Sanitation Marketing Moving Beyond Technology

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Sanitation Marketing Moving Beyond Technology
Sanitation Coverage
Coverage (Marketing)
Coverage (Status Quo)
vs.
Time
Time
External Funding for Sanitation
(Status Quo)
(Marketing)
vs.
Time
Time
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Developing a Sanitation Market
SUPPLY
DEMAND
Public Investment
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Addressing Supply Scenarios
SUPPLY SCENARIOS CONTINUUM
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Addressing Demand Scenarios
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A Cutting Edge Demand-Side Intervention
COMMUNITY-LED TOTAL SANITATION (CLTS)
Community-based, participatory intervention
creates social pressure at community level to
drive HH sanitation behavior change

• Intervention that drives HH behavior change
  through community mobilization around improving
  sanitation

• NOT a health-based hygiene behavior-change
  intervention!

• CLTS pushes a population toward a community-wide
  behavioral tipping point

• Community (not HH) Rewards and Status are key
  incentives

• Government sponsorship and buy-in are very
  important

• Supply of products and services must be ready to
  meet demand!

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CLTS ACTIONS
WITH COMMUNITY
WITH PRIVATE SECTOR
WITH CIVIL SOCIETY
WITH GOVERNMENT
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CLTS ACTIONS - what you do
WITH COMMUNITY

• Identify socio-cultural touchpoints around
  contact with human feces and the act of defecating

• Activate existing platforms and empower leaders

• PUSH THE SOCIO-CULTURAL BUTTONS

WITH LOCAL PRIVATE SECTOR

• Feed demand information to develop products

• Finance . Link sanitation providers as well as
  households to credit

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More CLTS ACTIONS.
WITH CIVIL SOCIETY

• Build CLTS capacity in and certify CSOs that
  are hired to implement

• Activate existing platforms and empower leaders

WITH GOVERNMENT

• Government buy-in to support incentive system
  for communities recognition, infrastructure,
  celebration

• Local (e.g. municipal and community) policy,
  norms, regulations, systems to support market and
  protect consumer

• Facilitate funding mechanisms to replicate CLTS
  in new districts

• Linking government and community-based
  monitoring systems

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The Global Sanitation Stalemate

• The sanitation challenge
• To draw in indigenous and private sector
  funding
• To use resources for activities that lead to
  scaling up with sustainability
• To ensure effective outreach to disadvantaged
  groups

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Creating Supply with Demand Viewing the
unserved as customers, not beneficiaries
WITH GOVERNMENT
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Validating the New Paradigm

• 2 Coastal provinces in rural Vietnam, with
  similar conditions
• Socioeconomic
• Environmental
• Project duration 2 years

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Increased Access to Improved Sanitation

• In the experimental group of communities
• Latrine construction grew fourfold

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Increased Access to Improved Sanitation

• In the experimental group of communities
• Rate of household ownership of a hygienic latrine
  has doubled

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The Market Reached the Rural Poor
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A Cost-effective Approach

• The market value of capital investment leveraged
  by 2004

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A Process to Unleash Market Forces
Mr. Latrine representing Hygiene,
Civilization, and Health Slogan Be an
exemplary person in a cultured village
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Lessons Learned From Implementation
Promoting availability of sanitation improvements
Facilitating linkages between demand and supply
Stimulating demand for sanitation improvements
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Areas for Further Learning and Work

• Scaling up involvement of the private sector
• Through alliances with multinational agencies
  and/or implementers
• Engaging government subsidies, policies,
• Extending services to
• Poorest households
• Marginalized ethnic groups
• Remote areas
• Expanding applicability of this package
• With full cost recovery
• With commitment to social subsidy
• Who can take on the tasks that need to be done?
• Measuring success
• The magic proxy is a latrine purchased to a
  latrine used and maintained

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Sanitation Marketing Moving Beyond Technology
Sanitation Coverage
Coverage (SM)
Coverage (Status Quo)
vs.
Time
Time
External Funding for Sanitation
(Status Quo)
(SM)
vs.
Time
Time