Building capacity in rural sanitation marketing outcomes from a three day workshop
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BUILDING CAPACITY IN RURAL SANITATION MARKETING OUTCOMES FROM A THREE- day workshop. Prepared on behalf of UNICEF Malawi. WHO, WHERE, WHY. WHO – government (13), NGO (11), academia (2), private sector (2) WHERE – SMART Centre, Mzuzu Uni

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BUILDING CAPACITY IN RURAL SANITATION MARKETING OUTCOMES FROM A THREE- day workshop

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Building capacity in rural sanitation marketing outcomes from a three day workshop

BUILDING CAPACITY IN RURAL SANITATION MARKETINGOUTCOMES FROM A THREE-day workshop

Prepared on behalf of

UNICEF Malawi


Who where why

WHO, WHERE, WHY

  • WHO – government (13), NGO (11), academia (2), private sector (2)

  • WHERE – SMART Centre, MzuzuUni

  • WHY – Develop capacity in market research, use of SaniFOAM and Human-Centered design for sanitation programming


Day 1 market research

DAY 1 – Market Research

  • Overview of sanitation marketing, SaniFOAM and human-centreddesign

  • Split into four groups of six

  • Reviewed formative questions within each group – focus, opportunity, ability and motivation

  • Travelled to village on Mzuzu University’s bus


Day 1 market research1

DAY 1 – Market Research

  • Identified need for sensitivity in forewarning villagers – tell them you want to discuss a general health issue

  • People without toilets run-away if they are forewarned it is ‘sanitation research’

  • Need to respect each individuals’ stories and experiences


Day 1 market research2

DAY 1 – MARKET RESEARCH

  • Provides a rich level of information in only one afternoon of interviews

  • Group identified useful and redundant market research questions

  • NGOs noted that consultants normally do this work for project managers

  • May be hard to find time to conduct in-depth market research


Day 2 sanifoam and hcd

DAY 2 – SANIFOAM AND HCD

  • Shared stories within each group – Focus, Opportunity, Ability and Motivation

  • Identified key themes within each group


Day 2 sanifoam and hcd1

DAY 2 – SANIFOAM AND HCD

  • Used a learning carousel to allow participants to share their stories between groups

  • Identified where themes fitted into the SaniFOAM model


Day 2 sanifoam and hcd2

DAY 2 – SANIFOAM AND HCD

  • Discussed how to identify the target audience

  • Group used a case-study of a male/female headed household that had a steady and middle-upper income, attending 7 years of schooling with 3 children and grand-mother

  • Created design criteria for this specific target audience


Day 2 sanifoam and hcd3

DAY 2 – SANIFOAM AND HCD

  • Moved from ‘abstract’ - themes and opportunities

  • To ‘concrete’ -solutions and prototypes


Day 2 sanifoam and hcd4

DAY 2 – SANIFOAM AND HCD

  • Brainstorming sessions were used to identify ‘quantity’ not ‘quality’ of ideas

  • Everyone remained positive and built on each others ideas


Day 3 prototyping and feedback

DAY 3 – PROTOTYPING AND FEEDBACK

  • Each group identified their specific target audiences

  • Target audiences were segmented by disposable income, number of children, type of house, access to water and competing priorities


Day 3 prototyping and feedback1

DAY 3 – PROTOTYPING AND FEEDBACK

  • Developed specific design criteria for each target audience

  • Learnt to think ‘outside’ the common toilet designs


Day 3 prototyping and feedback2

DAY 3 – PROTOTYPING AND FEEDBACK

  • Created rough and quick prototypes

  • Two groups used cardboard, tape, string and local materials

  • Other two groups used local building materials


Day 3 prototyping and feedback3

DAY 3 – PROTOTYPING AND FEEDBACK

  • Developed prototypes in a collaborative spirit

  • Supported by local masons with strong background in local building materials and techniques


Day 3 prototyping and feedback4

DAY 3 – PROTOTYPING AND FEEDBACK

  • Prototypes included a hand-washing facility


Day 3 prototyping and feedback5

DAY 3 – PROTOTYPING AND FEEDBACK

  • Prototypes included cut-away sections to show the inner-workings of design


Day 3 prototyping and feedback6

DAY 3 – PROTOTYPING AND FEEDBACK

  • Introduced to the use of corbelling to reduce the size of pit hole

  • Operation and maintenance was discussed for each prototype


Day 3 prototyping and feedback7

DAY 3 – PROTOTYPING AND FEEDBACK

  • Each group presented their target audience and prototype

  • Three participants provided feedback in the ‘mindset’ of the target audience

  • Group was required to respond to feedback


Day 3 prototyping and feedback8

DAY 3 – PROTOTYPING AND FEEDBACK

  • Incentives were awarded through prizes for specific categories

  • Prizes included – most detailed data, most brainstorm ideas, most passionate prototype


Outcomes of workshop

OUTCOMES OF WORKSHOP

  • Validated set of market research questions for Malawi

  • Baseline for SaniFOAM model for sanitation marketing programs

  • Identified design directions for low-cost toilet options for clay-soil villages

  • Established network of sanitation marketing practitioners in government, NGOs, private sector and academia


Recommendations

RECOMMENDATIONS

  • SMART Centre should be acknowledged by UNICEF as a knowledge hub for sanitation marketing and low-cost affordable water supply


Recommendations1

RECOMMENDATIONS

  • Prior to funding, District offices supported by UNICEF must provide evidence of market research and use of SaniFOAM

  • District offices must identify their target audience


Recommendation

RECOMMENDATION

  • Follow-up workshop in October for UNICEF supported District Offices

  • District Offices would develop integrated sanitation marketing programs


Thanks and questions

THANKS AND QUESTIONS

  • Please send queries to [email protected]

  • Skype ID: beninhanoi


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