water services trust fund social marketing 1. concept development 1 people, place, product, price,...

Water Services Trust Fund

SOCIAL MARKETING

1. Concept Development

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people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee

UBSUP Social Marketing: Concept development

What is social marketing?

“Social Marketing is the process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.” (Pamela Mae, 2001)

“The design, implementation and control of programs aimed at increasing the acceptability of a social idea, or practice in one or more groups of target adopters.” (Kotler and Zaltman, 1971).

Note: Social marketing programmes use data provided by the target audience to set promotional objectives

The “Ps” of social marketing people, place, product, price,

participation, promotion, policy, programs, positioning, partnerships, pee (?), poo (?)

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Why Social MARKETING of better sanitation?• Although toilets are subsidised, they will be sold to landlords, landladies

and householders

• UBSUP is a demand-driven programme!!

• Social marketing aims to increase demand for better (SafiSan) toilets

• There are different kinds of SafiSan toilets, people should get to know the differences between the toilets in (price, materials, etc.)

• Sanitation is not always a priority of landlords and their tenants. This means that awareness creation is part of social marketing

• People should know the risks related to poor sanitation and the importance of emptying, transport and treatment (the sanitation value chain); once more “awareness creation”

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The developement of UBSUP’s social marketing objectives, concept & tools was guided by: • An in-depth qualitative study in 5 towns • A quantitative study in 11 towns • MajiData

These studies:– Gave us key information on what residents know, believe in, do and

want – Enabled us to identify and focus on specific target groups/categories– Allowed us to identify the right media & develop messages that suit

target audiences– Helped us to prepare appropriate, attractive & motivating messages

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SOCIAL MARKETING

2. Focus & Levels of Intervention

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Focus of UBSUP’s Social Marketing:The provision of safe sanitation facilities will only improve people’s health if toilets are well used & maintained and people have good personal hygiene

That is why UBSUP’s social marketing focuses on:• Triggering demand for improved sanitation & community participation• Encouraging proper use & maintenance of toilets through awareness

creation & training• Increasing improved hand washing practices• Encouraging safe & proper disposal of human waste

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1. National level2. Water Service Provider and town level3. Area (community) level4. Plot & household level

Social Marketing: Levels of Intervention

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UBSUP social marketing: From macro to micro level

Awareness creation Sensitisation Marketing Sale

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LevelNational WSP Town Area & community Plot & household

Macro Macro Macro Meso Micro

Objective awareness creation

awareness creation

sensitisation & marketing marketing & sale marketing, sale,

and proper use

KAP (1) Knowledge Knowledge Attitude

Knowledge Attitude Practice



MediaTV & radio

commercials adverts

radio (Q&A) banners

road shows, banners

police bandposters drama

barazasplot visits posters,

demos forms, contract

UBSUP social marketing: From macro to micro levelLevel National

Emphasis Awareness creation

Messages 1. Importance of good sanitation (better toilets)

2. The UBSUP programme & its objectives

3. The SafiSan toilets & their advantages

4. The sanitation value chain

5. Importance of hand washing

Media Mass media: TV, radio

Print media: Newspapers

Visibility materials: Mascot, slogan, logo, song, animation

Activities TV & radio (questions & answers) sessions (Q&A)

Newspaper advertisement

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UBSUP social marketing: From macro to micro levelLevel Water Service Provider and/or town level

Empahsis Awareness creation > sensitisation > marketing



3a. The SafiSan toilets & their advantages

3b. How to get a safiSan toilet

4. The sanitation value chain (decentralised treatment)


Media Mass media: Local TV & radio, SMS messaging

Print media: Banners, posters, brochures, flyers

Visibility materials: Mascot, slogan, logo, t-shirts, caps

Activities TV & radio Q&A sessions, SMS messages

Putting up billboards & banners

Video presentations

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UBSUP social marketing: From macro to micro levelLevel Area level

