Consumer Choice of POU Methods and Sustainable Behavior in India. Christian Winger Deputy Director AED/POUZN

Transcription

1 Consumer Choice of POU Methods and Sustainable Behavior in India Christian Winger Deputy Director AED/POUZN 1

2 Overview 1. AED s Approach 2. India Context 3. Objectives 4. Results 5. Conclusions 2

3 POU in India Goal: Create a sustainable model for consumeroriented POU distribution involving the private and NGO sector and achieve a 40 percent regular use rate of a POU method in urban areas and 30 percent in rural areas. Strategy: Develop partnership with private and NGO sectors Show people their water was contaminated Offer multiple methods Repeatedly visit those most likely to procure and sell product 3

4 Chlorination Range of POU Methods Water filters SODIS Boiling Water

5 Implementation Timeline 2006 Strategy design and testing with focus on demonstration project 2007 Pilot implementation with self-help groups 2008 Scale-up activities and expansion of partnerships Formation of Jal Mitra Alliance 2009 Rolled out to general populace 2010 Outcome measurement 5

6 Phase I Project Implementation Worked with 11,525 self-help group (SHGs) members: urban (1,210) and rural (11,315) 1 st introduction of micro-credit or filters in a POU project. Project brought together NGO, microcredit and private partners Resulted in 71% adoption of POU methods, including 64% chlorine, 5% filters (29% urban and 4% rural), 2% boiling ** SHGs are women s groups gathered together to access micro-credit 6

7 Phase I Behavior Change Comm. Bi-monthly meetings held with each SHG Involved brochures, flip charts and interactive games such as snakes and ladders H 2 S test kits were used to demonstrate contamination 7

8 Challenges and Improvements Introduce the need for a shorter intervention with a higher impact Commercial partner could not mobilize its sales force every two-weeks BCC every two weeks was optimized/ more concentrated Introduce the idea of economic decisionmakers at the household. For expensive items (filters) women alone could not decide, but they could for inexpensive items 8

9 Phase I Lessons Learned People needed proof that their water was contaminated H 2 S test kit was critical to demonstrate this Awareness - Rural populations needed information on the link between water and health, while urban poor know their water is unclean and its impact Project demonstrated to consumers (using H 2 S kits) that even water that is clean at the source is often contaminated at POU critical component for rural populations with access to deep wells 9

10 Phase II - Challenges going to scale Goal: Create demand among 674,000 households representing over 4 million people in 7 districts of UP 10

11 Phase II Challenges Not enough SHGs in UP to scale up earlier BCC methodology. Product had to reach masses. Additional staffing needed to reach scale Who would do the work? 11

12 Phase II - Staffing New staff trained at existing NGO partners New NGOs added Intensive training done in new methodology 12

13 Phase II - BCC Strategies POUZN developed new communications strategy to reach groups at scale Intensive 3-day POU activity in each area gave team time to create buzz around project and prove water contaminated Village market (haat) and other group activities Labor intensive techniques (e.g. games, flip charts) eliminated from expansion POUZN learned that NGOs were a trusted source of information and implemented better BCC 13

14 The Tipping Point A strong BCC tool (H 2 S water testing) is important to convince consumers to use a POU method

15 Phase II Expansion Results 15

16 Comparing Awareness of POU Treatment Awareness is a key precondition for successful behavior change 100% 80% 75% 72% Intervention N=722 60% 51% 40% 26% 20% % Boiling % Chlorine Liquid*** Chlorine Tab*** 5% 9% 8% 3% % Filtration*** SODIS*** * p < 0.05; ** p < 0.01; *** p <

17 POU Current Use in Urban and Rural Areas 100% 80% 82% 74% 60% 40% 20% 41% 16% 0% Comparison district*** Intervention districts* Urban current use*** Rural current use * p < 0.05; ** p < 0.01; *** p <

18 POU Regular Use in Urban and Rural Areas 100% 80% 60% 63% 45% 40% 20% 0% 14% 3% Comparison district*** Intervention districts*** Urban regular use Rural regular use * p < 0.05; ** p < 0.01; *** p <

19 Comparison of rural by POU method 100% 80% 60% 40% 20% % Regularly boil* 42% 2% 5% 0% 0% 1% % 1% 1% 1% Regularly use chlorine Liquid*** Regularly use chlorine Tab* POU Use - Rural Area Comparison (Rural) N=560 Intervention (Rural) N=576 Regularly use SODIS Regularly use filtration 19

20 Comparison of urban POU methods 100% 80% POU Use - Urban Area Comparison (Urban) N=160 60% Intervention (Urban) N=146 40% 39% 20% % 4% 14% Regularly boil** 5% % 1% % Regularly use chlorine Liquid** Regularly use chlorine Tab*** 1% Regularly use SODIS 16% 10% Regularly use filtration 20

21 Regular POU Use: Urban/Rural Patterns in Intervention Districts 100% Intervention districts 80% Urban (N=146) 60% 40% 42% 39% Rural (N=576) 20% % 14% 5% Regularly boil*** 5% Regularly use chlorine Liquid*** * p < 0.05; ** p < 0.01; *** p < Regularly use chlorine Tab*** 1% 1% 1% 1% Regularly use SODIS 16% Regularly use filtration***

22 Frequency of Use of POU Methods - Intervention District Patterns 100% 82% 80% 60% 40% 20% 0% 30% 7% 57% 50% 35% 21% 13%8% 7%4%4% 2%1%1% 22

23 Switch from Boiling to a POU Method - Intervention District Patterns 100%... of those that stopped boiling to switch to a different method - use of 'other' method (N = 301) 80% 60% 56% 40% 20% 3% 11% 1% 0% Currently using filters Currently using chlorine liquid Currently using chlorine tabs Currently using SODIS 23

24 Comparing Overall POU Method Use across Use Categories 24

25 Conclusions Differences in rural/urban market exist and must be understood before implementation NGOs are an unbiased and trusted source of information and are needed to reach community 25

26 Conclusions (Cont) Converting people to using POU devices/ methods takes time and family consensus, which is labor intensive at scale Behavior change takes place in stages and requires support Need for mid-range filter product. Current filters are too expensive for rural consumers, even with micro-credit 26

27 Conclusions Consumer choice target audiences know that they prefer Self-help groups with access to microfinance provide a feasible platform for filter purchase H 2 S water testing was critical to convince users to adopt a POU method 27