Social Marketing for Better Sanitation - UBSUP Program Insights
Discover how social marketing is utilized in the UBSUP program to increase demand for better sanitation, particularly SafiSan toilets. Through in-depth studies and targeted strategies, awareness is raised on the importance of sanitation practices and the value of different toilet options. Explore the concept development and key objectives behind this innovative approach.
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Presentation Transcript
Water Sector Trust Fund Water Sector Trust Fund SOCIAL MARKETING SOCIAL MARKETING C oncept D evelopment C oncept D evelopment people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee 1
UBSUP Social Marketing: UBSUP Social Marketing: Concept development Concept development What is social marketing? Social Marketing is the process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit. (Pamela Mae, 2001) The design, implementation and control of programs aimed at increasing the acceptability of a social idea, or practice in one or more groups of target adopters. (Kotler and Zaltman, 1971). Note: Social marketing programmes use data provided by the target audience to set promotional objectives The Ps of social marketing promotion, policy, programs, positioning, partnerships, pee (?), poo (?) people, place, product, price, participation, 2
UBSUP Social Marketing: UBSUP Social Marketing: Concept development Concept development Why Social MARKETING of better sanitation? Although toilets are incentivised (Post Construction Incentive is offered), they will be sold to landlords, landladies and householders UBSUP is a demand-driven programme!! Social marketing aims to increase demand for better (SafiSan) toilets There are different kinds of SafiSan toilets, people should get to know the differences between the toilets in (price, materials, etc.) Sanitation is not always a priority of landlords and their tenants. This means that awareness creation is part of social marketing People should know the risks related to poor sanitation and the importance of emptying, transport and treatment (the sanitation value chain); once more awarenesscreation 3
UBSUP Social Marketing: UBSUP Social Marketing: Concept Concept development development The developement of UBSUP s social marketing objectives, concept & tools was guided by: An in-depth qualitative study in 5 towns A quantitative study in 11 towns MajiData These studies: Gave us key information on what residents know, believe in, do and want Enabled us to identify and focus on specific target groups/categories Allowed us to identify the right media & develop messages that suit target audiences Helped us to prepare appropriate, attractive & motivating messages 4
Thank You! Thank You! 5
