1. PPP Model to promote Public Health PUBLIC POLICY UNIT-3 Health Policy

2. Why PPP? Public Cause Social Interest/Benefit The issue is of multidimensional nature  Finance  Managerial skill  Reaching the masses  PUBLIC PERCEPTION

3. CREDIBILITY WITH PUBLIC  Govt./Public Sector may have advantage in some cases –  Pvt. Sector/NGOs may have advantage in other cases : - competition - service delivery - less harassment to public

4. NEED TO WORK AT MICRO LEVEL  OUTREACH – difficult to reach and educate the poor  Public Perceptions matter (Sometimes, public has wrong notion- not based on scientific evidence) e.g. ; “Visual clean is safe clean” (hands are not washed by many because of this impression) Counteracting the impression HLL did it by showing “GLOW-GERM DEMONSTRATION”

5. PARADOX OF DIARRHEA This solution is known and inexpensive, but it is difficult to reach and educate the poor about the need to wash their hands with soap. ADOPTING THE BOTTOM OF THE PYRAMID (BOP) APPROACH (EXPLORE INNOVATIVE IDEAS)

6. PARTNERS NGOs International Organizations Government (Public Sector) Private Sector HLL Common Goal Sanitation Program e.g.; Hand washing With soap campaign Hand wash with soap reduces incidence of diarrheal diseases

7. NGOs Can play role either to support or oppose. Example: In 2002, Vandana Shiva’s NGO criticized the initiative (people of Kerala don’t need a World Bank loan to improve cleanliness) Kerala govt. didn’t defend the World Bank loan

8. International Organizations WHO, World Bank, UNICEF Kerala Govt. and UNICEF paid for direct contact program (World Bank provided loan) Government (Public Sector) GOI Cost of mass media campaign

9. Private Sector - HLL More than 1 pvt. Sector company can join hands to reduce cost. To fund communications research and message development. 1/3 rd of total cost HLL (bearing major share) P&GColgate palmolive

10. HLL HLL had its campaign for soap through education program (taking into account the public perception about their product before promoting it and backing the claim of merit branded product on the basis of solid scientific research)

11. Both groups invest to create a market for product. Private sector contribution- competencies around behaviour change and delivery of low- cost products. Public Organization- “to provide access to consumers, in effect the channels to deliver messages and extend the product reach.”

12. Both invest in common goal but Evaluation – on two different counts Government + NGOs (increased quality of life) Pvt. Sector (increased earnings) Different motivations cause inherent tension in the PPP model Learning to transfer knowledge from the Global Hand Washing initiative Launch your own health education program (Swasthya Chetna by HLL) to promote branded products Scaling up the program through building partnerships (health education through schools to promote branded product) Gaining competitive advantage Promoting other health products