Total Sanitation and Sanitation Marketing

East Java

WATER AND SANITATION PROGRAM

Keys Sanitation Parameter-- East Java

Total Population 2006 (SUSENAS): 37.4 million

Urban: 12% (9 cities)

Rural: 88% (29 districts)

Sanitation coverage 2010 (Riskesdas 2010):

Urban: 65. 55%

Rural: 34%

…..%

Rural population in East Province 25% communities practices for open defecation ….% (Riskesdas 2010)

Objective of TSSM Project

To strengthen local government in developing total sanitation and sanitation marketing approach through three main components of demand creation, supply improvement and enabling environment

Community-Led Total Sanitation

Enabling Environment For Scaling

Up

Sanitation Marketing

Integrating Total Sanitation and Sanitation Marketing (TSSM)

Community-Led Total Sanitation

Sanitation Marketing

Focus: •  Stopping open defecation

• Igniting demand for sanitation facilities and services.

Focus: • Popularizing ‘improved sanitation’ (JMP-defined)

• Expanding sanitation supply options for all consumers, particularly the poor.

Enabling Environment

Focus: Policies and institutional Practices…

… that facilitate scaling up access to sanitation with cost-effectiveness and sustainability.

Behavior Change Ladder

TSSM strategy to strengthen local government capacity

  RapidAssessmentonSanita/onProgram  Advocacyforsanita/onpolicyalignment

throughprojectlaunch,technicalmee/ng,road‐show

  Facilita/ng,mentoring,advoca/ng(Training,triggering,MonitoringandEvalua/on)

  Involvingoftechnicalcollegetosupportsanita/onefforts

  Sharingknowledgeandexperiencesthroughpeertopeerlearningsuchasfacetofacedialog,seminar,website

  LearningReviewMee/ngincludingbenchmarkdistrictperformance

  ScaleupandReplica/on

Stages TSSM Approach

  Road-show at district and sub-district through DRA method   Training facilitators and sanitation entrepreneurs. District propose

candidates to participate the training.   Piloting TSSM intervention for 30 communities per district. District

selected community based on district intervention strategy   Scale up TSSM approach by using district own resources   District performance monitoring and evaluation through benchmark   Incentive for champions   Action Research to strengthen local government strategy and accelerate

target achievement.

POST-TRIGGERING TRIGGERING PRE-TRIGGERING

Trigger behavior change through elements of disgust, embarrassment, self-esteem, fear for doing sin, sickness, etc.

Introduction and Crreate Condition

Identify access & analyze sanitation behavior using CLTS tools: • Mapping, • FGD, • transect walk, • contamination route

Community commitment to change & follow-up plans

Identify Natural Leaders, copy of latrine access map

If necessary, analyze cheap latrine options

Identify Natural Leaders’ roles, complete copy of sanitation access map & social welfare

Competition for ODF and Total Sanitation

Triggering through school (students & teachers) to reach an ODF status

Identify behavior in F Diagram (e.g. washing hands with soap)

Info on sanitation options, trained craftsmen, suppliers

ODF plan, committee role, work plan, rules & sanctions

Sanitation promotion through local media to strengthen communities awarness

Award

Further triggering i to accelerate /maintain ODF status

Inter-committee/NL learning & replication

MONITORING (Use Map and survey checklist)

How is open defecation behavior changed

What latrines are used (improved / unimproved)

How are hand-washing facilities with soap used in the community

How are latrines & handwashing facilities used in schools

Team Preparations : • Intervention strategy •  Tasks assignment • Prepare tools and materials

Field preparations • Advocacy & key leader involvement • Set schedule, location and target • Observation of community and school environment

ACTIVITIESFLOWTOINCREASESANITATIONDEMANDBYUSINGCLTSMETHOD

Graphs of progresses in TSSM districts

With a strong local government commitment has resulted rapidly progress as shown in graphs.

