iDE’s Approach to Sanitation Marketing: Principles and Practices

January 2018

iDE pioneered market-based approaches in the WASH sector that incorporate private businesses, NGOs, and government stakeholders.

Since iDE Vietnam launched the world’s first market-based sanitation programme in 2003, this model has been successfully replicated across iDE’s global portfolio and by other organisations. iDE currently works in six countries to improve sanitation coverage using an approach called Sanitation Marketing, or “SanMark.”

This overview of the principles that guide iDE’s approach to Sanitation Marketing addresses common questions expressed by sector stakeholders. The goal of the paper is to inform the conversation taking place regarding the potential for Sanitation Marketing strategies to work in concert with other approaches in improving sanitation, especially for the poor.

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