National Behaviour Change Communication Framework

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NATIONAL BEHAVIOUR CHANGE

COMMUNICATION FRAMEWORK
FOR GARBAGE FREE CITIES

A SWACHH BHARAT MISSION


URBAN 2.0 INITIATIVE
Swachh Bharat Mission (Urban) 2.0:
National Behaviour Change Communication Framework for Garbage Free Cities
Copyright@2022, Ministry of Housing and Urban Affairs (MoHUA)
Published in April 2022
Visit https://swachhbharaturban.gov.in for information
NATIONAL BEHAVIOUR CHANGE
COMMUNICATION FRAMEWORK
FOR GARBAGE FREE CITIES

A SWACHH BHARAT MISSION


URBAN 2.0 INITIATIVE
Table of Contents

Chapter 1: Introduction 1

Chapter 2: Background 4

Chapter 3: Planning the Communication Strategy 9

Chapter 4: Campaign Design 13

Chapter 5: Funding 29

Chapter 6: Monitoring and Evaluation 32

Chapter 7: Conclusion 36

Annex I: Chapter 8 of Operational Guidelines 38

Annex II: Fund Allocation for IEC 42

Annex III: Format for IEC Action Plan 44

Annex IV: Branding 47

Annex V: Framework for Engaging with Media and Community 49

Annex VI: List of Primary Generators of Waste under Businesses and Commercial Establishments 52

List of Tables and Figures


Table 1: Categories of Waste Generator 11

Table 2: Thematic Areas and Messages 17

Table 3: Mode of communication, activities and permissible funding 30

Table 4: Input, Output and Outcome Indicators 33

Figure 1: Medium of Engagements and Pillars of Communication 20


CHAPTER 1 Introduction

1.1 Seven Years of management infrastructure, but also on ensuring


that the programme emerges as a ‘Jan Andolan’
Swachh Bharat Mission- – a people’s movement, through massive citizen
participation and behaviour change.
Urban
Under SBM-U, the sanitation discourse has
On 15th August 2014, speaking from the ramparts
become central to the nation’s developmental
of the Red Fort, the Prime Minister issued a
agenda which has transformed a government
clarion call for sanitation to become the nation’s
mandate into a ‘Jan Andolan’. Massive outreach
priority and everyone’s business. In response,
programs, national and state level multimedia
130 crore citizens rose up as one to script the
campaigns, and multiple stakeholder engagements
world’s largest behaviour change saga in the area
including
of sanitation – the Swachh Bharat Mission, to
with celebrity
achieve the dream of ‘Clean India’ by Gandhiji’s Use of traditional, digital,
brand
150th birth anniversary. social media campaigns and
ambassadors
interpersonal communication
have formed
Swachh Bharat Mission was launched on 2nd with consistent, repeated, and
the pillars of
October 2014 with the objective of making clear messaging has resulted
the behaviour
India Open Defecation Free, and with 100% in creation of near-universal
change
scientific solid waste management in all urban awareness and has inculcated a
strategy
areas, by 2019. At the time of the launch, it was sense of ownership regarding
under the
clearly understood that the achievements of the public infrastructure and
Mission. As
Mission would not only depend on the creation
a result, the sanitation across communities.
of adequate and accessible sanitation and waste
Mission has

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 1
women, girls, and children, with greater dignity,
security, and livelihood options.

1.2 Enablers and


Accelerators of Swachh
Bharat Mission-Urban
1.2.1 Swachh Survekshan
witnessed the participation of over 20 crore urban Swachh Survekshan has emerged as the world’s
citizens who have been engaging with the Mission largest urban sanitation survey that evaluates
in various ways and across different platforms. the progress made by Cities and States across
Mass awareness and involvement has, in turn, various sanitation and cleanliness parameters.
helped to accelerate India’s progress in ensuring Playing the role of a catalyst, Swachh Survekshan
the availability and sustainable management infuses a sense of healthy competition among
of sanitation facilities for all as enunciated in cities and States that enables them to work on
Sustainable Development Goals 6 and 11. improving their performance and ranking. The
Swachh Survekshan, which has emerged as a
SBM-U has been successful in activating all key governance tool over the years, has been
categories of citizens. There is no doubt that instrumental in increasing citizen engagement
cities and towns have become cleaner, and the under the Mission; from a mere 1 lakh citizens
issue of urban sanitation has captured the mind- giving feedback in the first round of the survey in
space of citizens. Moreover, the Mission has also 2016, nearly 5 crore citizens gave their feedback
succeeded in positively transforming the lives of during the sixth round in 2021.

The success of the


first phase of SBM-U
has been driven
IEC and BCC by the following
interventions enablers:
Swachh Survekshan

Capacity Certification protocols such as


building of ODF+, ODF++, Water+ and Star
stakeholders Rating Protocol for Garbage
Leveraging digital tools,
Free Cities
which have together helped
to accelerate the Mission’s on-
ground achievements

