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Abstract：
Universal access to hygienic sanitation is a Sustainable Development Goal for international development. However, many countries are liable to miss this target by the deadline of 2030. As provision and subsidy are prohibitively expensive, promotion is the tactic commonly taken by governments and stakeholders in many countries, even though it is often not effective at generating significant changes in sanitation coverage. A recent 5-year programme used an international consortium made up of organizations\' experts in consumer research, creative communication, programme management and event implementation, media monitoring and programme evaluation, to achieve significant increases in the coverage of improved sanitation facilities throughout Tanzania, using adaptive programming. A number of lessons, outlined here, can be drawn from this experience which are likely to be applicable to promotion efforts in other countries and contexts and which can hopefully help countries to reach their sanitation targets. These lessons include the use of motivation and targeted expertise rather than reliance on training, the use of the theory of change to guide development processes, targeting of high-level government support, collaboration with private sector actors, testing and refreshing of messaging, continuous monitoring of on-ground conditions, use of multiple modes of outreach and branding of all programme outputs.
摘要：
普及卫生是国际发展的可持续发展目标。然而,许多国家有可能在2030年的最后期限之前错过这一目标。由于提供和补贴非常昂贵，促销是许多国家政府和利益相关者普遍采取的策略，即使它通常不能有效地改变卫生设施的覆盖范围。最近的一项为期5年的计划使用了一个由消费者研究专家组成的国际财团，创造性沟通,计划管理和活动实施，媒体监测和节目评估，为了显著增加整个坦桑尼亚改善的卫生设施的覆盖面，使用自适应编程。一些教训，这里概述，这些经验可能适用于其他国家和背景下的促进努力，并有望帮助各国实现其卫生目标。这些课程包括使用动机和有针对性的专业知识，而不是依赖培训，用变革理论指导发展进程，以政府高层支持为目标，与私营部门行为者合作，测试和刷新消息传递，连续监测地面状况，使用多种外联模式和所有方案产出的品牌。
