Page 40 - SMA-third-quarter

SOCIAL MARKETING PHOTOS: SUPPLIED Marketing drives successful community sanitation programme It’s easy to get caught up HE SUBJECT OF A WORLD out toilets, thereby ensuring the relevant in marketing campaigns Economic Forum (WEF) case households made their own buying that focus on high-end T study, the Choo Bora Sanitation decisions. The intervention targeted social marketing campaign was recently heads of households and their families goods and services, highlighted for its successful rollout. through mass media, direct consumer glamorous promotions A collaborative effort by the World contact and participatory approaches. and sizable budgets. But Bank’s Water and Sanitation Programme The rationale was that this would achieve sometimes marketing – in partnership with the government of sustainable behaviour change. At the root of the campaign was the Tanzania, 10 local authorities, marketing successes also target firms and NGOs – the programme utilised reality that in rural Tanzania 80-90% of practical considerations marketing as a means of prompting rural people have access to sanitation, usually and human necessities. A households to invest in improved toilets. a simple latrine. Despite this high basic The WEF noted that the campaign, recent sanitation drive in which kicked off in 2010, focused on coverage, the quality of most latrines is low and not sufficient to deliver health and Tanzania is a case in point. changing behaviour rather than handing economic benefits, said the case study. 38 strategicmarketingafrica Third quarter 2014 38-39 Social Marketing v2.indd 38 2014/06/26 12:24 PM