Somaliland (2009): FoQus for Qualitative Segmentation research for household water treatment and hand washing behaviors in Somaliland

PSI/Somaliland seeks to gain an in-depth understanding of household water treatment and hand washing habits among households with children under five in Somaliland. No TRaC study has been conducted with this group and little is known about what motivates mothers and caregivers of children under five to treat their household's drinking water or to use soap or ash when washing their hands at critical times and their opportunity, ability, and motivation (OAM) to take steps to prevent diarrheal disease in their children. PSI will use the results of this FoQus on Segmentation study to develop and brand a new behavior change communication intervention using IPC and rural outreach al ong with TV and radio campaigns. Campaigns will target both rural and urban populations, focusing on women.