Centre for multi-pronged strategy to popularise 'cleanliness'

NEW DELHI: The Centre has called for a multi-pronged communication strategy to turn Prime Minister Narendra Modi's ambitious Clean India Mission into a mass movement, especially through media.

The Ministry of Drinking Water and Sanitation has sought the I&B Ministry's help in spreading the message of cleanliness among millions of people through popular shows on radio, TV and cable during prime time duration.

It has called for propagation of the message on shows like 'Kaun Banega Crorepati' hosted by Amitabh Bachchan, 'Satyameva Jayate' hosted by Aamir Khan and comedian Kapil Sharma's 'Comedy Nights with Kapil' in various TV channels.

The Ministry, headed by Nitin Gadkari, feels telecasting government's message during prime time slots when viewership is very high will help spread awareness among masses.

In a communication sent to the I&B Ministry, a top Sanitation Ministry official has suggested that "we could use News Channels, in prime time for our songs and jingles" on cleanliness.

The sanitation ministry also wants all government advertisements to have the Swachh Bharat logo with tagline and the three songs on sanitation that were released at the launch of Swachh Bharat Mission, when aired on radio, TV and cable.

The Ministry has also suggested "a large scale behavioural change strategy" on toilet usage, hand wash and health related issues, on open defecation- and open urination-free India.

"This has to be a concerted effort of all ministries which could bring into focus cleanliness. The Ministry would be starting 'triggering' exercise in each state to inculcate the issue of cleanliness in the mind of the people.

"Simultaneously, behavioural change advertisement could also come into play by which the effect would be much greater as the point would be driven home," the Sanitation Ministry communication to I&B Ministry said.

Days after Modi launched Clean India Mission, the Ministry also suggested a "joint strategy" along with Health Ministry and Panchayati Raj Ministry to reach the last village to undertake behavioural and attitudinal change agenda.