1. A presentation on THE SOCIAL MARKETING OF RURAL SANITATIONBy
Mr. DAVID AMISSAH NUNOO,
Hygiene and Sanitation Education Snr Program Officer (CRS)
September, 2007

2. PRESENTATION OUTLINE The meaning of social marketing
Social Marketing Processes
Scope of sanitation marketing and promotion
Issues to consider in sanitation marketing
Social marketing an indispensable input

3. What is Social marketing?
The Design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Thus it is the explicit use of marketing skills to help translate present social action efforts into more effectively designed and communicated programs that elicit desired audience response. (Kotler and Zaltman)
In other words, marketing techniques are the bridging mechanisms between the simple possession of knowledge and the socially useful implementation of what knowledge allows

4. What is Social marketing Cont’d
social marketing as the use of commercial marketing techniques to promote the adoption of a behavior that will improve health or well-being of the target audience or of society as a whole. (Wienreich, 1999)
What is Social marketing OF Sanitation?
It is the use of commercial marketing concepts and tools to influence the voluntary adoption of adequate sanitation by households. (Trend Group)
Note: Sanitation here refers to the disposal of human excreta

5. The Social Marketing Approach to sanitation promotion
This approach differs from other approaches. In some key areas:
It seeks to respond to consumer demands :
Demand based approaches focus on what people want, but are limited by what they know. This implies a need for a two-stage process
Establish demand: assessments(formative research) need to be made to see whether households want improved sanitation; where people do not show through their actions that they want sanitation it will be necessary to stimulate demand through promotion campaigns
Inform demand: demand may not be realistic once it has been established. Potential users may have an incomplete understanding of options open to them, the likely costs and benefits. Unrealistic expectations about who pays for the desired service will also need to be addressed

6. The Social Marketing Approach to sanitation promotion
2. It focuses on sanitation promotion and marketing.
The common elements of sanitation promotion initiatives include the following
Identifying key target groups to be reached
Identifying core messages to be communicated
Awareness of the prevailing socio-cultural framework, to understand what motivates people to invest
Consideration of sanitation as a consumer good, not just as a potential health benefit
Using a mix of communication methods, with simple language and clear messages.
3. Promotion/marketing strategies are based on motivation for improved sanitation rather than on subsidies for latrines acquisition.
4. It involves working closely with stakeholders to minimize barriers to acquisition of sanitation facilities.

7. The Social Marketing Processes
Social marketing involves five major steps
1. Planning
Formative research (motivators and barriers)
Analysis
Audience segmentation
Strategy development
 2. Message and materials development
Identifying appropriate channels
Developing effective messages
Producing creative executions

8. The Social Marketing Processes Cont’d
3. Pre-testing
Conducting the pre-test
Using the pre-test results
 4. Implementation
Developing an implementation plan
Planning and buying media
Generating publicity
Monitoring implementation

9. The Social Marketing Processes Cont’d
5. Evaluation and Feedback
Evaluation design
Evaluation methods
Using feedback to improve the programme

10. The scope of sanitation marketing and promotion
Marketing and promotion involve a wider scope of activities
Understanding motivations and barriers
Providing the right products
Setting appropriate prices and payment options
Arranging local sources of financing
Identifying places where customers can get information
Mobilization of a wide range of stakeholders (communities, DAs, artisans, rural finance institutions, CBOs, etc)

11. What do we need to market sanitation?
Social marketing uses marketing approaches to match available resources with social needs. The basic characteristics are defined by the four P's.
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.

12. What do we need to market sanitation cont’d
Promotion: how will the consumers know that the product exists, what it costs, what its benefits are and where they can get it from.

13. So is social marketing an indispensable input?
World vision is yet to provide a definitive answer
However, experiences from other developing countries such as Mozambique and Bangladesh indicate that it is a more effective strategy for tackling the challenges of sanitation.
Subsidies may be required for the poorest populations in rural areas.

14. End of presentation
THANK-YOU