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Campaign Strategies (4Ps), Implementation, and Evaluation 239

3. Restaurant distribution. To promote safe drinking and food preparation prac-
tices in small restaurants, the Hotely Sûr’Eau (Sûr’Eau in restaurants) initia-
tive was developed in which restaurant owners signed an agreement to
consistently use Sûr’Eau for all water and food preparation and to promote
and sell Sûr’Eau to their clients. More than 300 small restaurants have be-
come Hotely Sûr’Eau members with plans for an additional 350 members.
These community-based distribution channels achieved approximately 40% of
Sûr’Eau’s sales volume annually.

Promotion Strategies
Campaign Messages

The marketing team created a communications strategy that would affect two
key behavioral determinants of Sûr’Eau use (self-efficacy and societal norms) by
conveying critical messages to the target audience (see Table 10-1).
The communication messages were included in promotional materials in-
cluding posters, pamphlets, T-shirts, pens, cups, banners, and packaging materi-
als. The same messages were reinforced in radio and television spots. Campaign
messages were integrated into government and other campaigns on hygiene and
sanitation, while conversely, other hygiene and sanitation messages were inte-
grated into Sûr’Eau communications efforts.

TABLE 10-1 Sample Communication Messages for Prevention of Diarrheal Disease
Behavioral
Target Audiences Determinant Sample Communications Messages
Caregivers of children Self-efficacy • Sûr’Eau use is as simple as 1-2-3! (1) Add
under 5, with a special one cap of Sûr’Eau for one water bucket;
focus on rural areas (2) stir with a clean utensil; (3) cover with a
clean fabric and wait 30 minutes before use
(see Figure 10-3).
• It takes 30 minutes to treat water with
Sûr’Eau (it’s the equivalent amount of time
necessary to sweep a courtyard or cook rice).
Caregivers of children Social norms • Most people you know use a water
under 5, with a special treatment product.
focus on rural areas • Most Malagasy women use Sûr’Eau to treat
their family’s water.
• Children whose mothers treat water with
Sûr’Eau rarely get diarrhea.