Marketing Mix: Promotion

Sanitation marketing applies the marketing mix or Four Ps, which form the core of any social marketing program: place, price, product, and promotion. In the context of sanitation marketing, promotion is the glue that binds the marketing mix together ---communicating details about the product, price, place, and even the behavior promoted to the target audience.

The module reviews some principles to consider such as the central role that research and evidence should play when developing a communications campaign, and the need to develop an integrated campaign across multiple communication channels. But developing an evidence-based promotions strategy across multiple channels takes time. Another challenge is that implementation will largely be in the hands of local government or other partners. One way to overcome this challenge is to build in sufficient supervision and monitoring.

Keep in MindKey Terms
  • Promotion
    Promotion includes behavior change communication as well as commercial advertising and promotion approaches.
  • Branding
    Branding is a powerful marketing tool at scale and can be used on a wide range of applications including a campaign (e.g., a national sanitation program), an ODF community, an accredited supplier, an idea (e.g., a modern/ODF society) or a product.
  • Managing advertising agencies
    Invest the time needed to develop a solid brief. * Once the agency has been contracted and is on board, do a full briefing to provide detailed comments on their proposal * Demand contact reports after each meeting that summarize discussion and agreements * Review all drafts against the creative brief * Request a full debriefing on the results of pretesting



behavior change communication (BCC)


communication concepts


creative brief



marketing plan

marketing strategy




results framework

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.