Promotion Mix: Niger

About

In Niger, the Water and Sanitation Program (WSP), in partnership with Population Services International (PSI), developed a strategy for behavior change communication (BCC) to encourage rural households to stop defecating in the open and adopt desirable sanitation behaviors such as using a latrine. The ongoing challenges of accessing clean water and sanitation in Niger have seriously hindered economic and social development of the population. According to the Joint Monitoring Programme (JMP), nearly 73% of the population of Niger practices open defecation, while only 11% has access to improved sanitation. In rural areas these numbers are even higher, with 86% of the population defecating openly (SOURCE: JMP 2015).

 

Formative research revealed a lack of information and misconceptions about the construction of latrines as well as a certain resignation that the status quo (open defecation) is the only option. Building on these insights, the BCC campaign adopted “a better choice: a better life” as its overall theme.

Logos

The campaign logo, which serves as the interface of the campaign, symbolizes the main idea of the campaign in ending open defecation through the adoption of the following four desired sanitation-related behaviors:

  • construction of latrines
  • use of latrines
  • maintenance of latrines
  • hand washing with soap or ashes

 

 

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Branded Promotional Items

In addition to the media and print materials, wearable promotional items such as T-shirts and caps—available in the local Hausa and Zarma languages—also serve as useful tools to support community and interpersonal activities to encourage use of improved latrines and increase proper handwashing practices.

 

         

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Image Box and Supporting Discussion Guide (PDF)

Another tool for interpersonal communication, the PDF file below, when printed, turns into an image box that tells the story of a Nigerien couple living in a rural area. The objective is to enable rural people to identify with the couple and avoid similar troubles. A supporting discussion guide provides guidance to the community or outreach worker on how to organize and conduct the session.

 

             

 

      PDF DownloadPart 1 Download

 

 

      PDF DownloadPart 2 Download

 

       PDF DownloadDownload

 

Educational Pamphlets

The educational pamphlets developed for the campaign serve as a tool for interpersonal communications. The pamphlets depict a series of scenarios with images and messages that aim to facilitate understanding of each of the four desired behaviors. The pamphlets are also accompanied by a discussion guide that allows the facilitator to organize and conduct the session.

 

   

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Radio Drama

Radio is the only media in Niger’s rural areas, and due to lack of electricity also one of the few media sources of entertainment. Boasting high listenership, the country’s 109 community radio stations translate into a potentially important medium for the campaign's success. The campaign’s radio drama features popular Nigerien actors Amadou and Fatima in five stand-alone episodes. Each 8-minute episode focuses on one of the desired sanitation-related behaviors, and episodes 2 to 5 provide a 20-second summary of the previous episode. The drama is broadcast in three languages: French (samples below), Hausa, and Zarma.

 

Episode 1

Episode 2

Episode 3

Episode 4

Episode 5

 

 

Banners

Designed to promote the four desired sanitation-related behaviors, the campaign banners are meant to be placed in public meeting places, such as outside video shacks, pool table areas, and other high-traffic locations offering good visibility.