Post on 01-Apr-2015
Approaches to Approaches to Handwashing Handwashing Improvement in AfricaImprovement in Africa Global Scaling Up Handwashing Meeting Toubab Dialaw, Senegal, May 30, 2007
2
Country Overviews
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Observed HW Behavior – Households
HWWS caregivers after toilet (%)
with water only (%)
Target with soap (%)
Barriers/facilitators
Drivers/motivations
Tanzania
6
38
Pending expanded baseline
Uganda
14
45
30
Focus on physical dirt, lack of water, 70-84% awareness of importance of HW, soap in all households, diarrhea part of growing up, soap placement
Disgust, Conformity, Safety for children, keep healthy,
feel clean (Comfort), belonging
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Observed HW Behavior School Aged Children 6-12
After toilet with water only (%)
with soap (%)
Kenya
28
1
Tanzania
84
8
Uganda
41
5
5
Status
Stage Kenya Tanzania Uganda Partnership formation
Dec 06 Mar 06 Aug 06
Formative research Mar 07 to date Apr 06 Jan 07
Baseline Mar 07 to date Sep 07 Jan 07
Strategy development
Jul 07 Jul 07 Ongoing
Communication development
Aug 07 Aug 07 Jun 07
MIS Jul 07 Sep 07 Jul 07
Implementation Nov 07 Nov 07 Aug 07
Evaluation Nov 09 Jul 09 Feb 09
Institutionalization 5% 15% 5%
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Kenya
Partner Contributions MOH as the lead agency with other public agencies MOE, MOWI, MOLG, MOGCSS NGOs: NETWAS, AMREF, Plan International, Practical Aid Private Sector: Unilever, Bidco, Kentainers, Roto UNICEF, WHO and UN Habitat
Funding EU $1.1 million starting FY08 WSP $200k to date
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Tanzania
The first partnership meeting held in Mar 06, Followed by Dec 06 meeting to devise CHARTER
Partners: GoT, private sector, development partners, NGOs
The lead actors: MoW/MoH/WSP MoW:
Dedicated US$10K for HW promotion for each district An institutional home for HW within the Sanitation and
Hygiene Working Group of the WSDP MoH
Develop policies and guideline for hygiene promotion Coordinates hygiene promotion in all districts through DHO Forming the National Steering Committee for S&H
WSP Provide the seed funding for the TZ HWI Provides the coordination of the PPPHW Technical Advice, guidance
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Tanzania
Other Partners Government
MoEVT: responsible of the school hygiene PMO-RALG: Coordinates implementation of government programme
through the LGAs
Private sector AquaSan: Provides HW sample facilities, e.g., plastic facilities Tarmal: Provides promotional materials, e.g., soap samples
International Organisations UNICEF: Provide funds for development of promotional messages,
links to additional districts PSI: Doing behavior change promotion Water Aid: Funding CBOs doing facilitation of DCC, links to additional
districts
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Tanzania
ChallengesSustainability is the major challenge due to;
Institutional arrangement-MoW, MoHSW, PMO-RaLG,MoEVT Lack of capacity at the LGA level Lack of ministerial collaboration Weak representation of private sector Lack expertise at the local level
Opportunities Fitting in existing programmes –RWSSP,School Health
Programme,Village Health Programme Getting the PMO-RALG more involved in bridging the gap
between the stakeholder ministries Getting the HW to the parliament
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UGANDA
HWSC was formed in 2005 as a sub-group of the National Sanitation Working group.
