Public-Private Partnership for Handwashing (PPPHW)
The Public-Private Partnership for Handwashing (PPPHW) approach aims to raise awareness, to enhance political commitment and resource allocation for hygiene, to offer a route to a coordinated national program, combining them all under one umbrella. PPPHW also uses high-profile and up-to-date methodologies to change the hygiene behavior which consistently demonstrates the greatest potential impact on overall public health; handwashing with soap.
To market handwashing successfully, the following four questions about consumers must be answer ed:
The answers to these questions provide the key elements of consumer research.
Public-private partnerships (PPPs) provide an effective model for handwashing programs because they combine the health objectives of the public sector with the marketing expertise of the private sector.
Putting together a country team with the commitment, resources, and skills to set up, support, and run a national handwashing program takes time and effort. Furthermore, public-private partnerships can be slow to build and be even slower to show results: communication between groups with different traditions, aims, and ways of doing business are difficult. Personnel changes frequently require that bridge building be repeated
Identifying the right partners, building a relationship of trust, and then maintaining their involvement and willingness to compromise at high levels, are amongst the most challenging, frustrating, and at the same time rewarding tasks in coordinating PPPHWs to achieve and sustain during the initiative. Peru is an example of a success story.