Shattered Assumptions... And I Haven't Even Left for India Yet

I have just read a very enlightening piece on water quality & health projects and it, along with Kimberly's recent post expressing the lack of health awareness in Hubli, has shaken many of the assumptions I held about aid work in general and our project in particular.

I have summarized my lessons and recommendations below, but given the richness of the PDF I read, I highly recommend that anyone interested in water & health takes about two hours and reads it themselves. I assure that you will learn a lot from this non-traditional approach to our work.

Central Idea:

Don't treat poor people like poor people. They don't want to be poor and they don't want technologies for the 'poor'.

My Lessons & Recommendations:

Don't give away filters and other technologies for free.
Instead, encourage local production and markets and use grant money to fund micro-finance programs and installment plans to increase affordability.
Why? Giving filters and other technologies for free (1) creates expectations that they are 'free' products that should be waited for rather than actively purchased and (2) reinforces the notion that the products have little value. This sabotages the efforts of local retailers. Only after a domestic market has matured should subsidies be introduced to help the absolute poorest members of the community.
First Action is to identify local retailers and health stores that might we might be able to partner with to sell filters.

Don't ignore supply.
Instead, work with local vendors and manufacturers to ensure a reliable supply chain.
Why? The biggest reason people stop using water filtration or other technologies is because something broke and they either couldn't find or couldn't afford the new part. A supply chain that relies on donations is bound to run dry. Encourage local retailers and manufacturers.
First Action is to identify local retails and manufacturers and weaknesses in the supply chain.

Don't ignore marketing.
Instead, use local leaders, teachers, celebrities, and pop culture to promote a branded product.
Why? Lectures willl convince some people but far more people will be convinced by lifestyle marketing. Link healthy behaviors and technologies to higher social status, admired leaders, and whatever is locally defined as 'cool' and you'll hook far more people.
First Action is to identify what's 'cool' in our community.

Don't ignore branding.
Instead, make sure every filter or other product sold has a prominently displayed symbol on it.
Why? Brands do a couple things. One, they make products more desirable by giving them a 'cool' aura. Two, along with certification and regular manufacturer check-ups, they can create an image of reliability, giving people more confidence in their purchase.
First Action is to identify what's 'cool' in our community.

Don't assume filters = clean water.
Instead, promote good hygiene and water care as well.
Why? If a family filters their water but doesn't wash their hands after using the bathroom, they're still going to pick up microbial diseases. If a family filters water but pours it into dirty glasses, there was no point in filtering it in the first place. Clean water & sanitation go hand in hand.
First Action is already under way, as I expect Kimberly is hard at work promoting sanitation ;)

Don't exclusively market to the poor.
Instead, market the same products to the middle class and rich as well.
Why? The poor don't want 'poor' products. They want to be like the rich. The middle class and rich face many of the same water quality issues anyways. Convincing them to adopt healthy behaviors and products sets an example for the poor and increases the likelihood of adoption.
First Actions are to (1) identify where the middle class/rich get their water and (2) identify community leaders and see if they are willing to endorse our education programs and water technologies.

Don't assume that everyone adopts water technologies for the same reason.
Instead, investigate local opinion on water cleanliness and see who boils or filters already.
Why? Those already convinced of the need for clean water don't need to be told that changing their behaviors is healthy; they need to be shown that is convenient. Time and ease of use are the main points to address to them. Demonstrations of convenience in health stores is good way to approach them. Those not yet convinced of the existence of clean and unclean water will need to be shown the health benefits. Health improvement is the main point to address to them. Television commercials, community leader endorsemetns, and health talks within local social groups (like the bingo club) are good ways to approach them.
First Action is to identify who does and does not use water technologies and the places and organizations each group frequents.

Don't promote and sell every technology separately.
Instead, make them available through 'water kiosks' run by locals.
Why? Filters aren't for everyone. Neither is SODIS or chlorination or Twitter or any technology. Give people a choice all in one place and there more likely to feel in control and find something that appeals to them.
First Action is to keep an eye out for reliable, responsible, and entrepreneurial community members (especially those who are already shopkeepers) who might be able to pilot a 'water kiosk.'

Don't promote SODIS bottles as 'free'.
Instead, sell branded SODIS bottles cheap through local retailers.
Why? PET (plastic) bottles used for SODIS (solar disinfection) are virtually ubiquitous and free. Yet people still don't like to use them for two reasons: time (SODIS takes several hours) and image (plastic bottles are trash). Selling painted, branded bottles can help solve both. Bottles with a bit of UV-absorbing black tape or paint disinfect water significantly faster than plain bottles, and branded bottles wouldn't seem like trash. How cool would it be for kids to buy, for a few cents, PET bottles painted with black & orange tiger stripes, under the brand name 'Tiger' bottles? Additionally, entrepreneurs could paint discarded bottles themselves, creating a sustainable, local supply chain.
First Action is to find out if people are aware of SODIS and, if so, why they do or don't use it.

As always, criticism and suggestions are welcome and expected!