Chaired by MoH/EHD; Unicef, Danida, Plan International, WaterAid, UWASNET, AMREF, GTZ, DWD / MoWE & MoES are members
Progress Wrote initial HW Proposal & secured Danida seed funding Give guidance & managerial oversight to the HW campaign in Uganda Created enabling environment for Donor funding thus attracted DFID,
UNICEF and WSP funds (Danida – USD 740,000, DFID – USD 640,000, UNICEF – USD 80,000, WSP – 100,000)
A strong participation of private Sector – Unilever & Mukwano Industries
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Constraints / Challenges Implementing partner (UWASNET) wants more independence in
implementation & handling funds (procurement), which HWSC is opposed to
Political interference - State house involvement Time-tied funds – Must spend DFID funds by 15th August 2007
What can be done better? The roles of the implementing partner and the steering committee need
to be clarified
Role of lead Government Agency UWASNET established by DWD, Danida, WaterAid & 2 other WATSAN
NGOs. UWASNET has over 130 members who are visualized to incorporate
HW into their work plans and coordinate HW activities with District structures
UGANDA
Experience of WASH Ethiopia movement to promote HW
Andreas Knapp
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Background
1. Based on the global WASH campaign a group of like minded organizations coordinated by Water Aid decided to form the Ethiopia WASH movement
2. 2 main objectives: Advocacy movement, social mass mobilization
3. Every year the movement focused its attention on a different motto:
2004/2005 “your health is in your hands “ Reasons why hand washing was chosen as the first topic: a simple intervention to promote with direct messages; it builds on established common practices and can have a
high impact on diarrhoeal diseases. 2005/2006 “let’s use latrine for our health and dignity” 2006/2007 “keep water safe”
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Results
Fig.3 Perceived Knowledge of respondents on "your
health is in your hands" in Ethiopia,March 2007
Knowlege of WASH motto
Do not knowKnow
Pe
rce
nta
ge
60
50
40
30
20
10
0
47
53
Fig.4 Perceived Knowledge of respondents on 'let us use
latrine for our health and dignity' in Ethiopia,March 2007
Knowledge on 1998 E.C WASH Campaign
Do not knowKnow
Perc
enta
ge
100
80
60
40
20
0
79
21
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Regional Overview
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Enabling Environment
Population Characteristics and HWWS Behavior
Research
Focus
Opportunity Ability Motivation
Key determinants
Marketing mix
Program Objectives
Product
Monitoring and evaluation
Price Place Promotion
Implementation
1
2
3
4
5
6
Concept & Message development
1
Channel Choice
Advocacy development
Communication Strategy
17
Link with improved water supplyLink with improved water supply
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“It is essential that all latrine designs factor in a safe durable facility for handwashing.”
- Draft 10 YEAR UGANDA, IMPROVED SANITATION AND HYGIENE PROMOTION FINANCING
STRATEGY UGANDA
Availability of handwashing facilities Availability of handwashing facilities
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Kenya HW initiative influencing infrastructure operations in schools. WSP facilitating Schools Infrastructure
Management Unit (SIMU) dialogue $13m from DFID to design and build pit
latrines for all 18,976 public schools in Kenya
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Laundry Bars/Multipurpose
Toilet Soaps
50% of
revenue
Most of target audience is at “the bottom of the pyramid”
Initiative can be used to:
- bring new consumers onto toilet soap brands
- link multipurpose soaps with handwashing
Link with the soap market Link with the soap market
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Enabling Environment
Population Characteristics and HWWS Behavior
Research
Focus
Opportunity Ability Motivation
Key determinants
Marketing mix
Program Objectives
Product
Monitoring and evaluation
Price Place Promotion
Implementation
1
2
3
4
5
6
Concept & Message development
1
Channel Choice
Advocacy development
Communication Strategy
22
Private Sector Support Private Sector Support Why is it win-win? Why is it win-win?
PUBLIC FMCG industry, highly competitive and innovative - Colgate-Palmolive, Procter & Gamble, Unilever considered schools of marketing/behavior changeSustainable handwashing with soap promotionBring divergent social and commercial marketing together to innovate behavior change
PRIVATESoap volumeInsights into B.O.P Influence and trust from governmentsSharing costs Access to national and local government structuresInsights into motivations (various theories)Staff motivation
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How and Why Lifebuoy is leading hand washing?
BRAND VISIONMake 5 billion people feel safe & secure by meeting all their personal care hygiene &
health needs.
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Why are we doing this?
