Water Services Trust Fund
SOCIAL MARKETING
1. Concept Development
people, place, product, price, participation, promotion, policy, programs,
positioning, partnerships, poo, pee
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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 (?)
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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”
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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
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Water Services Trust Fund
SOCIAL MARKETING
2. Focus & Levels of Intervention
people, place, product, price, participation, promotion, policy, programs,
positioning, partnerships, poo, pee
5
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
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Social Marketing: Levels of Intervention
1.
2.
3.
4.
National level
Water Service Provider and town level
Area (community) level
Plot & household level
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UBSUP social marketing: From macro to micro level
Awareness creation
Level
Objective
KAP
(1)
Media
Sensitisation
Marketing
Sale
National
WSP
Town
Area & community
Plot & household
Macro
Macro
Macro
Meso
Micro
awareness
creation
awareness
creation
sensitisation
& marketing
marketing & sale
marketing, sale,
and proper use
Knowledge
TV & radio
commercials
adverts
Knowledge
Attitude
radio (Q&A)
banners
Knowledge
Attitude
Practice
road shows,
banners
police band
Knowledge
Attitude
Practice
posters drama
barazas
Knowledge
Attitude
Practice
plot visits posters,
demos forms,
contract
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UBSUP social marketing: From macro to micro level
Level
National
Emphasis
Awareness creation
Messages
1. 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
Media
Activities
Mass media:
TV, radio
Print media:
Newspapers
Visibility materials:
Mascot, slogan, logo, song, animation
TV & radio (questions & answers) sessions (Q&A)
Newspaper advertisement
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UBSUP social marketing: From macro to micro level
Level
Water Service Provider and/or town level
Empahsis
Awareness creation > sensitisation > marketing
Messages
1. 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
Media
Activities
Mass media:
Local TV & radio, SMS messaging
Print media:
Banners, posters, brochures, flyers
Visibility materials:
Mascot, slogan, logo, t-shirts, caps
TV & radio Q&A sessions, SMS messages
Putting up billboards & banners
Video presentations
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UBSUP social marketing: From macro to micro level
Level
Area level
Emphasis
Awareness creation, sensitisation & marketing
Messages
1. 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
Media
Activities
Community media:
Barazas, fairs P.A. Announcements, skits
Print media:
Banners, posters, brochures, flyers
Visibility materials:
Mascot, slogan, logo, t-shirts, caps
PA announcements, SafiSan baraza shows, drama performances
Putting up billboards & banners, opinion leaders’ presentations
Video presentations, visits to sewage treatment works
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UBSUP social marketing: From macro to micro
Level
Plot and household level
Emphasis
Sensitisation & marketing
Messages
1. 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
Media
Activities
Print media:
Hand book, brochures, flyers, manuals
Demonstration:
Demonstration toilets, video presentations
Visibility materials:
Mascot, slogan, logo, t-shirts, caps
Plot visits & meetings at plot level
Handing out brochures
Toilet demonstrations (using demo toilet or video)
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UBSUP Social marketing: From macro to micro level
Plot & household level activities:
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Water Services Trust Fund
SOCIAL MARKETING
3. The Social Animators (Sanitation Marketers)
- Responsibilities & Tools -
people, place, product, price, participation, promotion, policy, programs,
positioning, partnerships, poo, pee
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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
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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.
3.
Promote good hand washing and hygiene practices
Create awareness on the sanitation value chain
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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)
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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)
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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)
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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 (www.majidata.go.ke)
Visibility:
• Mascot, slogan, rider
• Baseball cap, t-shirt, sticker (for visibility)
• Bag and the other items that make up the Social Animators’kit
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Water Services Trust Fund
SOCIAL MARKETING
3. Social Marketing: Target Groups
people, place, product, price, participation, promotion, policy, programs,
positioning, partnerships, poo, pee
21
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)
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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
people, place, product, price, participation, promotion, policy, programs,
positioning, partnerships, poo, pee
24
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
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
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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;
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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.
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Sticks: The Public Health Act
Under the Public Health Act, 242 - 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
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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
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Water Services Trust Fund
SOCIAL MARKETING
5. Hand Washing; Knowledge Attitude & Practice (KAP)
people, place, product, price, participation, promotion, policy, programs,
positioning, partnerships, poo, pee
33
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
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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.
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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.
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Thank You!
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