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This audience is described as all those who use or maintain an on-site sanitation system including:

- Household

- Schools

- Shared community buildings e.g. churches/town halls

- Clinics

They are targeted in this campaign because there are desired behaviours for this audience to adopt such as:

• Maintain, clean, and ensure safety of toilets
• Practise hygienic behaviours
• Know their rights, including what maintenance of on-site sanitation involves so that they can hold service providers accountable
• Only use toilets for human excreta and anal cleansing materials.

By following these behaviours, this audience can:

• Live a healthier, happier and more hygienic life
• Stay safe
• Overcome the indignity and embarrassment of poor sanitation
• Access equitable sanitation
• Play a part in avoiding the environmental risks (of open defecation/poor disposal of human waste)
• Contribute to sustainability
• Reap the benefits of faecal sludge.