2 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
1.2.2 Certification Protocols 1.2.4 Capacity Building
Apart from Swachh Survekshan, the introduction of Continuous capacity building of all stakeholders
the ODF+, ODF++, Water+ protocols and Star Rating has been a focus area under the Mission, through
Protocols for Garbage Free Cities have helped to in-person training workshops, exposure visits,
standardize ‘swachhata’ outcomes in sanitation and dissemination of technical advisories, e-learning
solid waste management, with active participation modules and provision of additional human
from citizens. While ODF protocol ensures access resources at State and city levels, to capacitate
to toilets for all citizens, ODF+ protocol ensures every entity to take up Mission implementation in
that Community and Public Toilets (CT/PTs) are a targeted and strengthened manner.
functional and usable through proper operation
& maintenance, which in turn helps to ensure
continued usage of the toilets, and prevents
1.2.5 Information,
slippage to OD. The ODF++ Protocol focuses Education, Communication
on addressing safe containment, evacuation,
transportation, and processing of fecal sludge so
(IEC) and Behaviour Change
that no untreated sludge is discharged into open Communication (BCC)
drains, water bodies or in open fields. Finally,
IEC and BCC interventions have been key to the
the Water+ protocol ensures that no untreated
success of the first phase of the Mission. IEC and
waste (used) water – both black and grey water
BCC interventions have been critical in raising
- is discharged into the open environment or into
awareness, changing attitudes and inculcating
water bodies, and a portion of the treated waste
sustained engagement for Swachhata. Intensive
water is reused.
behaviour change communication has raised
awareness and changed attitudes among citizens
The Star Rating Protocol for Garbage Free Cities
about the importance and benefits of safe
is a single metric for assessing the solid waste
sanitation and ‘swachhata,’ motivating them to
management status of a city, and includes
adopt hygienic practices.
parameters related to door to door collection,
source segregation of waste, scientific processing
However, gains under SBM-U will need to be
of all segregated portions of waste, including plastic
sustained in the long run in order to prevent
waste and construction & demolition waste, and
slippages, while also parallelly scaling up and
remediation of all legacy dumpsites, all of which
accelerating efforts to take Urban India to the next
are critical for a city to achieve Garbage Free status. level of swachhata. For example, while access to
toilets have been provided to all urban citizens,
1.2.3 Digital Tools the focus now needs to be on ensuring the
smooth functioning and maintenance of the entire
A major area of focus under SBM-U had been the sanitation value chain, which includes collection,
leveraging of digital tools for maximizing citizen containment, treatment, disposal, and recycling of
outreach. For example, use of Google maps to faecal waste and used water, so that no untreated
upload more than 67,000 public toilet blocks fecal sludge or used water pollutes the ground
across more than 3,300 cities has made sanitation or water bodies. Moreover, while scientific solid
facilities more easily accessible to all categories waste management has gone up to more than 4
of citizens. The Swachhata App has provided a times, from a mere 18% in 2014, to 73% currently,
one-stop digital platform for grievance redressal more focus is needed on behavioural issues
for citizens to register their complaints around any such as segregating waste at source, reducing/
aspect of cleanliness. minimizing use of single use plastics, not littering,
etc.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 3
CHAPTER 2 Background

2.1 Swachh Bharat with the overall objective of creating ‘Garbage


Free Cities’ which will result in ‘Clean Air, Clean
Mission-Urban 2.0 Water and Clean Land’, thereby improving
the quality of life and ease of living of urban
Swachh Bharat Mission-Urban 2.0 was launched populations.
on 1st October 2021 by Hon’ble Prime Minister

4 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
All households and
premises segregate their All used water including
waste into ‘wet waste’ fecal sludge, especially
(from kitchen and 100% door to in smaller ci es are
gardens) and ‘dry waste’ door collec on 100% scien fic safely contained,
(including paper, glass, of segregated management of All legacy transported, processed,
plas c, and domes c waste all frac ons of dumpsites and disposed so that no
hazardous waste and from each waste, including remediated and untreated fecal sludge
sanitary waste wrapped household/ safe disposal in converted into and used water pollutes
separately) premise scien fic landfills green zones ground water

Achieving the goal of ‘Garbage


Free Cities’1 will involve:

2.2 Behaviour Change with relevant messaging, in a targeted and


structured manner, so that every urban citizen and
under SBM-U 2.0 every stakeholder becomes a partner in Urban
India’s journey towards becoming “Garbage Free”.
As in the first phase of SBM-U, Behaviour Change Thus, to achieve the vision of Garbage Free Cities,
Communication will remain a key strategy for a streamlined approach for BCC interventions, that
achieving sustainable sanitation and the vision of align with priorities of SBM-U 2.0, is required. The
Garbage Free Cities. Given the new components National Behaviour Change Communication (BCC)
that will be the focus of the Mission, viz. used Framework for Garbage Free Cities will serve as a
water management, focus on reduction of usage guiding document for States towards developing
of single use plastic, source segregation of waste, their own tailormade strategies for IEC and BCC
and remediation of legacy dumpsites, there is a under SBM-U 2.0.
need to intensify the IEC and BCC interventions

1
The detailed Mission objectives may be referred to in sub-section 2.1 of Chapter 2 (Overview of SBM-U 2.0) of the
Operational Guidelines of SBM-U 2.0.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 5
2.2.1 Need for the BCC initiatives. Moreover, the BCC framework can
be expected to help States / UTs and ULBs to
Framework effectively utilize funds allocated for IEC activities
Under SBM -U, IEC and BCC interventions have under SBM-U 2.0.
been critical in raising awareness, changing
attitudes, and generating interest and ownership 2.2.2 Objectives of the BCC
towards Swachhata. However, after seven years of
intensive interventions, the challenge of fatigue Framework
may arise. Hence, there is a need to innovate and Over the course of SBM-U, States and cities have
utilize new models of communication to sustain proved their creativity and have conceptualized
the movement and increase citizen participation. different kinds of interventions for citizens to
It has also become critical to enhance the be part of the Jan Andolan for Swachhata. After
capacities of States/ UTs and ULBs to plan, design seven years, the learnings are clear; any city
and implement targeted IEC & BCC interventions that has engaged with its citizens directly and
The BCC framework will be required to provide extensively has been successful in achieving
knowledge and awareness to States and ULBs its Swachhata objectives, in terms of better
on new mediums of engagement, approaches to outputs and outcomes in the sanitation space.
various kinds of messaging, design of campaigns, Accordingly, the BCC Framework for Garbage
and mobilizing diverse stakeholders through Free Cities aims to achieve the following broad
strategic collaboration/ partnerships to scale up objectives:

