NDTV-Dettol Banega Swachh India is a five-year 360-degree campaign (TV, digital, outdoor, radio & print) aimed at spreading awareness about sanitation, empowering citizens with better hygiene and sanitation facilities across the country and working with partners to support ground interventions for construction and maintenance of toilets and drive behavioral change. Each season had a special focus on all elements of campaign syncing towards that objective:
In Year 1, in addition to overall awareness, specific focus was on making India Open Defecation Free (ODF) and building of toilets. We worked towards it by spreading awareness in rural India through Swachh Express, raised money to create demand for toilets, build and maintain them.
In Year 2, focus on behavioral change especially in children and acquiring ‘time’ and ‘commitment’ pledges from people. We took the specially devised 45 lesson and teacher-training module i.e. hygiene curriculum to schools and raised volunteering hours for swachhta.
In Year 3, focus on individual responsibility towards cleanliness, utilisation of committed hours and on India’s top 10 iconic locations. #Mere10Guz used as a communication tool to galvanize people to keep their 10 yards clean, organised Maha Cleanathon, observed October 2 as Rashtriya Swachhta Diwas which saw massive clean-up drives and created Swachh Agendas for all the 10 locations.
The campaign will culminate again by observing Rashtriya Swachhta Diwas on October 2, 2017 with the CLEANATHON.
The agenda of the cleanathon this year is to take a holistic approach to swachhta and ask people to implement #Mere10Guz for Swachh Zameen, Swachh Hawa and Swachh Pani.
The cleanathon will focus on various aspects of waste management, soil, air and water Pollution, how they are interlinked and what each of us can do to work towards a cleaner and hygienic India.