The Social Marketing of Toilets Among the Bai in … Center/documents...THE SOCIAL MARKETING OF...
Transcript of The Social Marketing of Toilets Among the Bai in … Center/documents...THE SOCIAL MARKETING OF...
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THE SOCIAL MARKETING OF
HOUSEHOLD TOILETS AMONG
THE BAI IN YUNNAN, CHINA
A Strategy for Cysticercosis
Reduction
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LOCATION-TWO BAI VILLAGES IN ERYUAN
COUNTY, YUNNAN, CHINA (ERYUAN COUNTY IS COUNTY #12)
China
Yunnan Province
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THE SOCIAL MARKETING OF HOUSEHOLD TOILETS
(SANITATION MARKETING) USES MARKETING PRINCIPLES
TO ENCOURAGE THE BUILDING AND USE OF HOUSEHOLD
TOILETS.
SOCIAL MARKETING USES MARKETING PRINCIPLES
TO ENCOURAGE BEHAVIORAL CHANGE.
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SANITATION MARKETING
IS CUSTOMER-DRIVEN
IS NOT EXPERT-DRIVEN
Customer Expert
Toilets
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THE MARKETING MIX
FOR THE SANITATION MARKETING CAMPAIGN
Product
Price
Place
Promotion
(Policy)
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OUR FORMATIVE RESEARCH TO
INFORM THE SOCIAL MARKETING
CAMPAIGN INCLUDED THE USE OF…
Door-to-door surveys
Focus groups
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OUR RESEARCH TEAM TRAINED 5O BAI
STUDENTS FROM THE DALI MEDICAL
COLLEGE TO CONDUCT THE
DOOR –TO-DOOR SURVEYS.
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DOOR-TO-DOOR SURVEY
ABOUT 25% TOILET COVERAGE
THIS SURVEY ALSO REVEALED PRESENT SANITATION
PRACTICES.
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FOCUS GROUPS
MAIN METHOD TO HELP RESEARCHERS UNDERSTAND HOW
THE BAI VIEW HOUSEHOLD TOILETS
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FOUR FOCUS GROUP DISCUSSIONS
Gender specific
Conducted in Bai and taped (written translated transcripts)
A multi-cultural team analyzed the focus groups individually (2
Americans, 2 Han Chinese, 2 Bai) using Word tracking
Team met together to analyze the focus group discussion
The research team decided the product, price, placement and
promotion strategies to begin the campaign.
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4 P’S SANITATION MARKETING MIX
Product
Price
Placement
Promotion
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THREE-CHAMBER
SEPTIC SYSTEM
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Toilet Additive
Kills harmful pathogens
Reduces smell
Liquefies solid waste
No need to clean out the first
chamber
Prevent the problem of the
system clogging up
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SANITATION MARKETING MIX
Product
Price
Placement
Promotion
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PRICE
What people were willing to pay varied greatly
People had local resources available for building
Many able-bodied residents work outside the village
Subsidies
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SUBSIDIES AND QUALITY CONTROL
Table 6. Relationship of government subsidies and toilets passing criteria
Among those claiming to own a toilet,
The odds of a household who had been given
a government subsidy constructing a toilet
that met criteria was 40.10 time (95% CI=23.88-
67.36) that of the odds of a household who has
not been given a subsidy.
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SANITATION MARKETING
Product
Price
Placement
Promotion
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SOME WANTED TOILETS AS FAR FROM
THE LIVING AREAS AS POSSIBLE.
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4 P’S OF SANITATION MARKETING
Product
Price
Placement
Promotion
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HEALTH WAS NOT A MOTIVATION FOR
BUYING A TOILET
Convenience
Privacy
Cleanliness
Avoiding embarrassment
Progress
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WE BEGAN BY BUILDING FOUR
DEMONSTRATION TOILETS (SPRING 2012)
Basic Basic
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DEMONSTRATION TOILETS
A step up Beyond basic
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KICK OFF TO THE CAMPAIGN
JUNE 8, 2012
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CEREMONY
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LOCAL ENTERTAINMENT
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TOILET-RELATED GAMES
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BROCHURES WERE GIVEN
SIGN UP FOR THOSE WANTING TOILETS
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PROMOTION BROCHURE 上午10时14分
28 Lv se san ge shi
Jie hou gu zhi you
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FUN TIME FOR ALL AGES
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OUR LOCAL BUILDING
SUPERVISOR, MR. ZHOU
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>RESPECTED BUILDER THE COMMUNITY
>UNDERSTOOD THE THREE CHAMBER SEPTIC
SYSTEM
>ABLE TO TAKE CRITERIA AND ADAPT TO MEET
PEOPLE’S PERSONAL PREFERENCES
>WILLING TO TELL NEIGHBORS WHAT NEEDED TO
BE CHANGED
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BUILDING BEGAN IN OCTOBER, 2012
AFTER RAINY SEASON
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MANY DIFFERENT DESIGNS
Toilet on one side
and shower on the other
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A HIGH WATER TABLE
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DIRECTLY ATTACHED TO THE HOUSE
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SEPARATE MALE AND FEMALE
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EDUCATION FOR PROPER USE
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VERY SIMPLE
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VERY MODERN
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SCHOOL TOILET
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INSIDE SCHOOL TOILET
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THREE CHAMBERS
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TO DATE…
63 toilets completed and inspected (compared to 4
toilet built in 2010 and 1 in 2011)
Several families are planning to build or complete
building after rainy season is over.
A school toilet has been built in the villages this year
Local residents know how to build 3 chamber system
Limitation has been lack of builders.
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LOCATION OF TOILETS BUILT IN THE
TWO INTERVENTION VILLAGES
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QUESTIONS?