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Sholay campaign done by UNICEF & GoI_Tarvinderjit Singh_2012

How mass media was utilised to communicate sanitation issues to people.

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Sholay campaign done by UNICEF & GoI_Tarvinderjit Singh_2012

  1. 1. TOTAL SANITATION CAMPAIGN 2004 Ministry of Rural Development, GOI In partnership with UNICEF  Tarvinderjit Singh  Aug 1, 2012
  2. 2. To communicate the following via mass media One mustn’t defecate in the open Constructing a lavatory in the house is not expensive Unhygienic but common habits contaminate drinking water Water contaminated by unhygienic habits can cause illness One must wash hands before meals After using the toilet hands must be washed with soap and not just water
  3. 3. Barriers & BreakthroughsBARRIERSanitation is low priority, low involvement subjectBREAKTHROUGHUse humour to deliver the message
  4. 4. Barriers & BreakthroughsBARRIERNo one likes to be told that they are unhygienicBREAKTHROUGHAddress the audience through the characters
  5. 5. Barriers & BreakthroughsBARRIERNo celebrity. No budget.BREAKTHROUGHSholay
  6. 6. TOTAL SANITATION CAMPAIGN 2004 Why did the Total Sanitation Campaign of 2004 work? Simple not simplistic Fun not fear
  7. 7. TOTAL SANITATION CAMPAIGN 2004 Be a friend