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Approaches to Handwashing Improvement in Africa

Approaches to Handwashing Improvement in Africa. Global Scaling Up Handwashing Meeting Toubab Dialaw, Senegal, May 30, 2007. Country Overviews. Observed HW Behavior – Households.

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Approaches to Handwashing Improvement in Africa

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  1. Approaches to Handwashing Improvement in Africa Global Scaling Up Handwashing Meeting Toubab Dialaw, Senegal, May 30, 2007

  2. Country Overviews

  3. Observed HW Behavior – Households Focus on physical dirt, lack of water, 70-84% awareness of importance of HW, soap in all households, diarrhea part of growing up, soap placement Disgust, Conformity, Safety for children, keep healthy, feel clean (Comfort), belonging

  4. Observed HW Behavior School Aged Children 6-12

  5. Status

  6. Kenya Partner Contributions • MOH as the lead agency with other public agencies MOE, MOWI, • MOLG, MOGCSS • NGOs: NETWAS, AMREF, Plan International, Practical Aid • Private Sector: Unilever, Bidco, Kentainers, Roto • UNICEF, WHO and UN Habitat Funding • EU $1.1 million starting FY08 • WSP $200k to date

  7. Tanzania • The first partnership meeting held in Mar 06, • Followed by Dec 06 meeting to devise CHARTER • Partners: GoT, private sector, development partners, NGOs • The lead actors: MoW/MoH/WSP • MoW: • Dedicated US$10K for HW promotion for each district • An institutional home for HW within the Sanitation and Hygiene Working Group of the WSDP • MoH • Develop policies and guideline for hygiene promotion • Coordinates hygiene promotion in all districts through DHO • Forming the National Steering Committee for S&H • WSP • Provide the seed funding for the TZ HWI • Provides the coordination of the PPPHW • Technical Advice, guidance

  8. Tanzania Other Partners • Government • MoEVT: responsible of the school hygiene • PMO-RALG: Coordinates implementation of government programme through the LGAs • Private sector • AquaSan: Provides HW sample facilities, e.g., plastic facilities • Tarmal: Provides promotional materials, e.g., soap samples • International Organisations • UNICEF: Provide funds for development of promotional messages, links to additional districts • PSI: Doing behavior change promotion • Water Aid: Funding CBOs doing facilitation of DCC, links to additional districts

  9. Tanzania • Challenges Sustainability is the major challenge due to; • Institutional arrangement-MoW, MoHSW, PMO-RaLG,MoEVT • Lack of capacity at the LGA level • Lack of ministerial collaboration • Weak representation of private sector • Lack expertise at the local level • Opportunities • Fitting in existing programmes –RWSSP,School Health Programme,Village Health Programme • Getting the PMO-RALG more involved in bridging the gap between the stakeholder ministries • Getting the HW to the parliament

  10. UGANDA • HWSC was formed in 2005 as a sub-group of the National Sanitation Working group. • Chaired by MoH/EHD; Unicef, Danida, Plan International, WaterAid, UWASNET, AMREF, GTZ, DWD / MoWE & MoES are members Progress • Wrote initial HW Proposal & secured Danida seed funding • Give guidance & managerial oversight to the HW campaign in Uganda • Created enabling environment for Donor funding thus attracted DFID, UNICEF and WSP funds (Danida – USD 740,000, DFID – USD 640,000, UNICEF – USD 80,000, WSP – 100,000) • A strong participation of private Sector – Unilever & Mukwano Industries

  11. UGANDA Constraints / Challenges • Implementing partner (UWASNET) wants more independence in implementation & handling funds (procurement), which HWSC is opposed to • Political interference - State house involvement • Time-tied funds – Must spend DFID funds by 15th August 2007 What can be done better? • The roles of the implementing partner and the steering committee need to be clarified Role of lead Government Agency • UWASNET established by DWD, Danida, WaterAid & 2 other WATSAN NGOs. • UWASNET has over 130 members who are visualized to incorporate HW into their work plans and coordinate HW activities with District structures

