suppliers have few obvious incentives to target poor customers or base of the pyramid bop markets which are usually considered to be riskier and more challenging in report published in the international finance corporation identified a number of challenges for expanding coverage of safewater technologies including the lack of awareness about waterquality issues the lack of sustainable financing and the need to understand the target population behavioural attitudes the safe water systems incorporate three elements i pointofuse water treatment by consumers with a locally manufactured dilute sodium hypochlorite solution ii safe storage of treated water in containers designed to prevent recontamination and iii behavioural change techniques including social marketing community mobilisation motivational interviewing communication and education to improve water and food handling sanitation and hygiene practices in the home and in the community along the way program delivery shifted almost entirely from governments and ngos to a single socialmarketing organisation population services international