“National Safe Drinking Water & Sanitation Week” (from 20th to 25th February, 2014)

“National Safe Drinking Water & Sanitation Week” (from 20th to 25th February, 2014) Organized & Supported by- Public Health Engineering Department Government of West Bengal Panchayat & Rural Development Department Government of West Bengal Ministry of Drinking Water and Sanitation, Government of India

Campaign Overview Objective of Campaign is two-pronged • Creating attitudinal shift in perceived importance of water, sanitation and its linkage with health, Education and social welfare • Driving behavioral changes in sanitational habits and usage patterns of water • The campaign will be carried out in 18 districts of West Bengal • Target audience of campaign is rural, covering 59,991,917 people approx. (2001 census) • Campaign will be conducted over week of 20th to 25th Feb, 2014, observed as “National Safe Drinking Water & Sanitation Week”

Campaign Objectives • One of the key objectives of this campaign is to create attitudinal shift towards water usage and sanitationalpractices • No behavioral change is possible without first creating attitudinal shift • Shift in attitude towards importance of safe water and simple hygiene practices • Need to re-enforce notion that “Water is Life”, “Sanitation is Health” and “Wash is Key to a healthy life.” Campaign should educate target audience on • Definition of safe water – clear looking water can be impure too, so there is a need for regular water-testing and using of proper practices to prevent wastage of water • The importance of following general sanitation practices like - No open defecation, Wash hands etc at the grass route level • It is not said in vain that by educating a woman the family is educated • Child is the best bastion to bring about Behavioral Changes in any family

Campaign Plan • The communication campaign will be implemented on 3 fronts • State Level • District Level • Block/Gram PanchayatLevel • State Level – Meeting at RabindraSadan on 18thFebruary 2014, attended by 1200 Participants from across the 18 Districts of West Bengal • District Level – Meeting on 20thFeb 2014 by District Magistrate / Public Health Engineering Department office at District Head Quarters jointly with the District Co-ordinator • Block Level – Meeting at block level by the BDO on 21thFeb 2014 to kick start the campaign in schools / Anganwadis.…

Campaign Plan for District Level Meeting • The meeting will be hold on 20th Feb 2014 and the venue can be chosen by District Magistrate / Public Health Engineering Department office independently for approximately 100 participants • Participants to be called from following organisations :- • PHE Directorate Officers • District Education Cell Department • District Health Centre Department • District Women and Children Department Cell • Members of RSM • Members of ZillaParishad • Members from Panchayat • Block Level officers of concerned department • Importance of week long campaign to be highlighted at the meeting

Campaign Plan for Block / Gram Panchayat Level • Meeting will be held at block level by the BDO on the 21stFeb 2014 to kick start the campaign • All GP Pradhans/ UP Pradhans / Members … etc will attend the meeting • BDO’s will hand over leaflets / banners to the respective members who will distribute leaflets to reach out to their habitants- Banners shall be put up in front of: • Activities to be carried in Schools with involvement of Head Master / Teachers • Student Rally with hand banners with sashes • Assembly in Schools • Head Master / Teachers may talk about the importance of the subject of the campaign week • Paper caps with branding can be distributed amongst the students • The message and songs shall be played throughout the week using the mike on cycle rickshaw • Activities to be carried involving Anganwadis / SHG / NGO

Campaign Tools Mobile PA Sashes &Caps Banner Local Cable Leaflets Poster

Campaign Tools Leaflets • Leaflets have the advantage of reaching out personally that broadcast media does not have • Unlike other media, a leaflet stays with the target audience and can be shared with others • Leaflets provide more space for content than conventional means of advertising • Leaflets as a format provide for the perfect mix of visuals and text to communicate • Other formats require technology or atleast space; leaflets reach where they cannot

Campaign Tools Banners and Posters • Banners are an intrinsically visual medium and tap the visual memory of the audience • Located in busy areas, strategically placed banners have a captive audience • The human brain latches on to memorable visuals, banners have staying power • Banners used to broadcast the messages help create a buzz about the campaign • Banners plant the seed of the campaign which are further re-enforced by other elements

Campaign Tools • In School Activity • Morning Assembly to emphasize the importance of Wash and other simple sanitational practices being the key to a good health • Mass rally of students wearing branded caps and sashes and holding the placard • Display of posters, leaflets, banners etc.

Campaign Tools • Local TV Network • Ticker carrying messages of Good Water, Sanitation and Health Practices will run across all the local cable TC network across 18 Districts of West Bengal • Mobile PA System • Using a rickshaw or any other mobile unit fitted with the PA system to play simple messages on Good Water, Sanitation and Health Practices in crowded places

Campaign Tools • In Aganwadis / SHG / NGO…… • Distribution of Leaflet • Display of Poster and Banner

Campaign Effectiveness • Parameters of measuring effectiveness of this campaign- • Attitudinal Shift- Measure change in attitude if any on issues covered in the campaign • Behavioral Change- Measurement of change in habits or activities covered in the campaign • These changes can be measured via surveys a week after the campaign is ended • Surveys would audit levels of awareness as well as changes in water-linked habits • Change in water wastage levels can be calculated as a measure of the campaign too • Similar surveys to be held in schools after the campaign to showcase changes if any • Different NGO’s, Water Collectors etc. can collect the information using the feedback form

Take up one idea. Make that one idea your life – think of it, dream of it, live on that idea. Let the brain, muscles, nerves, every part of your body, be full of that idea, and just leave every other idea alone. This is the way to success. Swami Vivekananda

“National Safe Drinking Water & Sanitation Week” (from 20th to 25th February, 2014)