Abraham, our Learning and Communications Manager for Countywide Sanitation Activity (CWSA), is passionate about turning lessons from the field into powerful stories that inspire change. From bridging cultural nuances in rural Liberia to leveraging community champions, his work ensures that impactful insights and successes reach the right audiences.
For Abraham, this is more than just a role—it’s a deeply personal mission to drive progress in sanitation and behavior change across Africa, starting with Liberia.
Abraham (A): As the Learning and Communications Manager for the Countywide Sanitation Activity (CWSA), I’m the main point of contact for external communications, particularly with the media. My role focuses on identifying, documenting, and sharing key successes and lessons from our interventions across five counties: Lofa, Bong, Nimba, Grand Bassa, and rural Montserrado.
Working closely with the Collaborative Learning and Adaptation (CLA) Advisor, I create content that captures the impact of our work—success stories, blogs, newsletters, learning briefs, and videos, as well as visual materials like flyers, brochures, and presentations for outreach activities. These resources are tailored for various audiences, including donors, partners, media, and the communities we serve, showcasing the difference we are making together.
A big part of my work involves gathering information through field visits and engaging with stakeholders and our team. By collaborating with the M&E team, I ensure that the data we share is evidence-based, highlighting both successes and key learnings. This approach has been instrumental in crafting meaningful content that resonates with diverse audiences.
A: My experiences in the field have deeply influenced how I approach communication strategies. One of the most important lessons has been understanding and respecting the local context. For example, in some of the communities where CWSA operates, cultural norms view toilets inside homes as inappropriate because waste is believed to belong far from living spaces. This presented an initial challenge to our Social and Behavior Change (SBC) messaging.
By taking the time to adjust our approach and craft messages that align with these beliefs, we’ve been able to promote improved sanitation practices effectively. Another insight has been the value of engaging trusted community influencers, such as local leaders or respected figures. Their involvement has been transformative. By advocating for solutions like the SATO Toilet, these champions have amplified our message and helped bridge the gap between traditional beliefs and modern practices. Seeing their influence firsthand has reinforced the importance of working through trusted voices in the community.
A: The work we’re doing with CWSA in Liberia feels deeply connected to efforts across the continent, though each country’s journey is unique. Some places, like Ethiopia, are further along in behavior change adoption and sanitation marketing. In September, I engaged with a delegation—including representatives from USAID, the CWSA team, and the Government of Liberia—after their visit to Ethiopia. Hearing about their firsthand experiences with Ethiopia's progress in sanitation marketing was truly inspiring.
This trip wasn’t just about learning best practices; it was about identifying practical lessons that Liberia can adapt to strengthen its own sanitation marketing strategies. For me, the opportunity to contribute to this kind of knowledge-sharing and capacity-building makes the work especially meaningful. Liberia’s progress is personal—it’s part of a bigger vision for a healthier, more sustainable Africa.