Raise awareness of ci zens about the


concept of Garbage Free Ci es and
expected posi ve impacts on quality of
life and well-being;

Objectives of
the BCC framework
for Garbage Free
Cities
Engage with decision Mobilize communi es to
makers and key par cipate collec vely and
influencers to secure their ac vely to take complete
commitment towards responsibility and ownership of
Garbage Free Ci es; making their ci es garbage free.

6 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
Behaviour Change Communication Framework for
The focus of the SBM-U 2.0 Garbage Free Cities will be on:
is to scale up interpersonal
O Use of behaviour change communication for
communication, mid-media
raising awareness and knowledge, changing
activities and strategic
attitudes and practices of citizens to achieve
partnerships across all sectors in
the vision of ‘Garbage Free Cities’, including in
order to improve overall sanitation
thematic areas of ODF sustainability, source
outcomes and drive the last mile segregation of household waste, sustained
change. solid waste management, used water
management, and ensuring cleanliness and
hygiene in public places;
In order to achieve these objectives, a critical O Changing perception of stakeholders about
component will be to develop capacities and skills ‘waste’ and positioning the same as a
of the people involved in the communication work valuable resource;
and integration of communication interventions
with the overall program implementation. O Enabling States and ULBs to develop their
behaviour change strategies in tandem with
their allocated funds;
2.2.3 Focus of the BCC
O Maximizing citizen outreach and participation
Framework by ensuring engagement of all citizens,
Evidence shows that the most effective approach through a mix of traditional and new age
leading to behaviour change is a combination communication platforms at appropriate
of efforts at all levels – individual, interpersonal times to maximize reach and impact amongst
network, community and societal. For effective key stakeholders;
communication, different levels are reached with O Promoting partnership and participation of
different communication approaches. Hence, the social networks and associations such as
BCC framework will ensure awareness creation local entrepreneurs, women-led self-help
along with large scale citizen engagement, groups, home makers, youth groups, school
mobilization, and outreach to intensify the ‘Jan and college students, market associations,
Andolan’ and institutionalize swachh behaviour religious and faith-based organizations,
and related set of actions. The focus of the political leaders, sportspersons, artists, retired
professionals, senior citizens, RWAs, NGOs/
CSOs etc. to enable deeper and effective
outreach;
O Ensuring that the communication narrative is
inclusive with focus on women, third gender,
persons with disabilities and urban poor;
O Promoting the dignity and safety of
sanitation workers/ SafaiMitras by constantly
highlighting the importance of their services
among citizens and need for ensuring their
safety and welfare;

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 7
O Positioning urban sanitation as a priority area O All citizens sensitized about harmful effects
of focus among media, private sector and of usage of single use plastic and triggered to
general population. reduce their usage;
O All citizens sensitized about necessity for
2.2.4 Expected Outcomes getting septic tanks periodically desludged
of the BCC Framework and acting accordingly;

SBM-U 2.0 aims to achieve the following O All citizens taking ownership of the cleanliness
behavioural outcomes through its engagement of their neighbourhood, cities, and country at
with citizens using various IEC tools and platforms: large and acting accordingly.

O All households segregating their household Overall, IEC and Behaviour change communication
waste into wet waste, dry waste and domestic under SBM-U 2.0 will be taken up under the
hazardous waste, prior to handing over to broader ambit of the Operational Guidelines of
waste collector; the Mission, and more specifically, in accordance
with the principles laid down in Chapter 8 of
O All citizens sensitized about non-acceptability the Operational Guidelines (also reproduced in
of littering garbage, spitting, open defecation, Annex 1 of this document).
or open urination;

8 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
CHAPTER 3 Planning the Communication
Strategy

3.1 Aspects of Planning responsibilities, designing campaigns based on


messages to be conveyed and population to be
For States and ULBs to develop their IEC and BCC engaged with, activities and timelines, funding
and budgeting, monitoring and evaluation. The
strategies, the most important aspects would
diagram below depicts the various aspects of
comprise robust planning, including identification
planning that would need to be considered for
of all stakeholders/ partners along with roles and
developing the IEC and BCC strategies:

Campaign
Gap Analysis design &
Monitoring &
& Need communica on
Evalua on
Assessment approaches

Stakeholder Funding Crea on of


Iden fica on & enabling
Aspects of Segmenta on eco-system
planning

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 9
influence campaign design and approaches for
communication, along with measurable outcomes.

