Under Swisscontact’s Shujola project, funded by JT International SA, Enroute designed demand-generation campaigns and entrepreneur training to support a community-based water kiosk franchise model serving RMG worker communities in Chittagong, Gazipur, Savar, and Ashulia.
A rapid consumer study in Narayanganj and Tongi identified key behavioural barriers around water quality awareness, willingness to pay, and travel to collection points. These findings shaped a three-stage campaign covering pre-launch, kiosk launch, and post-launch engagement through free sampling, health education, community meetings, local influencer engagement, branded materials, field promoters, and call-centre follow-up.
Campaign activities included free water sampling, health education, community meetings, medical and influencer engagement, and outreach to local businesses. Around 5,000 leaflets and 2,000 posters, along with other branded materials, supported visibility at community hotspots. Trained brand promoters managed customer engagement and data collection, while a short-code call centre supported consumer information, follow-up, and conversion tracking.
A parallel stream covered water entrepreneur development: a structured training programme for entrepreneurs and their sales teams covering product knowledge, customer acquisition, grooming, time management, performance assessment, and reporting. Kiosk-opening events formally introduced the service to each community, and hub-branding activities reinforced visibility at prominent locations within each kiosk catchment area.
