Sanitation marketing uses the power of the market to increase sustainable access to sanitation at scale. By treating households as discerning consumers, rather than project beneficiaries, sanitation marketing helps enterprises to deliver sanitation products and services that households want and can afford.
With support from USAID, WaterSHED's sanitation marketing program takes a "Hands-Off" approach to sanitation marketing. Pioneered in Cambodia, the Hands-Off approach recognizes that with creative social marketing, targeted support to local enterprises and the brokering of effective public-private partnerships, sanitation markets can grow without on-going external intervention. The Hands-Off program plays the role of catalyzing facilitator, using in-depth research into demand and supply to inform simple but effective strategies aimed at linking consumers to suppliers, and then staying out of their way.
With the Hands-Off program helping to broker partnerships between the private and public sectors, the approach increases the likelihood that toilet sales, installation and use will continue long after project activities cease.
For more information see: www.watershedasia.org/sanitation-marketing