3.1.2 Stakeholder
Identification and
Segmentation
Given the complexity of achieving Garbage
Free Cities, it is important to first analyse and
understand what actions are required in relation
to each component of solid and liquid waste
Each of these aspects are briefly described below.
management and by whom. Hence, it would be
crucial to map the key stakeholders who would
3.1.1 Gap Analysis & Need be required to demonstrate/ take up certain
actions/ behaviours in order that the outcomes
Assessment of the communication initiatives are achieved. In
The communication strategy needs to be the specific context of Garbage Free cities, four
based on ground-level evidence and insights. (4) major categories of stakeholders have been
To influence current behaviour, it is essential identified who need to be engaged with in a
to undertake a need assessment exercise to targeted manner, with effective messaging, viz. (i)
learn about community attitudes, areas of waste generators, (ii) waste collectors, (iii) waste
resistance, practices, etc. which will in turn managers, and (iv) decision makers and enablers.

Waste generators

Four categories
of stakeholders
Decision makers that are identified
and enablers

Waste
collectors

Waste managers

10 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
Table 1: Categories of Waste Generator

Waste Generators Waste Waste Managers Decision Makers & Enablers


Collectors

Citizens, Households Frontline O State/ULB level sanitation Decision Makers:


(including in slums) sanitation inspectors/supervisors
O Central (MoHUA) and relevant
workers/ (including all SWM
state departments;
SafaiMitras operations);
O City Commissioner/CEO;
O Parastatal bodies (e.g. Jal
Board). O District Magistrate/Collector.

O RWAs; Operators of infrastructure Enablers:


who come in contact with
O Educational O Elected representatives;
communities and collectors
institutions;
O Development partners and
(Waste processing plant operator,
O Hotels; research/academic institutions;
Decentralized waste facility
O Market operator, Material Recovery O Brand ambassadors, influencers
Associations. Facility manager, Waste recyclers) and media.

NGOs/CBOs

The Table above details out each category, while influence and can collaborate to create pathways
the subsequent section identifies the specific for behaviour change. Waste collectors are
actions required to be taken by each category, and frontline sanitation workers and SafaiMitras who
thereby the specific messages that needs to be are closely involved in the waste collection process
communicated to each. across ULBs.

A. Waste Generators C. Waste Managers


The citizens/households themselves are the action Waste Managers are State/city level community
takers who need to maintain positive sanitation volunteers and sanitation workers who play an
behaviours and further be nudged to adopt and important role in facilitating behaviour change at
practice new behaviours regarding solid waste the community level. This group also comprises
management and used water. of parastatal
bodies such
Waste managers are
B. Waste Collectors as the Jal
those who operate Board who
These stakeholders are facilitators and enablers waste infrastructure have the
who play an active role in enabling behavioural and thereby come mandate
change among citizens (waste generators). They in contact with the of ensuring
are the program implementers from Urban Local community. cleanliness in
Bodies, State Governments, Central Government, cities. They
Civil Society Organizations, as well as private may also
sector institutions who have a great deal of be those who are providing nudges / reminders

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 11
to households to segregate waste at the source. funds to be allocated for various campaigns across
Therefore, workers and communicators who different media, along with their utilization plan,
work in everyday proximity with the community timelines, and sources of funds to be leveraged,
constitute an important set of stakeholders who need to be planned. Funds requirement should
can influence change in attitudes and behaviours ideally include some impact assessment studies
of citizens. for any mid-course correction in campaign
designs, as required.
D. Decision Makers and Enablers
This segment includes stakeholders whose actions 3.1.5 Monitoring &
directly or indirectly help the behaviours of other Evaluation
stakeholders. Their actions reflect the broader
social, cultural and policy factors that create an Ideally, this would be used to assess the
environment which supports sustained behaviour performance of the campaigns in order to improve
change. For example, decisions which facilitate current and future management of outputs,
implementation of Garbage Free Cities taken outcomes and impact envisaged.
at appropriate levels will enable provision of
resources, budgets, and creation of a supportive 3.1.6 Creation of Enabling
and conducive environment for behaviour change.
Policy makers, donor agencies, multilateral
Eco-System
banks international collectives and academic and For behaviour change to sustain in the long run, it
research institutions constitute decision makers is essential to build up an eco-system designed to
and enablers. Additionally, media and brand support the communication being disseminated to
ambassadors are enablers who can facilitate target audiences, including availability of adequate
behaviour change. infrastructure, functional institutional system,
effective service delivery services, capable human
resources etc. For example, a targeted campaign
3.1.3 Campaign Design with source segregation as the ‘call to action’ will
& Communication sustain in the long run only when households
Approaches handing over segregated waste is complemented
by availability of waste collection vehicles with
Based on the needs assessment and gap analysis, segregated compartments for collecting different
the campaign design will need to incorporate waste fractions, transporting the segregated waste
stakeholder-specific messages, relevant focus in a segregated manner, and finally, processing
of communication – be it advocacy, citizen the different fractions separately. Similarly, a call
engagement or interpersonal communication, as to action through a campaign for responsible
well as the different mediums, viz. mass media, usage of public toilets can only sustain when
mid media, digital and social media, community there are functional public toilets available with
mobilisation, and partnerships - through which essential features such as water, electricity, bolts
each of these can be rolled out. doors, regular cleaning schedules and cleaning
equipment maintained, etc.
3.1.4 Funding
Depending on the need assessment, and medium
of communication to be used, the quantity of

12 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
CHAPTER 4 Campaign Design

Technically accurate, culturally appropriate, and


creatively delivered key messages are crucial to
sustain behaviour change to achieve the vision of
Garbage Free Cities. Rather than providing people
with information, under the belief that they
will act on it, evidence shows that many other
determinants of behaviour need to be addressed
before any shifts in behaviour can be expected. An
effective campaign considers the context of the
community it is serving. Contextual campaigns on
the themes of SBM-U 2.0 will be able to achieve
more success in nudging the target audience from
a state of awareness towards adopting a desired
behaviour. The challenge lies in creating and
delivering messages in a manner that gains and
retains the attention of its audience even in the
face of competing priorities.

