FRESH LIFE TOILETS
Social Enterprise in Nairobi, Kenya
1
PROBLEM
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Fresh Life Toilets suffered from low usage in the urban settlements in which they operated.
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We needed to understand why the public was unwilling or unable to make a habit of using these toilets, and then develop behavioral nudges and a marketing campaign to change the customer behavior.
2
METHOD
1. Qualitative & secondary research
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Ethnographic research to understand key target segment
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Qualitative interviews with toilet owners, existing toilet users and people living in the settlements who did not use the toilets
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Review of literature on behavior change in sanitation
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​2. Iterative Ideation & Testing
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Thought-sharing exercise regrouping insights with 6 field workers who lived in the settlements and had 'insider' perspective
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Prioritization of key customer segments to address
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Beta marketing materials and imagery testing in group interview setting
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Pivoted campaign based on test results​
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3. Strategic Planning
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New brand guidelines delivered in collab with the graphic designer
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Campaign strategy, timeline, budget and proposed goals and KPIs presented to top management
3
RESULTS
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Fresh life toilet usage tripled with newly implemented brand guidelines and campaign in the following year
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Personal result: Full-time offer as Head of Marketing for Products at the Sanergy Collective, the maker of Fresh Life Toilets.