Page 41 - SMA-third-quarter

The focus was heavily on positive associations for the target group unlike, for example, empowerment yellow, which was associated with cholera, noted the report. Community-wide, direct consumer contact The campaign, therefore, roadshows were integral to sought to address “the lack of the delivery of the message; priority afforded to sanitation these high-energy events and the hesitant attitude of included skits, game-show families towards improving styled competitions, sales their facilities. The marketing promotions, music, dancing strategy focused on making and a movie. Local government it easier for households to officials were often featured gain access by improving and masons were on hand the supply of affordable and to take orders. Flyers were appealing products, and promoting the In addition to ensuring that a cost- distributed and heads of households immediate benefits of sanitation such as effective (US$5) concrete slab was available and other community members were status, comfort, convenience and safety.” for purchase by consumers, the Choo Bora targeted. Cartoon strips were also The process started with consumer campaign also took into account: distributed in order to raise awareness research conducted among heads of ■ Product – The concrete slab made through humour. Point-of-sale signs households – who make investment available to consumers would have to featuring the Choo Bora logo and decisions – and women, who control be smooth, washable, long-lasting and message were placed at participating the hygiene environment and influence safe for children. hardware stores. purchasing decisions. The research, said ■ Price – At US$5 per slab the price was Ultimately, the initiative reached the WEF, revealed that the main reasons reasonable but not inexpensive. “While 80000 people through direct consumer families did not invest in improved price is important in reaching the poor, contact events and exposed 3,5-million sanitation facilities were the perceived it is not everything as households are households to a national radio soap opera. high cost and other household priorities. consumers that have aspirations, and The campaign was only rolled out in 10 However, the aspirations of most family not destitute beneficiaries that require districts, but, said the case study: “nearly heads to be seen as modern and handouts,” noted the WEF report. 500 masons were trained to construct and wanting the best for their family were ■ Accessibility – Hardware store owners sell upgrades to meet the demand created key motivators. and training masons were brought on by the campaign. In one district, masons In light of the research, a strategy board to sell and install the slabs and were trained four months before the was formulated to convey the idea that latrine components, backing up the activities started and in that time they only constructing or upgrading a latrine was message and ensuring a seamless sold upgrades to 48 households. Then, easy and that households that did so continuation of the marketing message when the experiential marketing events could improve their safety, comfort and through an integrated supply and arrived in their communities, they managed standing within the community. Hence demand-strengthening programme. to sell 111 upgrades in a single day.” the eventual campaign name: ‘Choo Bora The message was delivered through The preliminary results of the impact Chewezkana – Tumeamua Maendeleo direct consumer contact events to evaluation point to hundreds of thousands Hadi Chooni’, which means ‘A Good Toilet promote improved sanitation behaviours of people gaining access to improved is Possible – Our Development Extends and drive demand for slabs, said the sanitation facilities during the time of these All the Way to the Toilet’. WEF report. In addition, a radio soap activities. Coverage of improved latrine As the WEF explained: “In Swahili it is opera series, radio spots, songs, branded facilities measured after the campaign the English equivalent of saying ‘the red materials, and point-of-sale materials was found to be at least 12% higher carpet goes all the way to the toilet’.” So reinforced the core message. The radio in communities within the campaign, the focus was heavily on empowerment in soap opera, in particular, targeted heads compared to those areas outside of it. order to tap into the aspirational motivator. of households, mothers and families; Such has been the success of the The integrated campaign, said the WEF, “episodes included messages on latrine initiative, noted the WEF case study, sought to address the beliefs, values upgrading and hand washing with soap”, that the campaign’s experiences and and perceptions around families’ current said the WEF. lessons were now being scaled up by the practices and was delivered through The integrated campaign created a look government into a fully-fledged national various communication channels. and feel around the colour red, which had sanitation programme. Third quarter 2014 strategicmarketingafrica 39 38-39 Social Marketing v2.indd 39 2014/06/26 12:24 PM