Water Services Trust Fund SOCIAL MARKETING 1. Concept Development 1 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 (?) 2

UBSUP Social Marketing: Concept development 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” 3

UBSUP Social Marketing: Concept development 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 4

Water Services Trust Fund SOCIAL MARKETING 2. Focus & Levels of Intervention 5 people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee

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 6

1.National level 2.Water Service Provider and town level 3.Area (community) level 4.Plot & household level Social Marketing: Levels of Intervention 7

UBSUP social marketing: From macro to micro level Awareness creation Sensitisation Marketing Sale 8 Level NationalWSPTownArea & communityPlot & household Macro MesoMicro Objective awareness creation sensitisation & marketing marketing & sale marketing, sale, and proper use KAP (1) Knowledge Knowledge Attitude Knowledge Attitude Practice Media TV & radio commercials adverts radio (Q&A) banners road shows, banners police band posters drama barazas plot visits posters, demos forms, contract

UBSUP social marketing: From macro to micro level LevelNational EmphasisAwareness creation Messages1. 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 MediaMass media: TV, radio Print media: Newspapers Visibility materials: Mascot, slogan, logo, song, animation ActivitiesTV & radio (questions & answers) sessions (Q&A) Newspaper advertisement 9

UBSUP social marketing: From macro to micro level LevelWater Service Provider and/or town level EmpahsisAwareness creation > sensitisation > marketing Messages1. 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 MediaMass media: Local TV & radio, SMS messaging Print media: Banners, posters, brochures, flyers Visibility materials: Mascot, slogan, logo, t-shirts, caps ActivitiesTV & radio Q&A sessions, SMS messages Putting up billboards & banners Video presentations 10

UBSUP social marketing: From macro to micro level LevelArea level EmphasisAwareness creation, sensitisation & marketing Messages1. 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 MediaCommunity media: Barazas, fairs P.A. Announcements, skits Print media: Banners, posters, brochures, flyers Visibility materials: Mascot, slogan, logo, t-shirts, caps ActivitiesPA announcements, SafiSan baraza shows, drama performances Putting up billboards & banners, opinion leaders’ presentations Video presentations, visits to sewage treatment works 11

UBSUP social marketing: From macro to micro LevelPlot and household level EmphasisSensitisation & marketing Messages1. 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 MediaPrint media: Hand book, brochures, flyers, manuals Demonstration: Demonstration toilets, video presentations Visibility materials: Mascot, slogan, logo, t-shirts, caps ActivitiesPlot visits & meetings at plot level Handing out brochures Toilet demonstrations (using demo toilet or video) 12

UBSUP Social marketing: From macro to micro level Plot & household level activities: 13

Water Services Trust Fund SOCIAL MARKETING 3. The Social Animators (Sanitation Marketers) - Responsibilities & Tools - - Responsibilities & Tools - 14 people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee

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 15

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 practices 3.Create awareness on the sanitation value chain 16

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) 17

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) 18

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 ( Visibility: Mascot, slogan, rider Baseball cap, t-shirt, sticker (for visibility) Bag and the other items that make up the Social Animators’kit 20

Water Services Trust Fund SOCIAL MARKETING 3. Social Marketing: Target Groups 21 people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee

UBSUP Social marketing: The target groups The following groups/categories will be given special attention: 1.Householders 2.Landlords & landladies (rights and responsibilities) 3.Tenants (sanitation is a human right) 4.Women 5.Children (School wash) “There is no such thing as selling to the general public” (Boffin, 2001; 58) 22

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) 23

Water Services Trust Fund SOCIAL MARKETING 4. Improving Sanitation: Carrots & Sticks 24 people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee

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) 25

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 idiom 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 26

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 27

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.) 28

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; 29

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. 30

Sticks: The Public Health Act Under the Public Health Act, 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 31

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 32

Water Services Trust Fund SOCIAL MARKETING 5. Hand Washing; Knowledge Attitude & Practice (KAP) 33 people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee

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 34

Hand washing & KAP (Knowledge, Attitude, Practice) 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. 35

Hand washing & KAP (Knowledge, Attitude, Practice) 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. 36

Hand washing & KAP (Knowledge, Attitude, Practice) 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. 37

Thank You! 38