Emphasis Awareness creation, sensitisation & marketing




3b. How to use and get a SafiSan toilet

4. Sanitation value chain (decentralised treatment in the area)


Media Community media: Barazas, fairs P.A. Announcements, skits

Print media: Banners, posters, brochures, flyers


Activities PA announcements, SafiSan baraza shows, drama performances

Putting up billboards & banners, opinion leaders’ presentations

Video presentations, visits to sewage treatment works

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UBSUP social marketing: From macro to microLevel Plot and household level

Emphasis Sensitisation & marketing

Messages 1. Importance of good sanitation (better toilets



3b. How to get and use a SafiSan toilet (detailed procedure)

4. The sanitation value chain (decentralised treatment)


Media Print media: Hand book, brochures, flyers, manuals

Demonstration: Demonstration toilets, video presentations


Activities Plot visits & meetings at plot level

Handing out brochures

Toilet demonstrations (using demo toilet or video)

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UBSUP Social marketing: From macro to micro level

Plot & household level activities:

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SOCIAL MARKETING

3. The Social Animators (Sanitation Marketers)

- Responsibilities & Tools -

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UBSUP Social marketing: Social Animators

• Are managed by the Project Task Team (and member of the Task Team)• Participate in town & area level activities (Barazas, etc.)• Responsible for plot & household level marketing visits

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UBSUP Social marketing: Social Animators

Key roles of the Social Animators (Sanitation Marketers):

1. Create demand for improved sanitation (SafiSan Toilets)

Making sure residents get to know the different SafiSan toilets, their advantages, costs, and where and how to get one

It’s about explaining the what, why, when, where and how

2. Promote good hand washing and hygiene practices3. Create awareness on the sanitation value chain

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UBSUP Social marketing: 6 key messages

1. Access to adequate sanitation is a human right

2. Benefits of improved sanitation (better toilets)

3. Advantages of the SafiSan toilets

4. Importance of using the toilet properly, keeping the toilet clean and in good condition

5. Importance of hand washing especially after using the toilet (to kill germs & reduce the risk of diseases)

6. Importance of emptying, transport & decentralised treatment (if applicable)

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UBSUP Social marketing: Main Activities of Social Animators

See the Social Animator Handbook PART 3:

No. 12a (page 99) No. 12b (page 100) No. 12c (page 101)

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UBSUP Social marketing: Key Tools of Social Animators 1. The Social Animators Handbook

2. The SafiSan toilets sales posters

3. Demonstration scale models of SafiSan toilets

4. SafiSan application forms

5. The other social marketing tools (brochures, flyers, etc.)

6. The SafiSan Baraza Show tools

7. The hand washing posters & comic book (for children)

8. The toilet use manual

9. The (full-size) demonstration toilets and toilet use demonstration video

10. Brochures and flyers

11. Posters and banners

The Social Animators Training Programme (2 – 2.5 days) 19

Social marketing: Additional Tools

Other tools used by the Social Animators:

• Overall programme for community sensitisation• Messages for Chiefs, PHOs & opinion leaders for use in public meetings• SafiSan song & skit• School WASH programme materials (on hand washing) • Data collection questionnaire to measure customer satisfaction • MajiData (www.majidata.go.ke)

Visibility: • Mascot, slogan, rider• Baseball cap, t-shirt, sticker (for visibility)• Bag and the other items that make up the Social Animators’kit

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http://www.majidata.go.ke/


SOCIAL MARKETING

3. Social Marketing: Target Groups

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UBSUP Social marketing: The target groupsThe following groups/categories will be given special attention:1. Householders2. Landlords & landladies (rights and responsibilities)3. Tenants (sanitation is a human right)4. Women5. Children (School wash)

“There is no such thing as selling to the general public” (Boffin, 2001; 58)

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SOCIAL MARKETING

4. Improving Sanitation: Carrots & Sticks

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Carrots & Sticks

Carrot and Stick Approach (also "carrot or stick approach") is an idiom that refers to a policy of offering a combination of rewards and punishment to induce behavior

It is named in reference to a cart driver dangling a carrot in front of a mule and holding a stick behind it

The mule would move towards the carrot because it wants the reward of food, while also moving away from the stick behind it, since it does not want the punishment of pain, thus drawing the cart

Idiom: is a combination of words that has a figurative meaning, due to its common usage

Source: Wikipedia, keywords; Carrot and stick approach & idiom

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http://en.wikipedia.org/wiki/Idiom

Carrots & Sticks

What are our carrots?

