595 million people in India do not use toilets. This is more than half the total population. Open defecation causes chronic diarrhoea that leads to stunting. 1000 young lives are lost everyday due to diarrhoea. About 22 million girls do not have access to a separate toilet facility

CHILD SURVIVAL AND SANITATION

GLOBAL SCENARIO

INDIAN SCENARIO638 million people in India do not use toilets. This is more than half the total population.

About 22 million girls do not have access to a separate toilet facility in school.

Polio, Giardiasis, Hepatitis A, Diarrhea, Cholera: these are only a few of the many infectious diseases caused by poor sanitation and as one of the leading causes of poor sanitation, open defecation is a leading culprit in public health issues in rural populations

RICE: Research Institute of Compassionate Economics

*Ministry of Drinking Water and Sanitation

*Ministry of Drinking Water and Sanitation

STATISTICS OF RAJASTHAN*Ministry of Drinking Water and Sanitation; Government of India

*Ministry of Drinking Water and Sanitation; Government of India

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SANITATION,SHEMES PROGRAMS & CAMPAIGNS TOTAL SANITATION CAMPAIGN Started in 1999 by Government of India Goal:Sanitation: hygiene & waste managementEradicate open defecation by 2017

NIRMAL BHARAT ABHIYAANStarted in 1999Goal: community lead total sanitation

SWACH BHARAT ABHIYAANStarted ion 2nd October 2014Goal: Clean roads and infrastructure of the country

FIELD WORK & PRIMARY DATA

As a part of field immersion trip, Alwar district of Rajastan was the area to be studies. Raajkiya Uchh Prathmik Vidhyalaya Manethi a primary school in Manethi was the specific area where the primary research was conducted.

3 sets of people were taken to : StudentsTeachers and school staffs UNICEF officials.

Primary data were collected from the field and the responses of the students, teachers and staff members were collected.

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RAJASTHAN-ALWAR DISTRICT

KEY FINDNGSfrom primary target audienceThe fields give us crops so we are under obligation to give something back.You may be possessed by demons if you use a latrineWe are just continuing our ancestors way of life

Rekha HousewifeAlwar, RajasthanIt is embarrassment to be seen approaching a toilet.Excreta must be removed from the house due to bad smellLatrines are only meant for wealthy people.

- Shivani, student,Govt. Sr. Secondary School,Alwar, Rajasthan

KEY FINDNGSfrom secondary target audienceAfter being aware of the Swachh Bharat Abhiyaan, a lot of people have come to us for getting toilets built.The goal of building a toilet in every home hasnt been fulfilled yet because a part of the society is still unaware of the health hazards related to the same. Our village believes in community cooperation. Those who do not have toilets yet, use the toilets of their relatives.

- Shiela Yadav, Sarpanch,Alwar, Rajasthan

KEY FINDNGSfrom tertiary target audienceCurrently, the ODF mission is supply-lead. It needs to change to being demand-lead.Toilet construction without any behavioural change in people is not going to lead to any sustainable development.Behavioural change through realisation and a community approach to an ODF society is the need of the hour.

-Mr. Vikas, UNICEF, Rajasthan.

ANALYSIS OF THE KEY FINDINGSOpen defecation in Indian is an all encompassing problem associated with poverty, religion, exclusion and culture.

Its a vicious circle going on for generations and they dont see a reason good enough to change their way of living

Toilets are symbolic of the wealthy and rich and not for the masses.Superstitions and mythical beliefs remain a major barrier.

Post the Swachh Bharat Abhiyaan, there has been some positive change on ground.

However, it still remains a supply-driven project and not demand-led.

Behavioral change is the potential focus area that can bring about humongous change.

SOCIO-CULTURAL BARRIERS TO ABANDONING OPEN DEFECATION

INFERENCES FROM PRIMARY TARGET AUDIENCE

Quotes InferencesShame or embarrassment of being seen approaching a toilet

Excreta must be removed from the house due to bad smell Latrines are meant for wealthy people and you should not try to imitate them by building oneIf someone feeds you, you should defecate in their fieldYou may be possessed by demons if you use a latrine Continuation of ancestors way of life

People who just dont care Shame: defecation as a private practice

Smell: offensive and off-putting

Social status: only rich people should own latrines

Obligation to hosts

Evil: fear of being possessed

Ancestral practices: continuing the tradition

Indiscipline:

INFERENCES FROM SECONDARY TARGET AUDIENCEQuotes Inferences

They go to their Taus or Chachas house in case of emergency

The school has its own independent student body that caters to the sanitation needs and issue of the school

We go and visit various families personally to inform them about the importance of having toilets in the house

People are really cooperative with one another.

