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Population service International updated briefs summarizing PSI WASH results and social marketing approaches in both English and Vietnamese.  Hard copies are being distributed April 2013.

In 2012, PSI enabled more than 4,500 rural families without access to piped water to safe water, and reached more than 6,500 individuals with evidence-based, face-to-face, participatory behavior change communication messages designed to motivate consistent water treatment and hand washing behaviors.  Globally PSI uses private sector approaches to create sustainable markets for household water treatment, handwashing and sanitation behaviors.  In Vietnam, PSI has social marketed SafeWat household water treatment and handwashing behaviors since 2005 with support from multiple funders.  As of early 2013, PSI’s WASH social marketing coverage includes the rural districts in 5 provinces of the Mekong Delta region: An Giang, Dong Thap, Vinh Long, Hau Giang & Can Tho.  PSI is one of the few WASH partners implementing at district and commune level in these provinces.  Unfortunately, it is difficult to capture the coverage of PSI programming using the “Mapping of NGOs WASH Program Location & Project Time” template as PSI implements social marketing activities at scale, with an aim of reaching all rural households without access to piped water in provinces in which we work.

Evidence-based communications, using a variety of appropriate channels including heavily illustrated print, market and community events and commune loudspeaker campaigns are used to motivate rural, low-income households to practice WASH behaviors. In partnership with the Women’s Union, PSI reaches rural households with young children with evidence-based, face-to-face messages.  In 2012, PSI made significant investments in building the Women’s Union outreach network’s capacity to utilize and monitor evidence-based behavior change communication techniques.  More than 100 rural outreach workers were trained in 2012 to use participatory BCC tools –instead of typical lecturing approaches—to motivate families to adopt safer WASH behaviors. PSI works with commercial sub-distributors and a network of more than 1,000 commercial outlets as well as private clinics in the selected provinces to improve convenient access to affordable, quality water treatment and to promote hand washing with soap.

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