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240 CHAPTER 10 ■ “Safe Water Saves Lives”

FIGURE 10-3 New Sûr’Eau Packaging Showing the Target Consumer Promoting
Self-Efficacy While Creating a New Social Norm of Home Water Treatment

Communication Channels

Sûr’Eau promotion was achieved through multiple communication channels.
These included interpersonal communications (either one-on-one in small
group discussions or team-to-group), behavior change materials and promo-
tional items used at special events or at point-of-sale and through mass media
channels.
Analysis of the local mass media market determined that with high national
listenership, radio was the most effective means to reach women and caregivers
across the country. A radio edutainment series was developed that featured
Sûr’Eau as a key component of the storyline. The show included a contest that
became extremely popular. Radio commercials for Sûr’Eau were produced and
played nationally. A limited number of TV commercials were also developed to
link the brand and campaign visuals with the radio campaign, IPC, and other
small media activities.
Behavior change communication (BCC) materials were used to ensure multi-
ple exposures to the same messages through different channels. More than 5,000
posters were produced and placed in small shops, restaurants, and medical halls
across the country. New BCC materials addressing self-efficacy, social norms, and
the threat of diarrhea were developed approximately every three months to ensure
the campaign remained fresh and “top of mind” with consumers (see Figure 10-4).