Formative research on water collection and storage
practices, water quality and dosing requirements,
perceptions of water source and safety, previous
experience with chlorine, and chlolera awareness.
Development of social marketing strategy based on
the following strategies drawn from the formative
research: 1) Focus communications on easy and cheap
solution to safe water for the whole family, 2)
Water will be treated by consumers after collection
but before pouring into storage vessel, 3) Demand
for product likely to be high as knowledge and attitude
barries are not significant, and 4) Launch of WaterGuard
while cholera and other diarrheal diseases are on
people's minds.
Development of positioning statement: "To all caring
mothers who store water in your home, WaterGuard
is the household product that kills germs and makes
your families’ water safe to drink".
Social marketing using media channels, including
radio, minibuses, billboards, suburb signs, posters,
brochures, and mobile video unit shows.
