WaterAid – How to sell toilets: a new approach to sanitation marketing in South East Asia | Source: WaterAid Blog, April 22, 2015.
In Cambodia, an organisation named WaterSHED has developed a successful approach to marketing sanitation to remote communities which has reached 40% of Cambodians and is spreading fast across the Mekong region.
Excerpts: Established in 2010, WaterSHED – Water, Sanitation and Hygiene Enterprise Development – is a business development services provider working to bring effective and affordable water and sanitation products to the market, focusing on Laos, Vietnam and Cambodia. Only 28% of people in Cambodia are estimated to have access to sanitation – less in rural areas – and communities and businesses are not always interested in improving this or able to make change happen.
Local supplier with samples of toilet components. Photo: WaterAid/ Erik Harvey.
Although several organisations in the country were working on sanitation when WaterSHED was established, there was little coherence in their approaches, which Geoff Revell, Regional Programme Manager for WaterSHED, found frustrating. “While on one hand, there is space to try out new things, on the other, there are various approaches, some of which are subsidy driven, that are not very effective.”
A ‘hands-off’ approach
WaterSHED takes a ‘hands-off’ approach, using community leaders to generate demand for sanitation, working with the supply chain to offer appropriate and affordable products and identifying incentives to increase take-up. The organisation encourages businesses to consider adopting sanitation-related products that would complement other aspects of their wider business and thus enable them to diversify. It believes its role as a ‘market facilitator’ is finite, and that exit strategies need to be in place to enable private and public sector players to take over.
The sanitation marketing approach has six key components:
- Identify community leaders to make the pitch for sanitation.
Generate demand for toilets using a combination of pride and disgust messages.
- Link communities to supply chains and vice versa, focusing on home delivery, affordability and promotional models.
- Enable suppliers to be reliable and trustworthy, offering good-quality products, information and advice.
- Make links to micro-financing where appropriate.
- Help identify appropriate and adaptable incentives.
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