The programme has developed state-of-the-art marketing strategies to promote handwashing based on concepts that are most effective with mothers and basic school children. The guiding concept is your hands are only truly clean if washed with soap. Two Radio and two TV adverts suggested that there was “something” on your hands, suggesting an unknown menace, an unseen contamination that only soap could remove. A multi-media approach, combining various media/communication channels mutually reinforcing each other to provide information on handwashing with soap has been used.
The campaign won a number of awards in 2004. The first was the prestigious Chartered Institute of Marketing, Ghana (CIMG) Award for Best Television Advert 2004. The campaign also won three awards from the Advertising Association of Ghana (AAG) for Gold Award for Best Radio Advert (Social and Corporate Services) 2004, Gold Award for Best Television Advert (Social and Corporate Services) 2004 and Platinum Award for Overall Best Television Advert 2004.
The recent award was the Africa Ministers Council On Water(AMCOW) AfricanSan3 where Ghana received the 2011 Handwashing Champion Award in recognition of Ghana’s achievements towards promotion of handwashing.
Advocacy - CWSA has created enabling environment, services and facilities that supports handwashing with soap in Ghana in collaboration with its partners.
Development of Promotional Materials - An array of promotional materials in the form of brochures, posters, stickers, flyers etc have been developed.
Partnership (PPP) - Enhanced PPP in handwashing with soap
Peer Education - Used peer education approaches to promote handwashing with soap by all in schools and communities
Interpersonal approach - Used interpersonal approaches through one on one contacts using District Water and Sanitation Teams, Environmental Health Assistants, Community Health Nurses, School Health Education Programme Co-ordinators to promote sustained behaviour change in handwashing with soap.
Training - Enhanced the ability of Partners in hygiene promotion (POs, Watsans, Hygiene Specialists, EHAs ,staff food vendors, caterers for the school feeding programme in Accra, market women, religious leaders, teachers, circuit supervisors for schools, EHAs, Journalists, school pupils, NGOs among others.) through training and other capacity building activities to provide information and motivate targets to practice handwashing with soap.