Mainstreaming social marketing in the WASH interventions of Terre des homes in South Asia

The quest of Terre des hommes’ (Tdh), South Asia WASH team for a structured systematic process in hygiene interventions seems appropriate through inclusion of Social Marketing (SM) approach. Social Marketing that is also used for influencing behaviour for social gain (in contrast to the corporate financial gain in case of commercial marketing), is also found to be applicable in community mobilization for water sanitation infrastructure sustainability and in the development of appropriate WASH infrastructure features. Further, Social Marketing is also found to be compatible with the logical framework approach of project cycle management. This paper briefs these aspects of Social Marketing along with its major features that are found to be relevant in the plan of Tdh in its application to address the issue of hand washing with soap.