World Toilet Day 2012: iDE promotes toilets in Cambodia

iDE project is revo-LOO-tionising sanitation markets in Cambodia and around the world.

Toilets are not exactly glamorous, but installing and using a toilet is vital in ensuring people stay clean and healthy, and can save thousands of lives each year. iDE provide sustainable sanitation solutions in Cambodia and around the world through human-centered and market-led approaches that make a real difference.

iDE know that promoting sanitation means more than just making toilets and handing them out to the poorest villages. Our approach is to develop, manufacture and market toilets with local communities, ensuring all products are viable, sustainable and succeed in improving the lives of the poorest.

With only 23% of rural Cambodians owning their own toilet, the market and scope for providing toilets and improving sanitation is huge. When we started our project in Cambodia in 2009, we understood the barriers many poor families face in acquiring a toilet, such as social values, a lack of awareness and poor access to credit. That is why we use sanitation marketing and human-centered design to ensure the toilets satisfy local aspirations and needs. We have also partnered with VisionFund to offer low interest loans to help locals buy their own toilet. Over 31,000 easy latrines have been sold in the last two years in Cambodia and we aim to sell 100,000 more in the next two years!

Through adopting a Sanitation marketing (SanMark) approach, toilets are marketed as an aspirational purchase, meaning the local community are actively encouraged to buy and use a toilet not just for their hygienic benefits, but also as a symbol of prestige. This also means that demand creation for sanitation is no longer the sole burden of government and NGOs. This project has enabled local entrepreneurs to profitably create and supply high demands for sanitation, in larger numbers, a shorter time frame, and with lower costs than any sanitation program has previously been able to achieve. This project was first run in Vietnam from about 2002 and its success means it has now been rolled out in Timor Leste, Laos, Bangladesh, Nepal, Ethiopia and Zambia!

Through treating people as customers and not as recipients of charity iDE are able to move beyond asking “what is good for people?” to “what is important to people?” We can understand what people need and how their aspirations can be fulfilled, supplying life-changing products through sustainable market chains. We look at supply and demand in order to establish new supply chains, creating new opportunities for manufacturers, suppliers, sellers and customers.

Through promoting toilets as a desirable and aspirational purchase, and by making it much easier for the poorest families to access markets and buy a toilet, iDE are helping improve sanitation on a monumental scale throughout Cambodia and around the world.

iDE UK, supporting World Toilet Day 2012.

Find out more about iDE UK Sanitation projects now!

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