Authors: Darein Decastro, Amala T Chacko
Abstract: The Swachh Bharat Mission is one of the largest cleanliness campaigns undertaken in the world. It was launched by the Government of India in 2014 on the birth anniversary of Mahatma Gandhi. The main objective of the mission was to eliminate the practice of open defecation, improve solid waste management, and promote better standards of cleanliness and hygiene across the country. However, the success of such a large national campaign required more than just the construction of toilets and sanitation infrastructure. It also required a major change in people’s attitudes and behavior toward sanitation. Since hygiene practices are closely connected with social habits and cultural values, communication played an important role in influencing public awareness and encouraging participation in the mission. This study focuses on the communication strategy adopted by the Government of India for the implementation of the Swachh Bharat Mission. The research examines the different communication tools, media channels, and awareness initiatives used to spread the message of sanitation and cleanliness and to motivate citizens to participate in the campaign. The study uses a qualitative research approach to analyze government reports, campaign materials, and various communication strategies associated with the mission. Through this analysis, the research aims to understand how communication efforts helped in spreading awareness about sanitation and encouraging behavioral change among citizens. The findings of the study highlight the use of different communication methods, including mass media campaigns, community participation programs, and digital media platforms. It also emphasizes the importance of combining traditional communication methods with modern media tools to effectively promote the message of hygiene and cleanliness among the public. Additionally, the campaign encouraged the involvement of schools, local leaders, and civil society organizations to strengthen community engagement. Such collaborative efforts helped create a sense of collective responsibility among citizens and contributed significantly to sustaining long-term sanitation awareness and improved hygiene practices across different regions of the country.
DOI: http://doi.org/10.5281/zenodo.20226039
