Scaling up household water treatment in low-income settings: The social marketing approach

Population Services International (PSI) in collaboration with the CDC launched its first household water treatment project in Zambia in 1999. With continuing technical support from the CDC, PSI has since applied the lessons learned from this pilot program to expand the social marketing of point-of-use household water treatment products into 33 countries throughout the developing world. PSI promotes healthy behaviors by educating individuals about purifying drinking water in the home, practicing improved hygiene and offering treatment for diarrheal disease.

PSI's water treatment product options currently include a sodium hypochlorite-based safe water solution, chlorine-based tablets, and a flocculent/disinfectant powder that enable families to purify water at the household level. The availability of these products, along with effective communications, empowers individuals to take solutions into their own hands. Using both commercial marketing channels and community mobilization, PSI generates awareness about the value of disinfecting drinking water, hand washing, and other key hygiene behaviors.

PSI's experience in 33 countries in Africa, Asia, and Latin America over the past ten years has demonstrated that the major ingredients of a successful program include partnerships, quality products, appropriate marketing strategies, use of multiple channels, and strong monitoring and evaluation. This presentation will highlight specific examples of these ingredients and the communications messages and delivery approaches employed by PSI's HWTS programs, and how to apply best practices in HWT programs.