This report provides the overview, key results and findings, and lessons learned of SNV Cambodia’s action research on aggressive health promotion of clean cookstoves in Cambodia. Methods used throughout the project include baseline research, Trigger Mapping, field research, concept testing, in-depth interviews, focus group discussions, and endline research.
The study was conducted in 5 communes of Kampong Chhnang province, including 1 control group, and 4 test groups. The purpose was to determine whether health messaging is an effective purchase driver for the ACE-1 cookstove. As per the parameters of the project, two health concepts exploring a positive and negative tone were developed. Campaign results show that the key driver for the sale of the ACE-1 cookstove were the individual traits of sales agents. In addition, the project showed that the campaign was successful in shifting attitudes towards the health implications of cookstoves. However, the sales results showed no trend across the two variables, tone (+/-) and level of collateral (basic/full), tested for generating sales.
The report also investigates some of the challenges faced during project implementation and lessons learned in replicating the project. The main challenge was the varying level of implementation from one sales agent to another. Challenges were addressed immediately during the campaign implementation, but considerations for the future include
recommendations regarding sales agent recruitment, the location, seasonality, and duration of the campaign, and the naming of the ACE-1 cookstove.
Annex 1 - Terms of Reference (0.14 MB)
Annex 2 - Final Activity Timeline (0.10 MB)
Annex 3 - Implementation Plan (3.22 MB)
Annex 4 - Sales Journey Trigger Map (4.59 MB)