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=m’ ae =/ USAID WaterLinks Brief Summary of the 10-Step Promotion Toolkit ECO-Asia, under WaterLinks, has developed a comprehensive guide for the design and implementation of water, sanitation and hygiene promotion programs. This guide, the /0-Step Promation Program Toolkit: Helping Local Government Officials and Utilties Staff Improve Water, Sanitation ‘and Hygiene Programs, takes a step-by-step approach to design, pretest, implement, and evaluate a Promotion campaign, The Toolkit combines international best practices in behavior change communication, marketing, and mobilization, with tested change principles. It offers guidance on the essential elements of a successful promotion campaign. The full 10-Step Toolkit is available at www.waterlinks.org/promotion. Step I: Define Problem, Audiences, & Behavior To develop an effective promotion campaign, the organization must focus their effores on the most important and needed change. This includes identifying the problem, the target audience, and determining the ideal behavior for the audience to adopt (ie. have their septic tank desludged or connect to the water system). This information will form the promotion campaign's “problem statement” Step 2: Gather Information ‘Once the organization forms the problem statement, they conduct research to better understand the current behavior of the audience(s), including the reasons they have not adopted the ideal behavior. Research is the foundation of the promotion campaign. It helps the organization understand their audience's knowledge and attitudes towards current services, and what incentives ‘would help motivate them to change their behavior and participate in a new service. There is no substitute for good research. Step 3: Focus on Feasible Practice After the organization conducts research, it is necessary to look at the desired behavior change from the audience's perspective. In order to know if a specific behavior change, such as adoption of a utility's service, is feasible for a particular audience, the organization should consider the steps the audience needs to take to adopt the desired behavior, and any opportunities andior obstacles they ‘may face in the process. Based on the results of this analysis, the problem statement from Step | may need to be modified. Step 4: Detail a Strategy for Change It is important to understand what other factors, outside of the promotion campaign, may impact the audience's adoption of the desired practice. This can include policy changes, infrastructure, services or products. By understanding the outside factors that may influence the audience's attitudes toward a service, a better promotion campaign can be designed. “step §: Develop the Promotion Plan ‘The Promotion Plan is created with information from Steps I-4. It will guide the organization in developing goals and objectives for the campaign, and creating a specific key message and promotion strategy that resonates with the target audience and encourages them to adopt our services. Step 5 also provides guidance on developing a budget to cover the costs of the promotion campaign. ees After the organization has detailed the Promotion Plan, materials and activities for the promotion campaign can be developed. Developing materials and activities that accurately reflect these needs, as detailed in the Promotion Plan, helps to ensure that the audience will respond positively to the ‘campaign and adopt the new practice. er Because people see, hear, and interpret messages differently, the organization must pretest each of their materials and activities. Pretesting helps to ensure the materials used for the campaign are understood, appropriate, and acceptable for the audience(s). Afterwards, improvements can be made to the draft material before finalizing. Pretest Materials and Activities ¢ Implement Experience with promotion programs worldwide reveals that a program's launch is both an exciting and a difficult time. Efficient planning can minimize frustrations and maximize the success of the program launch. “stop 9 Monitor Monitoring is the review and supervision of activities for the continual improvement of a program. Monitoring identifies and corrects any potential problems in a promotion campaign mid-stream so that the overall impact of the campaign is maximized. . Q-—. ‘An evaluation helps determine the impact of the promotion campaign. Evaluation findings strengthen the credibility of the campaign methodology, the implementing department or agency, and the overall Promotion Plan. Findings that demonstrate the success of the campaign help to justify the time and care invested in research and planning. v.waterlinks RONMENTAL COOPERA