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

2006 2007

2008 2009

2010

Pacitan Trenggalek Lumajang Bojonegoro

Affordable Latrine options

Lesson Learned

  A blended intervention between demand generation and supply improvement will accelerate improved sanitation access

  District government is the main actor in developing sanitation program through TSSM approach

  Integrated innovation into existing mechanism is a key factor to ensure sustained sanitation program

  Promotion strategy for national policy need to be strengthened to leverage local government on sanitation program

  Identify and synergize all resources to strengthen local government capacity and accelerate improved sanitation access

Sanitation Supply

Sanitation Marketing (and Communication)�Activity Components

Monitoring the quality and cost through accreditation

Local sanitation market emerged

Print ad campaign Testimony of the winning

district

Sanitation award report

Masonry training reading materials

Product installation module

Informed Choice Catalogue

Formative Research Report

TSSM Marketing Manual

Communication Tools Menu

Accreditation logo

Suddenly stomachache

Installation module – the

video

Understanding what the �consumer wants to pay for

People understand “improved sanitation“ as a facility with gooseneck water seal, pour-flush type, with a septic tank built inside or outside the house

• Ease of cleaning • Prevent odor

• Scratch resistance

•  3 – 5 yr pit capacity

• Modern look

Price Recommendations   

•  The cost to acquire new basic facility with all the desired features seemed to work out at IDR 180,000 (USD18)

•  The next upgrade could be available at an additional IDR 100,000 (USD10) – (Nielsen)

Understanding what the �consumer wants to pay for…(2)

Proposed Package Offering - Main Product

Upgradeable product concept to reduce barrier (in terms of price) to allow people to adopt permanent facility and upgrade it whenever they have excess money

The resulting �marketing strategy

Grade Option Features Price Level

Basic

Flush latrine squat pans with simple reinforced pit and gooseneck water seal

Squat pans: locally produced concrete or ceramic, available in various colors

Maximum at 180,000

Upgrade 1 Basic + Basic + 100,000 for upgrade (280,000 for complete installation)

Managing Resources for Competitive Prices

One – stop service reduces cost for consumers by providing them with two things: 1. Material supplies. By having several or collective orders from customers will increase bargaining power of the one-stop service provider when dealing with producers 2. On- site installation. It replaces the consumer’s cost of purchasing (distribution cost and margin of supplier) and labor cost for carting pre-made material such as concrete rings for lining pits and pit covers from local producers.

The resulting �marketing strategy…(2)

Getting market feedback

Partnership with Sumadi, a sanitation provider, with technical assistance from ITS, we are developing range of product to meet market preferences  Sumadi started his business in 2001. Between 2001 – 07, the market did not respond as expected. Sales has been slow at average only 100 latrines installed / year  Exposed by TSSM activities and intrigued by some key market research findings, he saw this as an opportunity the re-energize his business

Getting market feedback

Replicating �One-stop Sanitation Provider

Masonry training and Sanitation Entrepreneurship  Participants: 1500 masons in 29 districts with the emphasize on basic sanitation and technical aspects of building latrine facility (held in mid year 2009)  Sanitation entrepreneurship training to appointed providers representing districts. The training focus on upgradeable latrine product, promotion and selling skills, and simple book keeping.

(phase 1 was held in February and March 2010)

TSSM Monitoring

ForMDGmonitoring•  An improved sanitation facility is one that hygienically

separates human excreta from human contact. •  Shared and public facilities of any type are unimproved

sanitation.

TSSM translates “improved latrine” operationally as one that: 1)  Does not contaminate water bodies 2)  Prevents contact between human beings and human excreta. 3)  Prevents access to feces by flies and other insect vectors, wild

and domestic animals. 4)  Prevents foul odour.

What is “improved sanitation”?

1.  All community households own and use improved latrines for disposal of all human excreta (including at schools).

2.  No human feces are visible in the environment. 3.  The community uses sanctions , rules or other means to check

and prevent Open Defecation by anyone. 4.  The Community is using a transparent monitoring mechanism

to measure gains in household access to improved sanitation.

: A community is ODF when :

Communities

Sub-district/ Puskesmas (Community Health

Center)

District Health Office Monthly

Access/ODF Updates

LB-1 Form/

Community maps/

Registers

Community maps/

Registers

ODF verification

Community maps/

Registers

Province Health Office District Sanitation Performance

Benchmarking , with independent evaluator (JPIP)

District Health Office

periodic monitoring report

District Health Office

periodic monitoring report

District Health Office

periodic monitoring report

District Health Office

periodic monitoring report

Annual consolidation at Province level for assessing district sanitation performance

Monitoringatcommunity Compila/on&Repor/ng

(Puskesmas/SubdistricttoDistrict)

Social map Natural leader note

LB-1 form (Puskesmas/ sub-district)

LB-1 form (District)

SMSInforma/ongap?

Flows of Information

Community social map �provides raw data

District policy to give construction subsidy shown at last graph. Its Tuban district.

ODF achievement certificate awarded to verified communities by District Head (Bupati)

Thanks You