It’s not philanthropy. It’s business with a purpose:
GUINEA BISSAU
SAUDIARABIA
IRAN
TURKEY
IRAQSYRIA
YEMEN
OMAN
JORDANISRAEL
UAEEGYPTLIBYAALGERIA
MOROCCO
SUDAN
TUNISIA
NIGER
MAURITANIA
WESTERNSAHARA
MALI
CHAD
NIGERIAETHIOPIA
SOMALIA
ERITREA
TANZANIA
UGANDA
KENYA
DJIBOUTI
COMOROS
BURKINAFASO
GHANA
COTED’IVOIRE
SENEGAL
SIERRA-LEONE
LIBERIA
TOGO
BENIN
GAMBIA
GUINEA
CENTRALAFRICAN
REPUBLIC
CAMEROON
EQUATORIAL GUINEA
GABONCONGO
DEM. REPUBLICOF CONGO
BURUNDI
RWANDA
ANGOLA
NAMIBIA
BOTSWANA
ZIMBABWE
ZAMBIA
MADAGASCAR
MOZAMBIQUE
MALAWI
SWAZILAND
LESOTHOSOUTHAFRICA
It helps us build our business in Africa, in existing and new markets
Handwashing campaigns are all about positive outlooks of what Africa can be
Influences people...to change
their behaviour (& their attitude)
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Habit changesBrushing with toothpaste
twice a day//Handwashing before food
Which means…
& Brand choiceChoosing OMO washing powder instead of the competition
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Through a 6 Step Process
Set The
Challenge
UnderstandWhat is(really)Going
On
Writethe
PersuasiveArgument
Generatethe
Comm.Idea
Developthe
Comm.Campaign
Implementthe
Campaign
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
29??Creating:The promise
The promotion
This Process & The ToolsThis Process & The ToolsAre always doing 2 things…
Aligning:The experts to make it
happen
1. Set the Challenge
Set The
Challenge
UnderstandWhat is(really)Going
On
Writethe
PersuasiveArgument
Generatethe
Comm.Idea
Developthe
Comm.Campaign
Implementthe
Campaign
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
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Two things we’ve learned from a Behaviour Change perspective…
1. If you pick one audience and one behaviour you
have more chance of making change happen
2. Get as clear as you can be at this stage of:
• Exactly what it is people do NOW
• Exactly what it is you’ll want them to do in the FUTURE
2. Understand What is (really) Going on Set The
Challenge
UnderstandWhat is(really)Going
On
Writethe
PersuasiveArgument
Generatethe
Comm.Idea
Developthe
Comm.Campaign
Implementthe
Campaign
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
If we don’t get Triggers that go deep enough into people’s lives, we won’t come up with an argument with the power to persuade people to change.
3. Write the Persuasive Argument
Set The
Challenge
UnderstandWhat is(really)Going
On
Writethe
PersuasiveArgument
Generatethe
Comm.Idea
Developthe
Comm.Campaign
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
Implementthe
Campaign
35
Persuade/ v.tr. & refl.
1. (often followed by of, or that + cause) to cause (another person or oneself) to believe.
4. Generating the Communication Idea
Set The
Challenge
UnderstandWhat is(really)Going
On
Writethe
PersuasiveArgument
Generatethe
Comm.Idea
Developthe
Comm.Campaign
Implementthe
Campaign
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
37
What does a Communications Idea look like ?
Singular: one big idea for maximum impact
Versatile: works across different channels
Persuasive: to encourage the sustained behavior change we
want among our core target audience.
