PROMOTING

SEPTAGE
MANAGEMENT

Cebu City
August 11, 2011
 Bigger Picture

Infrastructure,
Products & Promotion
Services • Information & Education

• Needed Infrastructure • Behavior Change Communication

• Social Marketing
• Needed Products
• Training
• Needed Services • Advocacy
• Mobilization
Enabling
Environment
• Policy
• Implementation Capacity
• Institutional Arrangements
 Increasing the Likelihood of Improved
Practice Adoption

Needed Appropriate
Infrastructure, Approaches to
Products, & Promotion
Services

Ensuring that all

needed pieces are
Maximum in place at the
potential for Supportive same time in the
change exists Environment same place,
here. increases,
likelihood of
behavior change.
 Effects of Water Contamination

Economic and Health Toll

Annual economic losses: P78
billion (health, fisheries, and
tourism)

1/3 of all disease is due to water

pollution

31 Filipinos die each day from

diarrhea alone

Quality of life: bad smells and raw

sewage backing up on driveways,
yards
 Why Promote?

Present Behavior Ideal Behavior

The ultimate goal of promotions

should be to bring about the adoption
of this action or new practice and
sustain it.
What Should Your Promotion be Like?

• Focused
• Audience-driven
• Behavior-change directed
• Research-based
• Measurable
• Creative
 Who Influences Our Target Audience?

60 People like me
52 (relatives, friends,
neighbors)
50 44
Community leader
40

30
Religious leader
20
10
10
3 Celebrities
0

Source: USAID Philippine Sanitation Alliance, 2009

 How Do Our Target Audience Want To
Receive Information?

64 House to house campaign

70
Barangay Seminars

51
60 Flyers, posters and streamers
47

Newspaper
50

Radio

40
27
TV

30 18 Internet

12
10 10 Text message
20
5
3 Mobile ads
10
Special events

Source: USAID Philippine Sanitation Alliance Survey 2009

 Media Landscape

Despite the growth of new media, at least 90% of the whole population still have their TV sets
on.
(%) 2008 2009 2010

95
92 91

62 65 62 62
58 58 58 58

28 30 30

16 18 15 15 18 16
7 8 9

TV (Past Radio Outdoor DVD/VCD Cinema Newspaper Magazine Internet

Week) (Yesterday) (Past Week) (Past (Past 6 (Yesterday) (AIR) (Past
Month) Months) Month)

Source: Nielsen Media Index 2008-2010

Nielsen Media Research 2010
Steps in Developing an Effective Promotion Plan

1. Organize a Promotion Team.

2. Gather information.
– Baseline data
– Conduct a survey (Knowledge, Attitudes & Practices,
Communication channels)
– Conduct focus group discussions.
3. Develop an implementation plan.
4. Develop audience-focused promotion materials
and activities.
Step 1: Organize the Promotion Team.

• LGU
• MCWD
• National Agencies
• Church
• Academe
• Civil Society
• Other Stakeholders
Teamwork makes the
dream work.
~~ John C. Maxwell
Step 2: Gather Information

• Baseline data (international, national and local data)

• Conduct a survey on Knowledge, Attitudes and
Practices on smoking (for quantitative data)
• Conduct Focus Group Discussions (for qualitative data)
Step 3: Develop A Promotion Plan

1. Define your target audience.

2. Define your objectives.
3. What are your goals? Be “SMART”
– Specific, Measurable, Attainable, Results-oriented and Time-bound
4. Identify a potential “hook” for each of your key audiences.
Determine who your target audience consists of.
– Who do you want to reach in this campaign? (Ex. Households)
– What do you want your key message to be? (Help clean our water
resources, empty your septic tank.)
5. Develop a schedule for your promotions.
– Create synergy by maximizing your activities. (Ex: Are there activities
you can maximize for media publicity or community relations?)
Step 3: Develop A Promotion Plan

6. Develop your plan of attack.

– What communication vehicles will you use to get your
message to the public? Include budget in the plan.
(Ex. Barangay-based trainings? TV ads? Radio plugs?
Newspaper articles?)

