Sanitation and hygiene issues are often communicated using negative, health-based messaging, which is not effective in changing people's attitudes and desires, let alone establishing and sustaining new behaviour. Based on insights from behavioural psychology and related disciplines, WASH United has developed a unique approach that helps to transform toilet access and good hygiene from a low priority to a personal aspiration.
WASH United's special ingredients: fun, games, superstar role models and positive communication.
Whether a hand-washing campaign around an international football tournament in Uganda, a travelling WASH carnival across northern India, a campaign in public toilets in Kenya, or our trademark WASH in Schools program, WASH United's interventions always harness the power of fun, interactive games, superstar role models and strictly positive communication.
Our proven formula enables us to build new partnerships beyond the WASH sector, resulting in extremely exciting, highly cost-effective and replicable interventions that can achieve WASH advocacy and behavior change outcomes at scale. WASH trainings in schools and youth sport teams across Sub-Saharan Africa and India have already benefitted more than 80,000 children and adolescents. Already 280 million people are reached through campaigns and media work.
These PSAs co-produced with UNICEF India are part of WASH United's campaign around the ICC World Twenty20 2014 cricket tournament.