Sanitation marketing in a CATS context : a discussion paper [draft]

UNICEF is currently engaged in sanitation programming based on the CATS principles in approximately 40 countries. As part of the CATS approach, the focus of programming is on eliminating open defecation through a process of behavior and social change rather than simply increasing latrine supply/coverage. Working with the concept of behavioral triggers and motivators targeting the community, promoting greater usage of latrines has been a major leap in programming philosophy and method. Furthermore, the concept of all or nothing, Total Sanitation, is beginning to revolutionize how we work and in particular, increasing the priority to address the needs of marginalized, vulnerable populations and
ensuring that no woman, man or child is left behind in climbing the sanitation ladder.The implications of this shift from improving coverage to complete behavior change or social norm change has been multifold in terms of programming: capacity of sanitation and hygiene specialists in behavior change techniques is increasing and a continual process, monitoring and evaluation is becoming more nuanced and complex as we move from counting latrines to verifying ODF status, uptake of key hygiene behaviors and integration of an equity and human rights based approach to ensuring access for all. In this context, the need to address and engage in the opportunities and challenges that enable/limit the ability to have /adopt sustainable sanitation for all members of a community is an area of priority concern. [authors abstract]