Leaf Society in Namakkal works in the area of water and sanitation by promoting extensive behaviour change communication strategies particularly among women and children.

1. LEAF Society
Namakkal
www.leafsociety.in
Innovative
IEC & BCC
techniques…

3. Some basic facts…
 Every 20 second a child is being killed due to water
borne diseases around the world
 37.7m people are affected by water borne diseases In
India
 1.5 million children are estimated to die of diarrhea in
India
 73 million working days are lost In India
 As per World Bank’s estimate poor water & sanitation
practices cost us 6.4% of GDP or 53.8% billion or 2.4
Trillion every year
 By 2020 India will be a water stressed nation
 Major issues of arsenic, fluoride, iron and other pollutions
 Open defection is the biggest source of source of
pollution and contamination

4. Some basic facts…
 Census 2011 reveals that more than 50% Indian are
ease themselves in open
 More than 65% households have mobiles
 Each gram of human feces contains – 10,00,0000
viruses, 1,00,000 bacteria, 1,000 parasites cysts and
100 parasite eggs
 More than 70% of our rural population do not have
access to safe sanitation practices
 Open defection is the biggest sources of
contamination & pollution
 Poor sanitation practices results in many water
borne diseases includes, fever, jaundice, cholera,
diarrhea, skin disease, etc

5. Status of Water & Sanitation…
 More mobile phones than toilets… 70%
 Every year family spends more than Rs. 6000 – 8000
towards festivals & celebrations
 The expenses towards waterborne diseases are
varies between Rs. 1500 – 2000 every year
 The expenses towards TASMAC is….
 Each gram of human feces contains 1,00,000,00

6. OUR JFL Children

7. WHY?....

8. Because of ATTITUDE….
 a person's perspective toward a specified target
and way of saying and doing things
 An attitude can be defined as a positive or
negative evaluation of people, objects, event,
activities, ideas, or just about anything in your
environment,
 ATTITUDE is the basic foundation of our…
 Beliefs – cell phones are important than toilets
 Habits – regular OD, poor personal hygiene
 Behaviors – hand wash….
 Practices - day to day affairs…

9. Habits…..
 Habits are routines of behavior that are repeated
regularly and tend to occur subconsciously
 A habit, from the standpoint of psychology, is a
more or less fixed way of thinking, willing, or feeling
acquired through previous repetition of a mental
experience
 you've acquired a habit. Old habits are hard to
break and new habits are hard to form because
the behavioral patterns we repeat are imprinted in
our neural pathways

10. Habit Formation….
 It turns out that every habit starts with a
psychological pattern called a "habit loop," which
is a three-part process
 There's a cue, or trigger, that tells your brain to go
into automatic mode and let a behavior unfold.
 "Then there 's the routine, which is the behavior
itself,
 The third step, he says, is the reward: something that
your brain likes that helps it remember the "habit
loop" in the future.

12. Easy Solutions…..
Punish everyone who defecate in Open
Link up PDS, NREGAS, water connection,
Voter ID with OD?....
Implementation agencies? And reduce
corruption.....
Responsible media?
Incorporating in mainstream education…
The above is not possible….. So?....
What needs to be done next?......

14. WHAT LEAF SOCIETY Believes….
 Make them believe personal hygiene as way of life….
 There is a science in every bit of sanitation….
 Use innovative techniques…. to bring attitudinal shift….
 Fine tune habits and behaviors of children towards safe
sanitation and personal hygiene behavioral patterns…
 Start as early as possible – preferably from 1 year
 Target the issues of privacy, dignity, health, adolescent
children and future next generation
 Try to personalize …. rather than socialize
 IPC is the best way of bringing behavioral change….

15. What we have done….

16. FOUR SQUARE APPROACH
•Meeting the
demand
with credit
supply
•Innovative
multimedia
& BCC
campaigns
•Exclusive
water &
Sanitation
society’s
•Children as
change
agents
Through JFL &
Positive
addiction
Committees
and Trainings
BCC
Value
addition
through
kitchen
garden, loans
Sensitization &
door to door
campaigns
www.leafsociety.in

18. Use Children as change agents…
 To work with Children we should understand basic
physical, social, emotional & basic developmental
needs.
 The responsible stakeholders for each needs like
parents, peers, teachers, community and
government….
 Try to be more innovative & interactive
 Plenty of games, stories, songs and actions….
 Some of the developed tools and techniques of
LEAF Society

19. 10/9/2013
www.leafsociety.in

20. Our experience in IEC/ BCCOur experience in IEC/ BCC
 LEAF Society has developed memory game, personal
hygiene train game, short films, hand wash demo,
puppet show, folk arts, folk songs, snake & ladder
game, flip charts, flash cards, booklets on kitchen
garden, joyful learning, RTI, cost effective toilet
construction methods, pamphlets, CD’s, DVD’s and
many more…
 Separate tools for Children using Psychological
techniques of rewards, reinforcements & positive
addiction
 Kits, tools, films for women
 Adequate materials for community level IEC & BCC
 IPC materials
 Intensive door to door campaigns – one to one & one
to group materials

22. Psychological Techniques of
Reward and Reinforcements

24. Stimulating sub
conscious brain
through Memory
Game….

26. Positive Addiction techniques…

31. Multi Media Toolkit for Communities

32. Folk Art – Villupaattu

33. Puppet Show for Children

36. Other Materials of LEAF Society…
CD’s & DVDs
Flip Charts
Flash Cards
Booklets on low cost toilet technologies
RTI
MHM
JFL
CP
Pamphlets
Wall paintings, etc

38. Impact Assessments of our materials
93%
7%
Are you interested in constructing toilet
Yes No

39. Promotion of Kitchen Gardens
10/9/2013
www.leafsociety.in

40. 89%
11%
Are you following personal hygiene diary
Yes No

42. 1 2
272
89.2
33
10.8
Have you influenced your family members on Personal
Hygiene practices?
Yes No

44. 1
2
271
88.9
34
11.1
Have you discussed about personal hygeine
practices in your school?
No Yes

46. Few Learning's of LEAF Society …..
• Serious and Innovative BCC & IPC pays off
• Using Children as change agents are one of the best modules
• Follow up of BCC campaigns through effective door to Door or
IPC campaigns
• Spend not more than 20 minutes with each households
• Be prepare before venturing in to field
• Completely different strategies for one to one, group,
community, children, women and aged
• Same strategy for each of them backfires some times
• Complete knowledge of surroundings, resources, OD places
and opportunities for lead
• End the discussion with a lead always do not make them to
give appointment rather request for it
• Use separate techniques and tools – Technical support
• Kindly be sensitive to local issues, dynamics, festivals and
drinking days….

47. Thanks….