Engaging with the Community
Tiffany, Adam, and Jocelyn spend three days with WaterHealth in Hyderabad and Krishna districts working together to develop a communications strategy to increase the WaterHealth customer base.
Our time with WaterHealth and our three days in the field showed us that India is overwhelmed by advertising, even in the rural areas. Posters and banners are generally ignored and are not seen as trusted sources of information. People are curious to get into the details of a product, with questions like: how does it work? & why is it better for me than the competitor’s product? Providing people with information about the water treatment process and the differences between the WaterHealth water and the well water was extremely important. Whereas exaggerated scare campaigns were ineffective and caused people to mistrust the information they received, information, facts, and proof were valued and appreciated.
We realized that it’s much more effective for WaterHealth to engage with the community than to push information in a static format out to them. We looked at engaging the delivery people and trusted sources (teachers, doctors, religious and political leaders) to share information with people and presented other events-based approaches to engaging with potential consumers.