Presentation on theme: "Approaches to Handwashing Improvement in Africa Approaches to Handwashing Improvement in Africa Global Scaling Up Handwashing Meeting Toubab Dialaw, Senegal,"— Presentation transcript:
Approaches to Handwashing Improvement in Africa Approaches to Handwashing Improvement in Africa Global Scaling Up Handwashing Meeting Toubab Dialaw, Senegal, May 30, 2007
3 Observed HW Behavior – Households HWWS caregivers after toilet (%) with water only (%) Target with soap (%) Barriers/facilitators Drivers/motivations Tanzania 6 38 Pending expanded baseline Uganda 14 45 30 Focus on physical dirt, lack of water, 70-84% awareness of importance of HW, soap in all households, diarrhea part of growing up, soap placement Disgust, Conformity, Safety for children, keep healthy, feel clean (Comfort), belonging
4 Observed HW Behavior School Aged Children 6-12 After toilet with water only (%) with soap (%) Kenya 28 1 Tanzania 84 8 Uganda 41 5
5 Status StageKenyaTanzaniaUganda Partnership formation Dec 06Mar 06Aug 06 Formative researchMar 07 to dateApr 06Jan 07 BaselineMar 07 to dateSep 07Jan 07 Strategy development Jul 07 Ongoing Communication development Aug 07 Jun 07 MISJul 07Sep 07Jul 07 ImplementationNov 07 Aug 07 EvaluationNov 09Jul 09Feb 09 Institutionalization5%15%5%
6 Kenya Partner Contributions MOH as the lead agency with other public agencies MOE, MOWI, MOLG, MOGCSS NGOs: NETWAS, AMREF, Plan International, Practical Aid Private Sector: Unilever, Bidco, Kentainers, Roto UNICEF, WHO and UN Habitat Funding EU $1.1 million starting FY08 WSP $200k to date
7 Tanzania The first partnership meeting held in Mar 06, Followed by Dec 06 meeting to devise CHARTER Partners: GoT, private sector, development partners, NGOs The lead actors: MoW/MoH/WSP MoW: Dedicated US$10K for HW promotion for each district An institutional home for HW within the Sanitation and Hygiene Working Group of the WSDP MoH Develop policies and guideline for hygiene promotion Coordinates hygiene promotion in all districts through DHO Forming the National Steering Committee for S&H WSP Provide the seed funding for the TZ HWI Provides the coordination of the PPPHW Technical Advice, guidance
8 Tanzania Other Partners Government MoEVT: responsible of the school hygiene PMO-RALG: Coordinates implementation of government programme through the LGAs Private sector AquaSan: Provides HW sample facilities, e.g., plastic facilities Tarmal: Provides promotional materials, e.g., soap samples International Organisations UNICEF: Provide funds for development of promotional messages, links to additional districts PSI: Doing behavior change promotion Water Aid: Funding CBOs doing facilitation of DCC, links to additional districts
9 Tanzania Challenges Sustainability is the major challenge due to; Institutional arrangement-MoW, MoHSW, PMO-RaLG,MoEVT Lack of capacity at the LGA level Lack of ministerial collaboration Weak representation of private sector Lack expertise at the local level Opportunities Fitting in existing programmes –RWSSP,School Health Programme,Village Health Programme Getting the PMO-RALG more involved in bridging the gap between the stakeholder ministries Getting the HW to the parliament
10 UGANDA HWSC was formed in 2005 as a sub-group of the National Sanitation Working group. Chaired by MoH/EHD; Unicef, Danida, Plan International, WaterAid, UWASNET, AMREF, GTZ, DWD / MoWE & MoES are members Progress Wrote initial HW Proposal & secured Danida seed funding Give guidance & managerial oversight to the HW campaign in Uganda Created enabling environment for Donor funding thus attracted DFID, UNICEF and WSP funds (Danida – USD 740,000, DFID – USD 640,000, UNICEF – USD 80,000, WSP – 100,000) A strong participation of private Sector – Unilever & Mukwano Industries
11 Constraints / Challenges Implementing partner (UWASNET) wants more independence in implementation & handling funds (procurement), which HWSC is opposed to Political interference - State house involvement Time-tied funds – Must spend DFID funds by 15 th August 2007 What can be done better? The roles of the implementing partner and the steering committee need to be clarified Role of lead Government Agency UWASNET established by DWD, Danida, WaterAid & 2 other WATSAN NGOs. UWASNET has over 130 members who are visualized to incorporate HW into their work plans and coordinate HW activities with District structures UGANDA
