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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

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
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