1. 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

2. 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)

3. 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.

4. 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.

5. 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.

6. 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’

7. 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

8. 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

9. 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,

10. Thank you…