IEES Dr. Johannes Heeb Bahnhofstraße 2, CH-6110 Wolhusen, Schweiz Phone: +41-(0) Fax: +41-(0) Network for the Development of Sustainable Approaches for Large Scale Implementation of Sanitation in Africa NETSSAF Coordination Action Proposal/Contract Number: A Coordination Action supported by the European Commission under the Sixth Framework Programme within the " GLOBAL CHANGE AND ECOSYSTEMS " Programme Starting Date: 1st June 2006 Face-to-Face Training Course “Capacity Building for Ecological Sanitation” Social Marketing for Ecological Sanitation

Credits This training material has been compiled by seecon international gmbh and Ecosan Services Foundation (ESF), for face-to-face capacity building courses in the field of ecological sanitation. Following the open-source concept for capacity building and non-profit use, copying is allowed provided proper acknowledgement of the source is made. We apologize in advance if references are missing or are incorrect, and welcome feedback if errors are detected. We encourage all feedback on the composition and content of this training material. Please direct it either to or seecon international gmbh Dr. Johannes Heeb Bahnhofstrasse 2, 6110 Wolhusen, Switzerland Phone:+41-(0) Web: Ecosan Services Foundation (ESF) Mr. Dayanand Panse "Vishwa Chandra", 1002/42 Rajendra Nagar, Pune – , Maharashtra, India Phone:+91-(0) Web:

Why do (social) marketing for sanitation? Source: (3) J.Heeb E.Menger-Krug M.Wafler Just providing toilets is not enough. Many sanitation programmes have failed because they were supply driven (organisations wanted toilets, not the people!) People will only use and maintain sanitation systems properly which they really want themselves (demand driven). People will only accept solutions when they understand them and see benefits of them.

Motivation, Opportunity and Ability in Sanitation Demand is created when consumers have motivation, opportunity, and ability to purchase sanitation system which suits their needs Source: (1) M. Kropac

Motivation, Opportunity and Ability in Sanitation Source: (1)

How to “sell” a product - easy Example of an easy, simple product: Rice Everybody is aware that nutrition (in India) without rice would be difficult Demand is there. Additional marketing to raise demand is not necessary. Everybody knows the features and benefits of rice  good taste, makes you full M. Kropac

How to “sell” a product - medium Medium difficult product: Motorbike: Royal Enfield Everybody is aware that you have to walk or take the bus without a motorbike, e.g. an Royal Enfield Specific demand for an Enfield needs to be created. You need to do marketing, so a customer buys an Enfield and not a Hero Honda or a Bajaj. People might know the features and benefits of an Enfield: Feature:Benefit: Comfortable  Brings you relaxed from A to B Looks nice  impress girlfriend Sounds good  impress pedestrians N. Zimmermann

How to “sell” a product - difficult Very difficult product: Sanitation Your “customer” might NOT be aware of the problem (no sanitation = health risk) Your “customer” might NOT know that a toilet is good solution for the problem (improve health).  No Demand! The customer will NOT know the benefits of the features, e.g. of a UDD: Feature:Benefit: Collection of urine  Liquid fertilizer Two compartments  hygenisation, improve health Above ground  no pollution of groundwater Source: ESF

Classic Marketing in sanitation is often not enough to motivate people So before you can implement a sanitation system, you will have to: Raise awareness that there is a problem Create the demand for a solution Make the people understand the benefits of different solutions

Conventional Marketing vs. Social Marketing Social Marketing: Similar to conventional marketing but end goal is social benefit (e.g. improvement of health, conservation of resources) Uses marketing techniques to raise awareness and to create demand for social objectives. Source: Adapted from (1 + 3) „Classic“ Marketing: to persuade customers (create demand) to buy and use a product or a service

Social Marketing Steps – 1. Collect Information 1. Collect as much data as possible beforehand: Find answers to questions such as: What is the problem? Is there a problem? With what kind of people are you dealing with? Are the people aware that they have a problem? If they are not aware:  Awareness Raising (village meetings, community discussions, health programmes, media campaigns, etc.) Do the people have a demand for a solution? If there is no demand:  Create Demand  Marketing!

Social Marketing Steps – 2. The 4 Ps of Social Marketing (Marketing Mix) Product Price Place Promotion 2. The 4 Ps of (Social) Marketing: Source: (1)

Social Marketing Steps – 2. The 4 Ps of Social Marketing (Marketing Mix) Product Price Place Promotion General Product: “Reuse Concept”; Health Improvement What technology components options you want to offer? - Biogas? - UDD? - Constructed Wetland? - etc.  Give people a choice! Source: Adapted from (1)

Social Marketing Steps – 2. The 4 Ps of Social Marketing (Marketing Mix) Product Price Place Promotion Price: What are the customers willing to pay? What funds are available? Low-cost or high tech? Credit schemes? Discounts? Source: Adapted from (1)

Social Marketing Steps – 2. The 4 Ps of Social Marketing (Marketing Mix) Product Price Place Promotion Place: Where will the product be available? (shop?) Where will the reuse be? (Reuse Logistics!) Where will people get trained? Source: Adapted from (1)

Social Marketing Steps – 2. The 4 Ps of Social Marketing (Marketing Mix) Product Price Place Promotion Promotion: How is the consumer informed about the product and how will the consumer become motivated to use the product?  Posters, TV-commercials, billboards, door- to-door marketing, street theatre, brochures, etc. Source: Adapted from (1)

Social Marketing Steps – 2. The 4 Ps of Social Marketing (Marketing Mix) Primary stakeholders: e.g. male users, female users, school children Secondary Stakeholders: Fathers, mothers-in-law, etc.  Influence primary stakeholders Tertiary Stakeholders: Religious leaders, political leaders, respected persons  Influence society 3. Targeting the Different Stakeholders Programmes are more effective if a small number of key messages are focused to specific target audiences.  stakeholder specific approach! Adapt Marketing Mix to each stakeholder group! Source: Adapted from (3)

Social Marketing Steps – 4. Monitor & Evaluate 4. Monitor and Evaluate Monitor and Evaluate your Marketing Programme Learn from mistakes Adjust your programme if necessary Source: Adapted from (2,3)

References (1)Cairncross, S & M. Jenkins: (2006): Social Marketing of Sustainable Sanitation. New sustainable approaches for “bringing people back home”. UNICEF. (2)WSP (2007): The power of Sanitation Marketing. A platform for Discussion. Dar Es Salaam, May 22, 2007.Water and Sanitation Programme. (3)WELL (1998): Guidance Manual on Water Supply and Sanitation Programmes. Water, Engineering and Development Centre (WEDC), Loughborough University, UK.

IEES Dr. Johannes Heeb Bahnhofstraße 2, CH-6110 Wolhusen, Schweiz Phone: +41-(0) Fax: +41-(0) Network for the Development of Sustainable Approaches for Large Scale Implementation of Sanitation in Africa NETSSAF Coordination Action Proposal/Contract Number: A Coordination Action supported by the European Commission under the Sixth Framework Programme within the " GLOBAL CHANGE AND ECOSYSTEMS " Programme Starting Date: 1st June 2006 Face-to-Face Training Course “Capacity Building for Ecological Sanitation” Social Marketing for Ecological Sanitation