provides several sample Terms of Reference.

For more information about the Introductory Guide and online resource, please contact Jacqueline Devine or Craig Kullmann at wsp@worldbank.org.

About the Program

Today, 2.6 billion people live without access to improved sanitation. Of these, 75 percent live in rural communities. To address this challenge, WSP is working with governments and local private sectors to build capacity and strengthen performance monitoring, policy, financing, and other components needed to develop and institutionalize large scale, sustainable rural sanitation programs. With a focus on building a rigorous evidence base to support replication, WSP combines Community-Led Total Sanitation, behavior change communication, and sanitation marketing to generate sanitation demand and strengthen the supply of sanitation products and services, leading to improved health for people in rural areas. For more information, please visit www.wsp.org/scalingupsanitation.

For more information about Scaling Up Rural Sanitation and related publications, visit www.wsp.org/scalingupsanitation or contact Eduardo Perez at wsp@worldbank.org.