School caters to the needs

Faculty members have interpersonal interaction

PROPOSED MEDIA TOOLS

Moving beyond the infrastructural issues, sanitation is primarily a behavioral issue:

1)To Induce and instill in people that it is to be undertaken by people themselves for their own good. The role of government is only to facilitate this positive change by providing incentives and assisting people.

2)To increase social acceptability: Of a habit of using toilets rather than defecating in open

3)To communicate how open defecation is affront to a womens dignity.

4)To create awareness about severe health hazards (Polio, Giardiasis, Hepatitis A, Diarrhea, Cholera) caused indirectly open defecation and how it can be prevented.

COMMUNICATION OBJECTIVES

RESEARCH METHODOLOGY

TARGET AUDIENCE

CAMPAIGN ROUTESFocusing on the dignity of a woman

Creating awareness about the various health hazards associated with open defecation

Busting the myths and superstitions associated with toilet usage (Having toilet within the house as well or using the toilets already constructed)

Making people aware of the need for infrastructure maintenance

ATL CategoryPrint Radio

BTL CategoryWall WritingsStandees in the form of scare crow in the fields Calendar distributed to people through PHCs, SHGs, and local banks

MEDIA MIXPrint In print we would be taking three most widely circulated and read newspapers in Rajastan which include:

Rajastan Patrika: 67.96 lakh AIRDainik Bhaskar: 64.34 lakh AIRDainik Navjyoti: 5.7 lakh AIR

Census 2011 Indian Readership SurveyLiteracy66.11 %60.41 %Male Literacy79.19 %75.70 %Female Literacy52.12 %43.85 %Total Literate38,275,28227,702,010Male Literate23,688,41218,047,157Female Literate14,586,8709,654,853

Literacy rate of Rajastan 2011 2001

RADIO

Three radio spots and a folk song have been made.COMMUNITY RADIO1)Alwar Ki Awaz 90.8 MHz Radio 90.8 MHzNamaskar Alwar, Fit & Fine, Aaj ka Funda2)Frequency of Apno Radio Banasthali :90.4 MHzGramin Jagat, Gaon-Gaon-Dhani-Dhani, Kaamki Batan, Seedhi Batan Algoja, Aapna gaon ri batan3)Radio Eminent 90.4 FMNirogi Kaya, Baat Pate ki

AIRWe will pitch in for the slot dedicated to regional programmes for our radio spots (keeping in mind the rural areas we intend to cover)

92.7- BIG FM

STANDEESThe standees would be in the form of scare crow in the fields with a placard attached to it having messages that create awareness regarding ODF and motivate people to use toilets.These standees would be placed in farmlands and fields where people often engage in various farming activities and also go for defecation.

CALENDER Calendars would be distributed to people through PHCs, SHGs, and local banks The calendar would carry messages that project the importance of toilets to address various issues faced by women while going out in open for defecationA specific number calendars (based on the population of the area) would be given to each of these bodies who can then pass it on to the people who avail their services.

WALL PAINTINGSMessages that create awareness about the ill effects of open defecation and the importance of instilling toilet going habits

IDEA FOR CREATIVES

These are just ideas for the creative's that would be made, not the final creative's

PRINT AD CAMPAIGNS

SCARECROW STANDEE (for an idea)

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CALENDER SAMPLES

WALL PAINTINGS

RADIO ANTHEM

REFERENCES http://www.unicef.org/search/search.php?q_en=India&go.x=0&go.y=0

http://www.huffingtonpost.com/2014/05/08/one-billion-open-defecation_n_5289049.html?ir=India&adsSiteOverride=in http://www.who.int/en/ Ministry of Drinking Water Sanitation RICE

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