changing behaviour: creating sanitation change leaders · dettol banega swatchh india objectives...

Changing behaviour:Creating sanitation change leaders

www.swachhtakipehel.com

SWATCHH BHARAT MISSION

ndIt was launched on 2 October, 2014 to achieve universal sanitation coverage

and eradicate open defecation from the country by 2019.

It is being implemented across the country as a national movement with a top priority

for behaviour change among people regarding use of toilet for better health,

hygiene and sanitation practices.

Inception Changing Behaviour. Creating Sanitation Change Leaders


A five year campaign to address the rising need of hygiene and sanitation in India.

DETTOL BANEGA SWATCHH INDIA

OBJECTIVES

Improve sanitation facilities by working

with NGO partners to identify areas across

the country, to support the

development and maintenance of

cleaner toilets.

Drive behaviour change towards hand hygiene,

through numerous awareness initiatives

such as the School Hand Wash

Programme, CBCSCL,Young Mothers

Programme etc.


CHANGING BEHAVIOUR : CREATING SANITATION CHANGE LEADERS

Powered by


The initiative of DBSI

titled by CBCSL which

is powered by Jagran

Pehel, aims is to make

200 villages of UP and

Bihar Open Defecation

Free Zones.

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In Uttar Pradesh covering

Varanasi, Kannauj and

Etawah districts

In Bihar

covering Bhagalpur

district

100 Villages

100 Villages

Initiative Changing Behaviour. Creating Sanitation Change Leaders


The aim is to make these

two villages ODF by 2019

Pillars Changing Behaviour. Creating Sanitation Change Leaders

Front-lineHealth Workers

Naturaland Faith Based Leaders

Panchayati Raj Institution Members

Ÿ Can reach orthodox and

traditional beneficiaries

Ÿ Strong influencing power

Ÿ Have the ability to motivate

both genders and all age

groups

Ÿ Already have knowledge

about the correlation

between sanitation & health

Ÿ Strong influencing power

Ÿ Potential to connect with

women and mothers

Ÿ Can liaison with

Government authorities

Ÿ Elected representative with

the power to motivate

Ÿ Can support infrastructure

development

Ÿ Can educate the entire

family

Ÿ Can emphasize on the

issues related to safety

and security with respect

to Open Defecation

Mothers and Caregivers/Community


Tools Changing Behaviour. Creating Sanitation Change Leaders


Baby Book

–

A Foundation toHealthy Childhood

Swachhta ChakraAn Android based game for frontline workers

Wall Paintings Street Plays

These help mothers

to focus on critical

yet regular issues

relating to children's

hygiene

and health.

An interactive intuitive

game that breaks

literacy barrier &

engages women and

enhances awareness

of hygiene & sanitation

issues.

Reiterative and

reinforce the core

messages of

the initiative to the

target audience

daily.

Street plays held in

villages to raise

awareness about ODF

& its hazards in local

dialects using bespoke

scripts tailored to

target audience.

Nukkad Nataks Messaging through walls

Impact Changing Behaviour. Creating Sanitation Change Leaders

The was successful in reaching out to the entirety (100%)

Initiative

No. of villages reached & engaged with

85,205 Households

(Both in Bihar & UP)

Panchayati Raj Institution Members Front-line Health Workers

Natural & Faith Based Leaders Mothers & Caregivers/Community

200

270

300

12000

were trained & activated

in the communities.

effectively challenge traditions

and myths

were put through capacity enhancement

training

have been activated through

training and engagement.

01 02

200 Villages(100 each in Bihar & UP)


The Initiative mobilised around 13,000 change leaders in the2 communities, who were identified and trained& deployed at a ratio of around 7 households per Change Leader.

75 among 200 villages or close to 4 out of 10 villages have either 3 attained ODF

status or are formally pursuing sustainable

ODF status in the

first year of activities of the Initiative.

6120 additional toilets,

signifying a 12% increase, were built in

these 200 villages in the first 12 months of the

Initiative .

