Promotion Mix- Uganda

About

In Uganda, WSP developed a communication campaign to support sanitation marketing efforts targeting rural households.  65% of rural households do not have improved sanitation facilities.

 

Formative research conducted by Plan under the former USAID/HIP project found that heads of households in Uganda have little disposable income, especially in rural areas, home to 84% of the population. Many competing expenses render sanitation a low priority for most rural Ugandans. The study also showed that households want sanitation facilities that are durable and easy to clean.

 

The campaign builds on a critical research finding that heads of households wish to be seen as people of good status in society among their peers and within the community.

 

'Tofuuka Mbozi'

The campaign “Tofuuka Mbozi” loosely translated from Luganda means “Don’t become a laughing stock” and features fictional stories about latrine and defecation mishaps experienced by a family. Though humorous in tone, this campaign has a strong call to action for households to improve their sanitation practices and facilities.

 

‘Kayonjo’

As part of the campaign, “Kayonjo” was created as a brand to communicate the three attributes households should look for in a latrine – durable, sealable, and easy-to-clean. The communication campaign used several tools to encourage households with unimproved sanitation to construct a “Kayonjo” latrine.

Interpersonal Communications

School book covers and teacher flip charts were developed to encourage discussion of a “Kayonjo” latrine within schools. 

 

School Book Covers

These illustrations were provided to students as school book covers and encourage children to remind their parents to construct “Kayonjo” latrines.

 

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Teacher Flip Charts

Teachers in schools help mobilize the construction of “Kayonjo” latrines by inspiring children to show their parents the latrine’s advantages.

 

 

 

 

 

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Posters

The posters are influenced by a huge tabloid-following in Uganda and are intended to grab attention and start conversations about latrines using fictional stories. Posters are placed in public meeting places, outside video shacks, at pool table areas and other places where men, traditionally heads of households, spend recreational time.

 

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Radio Spots

A series of radio skits follow a group of friends and family discussing a number of mishaps caused by lack of adequate sanitation.

 

Radio Episode 1

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Radio Episode 2

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Radio Episode 3

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Radio Episode 4

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Radio Episode 5

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Radio Episode 6

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The radio generic ad promotes the ‘Kayonjo’ brand for improved latrines, emphasizing its benefits (Durable, Sealable and Easy-to-clean). The ad also links the ‘Kayonjo’ latrine with the practice of handwashing with soap.

 

Radio Ad

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TV Commercial

Video is used to encourage households to move up the sanitation ladder and purchase a ‘Kayonjo’ latrine.  The video also links the ‘Kayonjo’ latrine with the practice of handwashing with soap.  The TV commercial is played in video shacks before and after movies and football matches.

 

Flyers

Flyers are used to show members of communities where they can find latrine improvement solutions. The flyers are nailed on shop doors and windows or on trees at the locations of entrepreneurs or masons. Entrepreneurs and masons use a marker to write their names and telephone numbers for easy contact by prospective clients.

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Banners and Tents

Banners act as reminders at district sanitation days, health days or other relevant events about ‘Kayonjo’ improved latrines. Tents are used as registration points for prospective customers of ‘Kayonjo’ improved latrines.

 

T-shirts and Caps

Branding apparel is used to prompt dialog that encourages improvement of latrines. T-shirts are given to Community Sanitation Ambassadors (promoters) and Kayonjo Champions (young students).

 

 

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