A national survey of Ghanaian mothers, found that as few as 4% engaged in hand washing with soap (HWWS) after defecation, and only 2% after cleaning a child's bottom. [1]

This second study [2] used consumer research to investigate the factors motivating handwashing with soap in order to inform a national communications campaign for Ghana.

It revealed that the strongest motivators for handwashing with soap were related to nurturing children, social acceptance and disgust of faeces and latrines, especially their smell.

Protection from disease is mentioned as a driving force, but was not a key motivator of handwashing behaviour. The ways in which these findings have been translated into a handwashing promotion campaign are discussed.

Researchers propose that much can be learnt from the world of consumer marketing. Rather than base communications programmes for behaviour change on increasing knowledge, marketers aim to respond to the inner desires and motivations of their target audiences.

[1] Scott, B.E. ... [et al.] (2007). Health in our hands, but not in our heads : understanding hygiene motivation in Ghana. Health policy and planning ; vol. 22, no. 4 ; p. 225-233. doi:10.1093/heapol/czm016. For a summary see also: ID21, 19 Dec 2007

[2] Scott, B.E. ... [et al.] (2007). Hard to handle : understanding mothers’ handwashing behaviour in Ghana. Health policy and planning ; vol. 22, no. 4 ; p. 216-224. doi:10.1093/heapol/czm014

Contact: Beth E Scott, Research Fellow, Hygiene Centre, Department of Infectious and Tropical Diseases, London School of Hygiene and Tropical Medicine. Email

Related news: Lifebuoy sells handwashing along with 2.6 billion bars of soap across Africa and Asia, Source, 14 May 2007; Handwashing: Soap and Water Could Save a Million Lives a Year, Source, 15 July 2002

Tags: gender, hygiene promotion, information and communication