The
Global Public-Private Partnership for Handwashing with Soap
Peru
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Peru
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Project
status:
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Started
in 2003 |
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Need
(CMR,
IMR, DD morbidity & mortality):
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Child
mortality:
DD is the third cause of
childhood disease.
Under
5 morbidity:
35% morbidity in
children under 4. 15% average prevalence in the 2 weeks
preceding the survey. Highest prevalence in rural Selva and Sierra.
Lowest in urban and coastal. Diarrhea prevalence in children of low
literacy mothers is double the rate of children whose mothers have a
higher education. Diarrhea affects the poor most (2000
DHS/ENDES).
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Demand
(as
expressed by beneficiaries)
Rationale:
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About US$ 2 billion has been invested in
water supply
infrastructure in the last ten years and there has been a low
resulting impact in reducing the rates of water related diseases
prevalence. Government
officials expressed interest for piloting a PPPHWI in Peru, at the May
2002 World Bank Water Forum.
Soap is
present in households, even the poorest
ones. The poor often use laundry soap for personal care. |
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Drivers/obstacles
to handwashing with soap:
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The handwashing behavior study suggested that a higher percentage of handwashing with soap was observed during risk events involving feces than during risk events involving food. Survey participants washed their hands 29% of the time after risk events involving feces, using soap 14% of the time. Mothers also washed their hands more frequently (33%) and used soap (19%) more often than other household actors.
The drivers and obstacles to handwashing identified by the study include:
Drivers:
With respect to the sensation of cleanliness, mothers reported that they prefer to feel clean, fresh, agile, alert and happy as opposed to restless, uncomfortable, distressed, sticky and tired, which is how they feel when they are dirty. They generally wash their hands to keep them clean, avoid germs and remove dirt. Soap is used to kill germs, but above all to keep the hands soft and clean smelling.
Almost all mothers maintain that dirtiness and feces in particular produce stomach ailments such as diarrhea. Cholera is the disease most closely associated with feces. A person should wash his or her hands to prevent germs or bacteria (understood in general rather than clinical terms) from contaminating food and the mouth. Children are especially likely to come in contact with dirt.
- The mother protects herself from the criticism of neighbors, relatives and especially teachers. According to many mothers, if a child goes to school dirty or with dirty notebooks, his mother may be publicly reprimanded. In general, having an unkempt child, that is, one who is unwashed and thin, is synonymous with being a careless mother.
- By feeling fresh and happy, in other words clean, and by not being sick, a state of integral health is achieved. At the same time, if a person is healthy and has the approval of others because he or she is well groomed, a productive, responsible and healthy person is socially constructed.
Obstacles:
- Mother’s multiple household chores compete for the time required to ensure children’s cleanliness. Likewise, mothers feel that soap and water resources are limited, particularly in rural areas.
- Mothers believe they must ration resources because children are fascinated with playing with soap and water and therefore waste them.
- Mothers do not appear to view themselves as contaminators. They report that it is only necessary to use soap when dirt is evident, that washing well with water is sufficient, that they are careful after defecating and therefore do not come into contact with feces, and that they are already in contact with soap and water when they do laundry, for example, and therefore do not need to wash their hands.
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Program Goal: |
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Campaign Objectives:
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Outcome:
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Contact
person:
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Rocio
Florez:
rflorezp@worldbank.org
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Participation
- community
- public sector
- private sector
- international partners |
Lead Agency: DIGESA/MINSA, Ministry of Health
Phase 1: March-November 2003
USAID: Funds for the Handwashing Behavior Study
EHP: Technical assistance
WSP Lima: Technical assistance, logistics, supervision, M&E
SDC (COSUDE): 6 months Coordinator post
DIGESA/MINSA: Logistical support to Coordinator, oversight
Academy for Educational Development: Technical assistance. |
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Key
documents:
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Related
links:
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National
Rural Water Supply and Sanitation Project (PRONASAR) |
Latest
update:
(August, 2005) |
In July 2005, the Peru Public Private Partnership for Handwashing with Soap reached a new phase with the commencement of the International Bidding Process for the design of the handwashing campaign. An official national launch of the PPPHW Initiative took place on July 18, 2005. In addition to promoting the initiative, the launch sought to strengthen the commitment of health and education officials, as well as that of the private institutions and NGOs which have been involved since the beginning of the program. In mid-September, the launch of the mass media and direct consumer contact campaign will follow. Colgate-Palmolive has agreed to take part in the campaign launch and school program. The company will provide handwashing printed materials and soap samples for the classroom,
and participate with a kiosk and personnel to promote handwashing practice trials with audience at the launch event.
Boga Communicaciones S.A., a cable TV media company, has agreed to sponsor the production of a TV program to disseminate the handwashing practice and promote the initiative. Peru's main private radio station, Radio Programmas Peru (RPP), has been chosen to develop local campaigns for national dissemination and provide airtime to reach communities in the three geographical regions of Peru: coast, highland, and tropical rainforest. RPP reaches 85% of the country's population. The campaigns will be designed to reach the poorest segments of the population in peri-urban as well as rural areas. The media materials that will be produced and disseminated include:
- Radio soap operas
- Radio talk-shows
- Handwashing contest in Spanish and Quechua (radio promotion)
- Professionally designed generic handwashing promotional campaign on (regional) television channels (with a large viewership in poor communities)
The radio and television programs will involve local, well-respected professionals and community leaders (opinion leaders). The Japanese Social Development Fund (JSDF) grant, which was signed into effect in May 2005, will finance the design and implementation of the communication tools.
In this phase, efforts are also being made to consolidate regional partnerships in the regions of Lima, Lambayeque, Ayacucho, Cusco, San Martin, Arequipa, and Piura. Once these partnerships have been consolidated, others will be established in other regions of Peru. The regional government of Lambayeque has confirmed its commitment to lead the initiative in the region. A regional handwashing committee will soon be set up, with a regional coordinator to carry out the action plan.
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