Communication Campaign

What does your target audience do, feel, and think today and what do you want them to do, feel, and think tomorrow? In Tanzania, the Choo Bora (a good toilet is possible) slogan emerged from research that showed that many rural people felt that they could do nothing to improve poor sanitation.

This module steps through a development process that begins with the  development of a creative brief, progresses to concept development and pre-testing, and concludes with the production and dissemination of integrated materials across multiple communication channels—followed by close monitoring to track reach and effectiveness.

Keep in MindKey Terms
  • The advertising agency brief
    Spend the time needed to develop the advertising agency brief because it is the cornerstone of the communication campaign.
  • Pre-test communications concepts.
    Be sure to pre-test your communication concepts for comprehension, attraction, persuasion, identification, and acceptability. See presentation, Guidelines for Pre-testing Concepts in Tools and Resources for more information.




communication channels


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Nearly 40% of Lao PDR’s rural population still defecates in the open and only 56% have access to improved sanitation — one of the worst rates in Southeast Asia. To help rural villages across the country become open defecation free (ODF), a national behavior change communication (BCC) campaign and toolkits encouraged the construction / purchase of latrines among rural households.

*NEW* Promotion Mix: Niger
In partnership with Population Services International (PSI), WSP developed a strategy for behavior change communication (BCC) to encourage rural households in Niger to stop defecating in the open and adopt desirable sanitation behaviors such as using a latrine. Building on insights from formative research, the BCC campaign adopted “a better choice: a better life” as its overall theme.


A rural sanitation strategy for the provinces in the Mekong River Delta Region and a companion Toolkit 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.


An evidence based Behavior Change Communication strategy was created in Hoa Binh province for the implementation of the National Target Program on Rural Water Supply and Sanitation. The campaign uses the tagline “Chung tay vì làng quê sạch đẹp,” or “Join hands for a clean and beautiful village.”


In the Philippines, a Behavior Change Communication (BCC) campaign is targeting rural households without access to improved sanitation. In a country where 12% of the rural population (5.9 million people) still practice open defecation and 3% (1.5 million people) continue to use unimproved toilets, the BCC campaign is designed with a goal of increasing ownership of hygienic toilets.


Promotion Mix: Uganda
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.  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.

Promotion Mix: Cambodia

The communication campaign focused on how to generate demand for improved sanitation and encourage latrine purchase.  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.

Promotion Mix: India

A communication campaign was developed to encourage both individuals and entire communities to recognize the value of sanitary latrines as a means to end open defecation, leading to construction, regular usage, and maintenance. The campaign tone was aspriational, contemporary, and centered on a sense of pride.

Promotion Mix: Tanzania

Promotion materials were developed around a core message, Choo Bora Chawezekana! Tumeamua Maendeleo Hadi Chooni ("A Good Toilet is Possible! We’ve taken our development all the way into the toilet!")  to convey that upgrading a latrine is easy  and  households that upgrade are assured to improve their safety, comfort, and standing within the community.  This campaign was highlighted as part of the Creative for Good Initiative of the World Economic Forum. Selected from over 100 submissions, the campaign was considered an excellent case study for others to learn about social issue campaigns.  Click here for more information.

Promotion Mix: Indonesia

The marketing strategy and communication campaign were developed at the province level. A series of market and consumer studies provided valuable insights about the target audience. Communication tools and a catalog of informed facility options were developed to support implementation by local governments.