The following guiding principles of messaging will


need to be kept in mind during the development
of key campaigns with targeted messages under
SBM-U 2.0:

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 13
All SBM-U
messaging to
ensure:

Posi ve Inclusiveness Gender Sensi vity Clarity Cultural Relevance


Messaging An inclusive All communica on All messages Messages should be
Posi ve rather than approach is to be campaigns and outreach should carry cra ed in the local/
nega ve emo ons adopted, where programs under SBM-U clear call to regional language for
are emphasized, to every stakeholder is 2.0 must be designed in a ac on maximum impact and
the maximum extent addressed gender-sensi ve (including should be mindful of
feasible third gender) manner the cultural habits and
taboos of the people

4.1 Steps to Design 4.1.1 Research and Pre-


a Behaviour Change Campaign Assessment
Campaign The first step to a successful BCC campaign is to
develop an understanding of the target audience
Behaviour Change Communication involves intense and their needs and aspirations, identifying
interaction with individuals and communities the level of awareness of the audience and
through customized messages that caters to the acknowledging issues that could be hindering
social and emotional context of a target audience. their behaviour change. For example, the
Under SBM-U 2.0, the focus will be on triggering awareness levels of waste generators (citizens and
households to segregate their waste at the point households) with regards to source segregation
of generation, to use and maintain Community and of waste may be different from group to group.
Public Toilets, to keep their neighbourhoods clean In some cases, city officials may need to create
and green, to desludge their septic tanks every knowledge products to build basic awareness
three years, etc. Some of the necessary steps to be regarding source segregation among citizens while
ensured for an effective campaign design includes in other cases, citizens may already be aware
the following steps: but lack infrastructural support to segregate

14 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
waste (e.g. lack of segregated bins at homes and
in neighbourhoods, waste collector mixing up
segregated waste during collection, etc.). For each
case, the BCC strategy will differ.

4.1.2 Leveraging
Principles for Effective
Communication
Once the needs of the target audience are
established, it is critical to leverage the principles
of effective communication to design campaigns sense of enthusiasm and intrigue in the citizen
for best results. BCC campaigns should give will improve citizen engagement with the
a realistic impression of the progress and Mission and can also act as a powerful nudge
action being taken as part of the Mission. For for behaviour change. Additionally, since the
example, waste processing across the country audience may not always pay full attention to
has increased four-fold since 2014, due to the the messaging, it becomes important to simplify
active participation of citizens in SBM-U. The the entire ‘communications experience’ of
presentation of this positive statistic will help the citizen in mind. Hence, use of AVs/ visual
citizens contextualize the progress being made representation is recommended. Some other
under SBM-U and will invoke a sense of pride critical principles for BCC campaign design is
towards the Mission. Campaigns that infuse a depicted below:

Credible
O Technically accurate;
O Speak as one “SBM-U 2.0” brand;
O State and ULBs may
showcase similar
messaging, to create
more impact.
Accessible Timely
O Identify Effective O Communicate at the
Mediums; right time;
O Campaign to use Cri cal O Build on the existing
simple language. conversation around
principles for SBM-U 2.0.
BCC campaign design

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 15
4.1.3 Understanding messaging from multiple sources across multiple
mediums increases the likelihood of action. Which
Behavioural Dynamics organizations should spearhead and steer the
A citizen’s behaviour depends on three campaign, which organizations should support the
interacting components- motivation, capability campaign – should be part of the overall planning
and opportunity. For an average citizen to be process. The role of each partner should be
motivated to act as a responsible citizen may mentioned, and the outreach strategy should be
require repeated, consistent, and positive defined clearly. Different outreach strategies are
messaging around SBM-U 2.0. Campaigns that mentioned below:
are designed to motivate and psychologically
nudge citizens towards action could tap into
emotions such as pride, gratitude, compassion,
curiosity, and empathy. For example, Cities Outreach strategies
could conduct extensive awareness campaigns
based on their performance and rank obtained
in Swachh Survekshan. State and City Officials
In House
Roll Out

Knowledge regarding the City’s


performance could act as a positive
nudge for citizens to adopt new
behaviours to help their city win
Mu llian

laurels nationally and rank higher in

tne ic
ip
l - ce

Par rateg
A

rsh
par

the next Survekshan.


tne

St
r

should also ensure the availability of supporting


infrastructure to prevent slippages in attitudes of
citizens. Officials should refuse to collect mixed
waste from households and should recognize
RWAs/Volunteering Groups that are re-enforcing
4.1.5 Monitoring,
responsible civic behaviour in neighbourhoods. Measuring, Adapting
To troubleshoot bottlenecks in the BCC campaign
4.1.4 Stakeholder design or implementation, there is a need to
ensure robust monitoring. Has the campaign
Participation effectively involved partner organizations? Are
For better impact it is important to strategically the messages of the campaign clear for diverse
consider whom to work with on BCC campaigns. stakeholders to comprehend? Are the messages
Organizations and stakeholders who are already repetitive, contextual, multilingual, and invoking
promoting common issues can be partnered with. positive emotions? Is there a need to adapt other
This could include popular social influencers, sub-messages to increase impact? - are important
ambassadors, and celebrities. Consistent considerations while monitoring a BCC design.

