Market Development Approaches to Improve Hygiene and Sanitation
Since 2015, Unilever and Domestos has partnered with PSI to launch a large-scale Domex Toilet Academy (DTA) program in the state of Bihar, India, building on PSI’s existing partnership with the Bill and Melinda Gates Foundation. Our aim is to see DTA trained entrepreneurs sell and install 115,000 household toilets by 2017. Between 2015 through early 2017, PSI has trained 500 entrepreneurs and more than 130,000 toilets have been built.
With support from Unilever, PSI and its network member in Nigeria, Society for Family Health (SFH), used a market development approach to increase access and sales of consumer goods and health products in the rural communities, while simultaneously promoting positive behavior change. Through this approach, 367 women were trained and over 700,000 people were reached with delivered messages to members of their communities on oral hygiene, nutrition, hand washing, and oral rehydration solution (ORS)/Zinc to treat diarrhea. This type of innovation has the potential to bring sustainable behavioral change into door-to-door sales and distribution networks, creating both markets and health impact in diverse environments. PSI will continue to explore the replication of this model across other countries.
PSI and Unilever have previously worked with local governments to increase handwashing with soap in schools and communities across Kenya, India, Vietnam and Zimbabwe – countries where handwashing with soap practices are low. These joint initiatives ensured that handwashing with soap education and behavior change communication reached school children and their communities. Using Lifebuoy soap products and a 21-day behavior change communication program developed by Lifebuoy, teachers and community health workers engaged with school-aged children to change behaviors through handwashing programs and activities, such as song writing, comic books and handwashing pledges.