Swachh Bharat Mission-Urban 2.0, under the aegis of the Ministry of Housing and Urban Affairs, has launched the ‘National Behaviour Change Communication Framework for Garbage Free Cities’ to strengthen the ongoing jan andolan for ‘Garbage Free Cities’.
Urban India has seen a social revolution in the field of sanitation, with one hundred and thirty crore citizens rallying behind the Hon’ble Prime Minister’s clarion call for ‘Clean India’ to become a developmental priority during his Independence Day Speech on 15th August 2014. Over the last seven years, this Government policy for cleanliness has metamorphosed to become the world’s largest behaviour change programme that champions the principles of sustainable urbanization, circular economy, Reuse, Reduce, Recycle, as well as the United Nations Sustainable Development Goals.
Now, under SBM-U 2.0, the newly launched ‘National Behaviour Change Communication Framework for Garbage Free Cities’ shall serve as a guiding document and blueprint for States and Cities to undertake large scale multimedia campaigns along with intensive and focused inter-personal communication campaigns. Launched by Shri Manoj Joshi, Secretary, Ministry of Housing and Urban Affairs (MoHUA), Government of India, the framework focuses on intensifying messaging around the key focus areas of source segregation, collection, transportation, and processing of waste, plastic waste management, and remediation of legacy dumpsites to truly transform the urban landscape of India.
While presenting the core tenets and principles of the Framework, Ms. Roopa Mishra, Joint Secretary and Mission Director, Swachh Bharat Mission, Ministry of Housing and Urban Affairs emphasized on the need to build strategic partnerships with a diverse set of stakeholders to drive behaviour change. She said, “Over the course of the Mission, Cities have proved their creativity and have conceptualized different kinds of interventions for citizens to be part of the jan andolan for swachhata. After seven years, the learnings are clear: any city that has engaged with its citizens directly and extensively has been successful in achieving its Swachhata objectives, in terms of better outputs and outcomes in the sanitation space. The focus of SBM-U 2.0 is to scale up inter-personal communication, mid-media activities, as well as strategic partnerships across all sectors to improve overall sanitation outcomes and drive last mile change.”
Sector partners and specialists in the field of behaviour change communication added nuanced perspectives to the discussion. Ms. Radharani Mitra, Global Creative Advisor from BBC Media said, “A 360-degree approach to communication ensures more exposure to the content, with the same idea implemented across different touchpoints, thus helping to raise awareness, changes attitudes, generate conversations and increases intent to act.”
Shri. Pandit Patil, Chief Office, Lonavala also highlighted the resolve of citizens, especially young students, in the hill station of Lonavala towards making the plush green hills around them garbage free. He spoke about the ‘Dry Waste Passbook Scheme’ by the Lonavala Municipal Corporation that has been well received by young students since 2015. Every year, this initiative alone attracts 9,000+ students from 23 schools to come forward and drive behavioural change by nudging neighbourhoods in Lonavala to segregate waste at the household level.
The second episode of SwachhTalks was successful in conveying how behaviour change can put India on the path of sustainable urbanization, with active involvement from all citizens, implementers, and state officials. The virtual event was attended by Mission Directors from States and Union Territories, Senior officials as well as sector partners.
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