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Marketing to Improve Household Sanitation Facilities in Rural Tanzania
A Few Words About WSP• Multi-donor partnership administered by the World
Bank
• Supports poor people in obtaining affordable, safe and sustainable access to water and sanitation services.
• Works directly with governments at local and national levels in 25 countries through regional offices in Africa, East and South Asia, Latin America and the Caribbean. Supported by a small HQ in Washington
• WSP – Africa works in 12 countries including Tanzania, with a regional hub in Nairobi.
Tanzania – Water and Sanitation at a Glance
2010 WHO-UNICEF Joint monitoring program estimate for 2008 Ministry of Health and Social Welfare (DHS)
Water Supply Improved Sanitation Basic Sanitation (mix of traditional and improved)
54% 24% 80%
Rural 45 21
Urban 80 32
MDG/National 2015 targets
78 44 95
Coverage
•Sector has moved from project to programmatic implementation through the $1 bn Water Sector Development Program (started in 2007)•Ministry of Water and Irrigation coordinates water supply and some sanitation activities•Ministry of Health has overall mandate for sanitation – works with other agencies MOU dialogue structure
What's of intersest in this Case Study
1. Encouraging results by using marketing to improve access to improved sanitaiton in rural areas
2. Established a single marketing communications platform and integrated it across supply and demand related activties
3. Could provide a framework for sanitation programming at national scale in Tanzania and elsewhere
Background 1970’s Mtu ni Afya (Healthy Man) Campaign,
a government initiviate, helped to achieve high coverage of basic latrines – around 80% of rural households
General awareness of sanitation high due to Participatory Hygiene and Sanitation Transformation (PHAST) approach and other efforts
Issues and Challenges
Despite high coverage of basic sanitation, quality of rural sanitation facilities is low
High diarrheal rates
Rural populations: Dispersed Weak commercial infrastructure
and supply chains
The Program
• Marketing campaign focusing on the upgrading of household facilities
• Working with 10 local governments in partnership with Ministries of Health & Social Welfare and Water & Irrigation
• Engaged Research and Marketing firms
• Distribution of sites allowing for scaling up and replication among neighboring districts
• Some national level activities
• Implementation 2009 – 2010
• Impact Evaluation in 2011
Making it Happen
National government supportive budgets to local governments at about USD 20 k/year
WSP and partners such as Plan International providing coordination and technical assistance to local governments including engagement of expertise
Consumer research firm
Full service marketing and advertising firm
Two local NGOs provided training and monitoring support to local governments
Innovation firm providing campaign development assistance (pro-bono)
Engaging Villages – Reawakening General Sanitation Demand though Community Led Total Sanitation (by NGOs
and local governments)
Marketing Solutions to Households – Who needs to be engaged
– Head of Households with children under 5 years old who makes investment decisions.
– Women/caregivers – hygiene decision makers
Listening to the Audience:-Consumer research carried out in 2008 and 2009-Insight/creative workshop 2008-Ideas pre-tested in 2009
Some key findings:Sanitation messages need to provide a solution, demonstrate that it is easy to improve latrines, and convey that improvements bring status, comfort, convenience, and safety.
Marketing communication platform: (EXP Marketing)
[A good toilet is possible]
[We’ve taken our development all the way to the toilet]
In the nuanced Swahili this is roughly equivalent to saying, “the red carpet goes all the way to the toilet”
The Sungura Slab (originally developed by LCS in Mozambique)
A Consumer Favorite:
Smooth and Washable Safe for Children Long lasting Made from widely available Materials Retails for about USD 5.00
Product and Price
Training of Village Masons (by NGOs and sales experts)
Manufacturing of Slabs Sales and business developmentProvided with promotional materials
Distribution
Direct Consumer Contact Events in program villages (Local governments & Marketing Agency)
Promotion
Radio Soap Opera 15 minute episodes Airs nationally 2 x week
(Marketing agency)
Promotion (cont.)
Results(as of July 2010)
Thousands of people with improved sanitation according to local governments
470 trained masons
Over 500 communities “triggered” with CLTS
75,000 people reached by experiential marketing events
Millions reached by radio programming
Emerging results
Marketing can be used to improve sanitation Experiences is providing basis for national
program Need to improve national monitoring –
including motivations for collecting and sharing sanitation data – such as feedback and recognition
Need to determine most cost-effective promotional activities
In order to scale up will need to move up the supply chain and engage suppliers of materials (cement, hardware) rather than focusing only on local masons
Key Message and Lessons
Tanzania
WSP: Jason [email protected] Kaposo [email protected]
Ministry of Health and Social Welfare:Elias [email protected]
EXP Marketing:Alice Indondi [email protected]
For more information WSP - Africa
Wambui [email protected] [email protected] [email protected]
WSP – Global
Eduardo [email protected] [email protected]
