A presentation on RESEARCH INTO THE SOCIAL MARKETING OF URBAN SANITATION

1. A presentation on RESEARCH INTO THE SOCIAL MARKETING OF URBAN SANITATION By Eugene Larbi, Managing Director, TREND Group, Kumasi October, 2005

2. PRESENTATION OUTLINE • The meaning of social marketing • The CWSA Sanitation strategy • The Project approach • Scope of sanitation marketing and promotion • Issues to consider in sanitation marketing • The project process • Key findings • Expected benefits of the project • Social marketing an indispensable input • The role of CWSA in social marketing of sanitation

3. 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. Note: Sanitation here refers to the disposal of human excreta

4. The CWSA’s sanitation strategy • Recommended strategies based on VIP options: Mozambique slab type, rectangular slab, KVIP • Number of subsidised latrines usually based determined by project based on set targets • Marketing/promotion usually is not well structured and is done by DWSTs, artisans, POs etc. • Key promotion message: “ USE LATRINES BECAUSE THEY SAVE YOU FROM DISEASES

5. The Social Marketing Approach to sanitation promotion The approach differs from the CWSA approach in some key areas: • It seeks to respond to consumer demands. • It focuses on sanitation promotion and marketing. • Promotion/marketing strategies are based on motivation for improved sanitation rather than on subsidies for latrines acquisition. • It involves working closely with stakeholders to minimise barriers to acquisition of sanitation facilities.

6. The scope of sanitation marketing and promotion Question: Is marketing and promotion based on using Media advertisements? Answer: Not really. 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 • Mobilisation of a wide range of stakeholders (communities, DAs, artisans, rural finance institutions, CBOs, etc)

7. What do we need to market sanitation? Place Price Promotion Product PROCESS Pennies People Policy Partnership

8. The project process START-UP • Create like mindedness • Site selection • Tool Development • Pre-test Tools DOCUMENTATION DOCUMENTATION CONSUMER RESEARCH • Community mapping • Latrine Design Inventory • In-depth interviews • Producer interviews • Financial Sources • Secondary data EVALUATION PROMOTION • Development of marketing strategies • Development of TIC • Launching PRODUCT DEVELOPMENT ROLES Product Technology options Artisan Financing Cost Roles • Banks/Susu groups • CWSA • DA • Community Materials Material availability Purchasing

9. Main findings ADOPTERS • Good Health - Smell, disease, cleanliness, heat/ventilation, sight of diseases • Comfort • Privacy, walking in the night, distance • Prestige Status • Pride of being modern, incompleteness of household, show of external influence, privacy • Safety Security • Night walking, concern for others, structural defects of alternatives • Convenience • distance, queues, old age • Embarassment • Disgraceful incidents caused by absence of Latrines, e.g. premature defecation (diarrhoeal), discharge of foul air while in queue. • Economic gains/loss - Household latrines offer ready and quicker access and saves time for daily economic activities

10. Main findings NON-ADOPTERS • Financial problems • High costs of materials • No chance of paying in instalments • Low incomes/No savings • Availability of cheaper latrines • Lack of space within the existing structure • Intra-family relations • Closeness to drinking water source • High water tables • Difficulty obtaining approval at area council level • Limited knowledge in alternative technological options

11. Main findings EX-ADOPTERS • Most had owned bucket latrines or unimproved pit latrines • Lack of satisfaction with bucket and pit latrines • Problems with maintenance of bucket latrines • Problems with durability of pits. (pits fill too fast, pits have collapsed, problems with dislodging.

12. Expected benefits of the project The project has the potential to generate knowledge on demand, supply and capacity building • Demand: • Better understanding of issues that influence demand for household latrines; • Promotional/marketing Strategies for stimulating demand • Supply: - Increased involvement of private sector - Product development (technologies, training materials etc) - Innovative arrangements for sustainable financing options

13. Expected benefits of the project • Capacity Building: - Training of artisans - Implementation/monitoring and evaluation - Insights into how to strengthen delivery - Supportive materials forproject planning and implementation

14. So is social marketing an indispensable input? • The project 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.

15. The role CWSA can play CWSA will continue to have a big role in facilitation of the process through the creation of the needed supportive arrangement for households: • Support for training, marketing and hygiene education • Technical innovations including the establishment of sanitation marts and information centres • Applied research and knowledge management • Targeted financing support (subsidies) for the poorest in the communities.

16. End of presentation THANK-YOU