Relying on local socio-cultural values to have good hygiene practices permanently adopted

The right to a healthy environment is enshrined in Article 35 of Niger’s constitution, in line with the United Nations’ recognition of access to water and sanitation as a universal human right since 2010. In rural Niger, despite the State's efforts and many actors’ projects to improve people's behaviour, good hygiene practices remain rare. The open- defecation rate is 86% and the rate of access to improved sanitation facilities only 5% in rural areas (UNICEF and WHO, 2015). Catholic Relief Services (CRS) PASAM-TAI project spreads good hygiene practices through messages integrating socio-cultural values, beliefs, and economic determinants that are important to target populations. The project communication strategy uses entertaining, interactive communication channels tailored to the target groups, which has brought good results at scale in the construction of household latrines, their hygienic use, handwashing with soap and water, and safe drinking water storage