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Campaign Strategies (4Ps), Implementation, and Evaluation 241

Sûr’Eau was highlighted at spe-
cial promotional events such as
the Government of Madagascar
Maternal and Child Health Weeks
(Semaine de la Santé Maternelle et
Enfant), where branded T-shirts,
caps, and brochures were given away.
In April 2008, President Marc
Ravalomanana attended and was
captured in a national press photo-
graph both drinking and distributing
Sûr’Eau.
A wide variety of IPC activities
provided additional exposure to
campaign messages. In addition to FIGURE 10-4 Malagasy Mothers Attend a Special
the Ranoray women’s associations Sûr’Eau Promotional Event to Learn How to
initiative, Sekoly school-based Protect their Young Children from the Threat of
program, and Hotely restaurant Diarrhea
scheme, a Peace Corps volunteer
training-of-trainers program edu-
cated community individuals in hygiene, sanitation, and Sûr’Eau use. These
activities were targeted to areas of the country most affected by unsafe water
and diarrhea and were matched by additional distribution efforts to ensure
the product would be available.
As part of the national health system, more than 12,000 government volun-
teer community healthcare workers were trained in hygiene, sanitation, and
home water treatment and complemented the Sûr’Eau community-based sales
agents and the other volunteers. The public sector volunteers were trained by
the government, as well as local and international NGOs. The PSI marketing
team trained the NGOs working with the volunteers and provided them with
Sûr’Eau “starter kits” (see Box 10-5).
Mobile video units run on generators and capable of playing media in ru-
ral communities were developed to carry the communication messages into re-
mote villages. The mobile units were built into trucks that hauled the
equipment into places where television is rarely seen. Entertaining videos were
projected onto a large outdoor screen, while Sûr’Eau commercials and health
information were broadcast in between videos to crowds of villagers gathered
around the screens. Sûr’Eau “animators” gave product demonstrations and
sold bottles during the event.