Transcript 7_M4-6_AwarenessMonitoring_LECTURE_SEECON_.ppt

M4: Management: Planning, Implementation and
Operation
M4-6: Awareness Building & Monitoring
J. Heeb (all photos)
Dr. Johannes Heeb, International Ecological Engineering Society &
seecon international
Prof. Dr. Petter Jenssen, Department of Mathematical Sciences and
Technology, Norwegian University of Life Sciences
Dr. Ken Gnanakan, ACTS Bangalore, India
Katharina Conradin, seecon international
© 2007
seecon
International gmbh
ACTS
Credits
Included in this CD-ROM are materials from various organisations and sources. The
materials complied on this CD are available freely on the internet. Following the
open-source concept for capacity building and non-profit use, copying is allowed
provided proper acknowledgement of the source is made. The publication of these
materials on this CD-ROM does not alter any existing copyrights. Material published on
this CD for the first time follows the same open-source concept for capacity building and
non-profit use, with all rights remaining with the original authors or producing
organisations.
Therefore the user must always give credit in citations to the original author,
source and copyright holder.
We thank all individuals and institutions that have provided information for this CD,
especially the German Agency for Technical Cooperation GTZ, Ecosanres, Ecosan
Norway, the International Water and Sanitation Centre IRC, the Stockholm Environment
Institute SEI, the World Health Organisation WHO, the Hesperian Foundation, the
Swedish International Development Cooperation Agency SIDA, the Department of Water
and Sanitation in Developing Countries SANDEC of the Swiss Federal Institute of
Aquatic Science and Technology EAWAG, Sanitation by Communities SANIMAS, the
Stockholm International Water Institute SIWI, the Water Supply & Sanitation
Collaborative Council WSSCC, the World Water Assessment Programme of the
UNESCO, the Tear Fund, WaterAid, and all others that have contributed in some way to
this curriculum.
We apologize in advance if references are missing or incorrect, and welcome feedback
if errors are detected.
We encourage all feedback on the composition and content of this curriculum. Please
direct it either to [email protected] or [email protected], or use the
feedback form.
seecon
K.Conradin
Conradin
K.
Credits
ecosan Curriculum - Credits
Concept and ecosan expertise:
Compiling of Information:
Layout:
Photo Credits:
Text Credits:
Financial support:
Johannes Heeb, Petter D. Jenssen, Ken Gnanakan
Katharina Conradin
Katharina Conradin
Mostly Johannes Heeb & Katharina Conradin; as per
credit.
As per source indication.
Swiss Development Cooperation (SDC)
How to Obtain the Curriculum Material
Free download of PDF tutorials:
www.seecon.ch or
(without further readings)
www.gtz.de/ecosan
Order full curriculum CD:
Handling charge € 20 for individuals, 200 € for courses.
Orders from developing countries: according to financial
means.
[email protected]
[email protected]
Release:
Feedback:
2.0, February 2007, 3000 copies
Feedback regarding improvements, errors, experience
of use etc. is welcome. Please notify one of the above
email addresses or use the feedback form.
Copyright of the individual sources lies with the authors
or producing organizations. Copying is allowed as long
as references are properly acknowledged.
Sources Copyright:
seecon
K. Conradin
Contents
1. Awareness Raising
2. Demand for Sanitation
3. Social Marketing
– Product & Price
– Place & Promotion
4. Planning of Social Marketing Campaigns
5. Social Marketing: An effective approach to behaviour
change promotion?
6. Advocacy for Sanitation
– Why advocate sanitation?
– Planning for Advocacy Work
7. Monitoring
– Indicators
– Determination of Indicators
– Monitoring in ecosan Projects
8. Conclusion
K. Conradin
Awareness Raising
Awareness:
 related to knowledge, attitudes and behaviour and
communication
 interactive process  creating social consciousness and
demand
Ecosan systems: wider range
conventional sanitation:
– public health and hygiene
– nutrients
– soil conservation
– long-term food security
– sustainable use of resources
– local private sector
of
considerations
than
'awareness raising' 'public education' 'social advertising‘ 
propaganda for stakeholders who are outside of the main
decision-making processes
Source: (6)
J. Heeb
Awareness Raising
Awareness raising:
 elevating the level of knowledge
 enables stakeholders to participate in decision
making
Two kinds of communications:
(a) instructions on how to use the system, change
behaviour…
(b) information or justification about why this is
necessary, desirable, morally appropriate, etc.
