Swachh Bharat Mission-Urban 2.0 launches National Behaviour Change Communication Framework for Garbage Free Cities

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.

As a consequence of SBM-U, the idea of Swachhata is now ingrained in the minds of citizens with diverse citizen groups coming together to take ownership of their city’s cleanliness status and visibly improve it. At the core of the Mission lies the central belief that ‘swachhata is everyone’s business’ and clear, consistent, and repetitive messaging around this core message has been done tirelessly over the years, through the use of traditional, digital, social media campaigns and large-scale interpersonal communication to ingrain this belief in the minds of all citizens.

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.

Speaking at the launch event, Shri Manoj Joshi said, “We have seen unprecedented levels of behaviour change being achieved under the Mission. Over the years, our realization is that IEC Campaigns are most successful where local bodies have done adequate work alongside IEC activities. Campaigning and on-ground mobilization must go hand-in-hand for tangible impact to be felt on ground and across society. We must all also resolve to maintain the achievements earned during the last seven years of SBM while forging ahead towards achieving SBM-U 2.0’s vision of ‘Garbage Free Cities’ through strategic partnerships and interventions.”

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.”

Following the national launch of the BCC Framework for Garbage Free Cities was second edition of SwachhTalks, the peer-learning webinar series for States/Union Territories and Urban Local Bodies titled ‘Swachhata Ki Jyot’ that aimed to share field experiences and best communications’ practices of sector partners, cities, and States in making an impact in the field of Swachhata.

Sharing the on-ground experiences of mobilizing women for across Chhattisgarh, India’s Cleanest State in Swachh Survekshan 2021, Shri Saumil Ranjan Chaubey, Mission Director, SUDA, Chhattisgarh said, “Swachhata Didis are the pillars of the Swachh Bharat Mission in Chhattisgarh. They ensure that every neighbourhood is clean every day. Their efforts have resulted in the State winning the Swachhata Ka Taaj as Cleanest State, three years in a row. Our communications strategy was targeted towards the household. We used digital communication tools such as WhatsApp and created 3,500+ groups to spread critical public information relating to home composting, segregation, and others directly to the citizens. That is how a difference came to be made over time.”

Perspectives from Odisha was shared by Shri Sangramjit Nayak, Mission Director, Odisha who said, “Community participation is key to achieving desired sanitation outcomes. Odisha has always emphasized on the value and role of community-level institutions such as Mission Shakti Women Self Help Groups, Swachh Sathis, Swachh Supervisors, Swachh Karnis, Transgender and Waste Picker in Sanitation and Waste Management. The State has been successful in harnessing the efforts of these groups towards improving swachhata outcomes in the State.”

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.

Sharing perspectives from Vijayawada, Shri Swapnil Dinkar, Commissioner, highlighted the resolve with which citizens in his city transformed their urban landscape. He said, “There are 3,700+ SafaiMitras across the city who work tirelessly to change the urban landscape of the city. Key interventions from the Vijayawada Municipal Corporation are nudging citizens to become actively involved in increasing the number of green communities in the city.”

Further enriching the discussion were perspectives from Dr. Barsha Poricha, Head of Technical Cell at CURE, who said, “BCC is key to the success of SBM U 2.0. It requires localization, community engagement, citizen participation and collaborative partnerships to bring about desired outcomes. It is also critical to bring all the stakeholders on board from the start of the BCC design process. This will enable co-creation and co-ownership of the approach and ensure sustainability of the behaviour change.”

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.

For regular updates, please follow the Swachh Bharat Mission’s official website and social media properties:

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Ten day mega Festival – Bharat Bhagya Vidhata in full swing at Red Fort

Third day of the ten-day mega Red Fort Festival – Bharat Bhagya Vidhata concluded today. The festival kick started from 25th March and will continue till 3rd April, 2022 at the iconic 17th century monument, Red Fort in Delhi. The Ministry of Culture, Government of India, along with Red Fort’s “Monument Mitra”, Dalmia Bharat Ltd. have conceptualized the mega event as a part of Azadi ka Amrit Mahotsav.

The festival is helping improve the livelihoods of artisans across the country in a culturally and economically sustainable manner by showcasing a variety of authentic arts, crafts and textiles from across the nation. The cultural immersion and celebration extravaganza at the iconic monument is a fusion of rich and varied Indian handicraft tradition, by skilled artisans offering only the finest quality of ‘Made in India’ articles.

