In 2009 the Water and Sanitation Program Africa began working with 10 local governments to test the effectiveness of marketing as a method to prompt households in rural Tanzania to invest in improving their sanitation facilities. This initiative carried out with local and national governments, development agencies, nongovernmental organizations (NGOs), and private marketing firms delivering an integrated campaign is resulting in households upgrading their sanitation facilities. The emerging experiences have enabled the Ministry of Health and Social Welfare to secure funding for a national sanitation campaign in fiscal year 2012. The campaign aims to increase sustained access to improved sanitation.