Awareness for ecological sanitation is necessary:
– concept is relatively unknown
– not only to (potential) users, but also amongst
engineers, planners, decision makers,
Source: (6)
 GOAL: spread knowledge among all stakeholders
J. Heeb
Awareness Raising
Strategy:
 de-construct and re-construct a particular discourse
about alternatives with new information, criteria, or
factors with factors that weigh differently from the
conventional approach
Topics of the new discourse are e.g.:
• participation vs. top-down approaches
• sanitation only for those who pay for it vs. pro poor
sanitation
• comparing the money invested in sanitation with the
gains for the national economy (see M4-4)
• capital cost vs. labour cost and job creation
• centralised vs. decentralised
• end-of-pipe vs. closed loop systems
Information provided to the stakeholders should be tailored to
their specific information needs
J. Heeb
Source: (6)
Demand for Sanitation
Demand creation is a two-stage process:
 Establish demand:
• do households want improved sanitation
• stimulate demand through promotion campaigns
 Inform demand:
• Realistic information: likely costs and benefits.
• Address unrealistic expectations
Approaches to sanitation promotion
• identifying key target groups to be reached;
• identifying core messages to be communicated;
• awareness of the prevailing socio-cultural framework
• consideration of sanitation as a consumer good, not just as a potential health
benefit; and
• using a mix of communication methods (simple language & clear messages.
Source: (4)
Implementing Sanitation and Hygiene: Assessing Needs
Health is not always the main reason why people
want to have clean toilets, better water supplies, or
improved hygiene.
Other needs may include:
 Privacy:
 Safety
 Comfort
 Cleanliness
 Respect
Source: (7)
J.Source:
Heeb J. Heeb
Social Marketing
Social marketing: “The use of commercial marketing techniques to promote
the adoption of behaviour that will improve the health or well-being of the
target audience or of society as a whole”
Primary target audience:
 those who are likely to change their practices or make the
decision to buy particular goods which are being marketed
 this includes mothers and school children for example
Secondary target audience:
 those in the immediate society who influence the primary
target; fathers and mothers in law, for example
Tertiary target audience:
 opinion leaders and persons who have status
 e.g. traditional leaders, elders, school teachers. politicians
Source: (1)
Social Marketing
Basic characteristics of social marketing are the four P's:
decide what is the product and how it can be presented in
terms of ‘packaging’ and characteristics.
Price:
what is the consumer willing to pay both in terms of direct and
indirect costs.
Place:
where will the product be available; are there display or
demonstration facilities.
Promotion: how will the consumers know that the product exists, what it
costs, what its benefits are and where they can get it from.
At the heart of successful marketing is an understanding of what the consumer
(target audience) wants.
Behaviour change:
 target audience must both want and be able to change their behaviour.
Source: (1)
Source: (1)
Product:
Social Marketing: Product & Price
Product
 physical object (e.g. compost latrine)
 a service (e.g. toilet emptying service)
 practice/behaviour (e.g. wash hands)
Note: To have a viable product, consumers must first believe that
they have a problem and that this can be addressed by the
product
 Range of product choices can prove instrumental
Price
Behaviour change itself may have no price tag; however
associated products can come at a price.
 affordable price to the target audience.
Note: price is rarely the most important factor ruling product
uptake
Source: (1)
J. Heeb
Social Marketing: Place & Promotion
Place
Products needs to be available at outlets accessible to the
target audience, i.e. also for rural population!
Promotion
 Enabling environment for behaviour change: product
available in the right place, for the right price
 Need for awareness raising
 promotion based upon an understanding of the
motivations
Source: (1)
J. Heeb
Planning of Social Marketing Campaigns
First steps in planning:
→ define desired behaviour
→ programme goals
→ target audience
Formative research (=consumer research): Key questions:
→ Behaviour of target audience?
→ Barriers and drivers to behaviour change?
→ What can the product (behaviour) offer to help overcome these barriers?
→ How does the target audience communicate and learn about new
products and ideas?
Both qualitative and quantitative research methods are used:
→ including in-depth interviews
→ focus group discussions
→ Surveys etc…
 segmentation of target audience → address segments individually
Source: (1)
Planning of Social Marketing Campaigns
Communications message and placement planning
 set of possible promotional messages, adapted to
target audience
UNICEF/HQ96-1167/ Giacomo Pirozzi
 Keep in mind : different motivations & desires
Communication channels:
 radio
 TV
 ads
 meetings
 Etc…
Source: (1)
Planning of Social Marketing Campaigns
Pre-testing of Materials
 Concepts testing: proposed materials is tested with small groups of the
target audience before producing final product
Implementation
 Development of communications plan.
 defines the frequency and placement of messages.
