Communications for Change Towards a Communications Strategy National Sanitation Policy PACOSAN, Islamabad Geeta Sharma Regional Communications Specialist Water and Sanitation Program - South Asia May 29,2009

2 Outline Setting the context Need for Strategic Communication Key Components of a Communications Strategy Learning from the other

3 Section 1 National Sanitation Policy

4 National Sanitation Policy: Pakistan  National sanitation policy approved in 2006 following SACOSAN II  Innovative use of performance based instruments  Policies and strategies formulated in all provinces and regions

5 Highlights n Envisions creation of an open defecation free environment with safe disposal of liquid and solid waste and the promotion of Health & Hygiene practices n Focuses on Urban Sanitation including solid waste and liquid waste n Provides primary role of the Province in setting the legislative/ regulatory framework n Stresses adoption of rewards for improved sanitary outcomes in terms of ODF jurisdictions. n Provides service provision responsibility under the Tehsil / Town Local Government n Provides means to address the sector – Community Led Total Sanitation & Component Sharing

6 Key Requirements n Enabling environment that combines laws and policies with stakeholders involvement –ensure the supply of the social mobilization capacities necessary to start a sanitation movement –initiate the ‘demand’ for improved public good outcomes necessary to galvanize this sanitation movement, and –facilitate the role of the markets (through activists turned bare-foot consultants) in scaling up this sanitation movement

7 Summing up challenges n No rollout plan for the National Sanitation Policy n Sanitation sector continues to be at the bottom of ladder of priorities among people, institutions n Lack of awareness about incentives for institutions/ stakeholders n Absence of communications strategy to initiate the ‘demand’ for improved public good outcomes n No mechanism for monitoring and sustaining change in behaviors/ practices

8 Some Opportunities IYS and SACOSAN III 2009 Year of Environment in Pakistan MDG, Post SACOSAN Advocacy PACOSAN South Asia’s lead position as pioneer in sanitation innovations (CLTS)

9 International Year of Sanitation Messages n Sanitation is vital for human health n Sanitation generates economic benefits n Sanitation contributes to dignity and social development n Sanitation helps environment n Improving sanitation is achievable

10 Section 2 Need for Strategic Communications

11 Why Strategic Communications n The success of WSS initiatives depends on the use of effective and strategic communications and IEC n Best-designed technical projects may fail, if decision- makers and beneficiaries are not adequately consulted, informed, educated or mobilized n Provides mechanisms for policy dialogue, consensus building and behaviour change

12 Section 3 Key Components of Communication Strategy

13 Key Components ObjectivesAsk yourself what you can do within communications to help the program achieve its core objectives AudiencesWith whom do you need to communicate to achieve the programs objectives MessagesCover all key messages, and emphasise the different elements for different audiences Channels and Tools Identify the channels and tools that are most appropriate to communicating the key messages to the audiences ResourcesUse resources and timescales to set legitimate levels of expectations and outline the case for more dedicated resources EvaluationConsider performing a communications audit to assess the effectiveness of your strategy with all audiences

14 Audiences Primary AudiencesSecondary Audiences The focus of the communication strategy could be on household awareness, sensitization and motivation to follow proper hygiene, sanitation practices. 1.Women of the household 2.Head of the household 3.Young adolescents The secondary audiences could be government, service providers/WASAs and support organizations (Donors, NGOs and CBOs)

15 Traditional Media (Street theatre, puppets, story telling, folk dances etc.) Can be customized as per the audience need by using local jargon and slang, self sustaining Mass Media – Audio-Visual (TV Spots & Radio Spots) Mass Media – Print Interpersonal Communication It has the ability to communicate effectively with a large number of people at the same time Large reach, less costly but confined to literate audience Interactive, facilitates behaviour change Communication Channels

16 Governments: Heightened commitment & budgets/resources to improve sanitation practices, cooperation among ministries, enabling policies and laws Media: Mass media for awareness on benefits, challenges, options, advocacy; outreach to small towns, rural centers Media engagement: capacity building programs People: Awareness on heath, economic benefits. Hidden costs of no sanitation, encourage lobbying with LGIs for improved facilities Key messages for audiences

17 Some examples of what’s working elsewhere

18 Rollout of National Urban San Strategy India n In the National Urban Sanitation Policy, the first key goal highlighted is on launch of a national communications strategy n Ministry of Urban Development sanctioned Rs 6.5 Crore for Communications n National Communications strategy being developed through nation-wide stakeholder consultations n Radio campaign on anvil to raise general awareness

19 Bangladesh Government declares improving sanitation as a national priority, envisaged achieving 100% sanitation by 2010: implying the sector needs 8% to 12% yearly growth The National Sanitation Strategy 2005 identified six major areas of concern in the process of achieving the good of 100% sanitation Appointed Media Committee to give push to sanitation advocacy Support agencies helping media committee develop communications strategy Strategy development based on consultations' and review of successful health campaigns

20 …and what did not work n Sewage lines laid in important cities lie unused as citizens not involved/informed about project n Major reforms and infrastructure projects have failed as they were top heavy and huge in investment costs. Nil on consultations and buy in

21 Back to basics Communications required  To create awareness/demand for sanitation as a basic need  Remind citizens/governments of the dignity issues faced by women, children and men due to the practice of open defecation  To raise awareness on importance of adopting safe hygiene and sanitation behaviours and the economic costs of sanitation  Influence household attitudes and community beliefs in support of adoption of sanitation implements

22 Thank you