See below for Frequently Asked Questions. Have another question? Please contact us.
Sanitation marketing is an emerging field with a relatively small group of practitioners who are learning by doing. With an Introductory Guide to Sanitation Marketing and the Sanitation Marketing Toolkit, WSP seeks to contribute to the field by sharing practical guidance on the design, implementation, and monitoring of rural sanitation marketing programs at scale in India, Indonesia, and Tanzania, plus additional projects implemented in Cambodia and Peru.
Key objectives include:
- Define sanitation marketing and the key components of a sanitation marketing initiative;
- Provide an overall framework for scaling up rural sanitation programs and the justification for using a sanitation marketing approach;
- Explain the steps needed to design, implement, and monitor sanitation marketing programs at scale;
- Provide practical guidance on implementation;
- Share concrete examples and lessons learned based on WSP’s experiences to date;
- Highlight key challenges and recommend solutions; and
- Describe promising practices in sanitation marketing.
Although others might find it useful, WSP developed an Introductory Guide to Sanitation Marketing and the Sanitation Marketing Toolkit with three audiences in mind:
Program managerswho are responsible for managing and implementing rural sanitation programs within international organizations, bilateral and multilateral donors, and/or nongovernmental agencies (NGOs). The guide should help them understand the key components of a sanitation marketing program.
Commercial and social marketing specialistswith experience in other fields, such as public health. The guide should help them understand how their skills can help change human behavior around the management of human excreta, thereby moving households up the sanitation ladder.
Development partnerswho can use this guide to help build the capacity of their government counterparts in sanitation marketing and help them adapt the various approaches to their national context.
WSP’s Sanitation Marketing Toolkit and Introductory Guide to Sanitation Marketing draw on experience implementing sanitation marketing programs in India, Indonesia, and Tanzania, Cambodia, and Peru. The lead authors are Jacqueline Devine and Craig P. Kullmann, with critical guidance from Eduardo Perez, Task Team Leader for WSP’s Scaling Up Rural Sanitation initiative and contributions from WSP’s global rural sanitation team.
Jacqueline Devine is a Senior Social Marketing Specialist, providing technical guidance in behavior change and social marketing of sanitation and hygiene. She received an M.B.A. from McGill University and has over twenty-five years of experience in commercial and social marketing, fifteen of which were based in West Africa and Southeast Asia.
Craig Kullmann is a Sanitation and Hygiene Specialist. He has spent the last four years working on behavior change and social marketing of sanitation and hygiene. He received an MPH from George Washington University and has fourteen years of experience in the water and sanitation sector working on projects in Latin America, Africa, South Asia, and Southeast Asia.
WSP is a multi-donor partnership created in 1978 and administered by the World Bank to support poor people in obtaining affordable, safe, and sustainable access to water and sanitation services. WSP’s donors include Australia, Austria, Canada, Denmark, Finland, France, the Bill & Melinda Gates Foundation, Ireland, Luxembourg, Netherlands, Norway, Sweden, Switzerland, United Kingdom, United States, and the World Bank. For more information, please see www.wsp.org or contact us.
WSP is considering translating this resource into additional languages. Please contact uswith your suggestions.
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Individual copies of the printed guide are available in upon request. Please contact us to submit a request, noting “Sanitation Marketing Guide” in the subject line. Requests for permission to reprint for academic use can be made here.
Content Development: Jacqueline Devine, Amy Grossman, Sheryl Silverman, Joan Taylor
Design: Patricia Hord Design
Production: Tasha Eichenseher, Amy Grossman, Bardia Massoudkhan, Sheryl Silverman
Programming: Ritesh Sanan, Faisal Javed Muhammad