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Up-scaling of Basic Sanitation for the Urban Poor (UBSUP) The Social Marketing Programme

Up-scaling of Basic Sanitation for the Urban Poor (UBSUP) The Social Marketing Programme Objectives, Approach & Tools Fidelis Obworo, Fresiah Muiyuro, Charlotte Nyatichi, Han Seur , Vincent Nyalik. UBSUP Social marketing: Concept development. Development of the social marketing approach :

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Up-scaling of Basic Sanitation for the Urban Poor (UBSUP) The Social Marketing Programme

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  1. Up-scaling of Basic Sanitation for the Urban Poor (UBSUP) The Social Marketing Programme Objectives, Approach & Tools Fidelis Obworo, Fresiah Muiyuro, Charlotte Nyatichi, Han Seur, Vincent Nyalik

  2. UBSUP Social marketing: Concept development Development of the social marketing approach: • What is social marketing? (study of the literature) • Social marketing and sanitation • Social marketing & data needs • How can we use the “Ps” of social marketing? • Marketing and awareness? >>> Knowledge, Attitide, Practice • Social marketing within a national programme (levels) • Segmentation of the audience: Landlords, tenants, religion, gender • Carrots & sticks (adoption of innovations) • Tools & activities people, place, product, price, participation, promotion, policy, programs, positioning, partnerhips

  3. UBSUP Social marketing: From macro to micro The right social marketing mixes: People, regions & levels

  4. UBSUP Social marketing: Levels of intervention National-level Messages, Media & Activities: • Radio & television messages (using local radio stations) • Newspaper advertisements/announcementsto create awareness about the UBSUP programme (targeting the general public & WSPs) • T-shirts, baseball caps (etc.) to improve UBSUP’s visibility

  5. UBSUP Social marketing: Levels of intervention Town & WSP-level activities: • Sanitation barazas (= public meetings) • Posters, billboards & banners • Brochures • Video presentations • Radio messages (using local radio stations) • T-shirts and baseball caps • SMS messaging • Visits to treatment works

  6. UBSUP Social marketing: Levels of intervention Community/area-based activities: • Public announcements • Sanitation barazas • Posters, billboards & banners • Brochures & flyers • Presentations by local experts & opinion leaders • Drama group performances • Radio messages (using local radio stations) • T-shirts and baseball caps • SMS messaging • Visits to treatment works

  7. UBSUP Social marketing: Levels of intervention Plot & household level community/area-based activities: • House visit programmes (1st & 2nd visit) • Brochures & hand-outs • Procedures • Manual for the Social Animators • Manuals for the beneficiaries

  8. UBSUP Social marketing: Levels of intervention Key outputs to date: • Mascot, slogan, rider • Posters & banners • Brochures & manuals • Song & skit • Programmes & public announcements • Baseball cap, t-shirt, sticker • Data collection form

  9. UBSUP Social marketing: Levels of intervention Under construction: • Procedures • Manual (handbook) for the Social Animators • Manuals for the beneficiaries

  10. Thank You!

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