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Communications for Change Towards a Communications Strategy National Sanitation Policy PACOSAN, Islamabad. Geeta Sharma Regional Communications Specialist Water and Sanitation Program - South Asia May 29,2009 [email protected] Outline. Setting the context

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Communications for ChangeTowards a Communications Strategy National Sanitation PolicyPACOSAN, Islamabad

Geeta Sharma

Regional Communications Specialist

Water and Sanitation Program - South Asia

May 29,2009

[email protected]


Setting the context

Need for Strategic Communication

Key Components of a Communications Strategy

Learning from the other

Section 1

National Sanitation Policy

National sanitation policy pakistan
National Sanitation Policy: Pakistan

  • National sanitation policy approved in 2006 following SACOSAN II

  • Innovative use of performance based instruments

  • Policies and strategies formulated in all provinces and regions

Key requirements
Key Requirements

  • Enabling environment that combines laws and policies with stakeholders involvement

    • ensure the supply of the social mobilization capacities necessary to start a sanitation movement

    • initiate the ‘demand’ for improved public good outcomes necessary to galvanize this sanitation movement, and

    • facilitate the role of the markets (through activists turned bare-foot consultants) in scaling up this sanitation movement

Summing up challenges
Summing up challenges

  • No rollout plan for the National Sanitation Policy

  • Sanitation sector continues to be at the bottom of ladder of priorities among people, institutions

  • Lack of awareness about incentives for institutions/ stakeholders

  • Absence of communications strategy to initiate the ‘demand’ for improved public good outcomes

  • No mechanism for monitoring and sustaining change in behaviors/ practices

Some opportunities
Some Opportunities


  • 2009 Year of Environment in Pakistan

  • MDG, Post SACOSAN Advocacy


  • South Asia’s lead position as pioneer in sanitation

    innovations (CLTS)

International year of sanitation messages
International Year of Sanitation Messages

  • Sanitation is vital for human health

  • Sanitation generates economic benefits

  • Sanitation contributes to dignity and social development

  • Sanitation helps environment

  • Improving sanitation is achievable

Section 2

Need for Strategic Communications

Why strategic communications
Why Strategic Communications

  • The success of WSS initiatives depends on the use of effective and strategic communications and IEC

  • Best-designed technical projects may fail, if decision-makers and beneficiaries are not adequately consulted, informed, educated or mobilized

  • Provides mechanisms for policy dialogue, consensus building and behaviour change

Section 3

Key Components of Communication Strategy

Key messages for audiences

Governments: Heightened commitment & budgets/resources to improve sanitation practices, cooperation among ministries, enabling policies and laws

Media:Mass media for awareness on benefits, challenges, options, advocacy; outreach to small towns, rural centersMedia engagement: capacity building programsPeople:Awareness on heath, economic benefits. Hidden costs of no sanitation, encourage lobbying with LGIs for improved facilities

Rollout of national urban san strategy india
Rollout of National Urban San StrategyIndia

In the National Urban Sanitation Policy, the first key goal highlighted is on launch of a national communications strategy

Ministry of Urban Development sanctioned Rs 6.5 Crore for Communications

National Communications strategy being

developed through nation-wide stakeholder


Radio campaign on anvil to raise general


BangladeshGovernment declares improving sanitation as a national priority, envisaged achieving 100% sanitation by 2010: implying the sector needs 8% to 12% yearly growthThe National Sanitation Strategy 2005 identified six major areas of concern in the process of achieving the good of 100% sanitationAppointed Media Committee to give push to sanitation advocacySupport agencies helping media committee develop communications strategyStrategy development based on consultations' and review of successful health campaigns

And what did not work
…and what did not work

Sewage lines laid in important cities lie unused as citizens not involved/informed about project

Major reforms and infrastructure projects have failed as they were top heavy and huge in investment costs. Nil on consultations and buy in

Back to basics communications required
Back to basicsCommunications required

To create awareness/demand for sanitation as a basic need

Remind citizens/governments of the dignity issues faced by women, children and men due to the practice of open defecation

To raise awareness on importance of adopting safe hygiene and sanitation behaviours and the economic costs of sanitation

Influence household attitudes and community beliefs in support of adoption of sanitation implements