SOCIAL MARKETING UBSUP Social Marketing: Concept Development By the Social Marketing Team 15 th April 2013 (KSMS) 1 people, place, product, price, participation, promotion, policy, programs, positioning, partnerhips

UBSUP Social Marketing: Concept Development What is social marketing? According to Pamela Mae: “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.” 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, partnerhips 2

The key components of UBSUP’s social marketing approach: Systematic data collection & analysis to develop appropriate marketing strategies Making toilet designs, emptying services and promoting behaviours that fit the felt needs of the consumers Strategic approach to promoting improved sanitation, emptying services & hand washing Methods for effective distribution of SafiSan toilets; when demand is created at town & area level, consumers know where and how to get the products and services Improving the adoption of improved sanitation, emptying services or behaviors and increasing the willingness of consumers to contribute to improved sanitation Cost effective pricing so that the product & services are affordable 3

Process of Social Marketing concept development The developement of our social marketing concept and tools was guided by: Indepth qualitative study in 5 towns & quantitative studies in 11 towns which obtained detailed information of what consumers know, do, and want. These data provided by the target audience defined our SM objectives and concept development As a result, UBSUP’s social marketing approach was centered on two key processes: 1.Developing messages that suit target audiences- landlords and household owners 2.Communicating the messages in ways that are appropriate, attractive, and motivating 4

UBSUP’s communication strategies include: Interpersonal communication training: Strengthen the ability of CBOs, FBO and NGO fieldworkers (Animators) to reach potential latrine adopters and to promote sanitation and hygiene Mass media: Build on existing policies and strengthen government and private-sector capacity for creative presentation of standardized messages Print media: Develop strategies using print media, e.g. billboards, posters, site-signs, interpersonal support, and other learning materials, manuals and programme guidelines Community-based media: Use local-level media, e.g. public address systems, and employ traditional, community-based entertainment artists, e.g. popular folk singers, dramatists, etc. 5

UBSUP social marketing: from macro to micro The right social marketing mixes: People, regions & levels. 6 Level NationalWSPTown Area & community Plot & Household Macro MesoMicro Objective Awareness TV & Radio commercials Awareness & sensitisation- Sensitisation & marketing Road shows, Banners, Police Band Marketing & sale- Postors. Drama groups, Social Animators Sale, assembly & after care KAP (1) Knowledge Knowledge & attitude Attitude & practice Practice (action) Attitude & Practice

Focus of UBSUP’s Social Marketing: The provision of safe sanitation facilities will only improve people’s health if the sanitation facilities are well used & maintained and people have good personal hygiene Accordingly our social marketing strategy will focus on: Triggering demand for improved sanitation Increase improved hand washing practices Encourage proper use and maintenance of toilets through awareness creation & training Encourage safe and proper disposal of human waste 7

National-level Messages, Media & Activities: Radio & television messages (using local and national radio stations) Newspaper advertisements/announcements to create awareness about the UBSUP programme (targeting the general public & WSPs) T-shirts, baseball caps (etc.) to improve UBSUP’s visibility a trigger overall demand for improved sanitation and good hygiene and hand washing practice UBSUP Social Marketing: Levels of Intervention: 8

Town & WSP-level activities: Road shows, police band with banners Sanitation barazas (= public meetings) Posters, billboards & banners Brochures Video presentations TV & radio messages (using local radio stations) T-shirts & baseball caps SMS messaging Visits to treatment works 9

UBSUP Social Marketing: Levels of Intervention: Community/area-based activities: Public announcements Sanitation barazas Posters, billboards & banners Brochures & flyers Presentations by local experts & opinion leaders Drama group performances Radio messages (using local radio stations) T-shirts and baseball caps SMS messaging Visits to treatment works 10

UBSUP Social marketing: Levels of intervention Plot & household level community/area-based activities: House visit programmes (1 st & 2 nd visit) Brochures & hand-outs Manual for the Social Animators Manuals for the beneficiaries T/shirt & capes for the first 100 adopters of improved sanitation Hygiene promotion encourages people to adopt safer practices in the household to prevent sanitation-related disease 11

UBSUP Social Marketing: Levels of Intervention: Key outputs to date: Mascot, slogan, rider Posters & banners Brochures & manuals Social Animators Hand book Song & skit Programmes & public announcements Baseball cap, t-shirt, sticker Data collection questionnaire to measure customer satisfaction Messages for the Chiefs, PHOs & opinion leaders for use in public meetings Overall programme for community mobilisation TV commercial (animation) 12

UBSUP Social marketing: Levels of intervention Under construction: Toilet application procedures (final draft) Manuals for the beneficiaries Scale-model for demonstration TV & radio advert 13

Thank You! 14