1. M4: Management: Planning, Implementation and Operation M4-6: Awareness Building & Monitoring Dr. Johannes Heeb, International Ecological Engineering Society & seecon international Prof. Dr. Petter Jenssen, Department of Mathematical Sciences and Technology, Norwegian University of Life Sciences Dr. Ken Gnanakan, ACTS Bangalore, India Katharina Conradin, seecon international © 2006 seecon International gmbh ACTS Agriculture -Crafts - Trades - Studies J. Heeb (all photos) DEMO-VERSION: LINKS TO EXTERNAL DOCUMENTS DO NOT WORK!

2. K. Conradin seecon Credits K. Conradin Materials included in this CD-ROM comprise materials from various organisations. The materials complied on this CD are freely available at the internet, following the open- source concept for capacity building and non-profit use, provided proper acknowledgement of the source is made. The publication of these materials on this CD-ROM does not alter any existing copyrights. Material published on this CD for the first time follows the same open-source concept for capacity building and non-profit use, with all rights remaining with the original authors / producing organisations. Therefore the user should please always give credit in citations to the original author, source and copyright holder. We thank all individuals and institutions that have provided information for this CD, especially the German Agency for Technical Cooperation GTZ, Ecosanres, Ecosan Norway, the International Water and Sanitation Centre IRC, the Stockholm Environment Institute SEI, the World Health Organisation WHO, the Hesperian Foundation, the Swedish International Development Cooperation Agency SIDA, the Department of Water and Sanitation in Developing Countries SANDEC of the Swiss Federal Institute of Aquatic Science and Technology, Sanitation by Communities SANIMAS, the Stockholm International Water Institute SIWI, the Water Supply & Sanitation Collaborative Council WSSCC, the World Water Assessment Programme of the UNESCO, the Tear Fund, Wateraid, and all others that have contributed in some way to this curriculum. We apologize in advance if references are missing or incorrect, and welcome feedback if errors are detected. We encourage all feedback on the composition and content of this curriculum. Please direct it either to johannes.heeb@seecon.ch or petter.jenssen@umb.no.johannes.heeb@seecon.chpetter.jenssen@umb.no

3. seecon Credits K. Conradin ecosan Curriculum - Credits Concept and ecosan expertise:Johannes Heeb, Petter D. Jenssen, Ken Gnanakan Compiling of Information: Katharina Conradin Layout:Katharina Conradin Photo Credits:Mostly Johannes Heeb & Katharina Conradin, otherwise as per credit. Text Credits:As per source indication. Financial support:Swiss Development Cooperation (SDC) How to obtain the curriculum material Free download of PDF tutorials: www.seecon.chwww.seecon.ch www.ecosan.no www.gtz.de/ecosan Order full curriculum CD:johannes.heeb@seecon.chjohannes.heeb@seecon.ch € 50 (€ 10 Developing Countries) petter.jenssen@umb.nopetter.jenssen@umb.no Release:1.0, March 2006, 1000 copies Feedback:Feedback regarding improvements, errors, experience of use etc. is welcome. Please notify the above email-addresses. Sources Copyright:Copyright of the individual sources lies with the authors or producing organizations. Copying is allowed as long as references are properly acknowledged.

4. Inhaltsfolie 1.Awareness Raising 2.Demand for Sanitation 3.Social Marketing –Product & Price –Place & Promotion 4.Planning of Social Marketing Campaigns 5.Social Marketing: An effective approach to behaviour change promotion? 6.Advocacy for Sanitation –Why advocate sanitation? –Planning for Advocacy Work 7.Monitoring –Indicators –Determination of Indicators –Monitoring in ecosan Projects 8.Conclusion K. Conradin

5. Awareness Raising Awareness:  related to knowledge, attitudes and behaviour  interactive process  creating social consciousness and demand. Ecosan systems wider range of considerations than conventional sanitation: –public health and hygiene –nutrients –soil conservation –long-term food security –sustainable use of resources –local private sector 'awareness raising' 'public education' 'social advertising‘  propaganda for stakeholders who are outside of the main decision-making processes Source: (6) J. Heeb

