Jacqueline Devine
Craig Kullmann
Publication Date
Publication Date: 
September 1, 2011

From the World Bank's Water and Sanitation program (WSP), this set of resources seeks to generate discussions and learning related to sanitation marketing by sharing practical guidance on the design, implementation, and monitoring of rural sanitation marketing programmes at scale in India, Indonesia, and Tanzania, plus additional projects implemented in Cambodia and Peru. Behaviour change communication (BCC) is a key component. These resources are designed to address the interconnected challenges of improving rural sanitation at large scale, including triggering behaviour change and increasing the supply and demand of sanitation goods and services. The approach outlined here includes an approach that combines Community-Led Total Sanitation (CLTS) and sanitation marketing.

There are 2 resources available: a print guide and an online toolkit. Introductory Guide to Sanitation Marketing, available online as a PDF and in hard copy, is organised into chapters, with each chapter covering a key component. For instance, the chapter titled "Conducting Formative Research" describes how to undertake this first step of any sanitation marketing programme; "Developing a Marketing Strategy" focuses on the Four Ps of marketing (product, place, price, and promotion); "Developing a Communication Campaign" provides details on how to develop a communication campaign with the assistance of an advertising agency; and "Implementation" explores the roles and responsibilities of government, non-governmental organisations (NGOs), private sector firms, and civil society - with suggestions for procurement, budgeting, monitoring, evaluation, and timelines. A key element threaded throughout is the need to develop a team to implement such a programme. "This is far from a fixed entity, however. Rather, the actual composition of the team depends on the stage or task at hand, and could include staff from a development agency, external consultants, and government counterparts from the local and regional levels." The Sanitation Marketing Online Toolkit features narrated presentations and downloadable resources.

The guide and toolkit outline the steps to take when developing a sanitation marketing programme, from identifying primary research needs, to gathering data from primary and secondary sources, to defining clear research objectives and questions. For example, using a questionnaire available in the toolkit, the Indonesia team found that sanitation ranks low among other household priorities, such as refrigerators or TVs, and that many men see physical and social benefits to defecating in the open. The team used these results to inform their communication campaign, which is included in the online toolkit.

Sample lessons learned from these resources include: "The marketing strategy will inform the communication campaign. Communication concepts, outlined in the creative, or ad agency, brief, should build on insights from the formative research and serve as a platform for all campaign elements. For example, the Choo Bora program in Tanzania, uses the concept of empowerment: 'A Good Toilet Is Possible!' 'To motivate households to upgrade their simple pit latrines'."




Email from Amy Grossman to The Communication Initiative on February 8 2012; and WSP website, February 8 2012.