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Hygiene and Health-focussed promotion refers to promotional activities which take the hygiene and the health of the user as the main focus in promotion activities, as contrasted to, for example, increased status from the use of a branded product, multiple use promotion, or appealing to emotions such as disgust, as in the case of [[Community-Led Total Sanitation]]. Hygiene and Health-focused promotion is in many places the conventional approach to promote better sanitation and water services and to stimulate demand for improved services.

Hygiene is behaviour which serves to prevent illness. Hygienic behaviour also helps to keep people and their environments clean, ordered and attractive. Three practices have been shown to be particularly effective: handwashing with soap, the removal of sanitation products from the household environment, and the home treatment of drinking water. Each of these interventions has been shown to reduce the incidence of diarrhoeal diseases by about 35% <ref> [http://www.lboro.ac.uk/well/resources/fact-sheets/fact-sheets-htm/hp.htm WELL factsheet - Hygiene promotion]</ref> An excellent overview of Hygiene promotion is available at [http://www.lboro.ac.uk/well/resources/fact-sheets/fact-sheets-htm/hp.htm WELL factsheet - Hygiene promotion at the WELL website], which provides common falacies, key principles and many references.