This document proposes using a character called LUR (Latrine Use Revolution), a housefly, to promote latrine usage in rural Indian villages and end open defecation. LUR will educate villagers about the link between open defecation, flies/mosquitoes, and disease spread. The campaign will identify and reward "village heroes" - youth already using latrines properly - to promote the message. Activities will include bringing the LUR character to villages, posters, community radio, and giving prizes and recognition to positive influencers. The goal is to change traditional beliefs by informing people, connecting the issues to their lives, and incentivizing new behaviors through rewards and social motivation.

1. The ‘BIG IDEA’
The Big Idea revolves around a Housefly called LUR (might be Morteins’s Louie’s friend)
which will bring Latrine Use Revolution (LUR) in the country!
LUR is Kalyug’s ASUR (Demon) associated with “Gandi Soch Shauch” (ill motives)
The ill motives and menace of LUR are communicated in a narrative which connects with the
daily lifestyle of millions of villagers who are unaware of LUR’s evil powers
LUR takes a jibe at the still continuing traditional practice of Open Defecation in a mocking
yet informative style of his!
The principle agenda of the idea is to Motivate
Behaviour Change against this largely traditional
Meet and
Listen to the
Evil LUR

2. The Target Community & Target Audience
The target
community is the
entire 52% of the
rural households
still defecating in
open!
Source: NSS Report 2016
The target audience
is children and
youth living in these
villages
They are the
harbingers of
change who will
bust this age old
tradition
TheVillage of Pardhol, Gujarat faces a lot of challenges against open

3. The insights behind the ‘idea’
Talking about Open Defecation
- It’s a traditional age old practice
- Going in the fields in the morning is an exercise for me and keeps me healthy.
So, it’s Hygienic
- We villagers live for Upto 80-90 years without any problem and the urban people generally even don’t cross 60!
- The large pits are too costly to create and smaller pits need manual scavenging which we can’t do as it is a task of a
Bhangi (lower caste)!
- We (ladies) face a lot of problem when we need to pass stool during nights, and so we control till early mornings
Talking about the people getting ill frequently in the village
- A lot of children especially in our village get ill frequently and some even die
due to diseases given by these flies and mosquitoes
Connecting the Dots : Open Defecation considered Hygienic
+
Houseflies and mosquitoes have created menace

4. …continued The insights behind the ‘idea’
Hence the Idea of LUR
The Nefarious Fly which educates the Community about the relation between the Unhygienic
Open Defecation and the spread of diseases in the village in his wicked style
Connecting the Dots : Open Defecation considered Hygienic
+
Houseflies and mosquitoes have created menace

5. Bringing it alive in my community
(The strategy and the Mediums)
LUR will garner a lot of eyeballs in the villages. But to motivate the Behavioural Change, an incentivising Campaign
“ LUR Ko Kare Chakna Chur ” has been conceptualized
The campaign aims at identifying the Village Heroes (among Children and Youth) who already have some good
habits of defecating in the pits, cleaning them and hand-washing and incentivising them with Personalized
Hygiene KITS, cash award and certificates and recognition at the District Level. These people are the ones who have
won over the evil intentions of LUR
(LUR Ko Kar Diya CHAKNA CHUR)
These people will then be the Promoters of Campaign across the village and districts in future. The recognition and
incentives given to them will be the more meaningful motivation for the village and other villages to use the closed
pits for defecating and clean them regularly or to build one, if they still haven’t. The dream will be realized when
every villager will crush LUR’s intentions.
The Strategy: Inform – Incite – Involve -

6. Bringing it alive in my community
(The strategy and the Mediums)
The Mediums: Executing “LUR Ko Kare
On ground
activations
Community
Radios
Print
The Rural IMC
On ground activations
(Bringing LUR to Village)
LUR in the village will excite lot of young ones who will come
with their families to watch him defeat people with poor
defecating habits, but ultimately succumb to our Heroes with
proper defecating habits
Budget Allocation: Costume: Rs. 5,000
Execution: Rs. 10,000
Print, Posters and Community Radios
Posters across the village giving information about defecation
habits
Posters and Print medium will also work in tandem with On
ground activation to create excitement and talks before the event
Budget Allocation: Rs. 10,000
Certificates, KITS and Cash Prizes
These will incite the Prefrontal Cortexes of Villagers the most.
Therefore,
Budget Allocation: Rs. 75,000

7. Convince us on how it will change Behaviour
The entire Idea and the campaign minutely captures the factors which can incite action among the villagers
The traditional
Belief and
Ideology of
Overcoming the
EVIL
The Tribal
Sphere, The
Word of Mouth,
The Community
Phenomena and
the Domino
Effect of the
Villages
The harbingers in
the next
generation who
will be the
influencers in
denouncing the
rudimentary
traditions
And, the
behaviour not
only motivated
by Information
and the connect
with their own
stories, but also
by Incentives
The Idea and the Objective of LUR (Latrine Use

8. Thank you
LUR is waiting to
Unleash!