  12. Experience of WASH Ethiopia movement to promote HW Andreas Knapp

  13. Background • Based on the global WASH campaign a group of like minded organizations coordinated by Water Aid decided to form the Ethiopia WASH movement • 2 main objectives: Advocacy movement, social mass mobilization • Every year the movement focused its attention on a different motto: • 2004/2005 “your health is in your hands “ • Reasons why hand washing was chosen as the first topic: • a simple intervention to promote with direct messages; • it builds on established common practices and can have a high impact on diarrhoeal diseases. • 2005/2006 “let’s use latrine for our health and dignity” • 2006/2007 “keep water safe”

  14. Results

  15. Regional Overview

  16. Link with improved water supply

  17. Availability of handwashing facilities “It is essential that all latrine designs factor in a safe durable facility for handwashing.” - Draft 10 YEAR UGANDA, IMPROVED SANITATION AND HYGIENE PROMOTION FINANCING STRATEGY UGANDA

  18. WSP facilitating Schools Infrastructure Management Unit (SIMU) dialogue $13m from DFID to design and build pit latrines for all 18,976 public schools in Kenya Kenya HW initiative influencing infrastructure operations in schools.

  19. Link with the soap market • Most of target audience is at “the bottom of the pyramid” • Initiative can be used to: • - bring new consumers onto toilet soap brands • - link multipurpose soaps with handwashing 50% of revenue Toilet Soaps Laundry Bars/Multipurpose

  20. Private Sector Support Why is it win-win?

  21. How and Why Lifebuoy is leading hand washing?

  22. BRAND VISION Make 5 billion people feel safe & secure by meeting all their personal care hygiene & health needs.

  23. TURKEY TUNISIA SYRIA MOROCCO IRAQ IRAN ISRAEL JORDAN ALGERIA LIBYA EGYPT SAUDIARABIA UAE WESTERNSAHARA OMAN MAURITANIA SUDAN MALI YEMEN NIGER ERITREA CHAD SENEGAL GAMBIA DJIBOUTI BURKINAFASO GUINEA BISSAU GUINEA BENIN ETHIOPIA CENTRAL AFRICAN REPUBLIC COTED’IVOIRE NIGERIA SIERRA-LEONE SOMALIA LIBERIA CAMEROON GHANA TOGO UGANDA EQUATORIAL GUINEA CONGO KENYA GABON BURUNDI RWANDA DEM. REPUBLIC OF CONGO TANZANIA COMOROS MALAWI ZAMBIA ANGOLA ZIMBABWE NAMIBIA MADAGASCAR BOTSWANA MOZAMBIQUE SWAZILAND LESOTHO SOUTH AFRICA Why are we doing this? • It’s not philanthropy. It’s business with a purpose: • It helps us build our business in Africa, in existing and new markets • Handwashing campaigns are all about positive outlooks of what Africa can be

  24. Influences people...to change their behaviour(& their attitude)

  25. Habit changes Brushing with toothpaste twice a day//Handwashing before food Which means… • & Brand choice • Choosing OMO washing powder instead of the competition

  26. Through a 6 Step Process Understand What is (really) Going On Develop the Comm. Campaign Write the Persuasive Argument Generate the Comm. Idea Implement the Campaign Set The Challenge ! Change History Audience Role and Time Frame Effect Risk and constraints

  27. Creating: The promise The promotion Aligning: The experts to make it happen ? This Process & The Tools Are always doing 2 things…

  28. 1. Set the Challenge Understand What is (really) Going On Develop the Comm. Campaign Write the Persuasive Argument Generate the Comm. Idea Implement the Campaign Set The Challenge ! Change History Audience Role and Time Frame Effect Risk and constraints

  29. Two things we’ve learned from a Behaviour Change perspective… • If you pick one audience and one behaviour you have more chance of making change happen • Get as clear as you can be at this stage of: • Exactly what it is people do NOW • Exactly what it is you’ll want them to do in the FUTURE

  30. 2. Understand What is (really) Going on Understand What is (really) Going On Develop the Comm. Campaign Write the Persuasive Argument Generate the Comm. Idea Implement the Campaign Set The Challenge ! Change History Audience Role and Time Frame Effect Risk and constraints

  31. If we don’t get Triggers that go deep enough into people’s lives, we won’t come up with an argument with the power to persuade people to change.