Experience of WASH Ethiopia movement to promote HW Andreas Knapp
13 Background 1.Based on the global WASH campaign a group of like minded organizations coordinated by Water Aid decided to form the Ethiopia WASH movement 2.2 main objectives: Advocacy movement, social mass mobilization 3.Every year the movement focused its attention on a different motto: 2004/2005 “your health is in your hands “ Reasons why hand washing was chosen as the first topic: a simple intervention to promote with direct messages; it builds on established common practices and can have a high impact on diarrhoeal diseases. 2005/2006 “let’s use latrine for our health and dignity” 2006/2007 “keep water safe”
18 “It is essential that all latrine designs factor in a safe durable facility for handwashing.” - Draft 10 YEAR UGANDA, IMPROVED SANITATION AND HYGIENE PROMOTION FINANCING STRATEGY UGANDA Availability of handwashing facilities
19 Kenya HW initiative influencing infrastructure operations in schools. WSP facilitating Schools Infrastructure Management Unit (SIMU) dialogue $13m from DFID to design and build pit latrines for all 18,976 public schools in Kenya
20 Laundry Bars/Multipurpose Toilet Soaps 50% of revenue Most of target audience is at “the bottom of the pyramid” Initiative can be used to: - bring new consumers onto toilet soap brands - link multipurpose soaps with handwashing Link with the soap market
22 Private Sector Support Why is it win-win? PUBLIC FMCG industry, highly competitive and innovative - Colgate-Palmolive, Procter & Gamble, Unilever considered schools of marketing/behavior change Sustainable handwashing with soap promotion Bring divergent social and commercial marketing together to innovate behavior change PRIVATE Soap volume Insights into B.O.P Influence and trust from governments Sharing costs Access to national and local government structures Insights into motivations (various theories) Staff motivation
23 How and Why Lifebuoy is leading hand washing?
BRAND VISION Make 5 billion people feel safe & secure by meeting all their personal care hygiene & health needs.
25 Why are we doing this? It’s not philanthropy. It’s business with a purpose: It helps us build our business in Africa, in existing and new markets Handwashing campaigns are all about positive outlooks of what Africa can be
Influences people...to change their behaviour (& their attitude)
27 Habit changes Brushing with toothpaste twice a day //Handwashing before food Which means… & Brand choice Choosing OMO washing powder instead of the competition
28 Through a 6 Step Process Set The Challenge Understand What is (really) Going On Write the Persuasive Argument Generate the Comm. Idea Develop the Comm. Campaign Implement the Campaign Change History Audience Role and Time Frame Effect Risk and constraints
29 ? Creating: The promise The promotion This Process & The Tools Are always doing 2 things… Aligning: The experts to make it happen
1. Set the Challenge Set The Challenge Understand What is (really) Going On Write the Persuasive Argument Generate the Comm. Idea Develop the Comm. Campaign Implement the Campaign Change History Audience Role and Time Frame Effect Risk and constraints
31 Two things we’ve learned from a Behaviour Change perspective… 1.If you pick one audience and one behaviour you have more chance of making change happen 2.Get as clear as you can be at this stage of: Exactly what it is people do NOW Exactly what it is you’ll want them to do in the FUTURE
2. Understand What is (really) Going on Set The Challenge Understand What is (really) Going On Write the Persuasive Argument Generate the Comm. Idea Develop the Comm. Campaign Implement the Campaign Change History Audience Role and Time Frame Effect Risk and constraints
If we don’t get Triggers that go deep enough into people’s lives, we won’t come up with an argument with the power to persuade people to change.