16 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
As stated before, the intent of the message as part individual? This is a core question that should be
of the campaign design should be clear during understood. The table provides some indicative,
the preparatory phase itself. Does the message thematic messages for different SBM-U 2.0
evoke a sense of happiness, sadness, fear, components that will invoke a variety of emotions
pride, competition in the human psyche of the and psychological nudges in the audience:

Table 2: Thematic Areas and Messages

Thematic Areas Suggested Topics for Messaging


Solid Waste Management
O Source segregation will create a Garbage Free nation!;
O Har Din Ke Liye Teen Bin;
O Be a Swachhata Champion, segregate your waste at home;
O Say No to Plastic Bags, Yes to Reusable Bags;
O Segregate your waste into 3 bins – green (wet waste), blue (dry waste), and black (domestic hazardous waste)
and make your city Garbage Free;
O Home composting is easy- start composting today!;
O Clean Air, Clean Water, Clean Land;
O Eliminate single use plastic! Every NO counts;
O Make your city clean, green, and garbage free;
O Adopt 3R - Reduce, Reuse and Recycle your waste and make your city Garbage Free;
O Do not litter, keep your neighbourhood clean!;
O Download the Swachhata App and help your city become a Garbage Free zone!

Sustainable Sanitation
O Use Public Toilets, keep toilets clean!;
O Do not urinate in public, use the nearby toilets;
O Use Google to find the nearest SBM Toilet;
O Toilets at your fingertips! Search for the nearest SBM Toilet in your city;
O Share feedback on the public toilet in your city through My Toilet App, help city authorities improve sanitation
facilities.

Used Water and Faecal Sludge Management (FSM)


O Save your water from Malasur- Build the right kind of septic tank today!;
O Desludge your septic tank every three years through licensed operator only;
O Call 14420 and desludge your septic tank;
O SafaiMitra- Hamare Mitra!

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 17
Safety and Dignity of Sanitation Workers
O Hazardous cleaning of sewers and septic tanks is a legal offence;
O Be responsible and report hazardous cleaning of sewers and septic tanks;
O Call 14420 for desludging your septic tanks every 3 years;
O Save life of SafaiMitras!;
O Call your city administration for cleaning of septic tanks through authorized deslugers.

Open Defecation Free


O No Open Urination, Keep your city Swachh and Swasth;
O No Open Defecation;
O Maintain your toilets, be a responsible citizen.

Swachhata App
O Help your neighbourhoods remain clean, download the Swachhata App today;
O Resolve to Report Garbage dumps to city authorities;
O Get your grievances addressed, use the Swachhata App;
O Digital Swachhata at your fingertips! Realtime grievance resolution with Swachhata App. Download today.
The above mentioned themes and messages are suggestive in nature. States and cities are encouraged to create
their own messages based on their local languages, norms, and sensitivities.

4.2 Medium of Three-pillared communication approach


Communication
The BCC framework proposes a three- Advocacy Ci zen Interpersonal
pillared communication approach, with Engagement Communica on

increasing intensities of interaction,


through Advocacy, Citizen Engagement,
and Interpersonal Communication,
as depicted below, to communicate
effectively and consistently using all
available channels to meet the goal of
Garbage Free Cities. Each pillar is briefly
described in terms of its importance to
the overall scheme of behaviour change
communication.

4.2.1 Advocacy to change practices and policies, initiate reforms, and


Advocacy is a continuous process – alter behaviours and attitudes of communities, through
primarily uni-directional – that aims awareness generation around issues. For this, information

18 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
around issues is gathered, organized, and social networks or interpersonal relationships
communicated to stakeholders to influence (family, friends, acquaintances, neighbours and
and engage them in providing support and colleagues) that bind people together to enhance
commitment to the issue. Advocacy with key the communication process. Frontline workers,
stakeholders can provide high visibility to issues community leaders, volunteers and multiple
and help redefine public perceptions. Advocacy is social networks, including religious groups,
required to influence and motivate stakeholders to clubs and community gatherings will promote
take actions to strengthen the institutional system sanitation and hygiene using interpersonal
and create an enabling environment for adopting communication. Community mobilization through
hygiene practices. Along with the Government, door-to-door outreach, small group meetings,
advocacy with development partners, private public meetings, focus group discussions and
sector, elected representatives, media and local other participatory activities can help achieve set
influencers/ leaders is essential to garner support goals. IPC also focuses on building and sustaining
for the introduction and operationalization of relationships among people while other forms of
activities under SBM-U 2.0. communication could merely be transactional.

4.2.2 Citizen Engagement


4.3 Multi-Level
Citizen engagement is the process of bringing
together as many stakeholders as possible to Implementation
raise awareness regarding a particular issue Framework
and involves limited levels of interaction by the
recipients of the communication. Through its The three pillars of communication described
emphasis on participatory approach, citizen above are proposed to be implemented at all
engagement creates a sense of involvement levels, viz. national (by MoHUA), State/ UT,
around the issue being communicated, initiates and ULB – using a combination of multiple
dialogue about the issue, with the community communication platforms, as depicted in the
coming together on common platforms to figure below. All the communication approaches
collectively make decisions that affect their daily are interrelated and interactive. When
lives. A framework for Citizen Engagement is strategically combined through an effective
provided in Annex IV. communication plan and its implementation, they
produce a synergistic effect through promotion
4.2.3 Interpersonal and sustained adoption of positive sanitation

