Communications for Change Towards a Communications Strategy

National Sanitation Policy

PACOSAN, Islamabad

Geeta SharmaRegional Communications Specialist Water and Sanitation Program - South AsiaMay 29,2009gsharma@worldbank.org

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Outline Setting the context

Need for Strategic Communication

Key Components of a Communications Strategy

Learning from the other

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Section 1

National Sanitation Policy

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National Sanitation Policy: Pakistan

National sanitation policy approved in 2006 following SACOSAN II

Innovative use of performance based instruments

Policies and strategies formulated in all provinces and regions

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Key Requirements

Enabling environment that combines laws and policies with stakeholders involvement– ensure the supply of the social mobilization capacities

necessary to start a sanitation movement– initiate the ‘demand’ for improved public good

outcomes necessary to galvanize this sanitation movement, and

– facilitate the role of the markets (through activists turned bare-foot consultants) in scaling up this sanitation movement

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Summing up challenges No rollout plan for the National Sanitation Policy Sanitation sector continues to be at the bottom of ladder of

priorities among people, institutions Lack of awareness about incentives for institutions/

stakeholders Absence of communications strategy to initiate the

‘demand’ for improved public good outcomes No mechanism for monitoring and sustaining change in

behaviors/ practices

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Some Opportunities

• IYS and SACOSAN III• 2009 Year of Environment in Pakistan• MDG, Post SACOSAN Advocacy• PACOSAN• South Asia’s lead position as pioneer in sanitation

innovations (CLTS)

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International Year of Sanitation Messages

Sanitation is vital for human health

Sanitation generates economic benefits

Sanitation contributes to dignity and social development

Sanitation helps environment

Improving sanitation is achievable

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Section 2

Need for Strategic Communications

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Why Strategic Communications

The success of WSS initiatives depends on the use of effective and strategic communications and IEC

Best-designed technical projects may fail, if decision-makers and beneficiaries are not adequately consulted, informed, educated or mobilized

Provides mechanisms for policy dialogue, consensus building and behaviour change

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Section 3

Key Components of Communication Strategy

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Key Components

Objectives Ask yourself what you can do within communications to help the program achieve its core objectives

Audiences With whom do you need to communicate to achieve the programs objectives

Messages Cover all key messages, and emphasise the different elements for different audiences

Channels and Tools

Identify the channels and tools that are most appropriate to communicating the key messages to the audiences

Resources Use resources and timescales to set legitimate levels of expectations and outline the case for more dedicated resources

Evaluation Consider performing a communications audit to assess the effectiveness of your strategy with all audiences

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AudiencesPrimary Audiences Secondary Audiences

The focus of the communication strategy could be on household awareness, sensitization and motivation to follow proper hygiene, sanitation practices.

1.Women of the household 2.Head of the household 3.Young adolescents

The secondary audiences could be government, service providers/WASAs and support organizations (Donors, NGOs and CBOs)

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Traditional Media (Street theatre, puppets, story telling, folk dances etc.)

Can be customized as per the audience need by using local jargon and slang, self sustaining

Mass Media – Audio-Visual (TV Spots & Radio Spots)

Mass Media – Print

Interpersonal Communication

It has the ability to communicate effectively with a large number of people at the same time

Large reach, less costly but confined to literate audience

Interactive, facilitates behaviour change

Communication Channels

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Governments: Heightened commitment & budgets/resources to improve sanitation practices, cooperation among ministries, enabling policies and laws

Media: Mass media for awareness on benefits, challenges, options, advocacy; outreach to small towns, rural centersMedia engagement: capacity building programs

People: Awareness on heath, economic benefits. Hidden costs of no sanitation, encourage lobbying with LGIs for improved facilities

Key messages for audiences

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Some examples of what’s working elsewhere

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Rollout of National Urban San StrategyIndia In the National Urban Sanitation Policy, the first key goal highlighted is on launch of a

national communications strategy

Ministry of Urban Development sanctioned Rs 6.5 Crore for Communications

National Communications strategy being

developed through nation-wide stakeholder

consultations

Radio campaign on anvil to raise general

awareness

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Bangladesh

Government declares improving sanitation as a national priority, envisaged achieving 100% sanitation by 2010: implying the sector needs 8% to 12% yearly growth

The National Sanitation Strategy 2005 identified six major areas of concern in the process of achieving the good of 100% sanitation

Appointed Media Committee to give push to sanitation advocacySupport agencies helping media committee develop communications strategy

Strategy development based on consultations' and review of successful health campaigns

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…and what did not work

Sewage lines laid in important cities lie unused as citizens not involved/informed about project

Major reforms and infrastructure projects have failed as they were top heavy and huge in investment costs. Nil on consultations and buy in

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Back to basicsCommunications required To create awareness/demand for sanitation as a basic need Remind citizens/governments of the dignity issues faced by

women, children and men due to the practice of open defecation

To raise awareness on importance of adopting safe hygiene and sanitation behaviours and the economic costs of sanitation

Influence household attitudes and community beliefs in support of adoption of sanitation implements

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Thank you