 Aman Tirta (Safe Water Systems)
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Overview
The Aman Tirta program (Safe Water Systems) is a 2 year USAID funded program to increase access to Safe Water through Point of Use water treatment. The program uses a Private public partnership model to create a first ever fully sustainable commercial model for Safe Water Systems. The private-public partnership combines commercial manufacturing and distribution of the safe water product (Air RahMat), with community participation to develop and implement a commercial model that seeks to create a social norm of sustained water treatment behaviors at the household and community level. Specifically Aman Tirta will use two main approaches:
- Stimulating the commercial sector to manufacture, distribute and market a SWS product that make water safe to drink through disinfection and appropriate safe storage at the point of use at affordable prices on a national scale, while simultaneously; and
- Generating public demand, through a strategic behavior change program that effectively promotes and positions the SWS product in the market place and maximizes linkages with Indonesian NGOs to increase the adoption of the new SWS product.
In December 2005, Aman Tirta launched the Air RahMat product in Jakarta; view the press release.
In late February 2006, the program was launched in Banten and Northern Sumatra. Promotional materials have been aired and/or distributed to create awareness and demand for the product. These materials include: posters; leaflets and other materials. View the television spot.
Current Situation
According to the World Health Organization, ninety percent of the four billion annual episodes of diarrhea can be attributed to three major environmental causes: poor sanitation, poor hygiene, and contaminated water and food (1997). In Indonesia, over 100 million individuals do not have access to safe water and more than 70% of Indonesia 's population relies on water obtained from potentially contaminated sources. Poor access to safe drinking water is a major cause of diarrheal disease, especially among children under five. Diarrheal disease remains the number two killer of children in Indonesia , accounting for nearly one-fifth of child deaths annually. While a long-term solution to construct piped water will not be realized within the immediate future, the introduction of safe water systems (SWS) is a simple, inexpensive intervention that requires a comprehensive, strategic approach to make water safe through both chlorination and safe storage and handling. The results can have significant impacts on individual health, particularly as it relates to reducing the incidence of diarrheal diseases.
Vision
Aman Tirta is guided by its vision that all Indonesians should have easy access to safe drinking water, thus improving the overall health of families.
Its mission is to successfully introduce an easy-to-use, safe and affordable household water treatment product through a public private partnership that will produce, distribute and promote Air RahMat and promote proper safe storage practices.
 The Product: Air RahMat
The SWS product in Indonesia has the brand name Air RahMat. It is a liquid 1.25% sodium hypochlorite solution, originally developed as part of the Safe Water Systems program of the US-based Centers for Disease Control and Prevention. The brand name broken down means muRAH (economical), Mudah (easy-to-use) and sehAT (healthy). When the appropriate amount (3ml to every 20 liters of water) is added to water, then shaken or stirred for 30 seconds, the water is ready to drink after 30 minutes. When used correctly in conjunction with proper storage, Air RahMat can reduce by 40-80% the risk of diarrhea. Air RahMat will be sold in a 100 ml bottle, enough to treat approximately 660 liters of water, or the average amount used in a household in one month at an estimated price – Rp 4,000 (about $.40).
In the news: Simple Solution for Drinking Water Makes Big Difference (Asia Water Wire)
View more information and stories about Air RahMat.
Aman Tirta Strategy
Air RahMat is targeted to middle low income mothers. The main beneficiaries of the program are children under 5 and family members. A comprehensive and integrated communication and marketing strategy will position Air RahMat as an easy-to-use, economical, affordable and safe option for providing safe drinking water.
At the same time, a strong community mobilization effort led by local NGOs, will play a significant and active role in increasing knowledge and education on safe drinking water through interpersonal communication, community dialogue and action. Aman Tirta will also work with government institutions in the areas of health and education to expand coverage.
Air RahMat will be extensively distributed through both traditional (Warung, Kiosk, Toko Kelontong [small stores and mom and pop businesses], Pharmacy) and non-traditional retail outlets (CBOs, NGOs, micro-credit organizations, community health volunteer, and others).
Reach
Air RahMat will be launched in January 2005 in Banten and North Sumatera province and will expand to the other provinces using a phased-in approach :
- West Java
- Central Java
- East Java
- DKI Jakarta
- Aceh
The Aman Tirta program is being led by the Johns Hopkins Center for Communication Programs and includes:
- PT. Tanshia Consumer Products to manufacture Air RahMat
- PT. Dos Ni Roha to distribute Air RahMat
- Lowe Worldwide to promote and market it
- CARE International Indonesia for community mobilization
Additional Resources
Contact
For more information, please contact:
Indonesia (Safe Water Systems)
Robert Ainslie, Chief of Party
Ratu Plaza Building
20th Floor
Jalan Jendral Sudirman Kavling 9
Jakarta, Indonesia 10270
Phone: (62-21) 720-7776
Fax: (62-21) 720-2075
E-mail: robert.ainslie@jhuccp.org.id
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