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PSI Social Marketing of Safe Water Systems

Promotes clean drinking water and saves lives

Eighty percent of all disease in developing countries is caused by lack of clean water and poor sanitation. This leads to some three million deaths annually—many a direct result of the three to five billion episodes of diarrhea that beset people around the world each year.

Using Safe Water Systems (SWS), families can now have clean drinking water in their homes for only pennies a month. This effective and inexpensive technology was developed by the Centers for Disease Control and Prevention (CDC) and the Pan American Health Organization (PAHO), and is distributed by Population Services International (PSI).

SWS has two basic elements: a disinfectant (sodium hypochlorite solution or chlorine) to treat the water, and a narrow-mouthed water storage container to minimize re-contamination after treatment. Consumers simply add a small dose of disinfectant solution to water stored in the vessel, shake well and wait 30 minutes for safe, clean drinking water. The disinfectant can be manufactured anywhere in the world, and the safe-storage containers can be found locally or provided by PSI. The system is economical and easy to use, and CDC research has confirmed its impressive health impact: people who regularly use SWS lower their risk of diarrheal disease by 55 percent.

Given its effectiveness, simplicity and low cost, SWS has become one of the vital health products that PSI promotes to people at risk. At the same time, PSI works to ensure that SWS is widely available at affordable prices in village markets and shops.

In October 1998, with support from the United States Agency for International Development (USAID) and CDC, PSI developed a brand- name SWS disinfectant for the Zambian market. PSI promotes Clorin in low-income urban communities that are traditionally vulnerable to cholera and other water-borne diseases. One bottle of Clorin—enough to treat 1,000 liters of water—is sold for only 20 cents, a cost about 60 times less than the fuel necessary to boil an equivalent amount of water. Clorin is also available through health centers and retail outlets.

PSI uses local communications channels to encourage Zambians to treat all drinking water with the correct dosage of Clorin. Trained community members demonstrate and sell Clorin door-to-door on a commission basis, while radio and billboard advertising creates awareness of the dangers of unclean water and the importance of using SWS.

Safe Water Systems technology has begun to play a crucial role in the Government of Zambia’s battle against cholera. Cholera kills its victims by rapid dehydration, and can become epidemic. Though virtually eradicated in Western countries, it remains life threatening in many parts of Asia and Africa.

In February 1999, PSI responded to a request from the Zambian Ministry of Health to combat a major cholera outbreak. The Ministry of Health, with help from PSI, created and aired public service announcements featuring Clorin on national television. To meet the overwhelming demand for Clorin, PSI staff worked around the clock producing the solution and greatly expanded Clorin distribution through health centers in cholera-affected areas. In addition, PSI trained 30 health center staff and over 250 community members to promote and distribute the product.

Over 45,000 units of Clorin were sold during this epidemic, and over 220,000 have been sold to date. Dr. Gavin Silwamba, Director General of Zambia’s Ministry of Health, said of PSI’s work with Clorin: "The benefits of this action to the whole country are colossal. The lessons we have learned from the outbreak will spur people to use this product even more."

PSI’s work with SWS in Zambia and in other developing countries promises to make a significant difference in the lives of millions of people. Once it becomes available in more countries with need, SWS could prove to be one of the most important health interventions of the decade.




 
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