Promotion Mix: Vietnam (Mekong Delta)

About

Vietnam Health Environment Management Agency (VIHEMA) — with the support of the World Bank Group’s Water and Sanitation Program and SNV Netherlands Development Organization — has developed a rural sanitation strategy for the provinces in the Mekong River Delta Region (MRD) for 2015 – 2020 and a companion Toolkit to support implementation at province, district, commune and village levels. The Toolkit includes behavior change communication (BCC) and market development materials as well as resources to support training activities.

 

The BCC campaign for the MRD aims to contribute to the following key behavioral objectives for each target audience:

  • Fishpond latrine owners and sharers — cease defecating in the fishponds and adopt a hygienic latrine;
  • Households with unhygienic latrines — such as those with a proper toilet/bathroom but with direct disposal into the rivers (field combat latrine) will upgrade their current facility to a hygienic latrine or build a new hygienic latrine;
  • River defecators — cease defecating in the river and use a hygienic latrine.  

 For additional information and resources, visit Promotion Mix: Vietnam (Hoa Binh Province)

Nhà tiêu hp vsinh – an tâm cho gia đình

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The campaign uses the tagline “Nhà tiêu hợp vệ sinh — an tâm cho gia đình” or “Have a hygienic latrine for your family’s peace of mind.”

COMMUNICATION CAMPAIGN

The BCC campaign combines the following communication channels:

  • Interpersonal communication, such as hamlet and group meetings and household visits. Formative research confirmed the importance of face-to-face communication in this region.
  • Mass media and printed materials, including banners hung on main roads and bridges, posters in health centers and government buildings, mural paintings on public buildings such as schools or health centers, loudspeaker broadcasts, TV broadcasts, and newspaper articles featuring sanitation topics.
  • Sanitation marketing events at village or commune level with strong participation of the private sector.

The social, physical and emotional drivers used for the campaign are safety (food, water) and privacy for women.

Flipchart

  

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The flipchart is designed to be used by motivators and sales agents in hamlet meeting and household visits. The flipchart includes information about the benefits and types of hygienic latrines, and correct use and maintenance.

Banners

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As a communication channel for high-traffic public spaces, banners use both text and image in large format to convey key messages of the campaign.

Hamlet Sanitation Map

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The hamlet sanitation map is a visual tool to show the current situation of household latrines as well as to help health workers monitor sanitation coverage at the village level. The maps can be publicly displayed, creating social pressure within the community.

Latrine Catalog / Flipchart

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Used during household visits by village promoters or sales agents, this tool provides information on the different types of hygienic latrines, including their features and approximate prices. This can also be used by for sales agents during village meetings t to connect households with local Sanitation Convenience Shops.

 

Posters

The communicational posters use emotional drivers to convince people about the benefits of building and using a hygienic latrine. Rather than conveying direct information, the posters show characters modeling or demonstrating the desired behaviors through situations that are easily identifiable to rural audiences. Each poster has a separate topic: i) Food safety; ii) Water contamination; iii) Safety. Village motivators and sales agents can use this set of posters to communicate in meetings or to hang at public places such as commune health posts, and schools

 

 

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Murals

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Loudspeakers

In Vietnam, loudspeakers are an important communication channel that is both practical and familiar to local villagers. Loudspeakers disseminate motivational messages and useful information such as local regulations on sanitation, the agenda for the next village meeting or updates of the village’s sanitation situation.

 

Loudspeaker 1

 

Loudspeaker 2

 

Loudspeaker 3

 

Cửa hàng Tiện ích
(Sanitation Convenience Shop Network)

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“Cửa hàng Tiện ích,” or “Sanitation Convenience Shop” (SANCON), is a retail shop that provides a complete service package for latrine construction. Providing this integrated service will allow customers to substantially reduce the transaction costs and simplify the purchasing process for latrines. Customers will only have to negotiate and deal with a single provider instead of many (e.g., masons, several retailers, transportation service and financial services providers).

Promotion and communication materials for the SANCON

Promotional merchandise and materials for the sanitation program help local villagers easily locate and identify the service providers, as well as create a professional image for these businesses. These materials can be used by sales agents during their visits to households or village meetings, or distributed to participants in sanitation events to promote the sanitation program.
 

 

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Supporting Materials:
Mason and TOT Trainer Certificates

    

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Instruction Stickers

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Installed on the inside part of the latrine door, instruction stickers remind family members about the correct use and maintenance of hygienic latrine. They are distributed by health workers and sales agents to households who completed their hygienic latrine construction.