Results and Lessons Learned from the

POUZN Project POU Program

Susan Mitchell, Project Director

Abt Associates

Program Objective

Expand the use of POU

products for diarrhea

prevention using social

marketing approaches that

build on and strengthen

existing in-country

platforms for the

distribution and sale of

other public health

products.

Programs and Time Frame

Country Type Timeframe Annual Budget

Angola Intro 1 year $50,000

Bangladesh Intro N/A N/A

Benin Intro 3 year $350,000

DRC Scale-up 1 year $300,000

Haiti Scale-up 2 year $180,000

Kenya Scale-up 2.5 year $220,000

Malawi Scale-up 4 year $225,000

Rwanda Scale–up 2.5 year $350,000

Senegal Intro 1 year $250,000

Program Strategy

Promotio

n

PlacePrice

Product

Awareness

Trial

Use

Product

PRODUCT MANUFACTURER COUNTRIES

WaterGuard/Sur Eau

Locally Manufactured Angola, Haiti, Kenya,

Malawi, Rwanda

PuR Imported DRC, Kenya, Malawi

AquaTabs Imported Bangladesh, Benin,

Kenya & Senegal

At a sustainable price, WaterGuard and

Aquatabs are affordable for most families

Price/Month (assuming 20 liters/day)

Kenya Benin

DR

Congo* Haiti Malawi* Rwanda Senegal Average

WaterGuard $.15 $.38 $.13 $.33 $.25

PUR $5.28 $3.30 $2.16 $3.58

Aquatabs $.90 $.75 $.75 $.80

*WaterGuard receives a 32% and PUR a 53% subsidy in Malawi and PUR in DRC receives a 45% subsidy

Promotion

• Mass Media (radio and TV)

• Point-of Sale Materials

(posters/danglers etc.)

• Theater/MVU events

• NGO community based

volunteers (all countries)

• Public sector clinics and

Community Health

Workers (Benin, DRC,

Rwanda)

Place/Distribution

• Commercial distribution through a range of commercial

sector retail outlets

• NGO Based Distribution (Benin, Haiti & DRC)

• Public Sector Distribution (Benin, DRC, Rwanda)

M&E Methodology

• Representative sample

of target populations

• Target: Households

with children under five

• Baseline and endline

• Key indicators tracked:

Knowledge & use of

promoted products

Product

Introduction

POUZN

Program

Program/

Study

Geographic

Coverage

Benin 2008 2008-2010

7 departments

(6.1 million) =

70% population

DR

Congo2006 2008-2009

South Kivu

District

(4.7 million) =

7% population

Kenya 2003 2007-2010

Coast Province

(2.5 million) =

7% population

Rwanda 2006 2007-2010National

(10 million)

Knowledge: % of households that know they

need to treat their water

69

31

80 78

94 97

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Benin DRC Kenya

(Coast)

Rwanda

Baseline

Endline

Ever use of promoted POU water treatment products increased significantly

0

12

5

3230

45

19

37

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Benin DRC Kenya Rwanda

Baseline

Endline

Current use of POU water treatment products

(self-reported) also increased significantly

0

6

2

14

11

28

1

21

0%

5%

10%

15%

20%

25%

30%

Benin DRC Kenya Rwanda

Baseline

Endline

Public sector became an important supplier

% of users Benin DRC Kenya Rwanda

Kiosk/Shop 29.2 12 87.5 31.1

Pharmacy 27.9 48.1 8.6 10.7

NGOs 8.2 11.1 0.2 1.2

Public Health

Clinics/CHW25.9 28.8 3.2 53.8

Other 8.8 0 3.2 0.5

But a gap remains between ever use and

current use

12

6

32

14

45

28

53

21

0%

10%

20%

30%

40%

50%

60%

Benin DRC Kenya Rwanda

Ever Use

Current Use

Reasons that ever users are not currently using

Benin

Aquatabs (%)

DRC

PuR (%)

Rwanda

Waterguard (%)

Too expensive N/A 7.5 24.8

Can’t find 9.5 0.3 34.4

Didn’t have at

home1.2 12.0 N/A

Don’t need 62.9 N/A 7.5

Don’t like 3.4 57.3 16.0

Not right season 1.5 N/A 9.1

Don’t know how to

use8.3 13.8 N/A

Other 13.3 9.0 8.2

Behavior Change Model

SUSTAINED USE

TRIAL

AWARENESS

Lessons Learned

• Building on an existing social marketing platform allows for relatively fast scale-up for relatively small investment $200-300,000 a year.

• Liquid and tablet chlorine products can be offered at a non-subsidized price that is affordable

• Partnering with the public sector for promotion and distribution is a promising extension of social marketing

• The gap between trial and current use is large and needs to be the focus of programs going forward