Modern Kitchen - Bangladesh
The Social Marketing Company (SMC) and Purplewood collaborated to scale-up its “Modern Stove” pilot to drive demand and awareness of clean cookstoves in fuels in 16 upazilas or districts in Bangladesh. Purplewood, the campaign’s creative agency, developed theater and film shows to complement traveling fairs that demonstrated cleaner cooking technologies and the modern, transformative impact of cleaner and healthier kitchens for aspiring families. The Social Marketing Company (SMC) complemented the community events by leveraging its vast distribution network to conduct household- and group-level Interpersonal Communications (IPC) around the modern benefits of purchasing cleaner cookstoves and fuels. Launched in November 2017 and wrapped up in the Fall of 2018, community events targeted men and women through a storyline that revolved around a rivalry between brothers and the tensions that resulted from the clash of tradition and modernity. The storyline advanced the idea that a modern man would help and support his family by purchasing a cleaner cookstove.
The campaign targeted men and women with different messages. For women, campaign messages emphasized that kitchens don’t need to be “dramp and dreary,” while reinforcing the idea among men that a responsible husband would ensure his wife and family were healthy. SMC also served as distribution stockists for cleaner cookstoves and fuels. As part of this effort, SMC trained 300 female SMC community sales agents on the features of clean cookstoves. These agents are trusted members of their communities and have been selling other health focused products on behalf of SMC. The campaign also engaged local government officials to ensure their buy-in and support for the community-based activities.