The following is the abstract for a chapter I’m writing in a soon-to-be-released book edited by Linda Brennan et al. Thank you in advance for any feedback.
The sustainability of development programs is affected by the way in which information is produced and disseminated. This chapter examines the role of communications in social and behavior change, with a focus on an Indonesian sanitation project, ‘Fantastic Mom’, which aimed to reduce infant mortality. It highlights the link between communications and sustainability, particularly the importance of empowering individuals and their communities through participation and capacity building. The chapter then combines these elements and introduces the Sustainable Change Marketing (SCHEMA) model, using it to analyze the results of Indonesia’s Fantastic Mom project. This project succeeded in changing behaviors and building capacity but failed to effectively engage decision makers, affecting its sustainability. Finally, the chapter reviews these findings and their implications for sustainability work in Southeast Asia and beyond, providing guidance for those planning, implementing and evaluating similar programs.
Reference: Linda Brennan, John Fien, Lukas Parker, Hue Duong, Mai Anh Doan and Torgeir Watne (2013 in press), Growing Sustainable Communities: A Development Guide for Southeast Asia, Tilde University Press.
Posted in Goodwin Collaboration, Ideas, Resources
Tagged Asia, behaviour change, brand, community, education, environment, government, health, Indonesia, innovation, maternal, media, partnership, Southeast Asia, sustainability, Vietnam, women
The World Toilet Organization, based in Singapore, is an excellent example of how marketing and humour can address even the most embarrassing and difficult of problems. Access to clean and working toilets in many part sof the world is a major problem, with causal effects for some of the worst health and environment problems.
According to the WTO, nearly 40% of the world’s population are without sanitation. At the current rate of progress there will be 2.7 billion people without access to basic sanitation. A recent New York Times article reported that more than half of households in India lacked a toilet, a rate that has worsened in the past decade despite India’s growing wealth, as slums and other substandard housing have proliferated in growing cities.
The WTO aims to improve sanitation conditions for people globally through powerful advocacy, inventive technology, education and building marketplace opportunities locally. They do this by making toilets socially desirable and discussions of human hygiene easier through humour. At the recent INSEAD Social Entrepreneurship Conference in Jakarta, Jack Sim told GC he “works with assholes all day long” and “talks shit to anyone who will listen”. Jack is a man on a mission and so far has managed to combine great marketing with innovative supply chain and local technology partnerships.