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Summary and Lessons Learned 243

PSI/Madagascar Sales of Sur’Eau Safe Water Solution 2000–2008
Total sales of safe water solution (in ’000s) 1000
1400
1200
800
600
400
200
0
2000 2001 2002 2003 2004 2005 2006 2007 2008
Year
FIGURE 10-5 Sales of Sûr’Eau 2000–2008

and 8% of rural consumers reported that promotional materials were visible.
The percentage of outlets that respected the expiry date by not carrying expired
product was 66% in urban settings and 20% in rural settings (PSI MAP, 2005).
Research conducted in 2006 indicated that behavioral determinants had
been positively affected by the program (PSI, 2007). Significant increases in per-
ceived self-efficacy and the social norm of using Sûr’Eau were seen as well as for
product availability and the belief that the product works.
Exposure to program communications showed positive trends; for example,
60.4% of respondents reported hearing the radio spots in 2006 versus 29.6% of
respondents in 2004. Similarly, 52% of respondents saw or received BCC mate-
rials in 2006 versus 27.6% in 2004 (PSI, 2007).
The results indicate that intensified national-scale programming needs to
be sustained over many years in order to effectively increase the purchase and
consistent use of Sûr’Eau. In addition, more work needs to be done to better
reach rural areas of Madagascar.

S U M M ARY AN D L E SS O N S L E AR N E D

The Sûr’Eau social marketing program in Madagascar has been a success. Today,
all across the country, water is being treated in hundreds of thousands of homes,
many in rural and poor areas. From its modest beginnings in 2000 until today,
many lessons have been learned and many changes made to the program. These
lessons have also informed and improved PSI’s 25 other safe water programs
around the world. In 2007, the U.S. Agency for International Development funded
the Point of Use and Zinc (POUZN) Project, led by Abt Associates Inc., to under-
take a review of 20 of PSI’s international SWS programs around the world. The