The WASH Campaign gained a reputation for developing clear messages and provocative visuals and for taking innovative approaches. The black figures on a blue background – modelled on the graphics that appear on toilet doors in many parts of the world – have become synonymous with WASH. The WASH brand and its logo have been used in countries around the globe.
The campaign was so successful it went viral. Visuals and messages were picked up and translated into a range of languages: slogans such as ‘Hurry Up’ and the black figures now appear on T-shirts, in newsletters, on posters, in presentations, and in high-level speeches.
What started out as a campaign to get sanitation on the MDGs became a movement, breaking taboos about toilets and triggering political debate about sanitation for all.
What are the issues now?
Today, the concerns are different. Many governments and donors are aware of the importance of sanitation, hygiene and water, and are educated about the basic facts. A number have agreed to allocate budget.
Today, the concerns are different. Many governments and donors are aware of the importance of sanitation, hygiene and water, and are educated about the basic facts. A number have agreed to allocate budget.
However, the world is not on track to meet the sanitation target. At the current rate of progress, the MDG target to halve the proportion of people living without sanitation by 2015 will not be met until 2049. Today, 2.6 billion people, or more than 1 in 3, still have no access to a safe toilet.
The failure to deliver real progress is partly because existing advocacy materials don’t go far enough. They are not designed to activate everyone who can improve sanitation.
Building on the success of previous WASH Campaign initiatives, GDP for GDP is designed to take the movement to a next level, by shifting those who are aware of the issue to take action.
The "Engagement Model" below outlines the logical progression that decision-makers tend to go through – whether they are consumers buying, and staying loyal to, a particular product, or politicians taking action to address the problem of sanitation in their countries. As advocates – who are essentially marketing ideas – we need to move decision-makers through the different phases, first raising awareness about the need for good sanitation, then providing more detailed information and education.
Where are the opportunities?
There is a way to turn the sanitation situation around. There are economic benefits to be gained by addressing sanitation at all levels of society, from governments to individuals.
Growth drives economies. Economics drives politics in poor countries as well as in rich. Sanitation delivers an extraordinary return on investment of 9 to 1.
Linking sanitation to its potential economic benefit helps put the issue at the top of the political agenda. For governments, the economic argument may vary from ministry to ministry:
- HEALTH: Investing in sanitation and hygiene pays huge dividends in the health sector. If everyone had access to adequate sanitation and water services, the world’s health sectors would save around US$ 12 billion every year.
- PRODUCTIVITY: Investing in sanitation frees up time and increases productivity. Meeting the MDG target on sanitation and water would free up 20 billion working days each year.
- EDUCATION: Investing in sanitation and hygiene leads to higher levels of education, which in turn bring higher incomes, better health, and longer lives. Every 1% increase in female education increases economic growth by 0.37%.
- TOURISM: Investing in sanitation improves the environment, attracting more tourists. Improved sanitation could generate 350 million extra tourism dollars each year for Cambodia, Indonesia, Philippines, and Viet Nam.
- JOBS: Investing in sanitation and hygiene creates business opportunities and jobs. Sanitation can be a major, market-driven activity that grows in response to consumer demands.
At the level of individuals and small businesses, money can be made from sanitation. There are many local industries that can be created from human excrement that turn the problem into an opportunity. Here are just some of the possibilities:
- SUPPLY OF SANITARY PRODUCTS: toilet hardware, soap, toilet paper, sanitary napkins
- PRODUCTION AND CONSTRUCTION: brick-making, slab-making, construction of latrines
- OPERATION AND MAINTENANCE: cleaning and repair works
- COLLECTION AND TRANSPORT: pit emptying and removal of sludge
- TREATMENT AND REUSE: production and sale of compost and liquid fertilizer – which in turn lead to better crops, biogas generation for cooking and lighting
