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BUILDING CAPACITY IN RURAL SANITATION MARKETING OUTCOMES FROM A THREE- day workshop

BUILDING CAPACITY IN RURAL SANITATION MARKETING OUTCOMES FROM A THREE- day workshop. Prepared on behalf of UNICEF Malawi. WHO, WHERE, WHY. WHO – government (13), NGO (11), academia (2), private sector (2) WHERE – SMART Centre, Mzuzu Uni

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BUILDING CAPACITY IN RURAL SANITATION MARKETING OUTCOMES FROM A THREE- day workshop

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  1. BUILDING CAPACITY IN RURAL SANITATION MARKETINGOUTCOMES FROM A THREE-day workshop Prepared on behalf of UNICEF Malawi

  2. WHO, WHERE, WHY • WHO – government (13), NGO (11), academia (2), private sector (2) • WHERE – SMART Centre, MzuzuUni • WHY – Develop capacity in market research, use of SaniFOAM and Human-Centered design for sanitation programming

  3. DAY 1 – Market Research • Overview of sanitation marketing, SaniFOAM and human-centreddesign • Split into four groups of six • Reviewed formative questions within each group – focus, opportunity, ability and motivation • Travelled to village on Mzuzu University’s bus

  4. DAY 1 – Market Research • Identified need for sensitivity in forewarning villagers – tell them you want to discuss a general health issue • People without toilets run-away if they are forewarned it is ‘sanitation research’ • Need to respect each individuals’ stories and experiences

  5. DAY 1 – MARKET RESEARCH • Provides a rich level of information in only one afternoon of interviews • Group identified useful and redundant market research questions • NGOs noted that consultants normally do this work for project managers • May be hard to find time to conduct in-depth market research

  6. DAY 2 – SANIFOAM AND HCD • Shared stories within each group – Focus, Opportunity, Ability and Motivation • Identified key themes within each group

  7. DAY 2 – SANIFOAM AND HCD • Used a learning carousel to allow participants to share their stories between groups • Identified where themes fitted into the SaniFOAM model

  8. DAY 2 – SANIFOAM AND HCD • Discussed how to identify the target audience • Group used a case-study of a male/female headed household that had a steady and middle-upper income, attending 7 years of schooling with 3 children and grand-mother • Created design criteria for this specific target audience

  9. DAY 2 – SANIFOAM AND HCD • Moved from ‘abstract’ - themes and opportunities • To ‘concrete’ -solutions and prototypes

  10. DAY 2 – SANIFOAM AND HCD • Brainstorming sessions were used to identify ‘quantity’ not ‘quality’ of ideas • Everyone remained positive and built on each others ideas

  11. DAY 3 – PROTOTYPING AND FEEDBACK • Each group identified their specific target audiences • Target audiences were segmented by disposable income, number of children, type of house, access to water and competing priorities

  12. DAY 3 – PROTOTYPING AND FEEDBACK • Developed specific design criteria for each target audience • Learnt to think ‘outside’ the common toilet designs

  13. DAY 3 – PROTOTYPING AND FEEDBACK • Created rough and quick prototypes • Two groups used cardboard, tape, string and local materials • Other two groups used local building materials

  14. DAY 3 – PROTOTYPING AND FEEDBACK • Developed prototypes in a collaborative spirit • Supported by local masons with strong background in local building materials and techniques

  15. DAY 3 – PROTOTYPING AND FEEDBACK • Prototypes included a hand-washing facility

  16. DAY 3 – PROTOTYPING AND FEEDBACK • Prototypes included cut-away sections to show the inner-workings of design

  17. DAY 3 – PROTOTYPING AND FEEDBACK • Introduced to the use of corbelling to reduce the size of pit hole • Operation and maintenance was discussed for each prototype

  18. DAY 3 – PROTOTYPING AND FEEDBACK • Each group presented their target audience and prototype • Three participants provided feedback in the ‘mindset’ of the target audience • Group was required to respond to feedback

  19. DAY 3 – PROTOTYPING AND FEEDBACK • Incentives were awarded through prizes for specific categories • Prizes included – most detailed data, most brainstorm ideas, most passionate prototype

  20. OUTCOMES OF WORKSHOP • Validated set of market research questions for Malawi • Baseline for SaniFOAM model for sanitation marketing programs • Identified design directions for low-cost toilet options for clay-soil villages • Established network of sanitation marketing practitioners in government, NGOs, private sector and academia

  21. RECOMMENDATIONS • SMART Centre should be acknowledged by UNICEF as a knowledge hub for sanitation marketing and low-cost affordable water supply

  22. RECOMMENDATIONS • Prior to funding, District offices supported by UNICEF must provide evidence of market research and use of SaniFOAM • District offices must identify their target audience

  23. RECOMMENDATION • Follow-up workshop in October for UNICEF supported District Offices • District Offices would develop integrated sanitation marketing programs

  24. THANKS AND QUESTIONS • Please send queries to ben_cole_h2o@mac.com • Skype ID: beninhanoi

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