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Sector Engagement | India | Field Insight
September 2013

Consumer Activation Part II

By: Safe Water Network | Poonam Sewak | Amanda Gimble | Sangeeta Gupta | Seemeen Khan | Ranjini Mukherjee | Ryan Hebert | Pooja Sarvotham 


As a result of Safe Water Network’s consumer research in the state of Andhra Pradesh, we have begun a campaign that leverages a Safe Water Station’s touchpoints with the community.  

 
Increasing household adoption and water purchases: A successful campaign 

Safe Water Network’s campaign specifically targeted women by providing a palpable message about the benefits of safe water for children. iJal has been a successful branding option as community members are excited about the bright colors of the logos, and the iJal water sites have also become a central meeting spot for the community. SWN created video content targeted towards community leaders, encouraging them to use their position and influence to promote clean water consumption. Public demonstrations have been invaluable in demonstrating that clean-looking water may actually be poisonous. While this can be difficult to express, visual exercises and community engagement have proven successful in educating the community about safe water misconceptions. 

As a result of Safe Water Network’s consumer research in the state of Andhra Pradesh, we have begun a campaign that leverages a Safe Water Station’s touchpoints with the community.  

 
Increasing household adoption and water purchases: A successful campaign 

Safe Water Network’s campaign specifically targeted women by providing a palpable message about the benefits of safe water for children. iJal has been a successful branding option as community members are excited about the bright colors of the logos, and the iJal water sites have also become a central meeting spot for the community. SWN created video content targeted towards community leaders, encouraging them to use their position and influence to promote clean water consumption. Public demonstrations have been invaluable in demonstrating that clean-looking water may actually be poisonous. While this can be difficult to express, visual exercises and community engagement have proven successful in educating the community about safe water misconceptions.