SODAS Case Study Recommendations

• Seek out well-aligned partners with similar goals (including those from the private sector) to share costs and responsibilities.
• Understand the key emotional drivers that will appeal to consumers before strategizing a sanitation campaign. These could be related to health, price/value, aspiration, pride, status, or something else entirely. Regardless, understanding what will resonate with and motivate customers is essential for marketing campaign success.
• Harness local norms and traditions whenever possible to build cultural resonance and to better connect with potential customers.
• Build a sanitation campaign that eliminates the fear and shame typically associated with open defecation and unimproved toilets. Instead, include messages framed around pride, legacy, and overall positivity.
• Consider opportunities for young, modern urbanites to play a role in influencing WASH behaviour change, particularly of their rural counterparts.
• Set clear Key Performance Indicators that can be measured across different media and activations.
• Establish baselines whenever possible, and plan to conduct before and after surveys of target audiences (to measure increases in brand awareness, for example).
• Establish ways to track key outcomes against original campaign objectives.
• Engage the SATO team early and often. The SATO sales, marketing, and partnership teams are eager to help support the ideation and execution of sanitation marketing campaigns, and have materials available for partners to use.