Case Study: National Sanitation Campaign – “Usichukulie Poa, Nyumba ni Choo”

From 2019 to December 2021, THT was entrusted with the critical task of driving the National Sanitation Campaign in Tanzania, a nationwide initiative aimed at promoting the adoption and use of improved sanitation facilities. This campaign, funded by the UK’s Foreign, Commonwealth & Development Office (FCDO), centered on a behavioral change approach under the banner “Usichukulie Poa, Nyumba ni Choo,” which translates to “Don’t Take It Lightly, A House Is Not Complete Without a Toilet.”

THT’s role as the Creative and Production Agency was to bring this campaign to life across the country. The agency’s assignment encompassed designing, producing, and disseminating all campaign content across various media channels, including television, radio, and on-ground activations. Recognizing the cultural and linguistic diversity within Tanzania, THT developed content that was not only engaging and informative but also tailored to resonate with different communities.

The campaign’s success relied heavily on a multifaceted communication strategy. THT crafted compelling visual and audio content that aired on national TV and radio stations, ensuring wide reach and high visibility. Additionally, the agency orchestrated a series of on-ground activations, bringing the campaign’s message directly to communities through interactive events, workshops, and demonstrations. These activations were pivotal in translating the campaign’s core messages into tangible actions at the grassroots level.

The “Usichukulie Poa, Nyumba ni Choo” campaign achieved remarkable results, significantly raising awareness about the importance of improved sanitation and influencing positive behavioral changes across Tanzania. THT’s innovative approach and meticulous execution played a key role in the campaign’s impact, setting a new standard for public health communication in the region.