Thanks for the interesting article. It makes sense people are more averse to losses than interested in gains, but how does this fit with the narrative that positive messages around improved status, aesthetics, convenience, etc are more motivating than messages about poor health?
CLTS is often (usually?) already formulated as a 'loss prospect', as in if you open defecate you will suffer shame, loss of dignity, health care costs etc (while not a change from the status quo - it is changing the perception of the status quo).
The 'loss prospect' in the article is in fact recognition of the previously underappreciated status quo - this may not be as powerful as the losses already exist whereas gains still stand to be made?