This diarrhoea reduction project draws centrally upon social marketing and behaviour change communication (BCC) implemented through mass media and interpersonal communication (IPC) in an effort to encourage healthy behaviours - point-of-use (POU) water disinfection and zinc treatment. Amongst the communication tools organisers developed to increase knowledge of the correct treatment of diarrhoea and to create demand for the Orasel KIT® were the following: television and radio commercials, mobile video shows, a karaoke song video compact disc (VCD), and point of sales materials. Improved health practices are also promoted through home visits and edutainment sessions. PSI/Cambodia's communications underscore the importance of safe drinking water, hand washing, continued feeding practices, and other elements of proper diarrhoea management.

Partnership has been a key strategy in developing these messages. PSI/Cambodia has mobilised private-sector distribution networks in an effort to make high-quality ORS and zinc products available to low-income people at subsidised prices. In addition, local partner non-governmental organisations, or NGOs - e.g., the Reproductive and Child Health Alliance (RACHA), CARE Cambodia, and American Red Cross (ARC)/Cambodian Red Cross (CRC) - developed information, education, and communication (IEC) materials such as banners and pamphlets with graphic demonstrations on the use of the product. According to organisers, shop owners, health centre volunteers, and community-based care groups are using these materials in their promotions, demonstrations, health days, and health education sessions. PSI/Cambodia then developed a training curriculum in close collaboration with the Centers for Disease Control and Prevention (CDC) and the Cambodian National Mother to Child Health Center. A training of trainers programme was launched with NGO partners; participants then trained health centre staff, village shop owners, and village health support groups. The programme also trained private healthcare providers, including members of PSI’s Sun Quality Health Network clinics, pharmacists, and drug store owners on use of the Orasel KIT® and diarrhoea management. PSI also worked to expand its collaboration with the Cambodian Pediatrician Association to increase awareness of the new guidelines for treatment of diarrhoea among children under 5 years of age.

Children, Health.

According to organisers, "[d]ata from the Cambodia Demographic and Health Survey (CDHS) in 2005 indicate that 20% of children under the age of five had diarrhea in the two weeks preceding the survey, similar to the prevalence found in the 2000 CDHS. Although the 2005 CDHS does not report directly on diarrhea-related mortality, 24% of child deaths were associated with diarrhea in the 2000 CDHS."

A process evaluation published in October 2007 found that packaging ORS and zinc together is an effective means of marketing these products and encouraging their combined use. Also, evaluators concluded that "[d]istributing the product through village shops and local NGO networks, located in rural and peri-urban communities, is an effective means of increasing access and use in rural communities". As the project progresses, continued training of providers along with reinforcement of key messages on the appropriate treatment of diarrhoea among consumers, particularly for urban and peri-urban areas, is being developed. Evaluators explain that, "[w]ithout consumer education and regulatory enforcement the availability of dangerous anti-diarrhea products in the marketplace creates a high-risk situation..."