3. Write the Persuasive Argument Set The Challenge Understand What is (really) Going On Write the Persuasive Argument Generate the Comm. Idea Develop the Comm. Campaign Change History Audience Role and Time Frame Effect Risk and constraints Implement the Campaign
35 Persuade/ v.tr. & refl. 1. (often followed by of, or that + cause) to cause (another person or oneself) to believe.
4. Generating the Communication Idea Set The Challenge Understand What is (really) Going On Write the Persuasive Argument Generate the Comm. Idea Develop the Comm. Campaign Implement the Campaign Change History Audience Role and Time Frame Effect Risk and constraints
37 What does a Communications Idea look like ? Singular: one big idea for maximum impact Versatile: works across different channels Persuasive: to encourage the sustained behavior change we want among our core target audience.
5. Develop the communications campaign Set The Challenge Understand What is (really) Going On Write the Persuasive Argument Generate the Comm. Idea Develop the Comm. Campaign Implement the Campaign Change History Audience Role and Time Frame Effect Risk and constraints
1.Grabs Attention rather than assumes it will be given 2.Has a single idea that can be integrated across many channels 3.Meaningfully communicates the argument A strong integrated campaign does 3 things
6. Implement the Campaign Set The Challenge Understand What is (really) Going On Write the Persuasive Argument Generate the Comm. Idea Develop the Comm. Campaign Implement the Campaign Change History Audience Role and Time Frame Effect Risk and constraints
41 Implementation means… Planning Invitation-Experience-Amplification Activity Plan Project Management Doing Kick off meeting Project plan Stakeholder management/interviews team work Learning Evaluation of implementation Measurement Evaluation of effect Share & Refine
42 DeliveryApproach – based on skills development by UMA Delivery Approach – based on skills development by UMA Learn by doing to increase retention and address risk of pull out: Coaching for each country Live support at key program junctures All key events are regional (working towards regional triggers/and regional briefs)
43 Marketing Expo 1 day Nairobi For high level management working on health, water, sanitation, hygiene, and finance issues In Safe Hands Training 4 days Naivasha For practitioners in health, water and sanitation charged with implementing hygiene behavior change programs (ideally the communication team)
44 FACTS What is or isn’t happening? TRIGGER WHY is this going on? Uganda Trigger Workshop
45 FACTS What is or isn’t happening? Formative research Immersion
46 FACTS What is or isn’t happening? WHYS Why is this going on?
48 TRIGGER Uganda Trigger Workshop 6 triggers 4 selected for qualitative validation 2 emerged 1 won – process and gut feeling
You educate your children to help you when you are old She said she learned to raise chickens/collect reeds so that she could trade and sell to have a better life Father is absentee parent & mum does all including paying fees I hope my children go to school and become successful, get good jobs & take care of me Spends 1st on her children then on herself She said child’s education is high on her priority list Many women’s meetings in each village Women’s empowerment movement in Uganda strong and supported by government Mothers want the best for their children and will do everything in their power to achieve it They focus on education as they want their children to get out of the slums as they believe this will give them a better future She sees hope for the future in her children Ugandan women are strong women who have overcome and still live with significant hardship and poverty Women are surprisingly innovative when it comes to seeing to her family’s welfare despite their strong belief of if its meant to be it will happen Women are seen to be important in the development of the country Mamma the Power is in Your Hands
50 Understand What is (Really) Going On Set The Challenge Change History Audience Role and Time Frame Effect Risk and constraints Generate the Comm. Idea Implement the Campaign Write the Persuasive Argument Develop the Comm. Campaign
53 Understand What is (Really) Going On Set The Challenge Change History Audience Role and Time Frame Effect Risk and constraints Generate the Comm. Idea Implement the Campaign Write the Persuasive Argument Develop the Comm. Campaign
54 Communications Idea PR Sponsorship In Communities TV Promotion Outdoor Events Radio Leaflets Print
56 Achievements Focused communication rooted in consumer understanding Integrated campaign development Core team confidence and motivation Buy in from key partners – no more ‘bad diarrhea communications’ Framework for regional innovation Regional motivations and insights
57 Challenges Acceptance of learning from private sector expertise among broad HW community Integration of BC models and frameworks Linking national, health, WSS, marketing M&E systems More focus on sustainability More knowledge sharing with other countries starting HW programs, ie Benin, Ethiopia
58 Planned Regional Activities FOAM Validation Workshop in Dar July Continuation of In Safe Hands - Kenya and Tanzania Trigger workshops Development of monitoring and evaluation framework Analysis of African HW determinants