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 2009, the International Finance Corporation identified a number of challenges for expanding coverage of safe-water technologies, including the lack of awareness about water-quality issues, the lack of sustainable financing and the need to understand the target population behavioural attitudes. The Safe Water Systems incorporate three elements: (i) point-of-use 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 social-marketing organisation, Population Services International.