Some of the rich arts, crafts and textiles that is being showcased at the Red Fort Festival includes:

  • Gujarat: Ajrakh, Patan Patola, Mashru, Bandhani and Bhujodi handlooms;
  • West Bengal: Ikat sarees from Telangana; Tangail & Jamdani weaves;
  • Andhra Pradesh: Mangalagiri and Uppada Pattu designs as well as its Etikoppaka and Kondapalli toys;
  • Kashmir : Sozni Embroidery and paper mache
  • Weaves From Nagaland and Assam: Chizami and Saneki;
  • Odisha: Fabrics such as Kotpad, Bandha, Maheshwari, Chanderi as well its Dhokra and tribal jewellery and Pattachitra art;
  • Madhya Pradesh: Bagh Prints, Chanderi and Bhil Pithora and Gond Tribal art Paintings;
  • Jharkhand: Tussar Silk;
  • Maharashtra: Paithani, Karvath Kati Prints, EcoKaari items and its infamous Warli Folk Art;
  • Rajasthan: Pichwai & Phad Paintings and Dabu, Lehariya, Dastkar Ranthambhore and Shibori Prints as well as Patwa Jewellery, leather craft and Shyamota Black Pottery;
  • Bihar: Madhubani art; Embroidaries include Sujani.

As a part of celebrations, Singer Chetna Bhardwaj will pay a heartfelt tribute to India’s legendary nightingale, Lata Mangeshkar on March 28th, 8:30pm onwards. Running from 11:00am to 10:00pm every day until April 3rd, the festival will also showcase a synthesis of expressive folk vocal, Alaaps, Bols and Sargam by Gharana Fusion.

Red Fort Festival – Bharat Bhagya Vidhata promises a rich cultural treat to visitors and aims to promote heritage conservation and tourism.



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Swachh Bharat Mission Grameen – Phase 2, makes steady progress amidst COVID-19 Pandemic with 1249 villages declared ODF Plus

The Minister of State for Jal Shakti, Shri Rattan Lal Kataria today reviewed the progress of the Swachh Bharat Mission – Grameen (SBM-G)under the Department of Drinking water and Sanitation. The Mission has been making steady progress amidst the grave challenges posed by the ongoing COVID-19 Pandemic.  The department, working against time and amidst the strict regulations that were imposed owing to the pandemic, promptly released the scheme guidelines in May 2020 and compiled manuals,brochures,advisories to support capacity and implementation at State level. 

The phase -2 of SBM was announced by Prime Minister Shri Narendra Modi in February, 2020 i.e. just preceding the first COVID wave in India. The phase -1 concluded in October 2019 with grand declaration of the Nation as Open Defecation Free. The Phase -2 emphasizes upon the sustainability of achievements under phase -1 and to provide adequate facilities for Solid/Liquid & plastic waste management in rural India.

Despite facing several bottlenecks, the officials have been able to motivate and encourage States to prepare and submit annual implementation plans worth Rs 40,705 Crores. The same have been approved by the NSSC- National Scheme Sanctioning Committee. It is encouraging to note that within a short span of time, 1.1 Lakh villages have reported Solid and liquid waste management (SWM/LWM) works. Around 2.41 lac villages have reported Minimal litter and stagnant waste water. 1249 villages have declared themselves as ODF plus, 53,066 community compost pits & 10.4 lacs household level SLWM assets have been constructed. Villages have also reported drainage works close to 1.60 lacs.

The MoS complemented the officials for relentlessly working closely with the state governments towards achieving targets under SBM-G, despite COVID-19 pandemic largely drawing the administrative resources towards it. Shri Kataria emphasized on the need to continuously assess the Swachhata scenario at ground level and to address emerging challenges through coordinated planning and synergized actions along with State Governments and the third tier of Government – the Gram Panchayats. Shri Kataria added that the pandemic has largely sensitized the people of this country towards personal health and hygiene. This awareness must be built upon to further the goals under Swachh Bharat Mission.

The targets for the year 2021-22 include construction of 51,05,534 IHHLs, SWM projects in 2,07,945 villages, grey water management in 1,82,517 villages, Plastic waste Management units in 2,458 blocks and 386 GOBAR-Dhan projects. The Gobardhan yojana was started in year 2018 to effectively implement the vision of Prime Minister Shri Narendra Modi to provide an economically viable and environmentally friendly solution for disposal of cow dung andorganic farm waste at village level. Swachh Bharat Mission Grameen has become a nodal monitoring agency for this project which seeks synergy amongst Ministry of New and Renewable Energy, Ministry of Petroleum & Natural Gas, Ministry of Agriculture and Ministry of Animal Husbandry, Diary and Fisheries. So far, 85 such sites have been identified for installation of biogas plant and 34 plants have been completed. The state of Chhattisgarh has taken a lead in planning such projects and soon many success stories shall be available for emulation by gram Panchayats all over India.

Shri Kataria hailed the landmark allocation, to the tune of 1.42 lac Crores over 2021-25, made by the 15th Finance commission towards Water and Sanitation sectors and termed it as a game changer for Gram Panchayats. He said that it will catapult the efforts in achieving the ODF plus status and to upgrade overall waste management ecosystem. The Department is soon going to release a MIS system to monitor all SWM related works and associated technical support material and guidelines.



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