The Swachh Bharat Mission is directly linked to wellbeing and holistic health of people, but is not as easy to be implemented on the ground as its name suggests. In a federal set-up, it needs enabling support from all the states. On top of it, responsible corporate entities pitching in with desired intent and support can help realise the Swachh Bharat Mission seamlessly. One such instance here is of a constructive role being played by the RB (formerly known as Reckitt Benckiser) and its vision of a world, where people live healthier and live better.
In a country where 53% of the population does not have access to a toilet, and over 120 thousand children under the age of 5, annually, die from Diarrhoea, there is an increased need in the intensity of our initiatives believes the company. Accordingly, it launched ‘Dettol Banega Swachh India‘, a 5-year ambitious program to address the rising need of hygiene and sanitation in India and made a commitment to invest a sum of Rs.100 cr. towards this initiative, which will aim to drive behaviour change towards hand hygiene, through numerous awareness initiatives such as the School Hand Wash Program and Young Mother’s Program and also help improve sanitation facilities by working with NGO partners to identify areas across the country, to support the development and maintenance of cleaner toilets
Reinforcing its commitment towards Prime Minister Narendra Modi’s Swachh Bharat Mission, RB and Jagran Pehel on 10th July 2017 announced their collaboration with the Maharashtra Government for the second phase of Dettol Banega Swachh India initiative. With its objective to support Maharashtra Government achieve ODF status by 2017, the second phase will focus on mentoring Swachh Bharat Fellows who will provide support to districts in smooth implementing and monitoring of the Swachh Maharashtra Mission. The initiative will involve working closely with faith based leaders, mothers, care givers, municipal cleaners on behavioural change communication and citizen movement for human to human connect.
The announcement was made in Lucknow at the completion of first phase of “’Changing Behaviour, Creating Sanitation Change Leaders programme”. The event brought together leaders and policy makers from Global Interfaith WASH Alliance, WHO, UNICEF, World Toilet Organisation and other organisations associated with Dettol Banega Swachh India to share best practices and grassroots solutions that can be implemented in Uttar Pradesh for Open Defecation Free environment.
On the occasion, the chief guest- Surya Pratap Shahi, Cabinet Minister for Agriculture, Agriculture Education and Agricultural Research, U.P. launched the Impact Assessment Report that embodies behaviour change strategies adopted, activities undertaken, success stories and impact created through public-private participation during the first year of the project in 200 villages of Bihar and Uttar Pradesh. Many other dignitaries including Praveen Prakash, JS and National Mission Director (SBM-Urban), Ministry of Urban Development, Government of India, V.K. Chaurasia, Joint Advisor, CPHEEO, MoUD, Shrish Chandra Verma, Executive Director, SPMU, Dept. of Rural Dev., U.P, Vishal Bhardwaj, Additional Director Urban Development, U.P and local administrative authorities were present at the event.
The ‘Dettol Banega Swachh India‘ has set an example of a cohesive and value based response to the national agenda of Swachh Bharat Mission’ and is well received by the Prime Minister Narendra Modi and other Government representatives from its unique approach “Changing Behaviour: Creating Sanitation Change Leaders “at grassroots level. In its second phase to augment Government’s Swachh Maharashtra Mission it will work on ground interventions in Jalna, Parbani, Bhiwandi, Buldana, Naded, Malegaon and Aurangabad districts to support Govt’s mission of achieving Open Defecation free status. The said initiative will also mentor Swachh Bharat Fellows in providing support to districts in implementing and monitoring priority areas of the mission.