Evaluation and Feedback
 implicit throughout all stages of the marketing process;
 Monitoring
 Indicators: message and product reach, message awareness and
interpretation
 revising of messages if necessary
Source: (1)
An Effective Approach to Behaviour Change Promotion?
Social Marketing – an effective approach to behaviour change
promotion?
 social marketing: fruitful alternative in the promotion of household
environmental health
Central issues:
 exchange process
 understanding of the target audience
 Driving and hindering factors
Source: (1)
Advocacy for Sanitation
Advocacy:
 the process of managing information and knowledge
strategically to change and/or influence policies and
practices that affect the lives of people (particularly the
disadvantaged).
Advocacy is focusing on a process of change:
• in attitudes and political will
• in policy/decision-making
• in policy implementation and monitoring
• in people's awareness of policies and practices
• in the positioning and participation of civil society
• in the material position of the poor
Source: (8)
WSSCC Image Gallery
Advocacy for Sanitation
Change at different stages in the decision-making
process:
 who makes the decisions: participation of civil
society, representation of community
 what is decided: legislation, policies, budgets,
programmes
 how is it decided: accountability
transparency, participation of civil society
and
 how is it enforced or implemented:
accountability, awareness raising.“
Source: (8)
WSSCC Image Gallery
Advocacy for Sanitation
Advocacy means also:
 strengthening the capacity, organization and
power of civil society and its involvement in
decision-making
 increasing the legitimacy of civil society
participation and improving the accountability of
public institutions
 improving the material situation of the poor and
expanding people's self-awareness as citizens
with responsibilities and rights
Necessary:
• alliances to change the processes of decision-making at
all levels
• involvement of communities in those decisions.
Source: (8)
WSSCC Image Gallery
Why Advocate sanitation?
 Large majority of those who do not have access to these
basic necessities belong to the poorest sections of
society,
 relative powerlessness of the poor
Lacking sanitation has a profound impact:
 health: more than 2.2 million deaths every year due
to lack of water and sanitation
 education: poor sanitation in schools affects
attendance rates, particularly of girls
 women: enormous amount of time spent carrying
water from distant sources every year
 economics: high health cost, lost working days
Source: (8)
J. Heeb
Planning for Advocacy Work
Draw up
Advocacy Plan
Identify the
Issues
Analysis
Plan for
Monitoring &
Evaluation
Setting
Objectives
Assess
Resources
needed
Identify
Targets
Select Tools
Choose
Approaches
& Activities
Source: (8)
Define the
Message
Source: (9)
Identify
Allies
Monitoring
Evaluation:
Monitoring:
assesses the development of a project for the purpose of
making decisions on funding and drawing useful lessons.
continuous and systematic review of activities, processes, use
of inputs, and realization of outputs
What is it
for?
 Control of achievement of targets and results
 Control of achievement of objectives (effectiveness)
How is it
done?
 Determination of indicators, collection/analysis of data
 Monitoring efficiency: through project activity reports
 Monitoring effectiveness: participatory process
When is it
done?
 Monitoring efficiency: during project planning and project
implementation
 Monitoring effectiveness: at end of project implementation
and during project life
Source: (10)
++ Monitoring: Appraisal, Audit & Evaluation
Appraisal
What is it?
What is it for?
How is it done?
When is it done?
Assessment of a situation
Design or implementation of future activities
Field studies; participatory appraisals
Planning phase of a project
Audit
What is it?
What is it for?
How is it done?
When is it done?
Occasional analysis of use of resources (inputs)
Control of use of resources and achievement of results
Check of expenditures and income, using accounts/books
End of fiscal year or end of project phase
Evaluation
What is it?
What is it for?
How is it done?
When is it done?
Source: (10)
Occasional assessment of the development of a project
To take decisions on improvement of project performance,
/ modifications / or continuation or end of project
Auto-evaluations, external or participatory evaluations
Mid-term / final / impact evaluations (after project
implementation)
Indicators
Indicator:
variable which can be measured (quantity) or appreciated
(quality or trend)  allows to track changes
An indicator can be a definition of a…
 … quality (what)?
 … measure (how much?)
 … target group (who?)
 … time horizon (when?)
 … place (where?)
Moreover, an indicator must be:
 relevant (it measures what is needed, and is related to the objectives)
 sensitive (it responds to variations and changes)
 simple (can be understood; the data will be easy to act upon; limited
number of indicators)
 feasible (information can be collected easily, not costly).
