Promotion Mix: Cambodia

About

In Cambodia  the program focused on how to generate demand for improved sanitation and encourage latrine purchase. Behavior Change Communication (BCC) activities centered on making latrine ownership a purchase priority and helping the latrine compete with other potential household investments.
 

The campaign’s overall message was “build or buy a latrine now,” which built on the research findings that many people were delaying getting a toilet and making other household investments instead. The main messages disseminated through the behavior change communication materials included: 1) Having a latrine helps you save face; and 2) Life without a latrine is full of inconvenience and shame.
 

To help position the latrine as an aspirational consumer item, a product brand and tag line was developed. “Easy Latrine – Easy to buy, Easy to install, Easy to use” (translation from Khmer) aimed to make the new product more memorable and easier to discuss. A leaflet was developed so that the Easy Latrine could be reproduced by enterprises.
 

Some materials developed for the program were adapted from Stop the Diarrhea Campaign — Menu of Options, developed in 2010 with the support of WaterSHED and Lien Aid in Cambodia.

Posters

Several posters were shown during BCC activities, including the "Inconvenient Truth" Gallery Walk. Participants walk around the sanitation-related posters and reflect on the inconveniences of not having a latrine. A guideline was created for implementing the Gallery Walk, along with other BCC activities.

 

Gallery Walk Poster 

PDF Download
Download

 

Games

Several tools were developed to support behavior change communication activities (conducted by the Commune Committee for Women and Children). The tools include puzzle games and the “It’s in the Bag” game.

 

Puzzle Game

Participants are shown three familiar situations where someone is embarrassed because she/he lacks a latrine.

 

Download: Wedding Puzzle

 

Download: Daughter Puzzle

 

Download: Visitor Puzzle

 

“It’s in the Bag” Game

Participants are shown various latrine options and compare prices against each other as well as other common household items.
 

PDF Download
Download: Bag Game

 

"Easy Latrine"

The Easy Latrine is a pour-flush latrine package consisting of a concrete slab with an integrated pour-flush ceramic pan, a pre-cast concrete “catchment box,” a PVC pipe, three concrete rings for the pit lining and a pit lid. The design offers consumers in Cambodia an entirely new sanitation experience.  It confers households the benefits they seek from a pour-flush latrine at a lower price-point and simplifies the purchase and construction process by offering a ready-to-install latrine package.

 

"Easy Latrine" and Village Banners
 

"Easy Latrine – Easy to Buy, Easy to install, Easy to Use"
Promotional banners used in retail locations advertise the branded “Easy Latrine.”


Download

 

"Have Latrine, Have a Good Life"

BCC materials and village banners depicting a happy family promote the value of latrine ownership.


Download

Training Materials for Easy Latrine

Several training tools were created to assist project partner enterprises and their sales agents and latrine suppliers with the promotion, management and sales of the branded Easy Latrine.

 

 

Tools for Sales Agents
 

Sanitation village mapping

 

Household invitation to the sanitation sales event

PDF Download

Download

 

 

 

PDF Download

Download

 

 

Sales order form

 

Daily sales report

PDF Download

Download

 

 

 

PDF Download

Download

 

 

Training certificate

 

Certificate of admiration

PDF Download

Download

 

 

 

PDF Download

Download

 

 

Objections Cards

 

Do and Don’t Card

PDF Download

Download

 

 

 

PDF Download

Download

 

 

Guidebook for Sales Agents

 

Inspirational Story board

PDF Download

Download

 

 

PDF Download

Download

 

 

Tools for Latrine Suppliers
 

Business Card

Sanitation Teacher

PDF Download

Download

 

 

PDF Download

Download

 

 

Installation Diagram

 

PDF Download

Download