Up-scaling of Basic Sanitation for the Urban Poor (UBSUP) The Social Marketing Programme Objectives, Approach & Tools Fidelis Obworo, Fresiah Muiyuro,

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Presentation transcript:

Up-scaling of Basic Sanitation for the Urban Poor (UBSUP) The Social Marketing Programme Objectives, Approach & Tools Fidelis Obworo, Fresiah Muiyuro, Charlotte Nyatichi, Han Seur, Vincent Nyalik 1

UBSUP Social marketing: Concept development Development of the social marketing approach: 1.What is social marketing? (study of the literature) 2.Social marketing and sanitation 3.Social marketing & data needs 4.How can we use the “Ps” of social marketing? 5.Marketing and awareness? >>> Knowledge, Attitide, Practice 6.Social marketing within a national programme (levels) 7.Segmentation of the audience: Landlords, tenants, religion, gender 8.Carrots & sticks (adoption of innovations) 9.Tools & activities people, place, product, price, participation, promotion, policy, programs, positioning, partnerhips 2

UBSUP Social marketing: From macro to micro The right social marketing mixes: People, regions & levels 3 Level NationalWSPTown Area & community Plot & Household Macro MesoMicro ObjectiveAwareness Awareness & sensitisation Sensitisation & marketing Marketing & sale Sale, assembly & after care KAP (1) Knowledge Knowledge & attitude Attitude & practice Practice (action) Attitude & Practice

National-level Messages, Media & Activities: Radio & television messages (using local radio stations) Newspaper advertisements/announcements to create awareness about the UBSUP programme (targeting the general public & WSPs) T-shirts, baseball caps (etc.) to improve UBSUP’s visibility UBSUP Social marketing: Levels of intervention 4

Town & WSP-level activities: Sanitation barazas (= public meetings) Posters, billboards & banners Brochures Video presentations Radio messages (using local radio stations) T-shirts and baseball caps SMS messaging Visits to treatment works 5

UBSUP Social marketing: Levels of intervention Community/area-based activities: Public announcements Sanitation barazas Posters, billboards & banners Brochures & flyers Presentations by local experts & opinion leaders Drama group performances Radio messages (using local radio stations) T-shirts and baseball caps SMS messaging Visits to treatment works 6

UBSUP Social marketing: Levels of intervention Plot & household level community/area-based activities: House visit programmes (1 st & 2 nd visit) Brochures & hand-outs Procedures Manual for the Social Animators Manuals for the beneficiaries 7

UBSUP Social marketing: Levels of intervention Key outputs to date: Mascot, slogan, rider Posters & banners Brochures & manuals Song & skit Programmes & public announcements Baseball cap, t-shirt, sticker Data collection form 8

UBSUP Social marketing: Levels of intervention Under construction: Procedures Manual (handbook) for the Social Animators Manuals for the beneficiaries 9

Thank You! 10