Changing Behaviour :
Creating Sanitation Change Leaders

In order to support & compliment 'Swachh Bharat Mission' by the Government of India, RB initiated a campaign "Dettol Banega Swachh India" in 2015 which is powered by Jagran Pehel in 200 villages of Bihar and UP to make them Open Defecation Free Zones.

The initiative was well appreciated by the Prime Minister of India, during "Man Ki Baat" in October, 2015 and also by key ministries for its unique approach - Changing Behaviour - Creating Sanitation Change Leaders, at grassroots level. Using innovative Information Education Communication(IEC) & Behavioural Change Communication (BCC) tools, the initiative aims to drive behaviour change of the community through key stakeholders, such as Panchayati Raj Institute (PRI) Members, Frontline Workers (ASHA/AWW/ANM), Natural & Faith Based Leaders and Mothers & Caregivers. These stakeholders are anchors to spread the message to the wider audience.

L to R : Vidya Balan, Shatrughan Sinha, Jack Sim, Pujya Swami Chidanand Saraswati

Geography of the initiative

66% of population or over 63 million households in Bihar, Haryana, Madhya Pradesh, Rajasthan and Uttar Pradesh would most likely defecate in the open even if they are provided with toilets. Out of these five, Bihar and UP are high focus states due to high mortality rate among children (0-5yrs) caused by cholera, typhoid, hepatitis, polio, diarrhoea, pneumonia, worm infestation, stunting, malnutrition etc. which can be prevented through basic hygiene & sanitation practices and behaviour change.

The program coverage in Phase 2 is across 7 states with the immediate focus of supporting the Maharashtra Government to declare the state as Open Defecation Free by the end of 2017.

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Leaders' Said