  32. 3. Write the Persuasive Argument Understand What is (really) Going On Develop the Comm. Campaign Write the Persuasive Argument Generate the Comm. Idea Implement the Campaign Set The Challenge ! Change History Audience Role and Time Frame Effect Risk and constraints

  33. Persuade/ v.tr. & refl. 1. (often followed by of, or that + cause) to cause (another person or oneself) to believe.

  34. 4. Generating the Communication Idea Understand What is (really) Going On Develop the Comm. Campaign Write the Persuasive Argument Generate the Comm. Idea Implement the Campaign Set The Challenge ! Change History Audience Role and Time Frame Effect Risk and constraints

  35. What does a Communications Idea look like ? • Singular: one big idea for maximum impact • Versatile: works across different channels • Persuasive: to encourage the sustained behavior change we want among our core target audience.

  36. 5. Develop the communications campaign Understand What is (really) Going On Develop the Comm. Campaign Write the Persuasive Argument Generate the Comm. Idea Implement the Campaign Set The Challenge ! Change History Audience Role and Time Frame Effect Risk and constraints

  37. A strong integrated campaign does 3 things Grabs Attention rather than assumes it will be given Has a single idea that can be integrated across many channels Meaningfully communicates theargument

  38. 6. Implement the Campaign Understand What is (really) Going On Develop the Comm. Campaign Write the Persuasive Argument Generate the Comm. Idea Implement the Campaign Set The Challenge ! Change History Audience Role and Time Frame Effect Risk and constraints

  39. Planning Invitation-Experience-Amplification Activity Plan Project Management Learning Evaluation of implementation Measurement Evaluation of effect Share & Refine Doing Kick off meeting Project plan Stakeholder management/interviews team work Implementation means…

  40. DeliveryApproach – based on skills development by UMA Learn by doing to increase retention and address risk of pull out: • Coaching for each country • Live support at key program junctures • All key events are regional (working towards regional triggers/and regional briefs)

  41. Uganda Trigger Workshop TRIGGER WHY is this going on? FACTS What is or isn’t happening?

  42. Formative research Immersion FACTS What is or isn’t happening?

  43. WHYS Why is this going on? FACTS What is or isn’t happening?

  44. Uganda Trigger Workshop TRIGGER • 6 triggers • 4 selected for qualitative validation • 2 emerged • 1 won – process and gut feeling

  45. Mamma the Power is in Your Hands • Mothers want the best for their children and will do everything in their power to achieve it • They focus on education as they want their children to get out of the slums as • they believe this will • give them a better future • She sees hope for the future in her children • Ugandan women are strong women who have overcome and still live with significant hardship • and poverty • Women are surprisingly innovative when it comes to seeing to her family’s welfare • despite their strong belief of if its meant to be it will happen • Women are seen to be important in the development of the country • You educate your children to help you when you are old • She said she learned to raise chickens/collect reeds so that she could trade and • sell to have a better life • Father is absentee parent & mum does all including paying fees • I hope my children go to school and become successful, • get good jobs & take care of me • Spends 1st on her children then on herself • She said child’s education is high on her priority list • Many women’s meetings in each village • Women’s empowerment movement in Uganda strong • and supported by government

  46. Understand What is (Really) Going On Develop the Comm. Campaign Write the Persuasive Argument Generate the Comm. Idea Implement the Campaign Set The Challenge ! Change History Audience Role and Time Frame Effect Risk and constraints

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