6. Awareness Raising Awareness raising:  elevating the level of knowledge  enables stakeholders to participate in decision making Two kinds of communications: (a) instructions on how to use the system, change behaviour… (b) information or justification about why this is necessary, desirable, morally appropriate, etc. Awareness for ecological sanitation: –Concept relatively unknown –not only to (potential) users, but also amongst engineers, planners, decision makers,  spread knowledge among all stakeholders Source: (6) J. Heeb

7. Awareness Raising Strategy:  de-construct and re-construct a particular discourse about alternatives with new information, criteria, or factors with factors that weigh differently from the conventional approach Topics of the new discourse are e.g.: participation versus top-down approaches sanitation only for those who pay for it versus pro poor sanitation comparing the money invested in sanitation with the gains for the national economy (see M4-4) capital cost versus labour cost and job creation centralised versus decentralised end-of-pipe versus closed loop systems Information provided to the stakeholders should be tailored to their specific information needs Source: (6) J. Heeb

8. Demand for Sanitation Demand creation is a two-stage process:  Establish demand: do households want improved sanitation stimulate demand through promotion campaigns  Inform demand: Realistic information: likely costs and benefits. Address unrealistic expectations Approaches to sanitation promotion identifying key target groups to be reached; identifying core messages to be communicated; awareness of the prevailing socio-cultural framework consideration of sanitation as a consumer good, not just as a potential health benefit; and using a mix of communication methods (simple language & clear messages. Source: (4)

9. Implementing Sanitation and Hygiene: Assessing Needs Health is not always the main reason why people want to have clean toilets, better water supplies, or improved hygiene. Other needs may include:  Privacy:  Safety  Comfort  Cleanliness  Respect Source: (7) J. Heeb Source: J. Heeb

10. Social Marketing Social marketing: “The use of commercial marketing techniques to promote the adoption of behaviour that will improve the health or well-being of the target audience or of society as a whole” Source: (1) Primary:  those who are likely to change their practices or make the decision to buy particular goods which are being marketed  this includes mothers and school children for example Secondary  those in the immediate society who influence the primary target; fathers and mothers in law, for example Tertiary  opinion leaders and persons who have status  E.g. traditional leaders, elders, school teachers. politicians

11. Social Marketing Basic characteristics of social marketing are the four P's: At the heart of successful marketing is an understanding of what the consumer (target audience) wants. Behaviour change:  target audience must both want and be able to change their behaviour. Product: decide what is the product and how it can be presented in terms of ‘packaging’ and characteristics. Price: what is the consumer willing to pay both in terms of direct and indirect costs. Place: where will the product be available; are there display or demonstration facilities. Promotion: how will the consumers know that the product exists, what it costs, what its benefits are and where they can get it from. Source: (1)

12. Social Marketing: Product & Price Product  physical object (e.g. household latrine)  a service (e.g. toilet emptying service)  practice/behaviour (e.g. wash hands) N.B. To have a viable product, consumers must first believe that they have a problem and that this can be addressed by the product  Range of product choices can prove instrumental Price Behaviour change itself may have no price tag; however associated products can come at a price.  affordable price to the target audience. NB: price is rarely the most important factor ruling product uptake Source: (1) J. Heeb

13. Social Marketing: Place & Promotion Place Products needs to be available at outlets accessible to the target audience Promotion  Enabling environment for behaviour change: product available in the right place, for the right price  Need for awareness raising  promotion based upon an understanding of the motivations Source: (1) J. Heeb

14. Planning of Social Marketing Campaigns First steps in planning: →define desired behaviour →programme goals →target audience Formative research (=consumer research): Key questions: →Behaviour of target audience? →Barriers and drivers to behaviour change? →What can the product (behaviour) offer to help overcome these barriers? →How does the target audience communicate and learn about new products and ideas? Both qualitative and quantitative research methods are used:  including in-depth interviews  focus group discussions  Surveys etc…  segmentation of target audience → address segments individually Source: (1)

15. Planning of Social Marketing Campaigns Communications message and placement planning  set of possible promotional messages, adapted to target audience  Keep in mind : different motivations & desires Communication channels:  radio  TV  ads  meetings  Etc… Source: (1) UNICEF/HQ96-1167/ Giacomo Pirozzi