03 04



Intitiave


05 06of households in Bihar

of households in 200 villages are more aware of the

importance &

washing

100%

how to of hand

increase in hand washing atcritical moments

22%

66% In UP are washing hands at critical moments

77% The programme added

at a a conservative estimate around $1.5 million to the

national economy at a cost of 28 INR

per person.


Changing Behaviour. Creating Sanitation Change LeadersSuccess Stories

Geeta devi,Taramau Gadi, Kannauj, UP

“I converted my

kitchen into a toilet to

ensure that my

adolescent daughters

do not have to

defecate in the open."

"Being ODF is very important.

Everyone in the village is

happier and I strictly

encourage other villages to

strive towards making their

village ODF."


“Even after being blind and

not having a regular source

of income, I constructed a

toilet, why cannot you do

so after receiving so much

support."

Ghanshyam Prasad, Gosaipur, Varanasi, UP

“I was very concerned about the safety of the women in my family so I decided to build a toilet.”

Tanak TotiBhagalpur, Bihar

Tennese, Village PradhanTaramau Gadi, Kannauj, UP

Banega Swachh India' is a dream each and every Indian should have in their

hearts and minds and make it a part of their daily lives. If practiced daily, then

only the country can prosper.

-AMITABH BACHCHANFilm Star

A unique project that enables ODF

by creating demand for toilets and

I expect the program to have a

transforming impact on

community hygiene and

sanitation.

-JAGAT PRAKASH NADDAHonourable Minister for Health & Family Welfare

NDTV has started a campaign

Banega Swachh India

(Dettol Banega Swachh India),

Dainik Jagran too is

continuously running a

campaign for this cause.

-SHRI. NARENDRA MODIHon'ble Prime Minister of India

Emphasis should be on individual self-responsibility and

determination to achieve sustainable

behaviour change.

-PUJYA SWAMI CHIDANAND SARASWATI President and spiritual head of the

Parmarth Niketan Ashram

Banega Swachh India' is a dream each and every Indian

should have in their hearts and minds and make it a part of their

daily lives.

-VIDYA BALAN

Film Star

Toilets happiest room in India. The toilet should be demand

driven and for that we need to ensure sustainable behavioural

transformation.

-JACK SIM

Founder of World Toilet Organization

Changing Behaviour. Creating Sanitation Change LeadersLeaders’ Said



Monitoring and MeasuringOutcomes

Partnership with Government • Maintaining effective relationships

with all levels of government key to

efficient implementation

• Also reaching out to senior central

& state leadership for

proliferation of initiative is

equally important.

• In the first year, focus was on

creating awareness & implementation.

• Going forward, more concentrated

efforts will be put in for effective

monitoring and measurement of

outcomes.

Partnerships with SHG-lending companiesPartnerships with self-help

group lending companies will

ensure that the initial capital

required for toilet construction

is met.

The Way Forward Changing Behaviour. Creating Sanitation Change Leaders


Addition of a new set of Sanitation Change Leaders

• In the first year, focus was on

creating awareness & implementation.

• Going forward, more concentrated

efforts will be put in for effective

monitoring & measurement of

outcomes.

Engaging co-investors forsustainable programme proliferation• Engage with government, non-

competing private sector as well as the

international development community

& NGOs to seek co-investment to

create awareness and proliferate the

Initiative nationally.

The Way Forward Changing Behaviour. Creating Sanitation Change Leaders


Glimpse Changing Behaviour. Creating Sanitation Change Leaders

Media coverage


Changing Behaviour. Creating Sanitation Change Leaders

RB via DBSI has been able to leverage its partnership with Jagran as a group by getting support from all of Jagran’s verticals, at the same

time being a huge media house Jagran has aided in amplifying the best practices, providing credibility and strengthening the moral of the

internal audience of the organization by showcasing the success of the program.

Print Media Coverage (National/Regional) * Approx. - 33,000 Sq.cm * Approx. Value - INR 3.2 Crore

THANK YOU

changing behaviour: creating sanitation change leaders · dettol banega swatchh india objectives...

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