7. Put measures in place to track the results of your

Promotions Campaign. After each campaign sit
down and review the results.
– Did you achieve the defined objectives and goals of this
campaign?
– Should you consider modifying your original plan? If so, how
and why?
Step 4: Develop Audience-Focused
Materials and Activities

• Refer to the data available. (Baseline, KAP survey,

FGD)
• Segment potential audiences.
• Develop materials based on identified audiences.
• Pre-test materials with target audience.
Case Study: Marikina City
 Stakeholders Consultation

• Conducted a Clean Water Summit with the participation

of various sectors: local government, barangay,
business, academe, homeowners’ assns., and
industries.

• Tapped the active participation and commitment of the

water concessionaires.
 Focus Group Discussions

• The TWG had identified key stakeholders and ranked

them according to degree of contribution to the
issues.
• Households were ranked as the primary and biggest
stakeholders and identified the household heads as
the most influential household member.
• A representative number were invited to the FGD’s to
solicit their feedback and gauge the depth of their
knowledge regarding the importance of clean water
and the river.
 Focus Group Discussions

• The conduct of a series of FGDs were ably guided by

the Eco Asia consultants from data/info gathering and
deriving conclusions.
• The HH heads have expressed a common desire to
restore life to the river so that they can continuously
enjoy doing family activities in the river park and keep
it safe for their children.
 Surveys

• The pre-campaign survey was done in 2007 resulting

to a very low percentage of knowledge and
awareness to clean water and septic tanks in
particular.
 OTHER ACTIVITIES

• Holding of “WASH DAYS” to promote water,

sanitation and hygiene (this is a whole day of fun-
filled activities with multi-sectoral participation)
• 5 billboard materials conceptualized and developed
by the TWG-IEC that were strategically located in the
city thoroughfares
• Calendars promoting the regular desludging in
coordination with Manila Water Company and Eco
Asia
Wash Day Event
 Other Info Drive Activities

• Mock-up of the correct septic tank design was

displayed in all barangay halls for several days, each
done simultaneously with public address.

• “Todo Sipsip Brigade” went around the barangays to

announce the desludging program.
- the target was to desludge 100% of septic
tanks by year 2011.
MOCK UP DESIGN OF
THE RIGHT SEPTIC
TANK
Motorcade
 Ordinance
69,Section 5.1
MAINTENANCE /
DESLUDGING OF
SEPTIC TANKS
Ang pagpa-suyop sa poso negro matag 3 – 5 ka tuig
dakong tabang sa pagsulbad sa kontaminasyon
sa atong mga tinubdan sa tubig.
TODO SIPSIP STICKER
PALATANDAAN NA ANG RESIDENTE
AY SUMAILALIM NA SA PROGRAMA NG
‘’ TODO SIPSIP PROGRAM’’
 Post-Campaign Survey

• The post campaign survey done in February 2010

has presented amazing results with a general
average of 80% in knowledge and awareness level.
Practice of desludging has also dramatically
increased due to multiple campaign approaches
intensively done in 2 years.
 Post-Campaign Survey

• 69% of the respondents agree that desludging helps

keep the Marikina River clean
• 83% believe that Marikina River can be clean again
• 68% gave desludging a rank of 5 (highest) in terms of its
impact on keeping the Marikina River clean
 Lessons Learned

• Identify capacities and incapacities of local

government and look for a private partner to get
things done (City has power and authorities, Manila
Water has the means and technology to manage
sludge, Eco Asia has technical assistance)
• Policies have to be properly enforced to avoid more
serious problems to set in.
• The local government needs to continuously train
people to harness its technical capability.
How do we Ensure Effective
Communication?

The message must be:

• Clear and concise
• Accurate
• Relevant and meaningful
to the needs of the
audience
• Timely
• Applicable to the situation
• Encourage the audience to
take action and practice
promoted behavior
Thank you!

Philippine Sanitation Alliance

AECOM (USAID Grantee)
Suite 4022, Golden Rock Bldg.
168 Salcedo Street
Legaspi Village, Makati City 1229
Philippines
Tel/Fax +(632) 819-0687
Cell: +63917-892-2989
E-mail: llumbao@psa.ph
 ACTION PLAN

Activities Timeline Resources Budget

Needed Estimates

 Enabling 1. Drafting of
Environment Ordinance
2. Public
Consultation

• Promotion
Workshop 1: Develop An Action Plan

• FOCUS QUESTIONS
What actions should we take to increase the acceptability of:
1)Participation in the desludging program/emptying of septic
tanks.
2)Acceptance of new fees?
3)Proper design of septic tanks?