Source: (10)
Monitoring in ecosan Projects
Ongoing monitoring, evaluation and feedback
very important in an ecosan programme:
Results:  necessary to make adjustments in
the activities
Not to be carried out at the expense of other
project activities
Methods:
 Interviews
 statistical evaluation
 Questionnaires
 Observations
 long-term quality assurance
 monitoring of environmental and hygiene
standards
Source: (11)
GTZ
Conclusion
Crucial for successful implementation:
→ awareness raising
→ creating a demand for sanitation
→ advocating for sanitation
→ monitoring projects
Maybe even more important for ecological sanitation
programmes:
 concepts are often not very well known.
 user of sanitation facilities should be an active
agent involved in decision making.
 proper information and communication is crucial
 Monitoring & evaluation: knowledge transfer
into other projects
WSSCC Image Gallery
END OF MODULE M4-6
J. Heeb (all photos)
FOR FURTHER READINGS REFER TO M4-6 TUTORIAL
Dr. Johannes Heeb, International Ecological Engineering Society &
seecon international
Prof. Dr. Petter Jenssen, Department of Mathematical Sciences and
Technology, Norwegian University of Life Sciences
Dr. Ken Gnanakan, ACTS Bangalore, India
Katharina Conradin, seecon international
© 2007
Click here to go to the
references part
seecon
International gmbh
ACTS
BACK TO THE MAIN
MENU
++ References
(1)
Scott, B. (2005): Social Marketing: A Consumer-based approach to promoting safe hygiene behaviours. WELL Fact Sheet.
Quality
Assurance:
S.
Cairncross.
Available
at:
http://www.lboro.ac.uk/well/resources/fact-sheets/fact-sheetshtm/Social%20marketing.htm#Anchor-HOM-43259 (Accessed 2.1.2006)
(2) Weinreich, N.K. (1999) Hands-on Social Marketing: A Step-by-Step Guide. Sage Publications. – In: (1) Scott, B. (2005)
(3) Cave, B. and Curtis, V. (1999) Effectiveness of promotional techniques in environmental health WELL Study No.165. London
School of Hygiene & Tropical Medicine for DFID. – In: (1) Scott, B. (2005)
(4) Water,
Engineering
and
Development
Centre
(WED)
(2002):
Sanitation
Promotion.
Available
at:
http://www.sanicon.net/titles/topicintro.php3?topicId=21 Accessed (2.1.2006)
(5)
Armstrong Schellenberg J. et al (2001). Effect of a large-scale Social Marketing of Insecticide-treated nets on Child Survival in
rural Tanzania. In The Lancet v.357: 1241-47. – In: (1) Scott, B. (2005)
(6) Werner, Ch. et. al (2006): Concepts for ecologically sustainable sanitation in formal and continuing education. Unesco/IHP and
Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ) GmbH
(7) Conant, J. (2004): Sanitation and Cleanliness for a Healthy Environment. Hseperian Foundation, UNDP, SIDA
(8) Sanitation Connection (2002): Advocating Sanitation - How, Why and When? WSSCC, IRC & WEDC. Available at:
http://www.sanicon.net/themes/intro.php3?theme=1 (Accessed 3.1.2006)
(9) Water Aid/WSSCC (2003): Advocacy Sourcebook. A Guide to advocacy for WSSCC co-ordinators working on the WASH
campaign. WaterAid, WSSCC, Switzerland
(10) Brikké, F. (2000): Operation and Maintenance of rural water supply and sanitation systems – A training package for managers
and planners. IRC International Water and Sanitation Centre and World Health Organization.
(11) Werner, Ch. Panesar, A. Bracken, P., Mang, H.P., Huba-Mang, E. Gerold, A.M., Demsat, S., Eicher, I. (GTZ) (2004): An ecosan
source book for the preparation and implementation of ecological sanitation projects. 3rd draft, February 2004. GTZ.
++ Glossary and Abbreviations
ACTS
GTZ
IRC
UNICEF
WASH
WELL
WSSCC
Agriculture, Crafts, Trades, Studies
German Agency for Technical Cooperation
International Water and Sanitation Centre
United Nation’s Children’s Fund
Water, Sanitation & Hygiene
Water and Environmental Health at London and Loughborough
Water Supply and Sanitation Collaborative Council
See glossary for unknown terms & definitions!
ECOSAN GLOSSARY
ABBREVIATIONS