This powerpoint was presented by WSP Senior Social Marketing Specialist, Jacqueline Devine,during AfricaSan 3 (Kigali, Rwanda - 2011) under the "Experience From Sanitation Marketing" session. Sanitation marketing is an emerging strategy to help households move up “the sanitation ladder.” Participants in this session learned from members of the burgeoning community of practice about promising approaches and lessons learned from various African and Asian programs. The session enabled a lively, interactive panel of country representatives who are planning to integrate sanitation marketing into their national programs. The session road map was as follows: What is sanitation marketing? Why sanitation marketing? Concepts and approaches Emergent learning

1. Sanitation Marketing:
Approaches and Emergent Learning from the
Scaling Up Rural Sanitation Program
Jacqueline Devine, Senior Social Marketing Specialist
AfricaSan, Kigali
July 20, 2011

2. Session Roadmap
 What is sanitation marketing?
 Why sanitation marketing?
 Concepts and approaches
 Emergent learning

3. Concepts Associated with Sanitation Marketing
Private sector
Mason training
Selling sanitation
Communication campaign
Business development

4. What is Sanitation Marketing?
…the application of the best social and
commercial marketing practices to change
behaviors and to scale up the demand and
supply for improved sanitation, particularly
among the poor.

5. Key Principles
 Evidence-based
 Leverages the power of marketing for a social
benefit:
 Product
 Price
 Place
 Promotion
• Branded advertising and promotion
• Behavior change communication

6. Why Sanitation Marketing?
 Potential for scale
 Demand-driven approach
 Complements CLTS
 Sustainability through private sector

7. Condom Social Marketing
 On-going research
 Branded product
 Affordable
 Easily accessible
 Advertised in mass media
 Supported by behavior
change communication

8. Sanitation Marketing in Tanzania
 Formative research
 Use of branding
 Product sold for 3 to 5USD
 Supply chain strengthening
 Behavior change
communication

9. Sanitation Marketing Outcomes Can Be Sustained
Learning from Vietnam
 Sanitation marketing pilot project in Vietnam
 Managed by IDE 2003-2006
 Over 16,000 toilets built
 Sustainability study conducted by WSP/IRC in 2009

10. The Vietnam Case Study
The Good News
 Sanitation coverage in pilot communes continued to grow
 Promotion through motivators
Suppliers have continued to operate and grow

11. The Vietnam Case Study
The Less Good News
 Limited marketing
 No sludge removal services
 Open defecation had continued
 Effectiveness in reaching the poorest unclear
 No new motivators trained or materials developed

12. The Vietnam Case Study
Key Implications
1. Think though entire value chain
2. Develop poor-inclusive strategy and monitoring
3. Support demand creation until private sector can take over
4. Institutionalize capacity for sanitation marketing

13. Training Masons Is Not Enough
Need to “Move Up” Supply Chain
 Investigatingother business models and entry-points:
 Micro-franchising
 Associations
 SME programs
 Need to integrate micro-finance from the start

14. Integrating CLTS and Sanitation Marketing
Ongoing Learning Area
 Sequencing critical
 Need for bridging mind-sets and integrated planning
 Opportunity for shared communication platforms

15. www.wsp.org/sanmarketingtoolkit