16. Planning of Social Marketing Campaigns Pre-testing of Materials  Concepts testing: proposed materials is tested with small groups of the target audience before producing final product Implementation  Development of communications plan.  defines the frequency and placement of messages. Evaluation and Feedback  implicit throughout all stages of the marketing process;  Monitoring  Indicators: message and product reach, message awareness and interpretation  revising of messages if necessary Source: (1)

17. An effective approach to behaviour change promotion? Social Marketing – An effective approach to behaviour change promotion?  social marketing: fruitful alternative in the promotion of household environmental health Central issues: exchange process understanding of the target audience Driving and hindering factors Source: (1)

18. Advocacy for Sanitation Advocacy:  the process of managing information and knowledge strategically to change and/or influence policies and practices that affect the lives of people (particularly the disadvantaged). Advocacy is focusing on a process of change: in attitudes and political will in policy/decision-making in policy implementation and monitoring in people's awareness of policies and practices in the positioning and participation of civil society in the material position of the poor Source: (8) WSSCC Image Gallery

19. Advocacy for Sanitation Change at different stages in the decision-making process:  who makes the decisions: participation of civil society, representation of community  what is decided: legislation, policies, budgets, programmes  how is it decided: accountability and transparency, participation of civil society  how is it enforced or implemented: accountability, awareness raising.“ Source: (8) WSSCC Image Gallery

20. Advocacy for Sanitation Advocacy means also:  strengthening the capacity, organization and power of civil society and its involvement in decision-making  increasing the legitimacy of civil society participation and improving the accountability of public institutions  improving the material situation of the poor and expanding people's self-awareness as citizens with responsibilities and rights Necessary: alliances to change the processes of decision-making at all levels involvement of communities in those decisions. Source: (8) WSSCC Image Gallery

21. Why advocate sanitation?  Large majority of those who do not have access to these basic necessities belong to the poorest sections of society,  relative powerlessness of the poor Lacking sanitation has a profound impact:  health: more than 2.2 million deaths every year due to lack of water and sanitation  education: poor sanitation in schools affects attendance rates, particularly of girls  women: enormous amount of time spent carrying water from distant sources every year  economics: high health cost, lost working days Source: (8) J. Heeb

22. Planning for Advocacy Work Source: (8) Source: (9) Draw up Advocacy Plan Identify the Issues Analysis Setting Objectives Identify Targets Identify Allies Define the Message Choose Approaches & Activities Select Tools Assess Resources needed Plan for Monitoring & Evaluation

23. Monitoring Evaluation: assesses the development of a project for the purpose of making decisions on funding and drawing useful lessons. Monitoring: continuous and systematic review of activities, processes, use of inputs, and realization of outputs  Control of achievement of targets and results  Control of achievement of objectives (effectiveness)  Determination of indicators, collection/analysis of data  Monitoring efficiency: through project activity reports  Monitoring effectiveness: participatory process  Monitoring efficiency: during project planning and project implementation  Monitoring effectiveness: at end of project implementation and during project life What is it for? How is it done? When is it done? Source: (10)

24. ++ Monitoring: Appraisal, Audit & Evaluation Appraisal What is it? Assessment of a situation What is it for? Design or implementation of future activities How is it done? Field studies; participatory appraisals When is it done? Planning phase of a project Audit What is it? Occasional analysis of use of resources (inputs) What is it for? Control of use of resources and achievement of results How is it done? Check of expenditures and income, using accounts/books When is it done? End of fiscal year or end of project phase Evaluation What is it? Occasional assessment of the development of a project What is it for? To take decisions on improvement of project performance, / modifications / or continuation or end of project How is it done? Auto-evaluations, external or participatory evaluations When is it done? Mid-term / final / impact evaluations (after project implementation) Source: (10)

25. Indicators Indicator: variable which can be measured (quantity) or appreciated (quality or trend)  allows to track changes An indicator can be:  Definition of a quality (what)?  Definition of a measure (how much?)  Definition of a target group (who?)  Definition of a time horizon (when?)  Definition of a place (where?) Moreover, an indicator must be:  Relevant (it measures what is needed, and is related to the objectives)  Sensitive (it responds to variations and changes)  Simple (can be understood understand it; the data will be easy to act upon; limited number of indicators)  Feasible (information can be collected easily, not costly). Source: (10)

