Communication Campaign—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.

The communication tool menu lists various media and communication materials that local stakeholders can adjust to meet communication objectives within their target area.

Communication activities in this menu are divided into three categories based on execution, target audience, and communication objective. Each has its own logo and/or tagline.

Signs and Logos

The program uses several logos and taglines (see Picture 1):

• WC Ku Sehat (Thumbs Up) supports accreditation of suppliers of sanitation products and services.
• The tagline Buang Air Besar di Tempatnya (Defecate in a Safe Latrine!), which appears on posters and other printed materials, promotes improved sanitation practices.
• A smiling house, WC Sehat, Aman, Nyaman, dan Bermartabat (Healthy Latrine, Safe, Comfortable), promotes sanitation as a government program (enabling environment)
• WC Sendiri Keluarga Mandiri (A Modern Family Owns a Toilet) encourages households to build their own latrine.
• Naming of toilets (product branding) is one way to use logos to inspire suppliers to develop their own logos for easy and simple promotion of their products to customers.
• Ahli WC Resmi Jempol (Accredited Toilet Providers) is a logo for use by trained providers to show their distinctive capability to deliver high-quality, well-constructed toilets.


WC OK Logo


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WC Sendiri Logo

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WC Nama 2

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Posters were the most common communication materials used by local governments to promote health and sanitation issues. One series of posters features Lik Telek. Each poster conveys a different set of messages in creative ways. The communication toolbook provides a template in a CD that clients can use for their respective audiences.


Lik Telek Posters

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Competition - Village Level



For village-level use; provides details about the competition, eligibility, and general criteria.


Competition - District Level



For district, sub-district level competition; provides details about the competition, eligibility, and general criteria.
Conveys a message that bad sanitation habits will bring negative effects, including disease that can sicken children. Advises people to act with cautinous now in order to avoid feeling regret later.

Information Catalog

Consumer research showed that people perceive that improved latrines are expensive. In addition, target audiences had limited awareness of affordable latrine options. The Informed Choice Catalog (ICC) thus aims to increase people’s awareness of affordable latrines. CLTS facilitators use the ICC to promote options to members of the triggered community to help them find the appropriate latrine facility to meet their needs.


Communications Catalog



Informed Choice Catalog




The wall calendar was designed for schools, offices, hospitals, or clinics; a pocket calendar is intended for individuals. Features images from a village where open defecation is still practiced and images from an open defecation free (ODF) village. Features a series of Lik Telek posters.


Wall Calendar

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Pocket Calendar

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Radio Spots

Radio has wide penetration in East Java, especially in rural areas. Radio spots offer a rich media alternative for reaching the target audience. Five versions of a produced radio spot allow stakeholders to choose the spot that best fits the thematic campaign. Local stakeholders are encouraged to cooperate with local radio networks to determine the airtime that best fits the target audience’s daily activities to ensure that the message is received.


Open Defecation at Late Night

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Defecating in the open at  night is both dangerous and inconvenient. Dangers include wild animals, bug bites, and even "Peeping Toms."



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People who defecate in the open risk embarassment from "Peeping Toms" and ridicule from their neighbors.


Unimproved Toilet

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Targets people who have access to an unimproved toilet. Conveys the message that a proper toilet has a lid and walls and does not smell or spread disease.


Board Game and School Play

Students are another important target audience. They can influence their parents’ decision to acquire an improved latrine. Facilitators can use school plays and board games to deliver key communication messages to students in a fun and interactive manner. Lik Telek, for example, is a  character with unfavorable sanitation practices who likes to defecate in the open.


Board Game



Enter-educational game designed for school-age children and  families. To win,  players must scale the ladder by pass ingthorugh blocks that represent good saniation practices.


School Play



This play can be performed by school-aged students. In the play,  four  students  pretend to disobey their teacher and defecate in the open. Afterward, they do not wash their hands before they eat,  contaminate their  food, and fall ill.   A doctor visits and explains why they fell ill.  After the play is performed teachers are encouraged to interact with the audience to  discuss key  messages.