5. Develop the communications
campaign
Set The
Challenge
UnderstandWhat is(really)Going
On
Writethe
PersuasiveArgument
Generatethe
Comm.Idea
Developthe
Comm.Campaign
Implementthe
Campaign
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
1. Grabs Attention rather than assumes it will be given
2. Has a single idea that can be integrated across many channels
3. Meaningfully communicates the argument
A strong integrated campaign A strong integrated campaign does 3 thingsdoes 3 things
6. Implement the Campaign
Set The
Challenge
UnderstandWhat is(really)Going
On
Writethe
PersuasiveArgument
Generatethe
Comm.Idea
Developthe
Comm.Campaign
Implementthe
Campaign
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
41
Implementation means…
PlanningInvitation-Experience-Amplification
Activity Plan
Project Management
DoingKick off meeting
Project planStakeholder management/interviews
team work
LearningEvaluation of implementation
Measurement Evaluation of effect
Share & Refine
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DeliveryDelivery Approach – based on skills Approach – based on skills development by UMAdevelopment by UMA
Learn by doing to increase retention and Learn by doing to increase retention and address risk of pull out: address risk of pull out:
Coaching for each country Live support at key program junctures All key events are regional (working towards
regional triggers/and regional briefs)
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Marketing Expo Marketing Expo
1 day
Nairobi
For high level management working on health, water, sanitation, hygiene, and finance issues
In Safe Hands Training In Safe Hands Training
4 days
Naivasha
For practitioners in health, water and sanitation charged with implementing hygiene behavior change programs (ideally the communication team)
44
FACTS FACTS What is or isn’t happening?What is or isn’t happening?
TRIGGERTRIGGER
WHYWHY is this going on?is this going on?
Uganda Trigger WorkshopUganda Trigger Workshop
45
FACTS FACTS What is or isn’t happening?What is or isn’t happening?
Formative researchFormative research
ImmersionImmersion
46
FACTS FACTS What is or isn’t happening?What is or isn’t happening?
WHYSWHYS Why is this going on?Why is this going on?
47
48
TRIGGERTRIGGER
Uganda Trigger WorkshopUganda Trigger Workshop
•6 triggers
•4 selected for qualitative validation
•2 emerged
•1 won – process and gut feeling
•You educate your children to help you when you are old •She said she learned to raise chickens/collect reeds so that she could trade and
sell to have a better life•Father is absentee parent & mum does all including paying fees•I hope my children go to school and become successful, get good jobs & take care of me•Spends 1st on her children then on herself•She said child’s education is high on her priority list•Many women’s meetings in each village•Women’s empowerment movement in Uganda strong and supported by government
•Mothers want the best for their children and will do everything in their power to achieve it•They focus on education as they want their children to get out of the slums as they believe this will •give them a better future•She sees hope for the future in her children•Ugandan women are strong women who have overcome and still live with significant hardship and poverty•Women are surprisingly innovative when it comes to seeing to her family’s welfare •despite their strong belief of if its meant to be it will happen•Women are seen to be important in the development of the country
Mamma the Power is in Your Hands
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UnderstandWhat is(Really)Going
On
Set The
Challenge
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
Generatethe
Comm.Idea
Implementthe
Campaign
Writethe
PersuasiveArgument
Developthe
Comm.Campaign
51
52
53
UnderstandWhat is(Really)Going
On
Set The
Challenge
ChangeHistoryAudience Role andTime Frame Effect Risk and constraints
Generatethe
Comm.Idea
Implementthe
Campaign
Writethe
PersuasiveArgument
Developthe
Comm.Campaign
54
CommunicationsIdea
PR
Sponsorship
In Communities
TV
Promotion
Outdoor Events
Radio
Leaflets
55
Channel Channel Exploitation Exploitation WorkshopWorkshop
56
Achievements
Focused communication rooted in consumer understanding
Integrated campaign development Core team confidence and motivation Buy in from key partners – no more ‘bad diarrhea
communications’ Framework for regional innovation Regional motivations and insights
57
Challenges Acceptance of learning from private sector
expertise among broad HW community Integration of BC models and frameworks Linking national, health, WSS, marketing M&E
systems More focus on sustainability More knowledge sharing with other countries
starting HW programs, ie Benin, Ethiopia
58
Planned Regional Activities
FOAM Validation Workshop in Dar July Continuation of In Safe Hands - Kenya and
Tanzania Trigger workshops Development of monitoring and evaluation
framework Analysis of African HW determinants