by Suman Gupta
Kajol to be the advocacy ambassador for SWACHH AADAT, SWACHH BHARAT
Mumbai, January, 2018 – Hindustan Unilever Limited, as part of their Swachh Aadat, Swachh Bharat initiative launched their new campaign to promote healthy hygiene habits among children. The campaign was launched by film actress Kajol Devgan.
One-third of India’s children fall ill repeatedly, and this can be easily prevented by adopting basic hygiene habits like washing hands with soap, drinking clean water and using a clean toilet. The film puts a spotlight on the issue through a heart-breaking story of a group of kids who miss out on the simple joys of childhood due to repeated illness. The campaign aims to create awareness about the three ‘swachh aadats’, #HaathMunhBum, and then follow it through with a strong appeal to the nation.
Up to 50%* of all child malnourishment is due to the lack of safe drinking water, sanitation and hygiene (WASH) practices – which leads to illnesses and life-threatening diseases like diarrhoea. Repeat episodes of diarrhoea are increasingly connected to chronic malnutrition and stunting. Therefore, HUL through its campaign is trying to draw attention to the fact that the incidence of repeated illness in children can be prevented by following the three simple habits.
Nearly 38%** of India’s children are stunted which is substantially higher than the world average. Stunting is associated with late school enrolment, lower cognition, poorer executive function, and less school attainment. Stunted bodies also remain highly sensitive to disease and infection. It becomes clear that if repeated illness is reduced, not only will children lead happy, healthy childhoods, but India as a nation will benefit by unlocking the true potential of its multitudinous children.
HUL’s SASB aims to teach children these three simple but life-changing hygiene habits.
Kajol, Advocacy Ambassador of Swachh Aadat Swachh Bharat said: “Health and sanitation has always been a major concern for India, especially for children. As a mother who understands the importance of hygiene, I am honoured to be associated with the Swachh Aadat, Swachh Bharat campaign to help make a difference. My sincere appeal to the nation is to take up the cause personally, and spread the message of this powerful campaign. I am confident that together we can achieve a ‘Playing Billion’ for India.”
Sanjiv Mehta, CEO and Managing Director, Hindustan Unilever Limited said: “Given the scale and complexity of water, sanitation and hygiene challenges in India, large companies like HUL have a key role to play in addressing the same. We believe that it is through our ‘Swachh Aadat Swachh Bharat’ campaign that HUL can support the Government’s Swachh Bharat Abhiyan. More than 90% of households in India use HUL products. This gives us an opportunity and a responsibility to make a meaningful difference. Our knowledge & expertise in changing behaviours over the years, puts us in a unique position to drive the behaviour change agenda in the country
Taken from the Unicef study, The Impact, Sanitation and Hygiene on Key Health and Social Outcomes
Information extracted from the National Family Health Survey 4
About the mass media campaign: Shot in Ramkulla in Madhya Pradesh, the film highlights how repeated illness is a deterrent in a child’s life. It showcases children of this village who are determined to participate in a cricket tournament which is a month away and the protagonist Lali puts all her efforts in forming the team of 11 players. The children are repeatedly falling ill during practice, but that does not crush their endless zeal. Lali’s struggles go futile when 4 players fall ill again on the d-day which disqualifies them from the tournament, leaving them in tears. The children’s unstoppable spirit in the face of repeated illness signifies how poor sanitation and hygiene is robbing children of the simple joys of childhood – that of playing a cricket tournament. The film ends with a message of adopting three simple hygiene habits of eating with clean hands, drinking clean water and using a clean toilet to ensure that children can play every day. Swachh Aadat, Swachh Bharat aims to teach children these 3 simple life-changing habits to give India not only a playing 11 but a ‘Playing Billion’.
Additionally, the film impels people to join the movement by becoming a messenger of change and spreading the message of following the three simple habits.
The campaign has been launched on online as well as offline platform and will be pushed extensively
About Swachh Aadat Swachh Bharat : HUL launched the ‘Swachh Aadat, Swachh Bharat’ programme in 2015 in line with the Government of India’s Swachh Bharat Abhiyan to promote good health and hygiene practices. At the time of its launch all key players, including the Government’s focus was on building toilets, which was a necessity. But, it wasn’t enough to deal with the problem. Age-old behaviours and practises needed to be changed. And to bridge that gap Swachh Aadat Swachh Bharat was launched as a water, sanitation and hygiene (WASH) behaviour change program. It is a first-of-its-kind multi-brand behaviour change programme synergising the efforts of HUL’s leading brands Lifebuoy, Domex and Pureit. The Swachh Aadat, Swachh Bharat programme has two key thrusts: An on-ground behaviour change model and a mass media campaign to drive engagement and awareness. Through this SASB aims to spread awareness about improvements in basic sanitation, hygiene practice and access to clean drinking water.
In the last 2 years, on-ground programs such as Swachhata Doot, Swachh Basti, Swachhata Curriculum have been rolled out across the country. Suvidha Centre, a first-of-its-kind community hygiene centre has also been built.
Swachhata Doot –
- A volunteering program that enables any person to become a change agent in his community to drive three simple habits through mobile technology.
- About 3 million lives touched till date
Swachh Basti –
- Behaviour change program in urban slums through home-to-home sessions, doctor contact program, anganwadi contact program and school contact program
2 lakh lives touched till date
Suvidha Centre –
- A first-of-its-kind urban water, hygiene and sanitation community centre
- Set up in Ghatkopar, the centre provides an improved hygiene life to 1,200 residents of the slum
Swachhata Curriculum –
- A 21-day text book that teaches ‘healthy habits’ in a conceptual way that encourages adoption by children
- In the Hamirpur District in UP, HUL has partnered with the District Government to implement the Swachhata Curriculum across all government primary schools
Village Social Transformation Mission –
- Village Social Transformation Mission is an initiative by Government of Maharashtra and top private sector companies to develop 1000 most backward villages of the state.
- HUL is the lead partner for all WASH initiatives in the 1000 villages identified by VSTM for the Mission.