26. Monitoring in ecosan Projects Ongoing monitoring, evaluation and feedback very important in an ecosan programme: Results:  necessary to make adjustments in the activities Not to be carried out at the expense of other project activities Methods: Interviews statistical evaluation Questionnaires Observations  long-term quality assurance  monitoring of environmental and hygiene standards Source: (11) GTZ

27. Conclusion Crucial for successful implementation: →awareness raising →creating a demand for sanitation →advocating for sanitation →monitoring projects Maybe even more important for ecological sanitation programmes:  concepts are often not very well known.  user of sanitation facilities should be an active agent involved in decision making.  proper information and communication is crucial  Monitoring & evaluation: knowledge transfer into other projects WSSCC Image Gallery

28. J. Heeb (all photos) END OF MODULE M4-6 Dr. Johannes Heeb, International Ecological Engineering Society & seecon international Prof. Dr. Petter Jenssen, Department of Mathematical Sciences and Technology, Norwegian University of Life Sciences Dr. Ken Gnanakan, ACTS Bangalore, India Katharina Conradin, seecon international © 2006 Click here to go to the references part BACK TO THE MAIN MENU seecon International gmbh ACTS Agriculture -Crafts - Trades - Studies FOR FURTHER READINGS REFER TO M4-6 TUTORIAL

29. ++ References (1)Scott, B. (2005): Social Marketing: A Consumer-based approach to promoting safe hygiene behaviours. WELL Fact Sheet. Quality Assurance: S. Cairncross. Available at: http://www.lboro.ac.uk/well/resources/fact-sheets/fact-sheets- htm/Social%20marketing.htm#Anchor-HOM-43259 (Accessed 2.1.2006)http://www.lboro.ac.uk/well/resources/fact-sheets/fact-sheets- htm/Social%20marketing.htm#Anchor-HOM-43259 (2)Weinreich, N.K. (1999) Hands-on Social Marketing: A Step-by-Step Guide. Sage Publications. – In: (1) Scott, B. (2005) (3)Cave, B. and Curtis, V. (1999) Effectiveness of promotional techniques in environmental health WELL Study No.165. London School of Hygiene & Tropical Medicine for DFID. – In: (1) Scott, B. (2005) (4)Water, Engineering and Development Centre (WED) (2002): Sanitation Promotion. Available at: http://www.sanicon.net/titles/topicintro.php3?topicId=21 Accessed (2.1.2006) http://www.sanicon.net/titles/topicintro.php3?topicId=21 (5) Armstrong Schellenberg J. et al (2001). Effect of a large-scale Social Marketing of Insecticide-treated nets on Child Survival in rural Tanzania. In The Lancet v.357: 1241-47. – In: (1) Scott, B. (2005) (6)Werner, Ch. et. al (2006): Concepts for ecologically sustainable sanitation in formal and continuing education. Unesco/IHP and Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ) GmbH (7)Conant, J. (2004): Sanitation and Cleanliness for a Healthy Environment. Hseperian Foundation, UNDP, SIDA (8)Sanitation Connection (2002): Advocating Sanitation - How, Why and When? WSSCC, IRC & WEDC. Available at: http://www.sanicon.net/themes/intro.php3?theme=1 (Accessed 3.1.2006) http://www.sanicon.net/themes/intro.php3?theme=1 (9)Water Aid/WSSCC (2003): Advocacy Sourcebook. A Guide to advocacy for WSSCC co-ordinators working on the WASH campaign. WaterAid, WSSCC, Switzerland (10)Brikké, F. (2000): Operation and Maintenance of rural water supply and sanitation systems – A training package for managers and planners. IRC International Water and Sanitation Centre and World Health Organization. (11)Werner, Ch. Panesar, A. Bracken, P., Mang, H.P., Huba-Mang, E. Gerold, A.M., Demsat, S., Eicher, I. (GTZ) (2004): An ecosan source book for the preparation and implementation of ecological sanitation projects. 3rd draft, February 2004. GTZ.

30. ++ Abbreviations ACTSAgriculture, Crafts, Trades, Studies GTZGerman Agency for Technical Cooperation IRCInternational Water and Sanitation Centre UNICEFUnited Nation’s Children’s Fund WASHWater, Sanitation & Hygiene WELLWater and Environmental Health at London and Loughborough WSSCCWater Supply and Sanitation Collaborative Council