SOCIAL MARKETING
"Exploring social marketing interventions at various levels to promote safe sanitation practices and improve hygiene. Focus on triggering demand, encouraging proper use of toilets, and increasing handwashing practices. From national to household levels, awareness creation and community participation are key components in the program."
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Presentation Transcript
Water Sector Trust Fund Water Sector Trust Fund SOCIAL MARKETING SOCIAL MARKETING F ocus & L evels of Intervention: F rom A wareness to S ales F ocus & L evels of Intervention: F rom A wareness to S ales people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee 2
Focus of UBSUPs Social Marketing: 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 3
Social Marketing: Social Marketing: Levels of Intervention Levels of Intervention 1. 2. 3. 4. National level Water Service Provider and town level Area (community) level Plot & household level 4
UBSUP social marketing: UBSUP social marketing: From macro to micro level From macro to micro level Level 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 5
UBSUP social marketing: UBSUP social marketing: From macro to micro level From macro to micro level Level Water Service Provider and/or town level Empahsis Awareness creation > sensitisation > marketing Messages 1. Importance of good sanitation (better toilets) 2. The UBSUP programme & its objectives 3a. The SafiSan toilets & their advantages 3b. How to get a safiSan toilet 4. The sanitation value chain (decentralised treatment) 5. Importance of hand washing 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 6
UBSUP social marketing: UBSUP social marketing: From macro to micro level From macro to micro level Level Area level Emphasis Awareness creation, sensitisation & marketing Messages 1. Importance of good sanitation (better toilets) 2. The UBSUP programme & its objectives 3a. The SafiSan toilets & their advantages 3b. How to use and get a SafiSan toilet 4. Sanitation value chain (decentralised treatment in the area) 5. Importance of hand washing Media Community media: Barazas, fairs P.A. Announcements, skits Print media: Banners, posters, brochures, flyers Visibility materials: Mascot, slogan, logo, t-shirts, caps Activities PA announcements, SafiSan baraza shows, drama performances Putting up billboards & banners, opinion leaders presentations Video presentations, visits to sewage treatment works 7
UBSUP social marketing: UBSUP social marketing: From macro to micro From macro to micro Level Plot and household level Emphasis Sensitisation & marketing Messages 1. Importance of good sanitation (better toilets) 2. The UBSUP programme & its objectives 3a. The SafiSan toilets & their advantages 3b. How to get and use a SafiSan toilet (detailed procedure) 4. The sanitation value chain (decentralised treatment) 5. Importance of hand washing Media Print media: Hand book, brochures, flyers, manuals Demonstration: Demonstration toilets, video presentations Visibility materials: Mascot, slogan, logo, t-shirts, caps Activities Plot visits & meetings at plot level Handing out brochures Toilet demonstrations (using demo toilet or video) 8
UBSUP social marketing: UBSUP social marketing: From macro to micro level From macro to micro level Awareness creation Sensitisation Marketing Sale National WSP Town Area & community Plot & household Level Macro Macro Macro Meso Micro awareness creation awareness creation sensitisation & marketing marketing, sale, and proper use Objective marketing & sale Knowledge Attitude Practice Knowledge Attitude Practice Knowledge Attitude Practice Knowledge Attitude KAP (1) Knowledge TV & radio commercials adverts road shows, banners police band plot visits posters, demos forms, contract radio (Q&A) banners posters drama barazas Media 9
UBSUP Social marketing: UBSUP Social marketing: From macro to micro level From macro to micro level Plot & household level activities: 10
Thank You! Thank You! 11