Communication
Interpersonal Communication is the process of At the core of the Mission lies the
exchanging information, ideas, and thoughts central belief that ‘swachhata is
between two or more persons, and involves everyone’s business’.
intensive levels of interaction and reciprocal
dialogue. An effective way to increase interest
and willingness towards sanitation and hygiene and hygiene behaviours. Clear, consistent,
practices is through Interpersonal communication and repetitive messaging around this core
(IPC) and community mobilization. Interpersonal message has been done tirelessly over the years,
communication will make effective use of existing through the use of traditional, digital, social

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 19
Figure 1: Medium of Engagements and Pillars of Communication

Stakeholders Medium of Engagement Focus

Ministry of Housing
and Urban Affairs Interpersonal
Mass Media Communica on

Mid Media
States/Union
Territories
Ci zen Engagement

Digital Media

Community Mobiliza on
Urban Local
Bodies
Advocacy

Strategic Partnerships

media campaigns and large-scale interpersonal along with expected deliverables at each level, are
communication to ingrain this belief in the minds detailed out in the following sections.
of all citizens.

Different forms such as text, audio, images, 4.3.1 Mass Media


animations, video, and interactive content are Mass media is a means of communicating or
proposed to be developed by MoHUA, States/ reaching a mass audience. The most popular types
UTs and ULBs, and disseminated through different of mass media include TV, Radio channels, Print
platforms or devices. Each of the above medium media, and outdoor media. These mediums, which
of communication and their utilization across predominantly use one-way communication, are
various levels – MoHUA, State/ UTs and ULBs, used to send messages to large masses through

20 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
oral or written forms, or broadcast to a larger (at national levels), local cable TV / radio stations
audience, and is used to serve information, and community radio (at city levels). This is an
offer interpretation and instructions, or facilitate important medium to communicate effectively
bonding between community groups. The primary with a large number of people by leaving them
outcomes of mass media messaging would be for with a powerful image. Various audio and video
advocacy towards awareness generation. campaigns can be developed and run under
SBM-U on thematic issues such as usage of
Mass media has played a critical role in furthering community and public toilets, importance of
the objectives of SBM-U and is set to continue source segregation and composting, reducing use
to nudge social change in the second phase of plastics and SUPs etc. with relevant messaging
of the Mission. Several successful mass media around Garbage Free Cities;
campaigns, including on TV, Radio, public cinemas
and outdoor banners etc. have been designed and b) Print advertisement in media through
successfully run in the first phase of SBM-U. It is editorials/ opinion pieces by experts: Press
important to continue the momentum and amplify releases, editorial, articles etc. will be used as
national level mass media campaigns on national communication tools to generate interest of
channels along with designing and implementing journalists and media persons. Partnerships with
State and ULB level mass media campaigns key media (in print, radio, television and internet)
through local / cable TV at the regional level. will be leveraged to promote issues over the
duration of the campaign. Branding protocols
Media organizations, especially vernacular followed for designing mass media campaigns
journalists have an important role in raising the are detailed out in Annex III. Further details on
profile and increasing the demand for sanitation engagement with media are provided in Annex IV;
services and would be a critical stakeholder in the
implementation framework. The following are some c) Outdoor and traditional media: According to
activities that can be carried out for mass media: the context, the stakeholders and the resources
available, a mix of different media may be used
a) Development and dissemination of audio and to sensitize citizens on key aspects of SBM-U to
video spot amplify the reach of SBM messages by promote key behaviours. The communication
airing messages through All India Radio, Private medium can range from the more common ones,
FM channels, Doordarshan, private TV channels such as hoardings and wall paintings as well as

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 21
traditional ones, such as folk arts and theatre format with a balanced mix of digital and outdoor
and will be used as reinforcement to IPC and installations;
community mobilisation activities Dissemination
of key messages using Outdoor Media through b) Organizing National, State and ULB level
Hoardings, posters, banners (using reusable/ felicitation ceremonies: To recognize and
eco-friendly materials) & digital displays in key motivate active citizen volunteering groups, RWAs,
locations. student associations, youth clubs in the field of
swachhata;

4.3.2 Mid Media c) Preparation of manuals/ compendiums,


Mid media is the use of local, sometimes coffee table books, etc: Documenting inspiriting
traditional, form of communication such as road stories including ‘Good Practices’, ‘Lessons
shows, wall paintings, street theatre etc. to deliver Learned’, ‘Innovations’, from cities in the form of
messages to a community. Mid media targets a compendiums, coffee table books, in print and
limited population of communities, smaller but video format, that evolve into behaviour change
more involved in scale compared to mass media. model in transforming the habits and behaviour
Tools such as road shows, nukkad nataks, etc. for others to learn and adopt;
in local areas have proven to be nudge agents
d) Preparation and dissemination of best
that inspire change in society. The following
practices among ULBs and important
sections depicts indicative ways in which mid
stakeholders: Sharing best practices from across
media can be used as a tool for communication,
India and showcasing the progress of SBM-U 2.0,
for both advocacy and citizen engagement,
highlighting the champions and ambassadors
since it involves some amount of activity from
of change. These would serve as a vehicle for
recipients of communication (e.g. participating
promoting ground level practices and knowledge
in wall paintings, quizzes, competitions, etc). The
from those interested in making India clean and
following are some activities that can be carried
litter free;
out on mid media.
e) Incentive mechanism/ award programs for
a) IEC Experiential Center: Setting up a dynamic
citizens to sustain Swachh behaviour: through
IEC Experiential Centre to actively engage with
felicitations and award ceremonies to keep up the
citizens to impart information, awareness, and
motivation of citizen champions;
education around Swachhata in an interactive
f) Wall paintings/ graffiti art on Swachhata
themes: to depict messages around the theme
of Garbage Free cities on public walls and
outside of buildings. These would also act as
city beautification initiatives, especially when
undertaken reflecting the unique identity and
heritage of the city;

g) Branding through Mascots: This would


involve commissioning mascots to increase brand
awareness regarding Mission components with
the aim of increasing visibility and maintaining
focus on ‘Swachhata as everyone’s business’.

