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Below is a list of some Sanitation Marketing resources. This list will be updated regularly. If you would like to submit a website, blog, document or video we would love to hear from you! Please contact

Training Resources

These training resources were used at our Practitioner Trainings by Danielle Pedi and Mimi Jenkins in their presentations and follow the steps in undertaking sanitation marketing programs. 

Introduction to Sanitation Marketing Introduction to Sanitation Marketing (490 KB)

Assessing Favourable Conditions Assessing Favourable Conditions (1117 KB)

Conducting Consumer Market Research Conducting Consumer Market Research (1269 KB)

Conducting Market Research - Supply Chains Conducting Market Research - Supply Chains (3252 KB)

Product Design for Sanitation Product Design for Sanitation (8665 KB)

Supply Chain and Business Model Strategies Supply Chain and Business Model Strategies (2844 KB)

Demand Creation and Product Promotion Demand Creation and Product Promotion (3845 KB)

Roles and Functions in the new sanitation market Roles and Functions in the new sanitation market (181 KB)

Tips for Implementing and Monitoring Programs Tips for Implementing and Monitoring Programs (521 KB)

Blogs and Websites



Sanitation Updates

Sustainable Sanitation Alliance (SuSanA)



Water For People

Water Supply and Sanitation Collaborative Council

Water and Sanitation Program (WSP) 

World Sanitation Financing Facility

World Toilet Organization



WSP - Sanitation Marketing Toolkit

Sanitation Marketing for Managers: Guidance and Tools for Program Development

IDEO Human Centered Design Toolkit


Background and Theory

Who Buys Latrines?

Jenkins, M (2004) Who Buys Latrines? Where and Why? Sanitation and Hygiene Series, Field Note, The World Bank Water and Sanitation Program (WSP).

Why People want Latrines

Jenkins, M & Curtis, V (2005) ‘Achieving the “good life”: Why some people want latrines in rural Benin’, Social Science & Medicine 61 (2005) 2446-2459. 

Sanitation References

USAID, Sanitation Bibliography, A list of references and links to information on sanitation in developing countries. 

Sanitation Lessons

Jenkins, M & Sugden, S (2006) Rethinking Sanitation: Lessons and Innovation for Sustainability and Success in the New Millennium, Human Development Report Office, Occasional Paper, UNDP. 

Decision-making for Sanitation

Jenkins, M & Scott, B (2007) ‘Behavioural indicators of household decision-making and demand for sanitation and potential gains from social marketing in Ghana’, Social Science & Medicine 64 (2007) 2427-2442.

Marketing Sanitation

Cairncross, S (2004) The Case for Marketing Sanitation, Field Note, The World Bank Water and Sanitation Program (WSP).


Financing Sanitation

Sanitation for the Poor

Tremolet, S, Kolsky, P & Perez, E (2010) Financing On-Site Sanitation for the Poor: A Six Country Comparative Review and Analysis, WSP Sanitation Global Practice Team, Technical Paper WSP.

Microfinance for WASH

Netherlands Water Partnership (NWP) and IRC International Water and Sanitation Centre (2007) Microfinance for Water, Sanitation and Hygiene: An Introduction.

Opportunities for Sustainable Microfinance in WASH

Mehta, M (2008) Assessing Microfinance for Water and Sanitation: Exploring Opportunities for Sustainable Scaling Up, Prepared for the Bill & Melinda Gates Foundation, India.

Sanitation Subsidies

Evans, B, Van der Voorden, C & Peal, A (2009) Public Funding for Sanitation: The many faces of sanitation subsidies, Water Supply & Sanitation Collaborative Council (WSSCC).


Demand and Supply

Supply Chain Analysis

Water and Sanitation in Kampong Speu, Cambodia, Supply Chain Analysis and Strategy Development (2009) Prepared for Lien Aid and the World Toilet Organisation by Emerging Markets Consulting.

Program Guidance for Creating Change

Water Supply and Sanitation Collaborative Council (WSSCC) and World Health Organisation (WHO) (2005) Sanitation and Hygiene Promotion: Programming Guidance. 

Supply Chain Assessment for Latrines

Roberts, M, Tanner, A & McNaughton, A (2007) Supply Chain Assessment for Sanitary Latrines in Rural and Peri-Urban Areas of Cambodia, Prepared for The World Bank Water and Sanitation Program (WSP).

Demand and Supply in Cambodia

Salter, D (2008) Identifying Constraints to Increasing Sanitation Coverage: Sanitation Demand and Supply in Cambodia, Field Note, The World Bank Water and Sanitation Program (WSP). 


Social Marketing


An Introduction to SaniFOAM

Devine, J (2009) Introducing SaniFOAM: A Framwork to Analyse Sanitation Behaviours to Design Effective Sanitation Programs, Global Scaling Up Sanitation Project, WSP Working Paper.

Distribution and Sales Strategies

Making Markets Work for the Poor

Tschumi, P & Hagan, H (2008) A synthesis of the making markets work for the poor (M4P) approach, UK Department for International Development (DFID) & Swiss Agency for Development and Cooperation (SDC).

Market Approaches for Development

Heierli, U (2008) Market Approaches that Work for Development: How the private sector can contribute to poverty reduction, Swiss Agency for Development and Cooperation (SDC).

Financing for the Bottom of the Pyramid

Rao, AS (2007) Financing Innovations for the Bottom of the Pyramid Market, Paper presented at Asia-Pacific Regional Workshop on Grass Root Innovation for Policy Makers.

Doing Business with the Poor

Co-chairs: Reuel Khoza (Eskom), John Manzoni (BP) & Julio Moura (GrupoNueva), Doing Business with the Poor: A Field Guide, Learning Journeys of Leading Companies on the Road to Sustainable Livelihoods Business, World Business Council for Sustainable Development.

MicroFranchises to Address Poverty

Magelby, K (2006) MicroFranchises as a Solution to Global Poverty. Paper cited in the USAID sponsored case study “What Works: Healthstore’s Franchise Approach to Healthcare,” published by WRI  

The Pyramid Protocol

Simanis, E & Hart, S (2008) The Base of the Pyramid Protocol: Toward Next Generation BoP Strategy, second edition, Cornell University.  


Case Studies


Devine J. Sanitation Marketing As An Emergent Application of Social Marketing: Experiences From East Java. Cases in Public Health Communication & Marketing. 2010; 4:38-54.  


Nhelma, M (2012) Rural Sanitation Marketing: The Malawi Experience, Water Supply & Sanitation Collaborative Council. 

Community-Led Total Sanitation (CLTS) 

Recent Developments in CLTS

Kar, K & Pasteur, K (2005) Subsidy or self-respect? Community led total sanitation. An update on recent developments, IDS Working Paper 257.

CLTS in South Asia

Sanan, D & Moulik, SG (2007) Community-Led Total Sanitation in Rural Areas: An Approach that Works, WSP Field Note.

Plan UK and IDS Handbook on CLTS

Kar, K & Chambers, R (2008) Handbook on Community-Led Total Sanitation, Prepared by Plan UK and Institute of Development Studies.

CLTS Experiences and Issues

Chambers, R (2009) Going to Scale with Community-Led Total Sanitation: Reflections on Experience, Issues and Ways Forward, Institute of Development Studies (IDS).










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