Campaign to spread out its activation across 7 states, 25 districts and 3 cities
26,032 Villages 14,712,453 Households expected to be reached in order to achieve Open Defecation Status by 2018
Its constant endeavour to strengthen Hon’ble Prime Minister’s Swachh Bharat Mission, RB in collaboration with Jagran Pehel today marked the success of their 1st phase of activation in Uttar Pradesh and Bihar, successfully reaching out to 200 Villages and 85,205 Households The 2nd Phase of the campaign would target 26,032 Villages and 14,712,453 Households across 7 Indian states of UP, Bihar, Rajasthan, Gujarat, Maharashtra, Telangana and Andhra Pradesh covering 25 districts and 3 cities.
As a part of the initiative, The BSI Campaign in the second phase will focus on mentoring Swachh Bharat Fellows who will provide support to districts in smooth implementing and monitoring of the mission They would work closely with faith based leaders, mothers, care givers, municipal cleaners on behavioural Change Communication and also initiate citizen movement for Human to Human connect. The Campaign which was launched in 2015, has been successful in reaching out to 100% of its target and has successfully mobilised around 13000 change leaders in communities.
The announcement was made in Lucknow at the completion of 1st phase of “’Changing Behaviour, Creating Sanitation Change Leaders programme” in association with Jagran Pehel. The event brought together leaders and policy makers from Global Interfaith WASH Alliance, WHO, UNICEF, World Toilet Organisation and other organisations associated with Dettol Banega Swachh India to share best practices and grassroots solutions that can be implemented to achieve Open Defecation Free status.
Chief Guest Shri Surya Pratap Shahi, Cabinet Minister for Agriculture, Agriculture Education and Agricultural Research launched the Impact Assessment Report that embodies behaviour change strategies adopted, activities undertaken, success stories and impact created through public-private participation during the first year of the project. Accentuating on the importance of the campaign he said —
Many other dignitaries including Mr. Praveen Prakash, JS and National Mission Director (SBM-Urban), Ministry of Urban Development, Government of India, Mr. Jack Sim, Founder of World Toilet Organization (WTO) , Dr. Andreas Brandner, Executive Director, Knowledge for Development ,Mr. V.K. Chaurasia, Joint Advisor, CPHEEO, MoUD, Mr. Shrish Chandra Verma, Executive Director, SPMU, Dept. of Rural Dev., U.P, Mr. Vishal Bhardwaj, Additional Director Urban Development, U.P and local administrative authorities were present at the event.
The “Dettol Banega Swachh India” has set an example of a cohesive and value based response to the national agenda of Swachh Bharat Mission’ and is well received by the Hon’ble Prime Minister Narendra Modi and other Government representatives from its unique approach “Changing Behaviour: Creating Sanitation Change Leaders “at grassroots level
About – Dettol Banega Swachh India Campaign
RB (formerly known as Reckitt Benckiser) has a vision of a world, where people live healthier and live better. Our Power Brands – Dettol and Harpic, have stood for hygiene and sanitation over the years and have been ranked amongst the most trusted brands in the country.
In the last decade, we have reached out to millions of children and mothers to raise awareness around hygiene and sanitation. However, in a country where 53% of the population does not have access to a toilet, and over 120 thousand children under the age of 5, annually, die from Diarrhoea, there is an increased need in the intensity of our initiatives.
“Dettol Banega Swachh India” is a 5-year ambitious program to address the rising need of hygiene and sanitation in India. We have made a commitment to invest a sum of INR 100 cr. towards this initiative, which will aim to:
Drive behaviour change towards hand hygiene, through numerous awareness initiatives such as the School Hand Wash Program and Young Mother’s Program
Improve sanitation facilities by working with NGO partners to identify areas across the country, to support the development and maintenance of cleaner toilets
