Up-scaling of Basic Sanitation for the Urban Poor (UBSUP) The
Social Marketing Programme Objectives, Approach & Tools Fidelis
Obworo, Fresiah Muiyuro, Charlotte Nyatichi, Han Seur, Vincent
Nyalik 1
Slide 2
UBSUP Social marketing: Concept development Development of the
social marketing approach: 1.What is social marketing? (study of
the literature) 2.Social marketing and sanitation 3.Social
marketing & data needs 4.How can we use the Ps of social
marketing? 5.Marketing and awareness? >>> Knowledge,
Attitide, Practice 6.Social marketing within a national programme
(levels) 7.Segmentation of the audience: Landlords, tenants,
religion, gender 8.Carrots & sticks (adoption of innovations)
9.Tools & activities people, place, product, price,
participation, promotion, policy, programs, positioning,
partnerhips 2
Slide 3
UBSUP Social marketing: From macro to micro The right social
marketing mixes: People, regions & levels 3 Level
NationalWSPTown Area & community Plot & Household Macro
MesoMicro ObjectiveAwareness Awareness & sensitisation
Sensitisation & marketing Marketing & sale Sale, assembly
& after care KAP (1) Knowledge Knowledge & attitude
Attitude & practice Practice (action) Attitude &
Practice
Slide 4
National-level Messages, Media & Activities: Radio &
television messages (using local radio stations) Newspaper
advertisements/announcements to create awareness about the UBSUP
programme (targeting the general public & WSPs) T-shirts,
baseball caps (etc.) to improve UBSUPs visibility UBSUP Social
marketing: Levels of intervention 4
Slide 5
Town & WSP-level activities: Sanitation barazas (= public
meetings) Posters, billboards & banners Brochures Video
presentations Radio messages (using local radio stations) T-shirts
and baseball caps SMS messaging Visits to treatment works 5
Slide 6
UBSUP Social marketing: Levels of intervention
Community/area-based activities: Public announcements Sanitation
barazas Posters, billboards & banners Brochures & flyers
Presentations by local experts & opinion leaders Drama group
performances Radio messages (using local radio stations) T-shirts
and baseball caps SMS messaging Visits to treatment works 6
Slide 7
UBSUP Social marketing: Levels of intervention Plot &
household level community/area-based activities: House visit
programmes (1 st & 2 nd visit) Brochures & hand-outs
Procedures Manual for the Social Animators Manuals for the
beneficiaries 7
Slide 8
UBSUP Social marketing: Levels of intervention Key outputs to
date: Mascot, slogan, rider Posters & banners Brochures &
manuals Song & skit Programmes & public announcements
Baseball cap, t-shirt, sticker Data collection form 8
Slide 9
UBSUP Social marketing: Levels of intervention Under
construction: Procedures Manual (handbook) for the Social Animators
Manuals for the beneficiaries 9
