Social Marketing a Household Water Treatment Product in Uganda. Greg Allgood, PhD Director Children s Safe Drinking Water Program

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1 Social Marketing a Household Water Treatment Product in Uganda Greg Allgood, PhD Director Children s Safe Drinking Water Program

2 Safe Drinking Water UN Millennium Development Goal equates to supplying safe drinking water to 125,000 new people every day Improved water access does not mean improved water quality We need complementary solutions so that diarrhea is no longer a leading cause of infant mortality and morbidity

3 Household Water Treatment: Effective in Addressing MDGs Improving drinking water quality through household water treatment and safe storage can reduce illness and save lives - 38 trials with 53,000 subjects More than 80 organizations have joined WHO s International Network to Promote Household Water Treatment and Safe Storage

4 P&G and CDC Collaboration P&G and CDC scientific collaboration in Guatemala identified unmet need - Consumers desired visual signal that water is being cleaned - Technical need for improved effectiveness in highly turbid waters

5 PUR Purifier of Water Reverse engineers municipal treatment using same ingredients Robust in removal of turbidity, parasites (>99.9%), viruses (>99.99%), and bacteria (> %) Each sachet treats 10 liters Production cost of $0.035 per sachet

6 Kenyan Drinking Water Samples Dam Spring Lake Treated Turbidity (NTU)

7 Measuring Health Impact Six Studies with more than 25,000 people Diarrhea Reduction in 5 Studies Guatemala ( 2 Studies in a rural setting) Kenya (Turbid water) Pakistan (Urban setting) Liberia (Refugee camp) Arsenic Removal in Bangladesh

8 Results of Health Intervention Trials Location/Setting Guatemala Rural Guatemala Rural Kenya Rural, Turbid water Pakistan Urban slum Liberia Refugee camp Study Design 2982 people 52 weeks 3401 people 13 weeks 6615 people 20 weeks people 39 weeks 2191 people 12 weeks % Diarrhea Reduction 24-29% 40-72% 17-42%** 59-64% 87-95%

9 P&G s Will Provide PUR on Sustained Basis Committed to long-term supply of PUR at cost as focal program of our corporate philanthropy Provide PUR at cost for emergency relief and social marketing

10 Social Market Approach in Uganda Use social marketing to create consumer demand at full cost recovery but not-for-profit to P&G Population Services International creates awareness via in-store presence, radio ads Cost still affordable at 3x lower than cost of charcoal for boiling ($0.10 per sachet) Launch events reaching >100,000 Provide profit incentive to local shop owners to keep product in distribution Provided more than 5 million liters of water during first year

11 Social Market Approach in Uganda Local government endorsement and access New Drug Authority and Ministry of Health Nurses Association provides community and health-professional outreach Measured reduction with comprehensive program Reached 700 nurses UNICEF providing safe drinking water in schools

12 Social Market Approach in Uganda Humanitarian groups reaching further into areas where social marketing is difficult Samaritan s Purse in IDP camps Save the Children in remote schools with no safe drinking water

13 Expansion of Program Program expansion using costrecovery social marketing model Haiti, DR, Kenya, Malawi, DRC, Ethiopia, Pakistan Involve wide network of stakeholders to build local capacity and ensure local input

14 Conclusions Household water treatment dramatically reduces diarrhea in children and is a practical way to address MDG for safe drinking water Cost recovery models offer a model for sustainability provided there is up-front funding to to establish markets