A presentation on RESEARCH INTO THE SOCIAL MARKETING OF URBAN SANITATION By Eugene Larbi, Managing Director, TREND Group, Kumasi October, 2005

PRESENTATION OUTLINE The meaning of social marketing The meaning of social marketing The CWSA Sanitation strategy The CWSA Sanitation strategy The Project approach The Project approach Scope of sanitation marketing and promotion Scope of sanitation marketing and promotion Issues to consider in sanitation marketing Issues to consider in sanitation marketing The project process The project process Key findings Key findings Expected benefits of the project Expected benefits of the project Social marketing an indispensable input Social marketing an indispensable input The role of CWSA in social marketing of sanitation The role of CWSA in social marketing of sanitation

What is Social marketing of sanitation? It is the use of commercial marketing concepts and tools to influence the voluntary adoption of adequate sanitation by households. It is the use of commercial marketing concepts and tools to influence the voluntary adoption of adequate sanitation by households. Note: Sanitation here refers to the disposal of human excreta

The CWSA’s sanitation strategy  Recommended strategies based on VIP options: Mozambique slab type, rectangular slab, KVIP  Number of subsidised latrines usually based determined by project based on set targets  Marketing/promotion usually is not well structured and is done by DWSTs, artisans, POs etc.  Key promotion message: “ USE LATRINES BECAUSE THEY SAVE YOU FROM DISEASES

The Social Marketing Approach to sanitation promotion The approach differs from the CWSA approach in some key areas: It seeks to respond to consumer demands. It seeks to respond to consumer demands. It focuses on sanitation promotion and marketing. It focuses on sanitation promotion and marketing. Promotion/marketing strategies are based on motivation for improved sanitation rather than on subsidies for latrines acquisition. Promotion/marketing strategies are based on motivation for improved sanitation rather than on subsidies for latrines acquisition. It involves working closely with stakeholders to minimise barriers to acquisition of sanitation facilities. It involves working closely with stakeholders to minimise barriers to acquisition of sanitation facilities.

The scope of sanitation marketing and promotion Question: Is marketing and promotion based on using Media advertisements? Answer: Not really. Marketing and promotion involve a wider scope of activities-  Understanding motivations and barriers  Providing the right products  Setting appropriate prices and payment options  Arranging local sources of financing  Identifying places where customers can get information  Mobilisation of a wide range of stakeholders (communities, DAs, artisans, rural finance institutions, CBOs, etc)

What do we need to market sanitation? Product Price Place Promotion People Pennies PROCESS PartnershipPolicy

DOCUMENTATION The project process PROMOTION Development of marketing strategies   Development of TIC   Launching PRODUCT DEVELOPMENT ROLES DOCUMENTATION START-UP Create like mindedness   Site selection   Tool Development   Pre-test Tools Product Technology options Artisan Materials Material availability Purchasing Roles Banks/Susu groups   CWSA   DA   Community Financing Cost EVALUATION CONSUMER RESEARCH Community mapping   Latrine Design Inventory   In-depth interviews   Producer interviews   Financial Sources   Secondary data

Main findings ADOPTERS Good Health Good Health - Smell, disease, cleanliness, heat/ventilation, sight of diseases - Smell, disease, cleanliness, heat/ventilation, sight of diseases ComfortComfort – Privacy, walking in the night, distance Prestige StatusPrestige Status – Pride of being modern, incompleteness of household, show of external influence, privacy Safety SecuritySafety Security – Night walking, concern for others, structural defects of alternatives ConvenienceConvenience – distance, queues, old age EmbarassmentEmbarassment – Disgraceful incidents caused by absence of Latrines, e.g. premature defecation (diarrhoeal), discharge of foul air while in queue. Economic gains/lossEconomic gains/loss - Household latrines offer ready and quicker access and saves time for daily economic activities time for daily economic activities

Main findings NON-ADOPTERS Financial problemsFinancial problems – High costs of materials – No chance of paying in instalments – Low incomes/No savings Availability of cheaper latrinesAvailability of cheaper latrines Lack of space within the existing structureLack of space within the existing structure Intra-family relationsIntra-family relations Closeness to drinking water sourceCloseness to drinking water source High water tablesHigh water tables Difficulty obtaining approval at area council levelDifficulty obtaining approval at area council level Limited knowledge in alternative technological optionsLimited knowledge in alternative technological options

Main findings EX-ADOPTERS Most had owned bucket latrines or unimproved pit latrines Most had owned bucket latrines or unimproved pit latrines Lack of satisfaction with bucket and pit latrines Lack of satisfaction with bucket and pit latrines Problems with maintenance of bucket latrines Problems with maintenance of bucket latrines Problems with durability of pits. (pits fill too fast, pits have collapsed, problems with dislodging. Problems with durability of pits. (pits fill too fast, pits have collapsed, problems with dislodging.

Expected benefits of the project The project has the potential to generate knowledge on demand, supply and capacity building Demand: Demand: –Better understanding of issues that influence demand for household latrines; –Promotional/marketing Strategies for stimulating demand Supply: Supply: - Increased involvement of private sector - Increased involvement of private sector - Product development (technologies, training materials - Product development (technologies, training materials etc) etc) - Innovative arrangements for sustainable financing - Innovative arrangements for sustainable financing options options

Expected benefits of the project Capacity Building: Capacity Building: - Training of artisans - Implementation/monitoring and evaluation - Insights into how to strengthen delivery - Supportive materials for project planning and implementation implementation

So is social marketing an indispensable input? The project is yet to provide a definitive answer The project is yet to provide a definitive answer However, experiences from other developing countries such as Mozambique and Bangladesh indicate that it is a more effective strategy for tackling the challenges of sanitation. However, experiences from other developing countries such as Mozambique and Bangladesh indicate that it is a more effective strategy for tackling the challenges of sanitation. Subsidies may be required for the poorest populations in rural areas. Subsidies may be required for the poorest populations in rural areas.

The role CWSA can play CWSA will continue to have a big role in facilitation of the process through the creation of the needed supportive arrangement for households: –Support for training, marketing and hygiene education –Technical innovations including the establishment of sanitation marts and information centres –Applied research and knowledge management –Targeted financing support (subsidies) for the poorest in the communities.

End of presentation THANK-YOU