Bihar develops 360 degree communication strategy for ODF-S

Bihar has developed a 360 degree communication strategy with the objective of leaving no one behind and addressing gaps in the Swachh Bharat Mission Gramin (SBM-G) campaign

With the objective of leaving no one behind and addressing gaps in the Swachh Bharat Mission Gramin (SBM-G) campaign, Bihar has developed a 360 degree communication strategy that covers a wide range of activities such as IEC, Swachhata Raths and Nukkad Natak, contributing to a persuasive communication process.

Commenting on the need for such a move, Bihar’s IEC Expert, Dr. Jhinuk Roy said that from the very start, plenty of efforts had been taken to bring about positive change in the behavior of the communities through focus on Community Approaches to Sanitation (CAS) and School Led Total Sanitation (SLTS) approaches. Nevertheless, the State SBM-G team felt a need for exploring other methods of communication that can reach the community as a whole in a very limited time.

“Studies reveal that isolated interventions focused on behavior change at individual level are not sufficiently effective in the long run. Rather a wide range of interventions and 360 degree approach of communication including mass media, mid media and IPC (inter personal communication) at different levels for a certain period of time will be effective to raise awareness,” she explained. This is key, even after triggering the community.

Swachhata Sankalp Raths

Given that in 2018, Swachhta Raths were successfully deployed to create awareness at district level, the State decided that similar activity could be carried out all over again across the state to stimulate collective behaviour change, and at the same time fulfill the objectives of ‘leaving no one behind’ and addressing gaps.

On World Toilet Day 2019, the Deputy CM of Bihar, Shri Sushil Modi flagged off as many as nine Swachhata Sankalp Raths (vans) adorned with swachhata messages to spread awareness on sanitation. The vans were deployed for 9 divisions of the State, namely Patna, Tirhut, Saran, Darbhanga, Kosi, Purnea, Bhagalpur, Munger and Magadh from 19th November to 4th December, 2019 in the 1st phase of the campaign.

Organized by State Project Management Unit (SPMU) of Lohiya Swachh Bihar, the event saw the presence of Shri Arvind Kr. Choudhary-Secretary-RDD, Shri Asadur Rahman-Chief guest-CFO- UNICEF-Bihar, Shri Balamurugan D. CEO Jeevika –cum State Mission Director-LSBA and other dignitaries.

The Raths deployed were beautifully designed with attractive and picturesque flex designs and slogans for dissemination of good sanitation practices – including importance of sustaining behavior change for safe sanitation, regular use of toilet, retrofitting, importance of leaving no one behind, and need for community sanitary complex, etc. The vans were equipped to play audio- video shows or short films on related issues. They moved to various villages as per the roadmap provided; the route chart prepared in consultation the District Water and Sanitation Committee (DWSC).

Nukkad Natak

In addition, street plays and Nukkad Nataks were being organized as per a planned schedule along with Swachhta Raths focusing on mass awareness of the ODF -S theme. In this too, the importance of sustaining behavior change for safe sanitation, regular use of toilet, retrofitting, curbing use of single use plastic and need to recycle plastic were covered. A total of nine cultural teams comprising 12 members each have been moving with the Swachhata Raths in the same 9 divisions; their performances scheduled after the screening of the audio-visual shows.

Leaving no one behind

In the day time, the Raths touched every corner of the targeted Gram Panchayats, particularly where no toilet had been constructed earlier; such as in the Mahadalit tolas as per the route chart. In those regions, Swachhagrahis interacted with the community present there.

Prior to the screening of the films, announcements are made and the Swachhta pledge is administered by PRI members as more people are gathered. At times, quiz competitions are held and Panchayati Raj members are actively involved to ensure that the programme is impactful. After screening of the film, organizers take feedback of the village community.

Special Monitoring Team

A Special Monitoring Team has been formed at SPMU and DWSC level for monitoring and communication with representation of all stakeholders to ensure that programme roadmap and timelines are adhered to. Further, a log book is maintained on a daily basis and the district nodal officer has been authorized to supervise the overall activity.

After assessment of the effectiveness and impact of this 360 degree communication campaign, it will be continued in the 2nd phase, taking into account the feedback received. Needless to say, the impact is ongoing, although it may be felt with immediate effect in some places, leading to stimulate collective behaviour change and construction of toilets by people left out earlier. The health parameter would undoubtedly influence the communities during this particular drive.

All these measures would help the State move on from ODF to ODF Plus that includes – sustaining behavior change for safe sanitation; leaving no one behind and addressing gaps; constructing community toilets for floating populations and organizing refresher training for all grassroots functionaries; as well as biodegradable waste management, plastic waste management; grey water management and faecal sludge management.