The SafiSan toilets:

1. Are subsidised and, therefore, affordable

2. Are easy to use, clean and maintain

3. Do not smell

4. Are termite proof

5. Are solutions for areas with high water tables, rocky soils & sandy soils

6. Are equipped with an innovative hand washing facility

7. Produce a relatively harmless compost which can be treated locally

8. Have been approved by the County

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Carrots & Sticks

What are our sticks?

1. Good sanitation (good toilets) is a human right!

2. Poor sanitation causes disease

3. The Public Health Act allows the Public Health Officer (PHO) to inspect dwellings and toilets and to act if the sanitation situation is not good

4. Local bylaws may stipulate specific sanitation requirements

5. Therefore, landlords and landladies have the obligation to provide their tenants with good sanitation

6. It is not allowed to dump sludge from toilets in the environment (drains, rivers, empty plots, etc.)

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Sticks: Sanitation is a human right!

The Constitution (2010) says:

43. (1) Every person has the right—

(a) to the highest attainable standard of health, which includes the right to health care services, including reproductive health care;

(b) to accessible and adequate housing, and to reasonable standards of sanitation;

(c) to be free from hunger, and to have adequate food of acceptable quality;

(d) to clean and safe water in adequate quantities;

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Sticks: Vision 2030

The Vision 2030 development blueprint states:

Water and Sanitation Kenya is a water scarce country. The economic and social developments

anticipated by Vision 2030 will require more high quality water supplies than at present.

The 2030 vision for water and sanitation is to ensure that improved water and sanitation are available and accessible to all.

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Sticks: The Public Health Act

Under the Public Health Act, 242 - laws of Kenya, Section 118 (1) (b)(e) and (k)(n):

• The Public Health Officer (PHO) has a right to inspect and supervise whether a premises or dwelling place is dirty or so verminous as to be, in the opinion of the medical officer of health, injurious or dangerous to health, or which is or are liable to favour the spread of infectious diseases like typhoid, cholera and diarrhoea

• The sanitation provided should meet the satisfaction of the PHO

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Sticks: The Public Health Act

If you don’t have good accessible sanitation the Public Health Officer is empowered by Public Health Act (Cap 242) to:

• Institute a legal suite against the offender

• May order the premises (household) as unfit for human occupation and close it down until the directed adjustments are carried out to his satisfaction

• He may recommend you to be penalized for violating the right of others by paying some amount of money as per the Local Government Act

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SOCIAL MARKETING 5. Hand Washing; Knowledge Attitude &

Practice (KAP)

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Hand washing & KAP (Knowledge, Attitude, Practice)

Knowledge: Why you need to wash your hands When you need to wash your hands … after using the toilet, before &

after eating, etc. Where you should wash your hands What you need to wash your hands … clean water, soap How you should wash your hands

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Attitude: Hand washing is important but:…

there is no need, my hands are clean I am in a hurry I have no time to wash my hands its cumbersome there is no water (not enough water) there is no soap I don’t know how to wash my hands properly etc.

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Attitude: Hand washing is not so important because: there is no reason it’s a waste of time and money germs do not kill its not part of our culture my hands are usually not dirty my parents never used to wash their hands and they are okay the surroundings are so dirty here anyway the surroundings are very clean here (e.g. the toilet) no one else does it so why should I? God decides whether I will become sick or not etc.

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Practice: Hands are always washed but not properly (due to a lack of knowledge) Hands are always washed but not properly (due to a lack of water, soap,

ashes, etc.) Hands are not always washed (after using the toilet) Hands are not washed before or after certain activities (e.g. having a meal) Hands are (almost) never washed Hands cannot be washed (due to a lack of water) etc.

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Thank You!

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water services trust fund social marketing 1. concept development 1 people, place, product, price,...

Documents

ubsup social marketing

social marketing programmes

ps of social marketing

marketing principles

social idea

pee slide

concept development

awareness creation training