Social Marketing & Behavior Change Communication Presented by; Liviness Msafu Introductions: Me and Mayamiko Talk Topic: Here to present our work on linking energy with social welfare programmes In particular the integration of the CM into the SCT But also some plans for the future
Lay out… Brief introduction of Endev commercial project Explanation of support from PERFORM for developing a SMBC campaign and brief overview of SMBC concept What did we do - KAPs survey in 3 districts on 300 HHs, 150 were owners of CM and other 150 were not What we found from the survey Quick overview of the creative brief for each segment (male and female)
Brief introduction of Endev commercial project With funding from the Energising Development (EnDev), UP is implementing a project entitled “Targeted Support for the Commercialisation of the Chitetezo Mbaula Stove Market in Southern Malawi”. The project is intending to sell about 220,000 Chitetezo Mbaula in the southern region to contribute towards the 2 million national target. Several marketing campaigns are practiced to promote the stove; roadshows, surround & engage, radio shows, football bonanza, corporate and other NGO’s collaboration. In 2017 we sold 24,123 stoves, however, 42,393 stoves have been sold from Jan-May-18 totalling 66,516.
The SMBC concept In order to increase demand and awareness of chitetezo mbaula, PERFOM project introduced UP to the concept of Social Marketing Behaviour Change. Behaviour change is difficult “(switch from three stone firewood to chitetezo mbaula)” Social marketing is defined as creating a positive human behaviour through traditional commercial marketing approaches. In order to accomplish social marketing, the E-model is used. This includes the five steps to bring about behaviour change; Assessment, plan and development, pretesting & revision, implementation and monitor and finally evaluation.
What did we do? “Inside the survey” With support from PERFOM a survey was conducted in 3 districts; Mulanje, Machinga and Chikwawa. 312 households were interviewed 153 unregistered users and 159 registered users. From the survey, some unfamiliar facts were identified as barriers for using/purchasing chitetezo mbaula It is important that we address these barriers in our marketing campaigns.
Key Findings Men and women have different attributes and barriers of the stove Awareness of CM is high – most people have heard of it 160 respondents out of 312 did not know where to purchase a chitetezo mbaula – the biggest challenge Majority of CM owners use it ‘always’ or ‘often’
Key Barriers to be removed Durability – perception that the stove is not durable, quality is critical (mainly men) Price – a reasonable percentage thought it was too expensive Heavy – a number of people thought it was prohibitively heavy to transport home (men) and move around the home (women) Usability - the hole is too small for wood (women) Availability - No idea where to purchase it
Creative brief A problem statement describes the problems of deforestation in Malawi, how majority of households depends on fuel-inefficient 3stone fire and introduce chitetezo mbaula as a low-cost solution. A target audience persona- Both male and female but focus on their specific barriers and understanding of the stove (channel of communication) Desired behavior- The campaign aims at encouraging men and women to purchase and use chitetezo mbaula instead of 3stone fire
Creative Brief cont.. Remove the barriers that men an and women see in purchasing or using chitetezo mbaula. Positioning statement; to encourage a male/female to opt for chitetezo mbaula (addressing his/her needs) Support; Community leaders/TA’s, field facilitators, influential women/men, teachers, town relatives, etc Image & tone of promotion: durable, fast, simple, strong, convincing Openings for campaign; Football matches (Chitetezo Mbaula league for men), market days, harvest period, roadshows, community/environmental meetings, VSL meetings, under five clinics, schools Mandatories on marketing materials such as logos, hotline,
Thank you…