Pedi-D-1145.pdf (273.73 kB)
The hands-off sanitation marketing model: emerging lessons from rural Cambodia
conference contribution
posted on 2018-02-12, 15:08 authored by Danielle Pedi, Mimi Jenkins, H. Aun, Lyn McLennan, Geoff RevellSanitation marketing is fast emerging as a sustainable way to increase access to sanitation at scale. Although early evidence suggests the significant potential of sanitation marketing, practical experience remains limited. This briefing paper shares the lessons and experience from a sanitation marketing program in Cambodia. Based on extensive market research, the project developed a range of marketing strategies that have evolved into a ‘hands off’ model for sanitation marketing. The model leverages partnerships and minimizes external intervention, keeping barriers to market entry low and increasing the likelihood of sustained demand creation after external interventions cease. Early results are promising, with over 2000 unit sales recorded in the first five months of the pilot campaign. Lessons gleaned from experience in developing the ‘hands off’ model are widely applicable and the model itself is emerging as a replicable application of sanitation marketing.
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School
- Architecture, Building and Civil Engineering
Research Unit
- Water, Engineering and Development Centre (WEDC)
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WEDC ConferenceCitation
PEDI, D. ... et al, 2011. The hands-off sanitation marketing model: emerging lessons from rural Cambodia. IN: Shaw, R.J. (ed). The future of water, sanitation and hygiene in low-income countries - Innovation, adaptation and engagement in a changing world: Proceedings of the 35th WEDC International Conference, Loughborough, UK, 6-8 July 2011, 4pp.Publisher
© WEDC, Loughborough UniversityVersion
- VoR (Version of Record)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2011Notes
This is a conference paper.Other identifier
WEDC_ID:11164Language
- en
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