Most rural Cambodians do not have a latrine. They do their business in bushes, rice fields, and water bodies. It’s called open defecation and it contributes to 10,000 child deaths each year in Cambodia. Providing expensive subsidies to build latrines has not resulted in lasting solutions. But iDE’s approach, which ignites the power of markets, has led to unprecedented growth in the number of people using latrines in Cambodia.