Concerns about enduring low rural sanitation coverage figures in Cambodia prompted a series of studies providing insight into overall sector performance, sanitation demand and existing supply chains. Findings from the research led to the formulation of a sanitation marketing pilot aiming to make affordable, desirable latrines available through market channels. Option design, contractor training, awareness raising and marketing are the main components of the programme, implemented in two provinces. To date (22 months since inception) the project has resulted in a branded, low-cost pour-flush latrine sold by trained suppliers, who have sold more than 7,400 units. Planned next steps include expanding technology choices (still lower costs, and/or suitable for challenging physical circumstances), developing stronger linkages with micro-credit schemes and developing approaches for scaling up the approach.