22 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
4.3.3 Digital Media c) Digital comics, games/ platforms to generate
engagement among citizens and children:
Digital media relies on an electronic device for Content & Artwork of comics can be created with
its creation, storage, distribution, and viewing multimedia effect features & voice for website /
through a digital screen or device. In today’s YouTube & WhatsApp. Video games are fun and
digital age, leveraging digital marketing tools has an engaging medium to create a positive user
become critical to facilitate brand awareness and experience when the game is made on a specific
social interaction around focus issues, and helps topic to educate a child in a gaming format. Video
to drive both awareness and citizen engagement Games could have quizzes, and treasure hunts
given its interactive mode of communication. woven around the story of the Swachh Bharat
Digital media might come in the form of videos, Mission 2.0;
articles, advertisements, music, podcasts,
audiobooks, or digital art, Over the Top (OTT) d) Mobile Telephony: As the penetration of
Platforms etc. may be leveraged for creating and mobile telephony is extensive, mobile phones can
be used for creating awareness through bulk SMS/
disseminating to increase the reach of sanitation
WhatsApp, podcasts, mobisodes etc. to citizens
related content to citizens, especially among the
on key SBM-U themes. Activities will include
citizens using the suggested following platforms:
recording a mobile voice message with a celebrity
a) Swachh Talks – Orgnaizing peer-learning with pan-India appeal, emphasizing cleanliness
webinar series for States/Union Territories and and hygiene, which can be sent out to citizens;
Urban Local Bodies to share field experiences
e) Virtual sanitation museum: This would be an
and best communications’ practices of sector
experiential center that is a collection of pictures
partners, cities, and States in making an impact in
and depictions of facts, success stories, historical
the field of Swachhata;
evolution of Sanitation, Urbanization, innovative
b) Social media: Dissemination of key messages sanitation infrastructure, etc.
to promote critical behaviours and mission
information through social media handles and 4.3.4 Inter-Personal
channels such as Twitter, Facebook, YouTube,
Instagram to facilitate sharing of ideas, thoughts, Communication
and information through the building of virtual Community mobilization involves intense levels
networks and communities; of two-way dialogues. Given the intensity of
interaction, this medium can best be implemented
at ULB level, targeted towards interpersonal
communication, for effecting long-term and
sustainable behaviour change. Some of the
initiatives that can be undertaken for community
mobilization by ULBs are summarized below:

a) Engaging local NGO or other frontline


workers for door-to-door distribution of
pamphlets/leaflets Activate social networks
(community leaders, volunteers, women
groups) and encourage peer communication
to reach remote areas in order to disseminate
information about the benefits of sanitation and

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 23
O Encouraging citizens to practice hygienic
and appropriate behaviour when it comes to
using public/ community toilets and provide
feedback on them through usage of My Toilet
App to help improve sanitation facilities and
services.

c) Focus group discussions for behaviour


change: These are open meetings, both at
community or ULB level where key stakeholders
can participate in dialogues about the new
practices and behaviours. Such meetings are
hygiene. Train community leaders in facilitating aimed at having stakeholders face the issue
public educational talks and dialogues in their themselves and realize the need to change.
communities about sanitation and hygiene issues; Once this happens, they will become agents of
change providing valuable support to the overall
b) Door-to-door triggering campaigns/ home intervention;
visits by NGOs/ SHGs/ waste collectors/ frontline
workers of NUHM, NULM: This would involve d) Engagement of local influencers: Local
engaging with community volunteers to work influencer spokesperson of regional/state level
closely with citizens of their ward on a regular stature are to be identified to spread the message
basis (through group meetings, face-to-face of swachhata across his/her spheres of influence;
interactions, virtual interactions and other suitable
e) Group meetings with RWAs. ULBs will need
platforms and forums) to effect behaviour change
to regularly engage with RWAs through meetings,
in the following key areas:
workshops since, as Bulk Waste Generators,
RWAs are mandatorily required to comply with
O Encouraging citizens to practice source
SWM Rules in terms of managing their own
segregation of waste (into dry, wet and
waste. Holding healthy competition among RWAs,
domestic hazardous) at the household level;
appointing swachhata champions from amongst
O Encouraging citizens to take ownership of proactive RWAs, showcasing their good practices
their waste by practicing home-composting; would be ways to engage with and get RWAs’
commitments to the cause of swachhata.
O Encouraging citizens to reduce and slowly
phase out their use of single-use plastic
(SUP) and educate them about alternatives 4.3.5 Strategic
available in place of SUP; Partnerships
O Encouraging households for timely cleaning of The success of the first phase of SBM-U has been
septic tanks through licensed operators only; the result of all stakeholders coming together and
taking ownership so that Swachhata becomes
O Spreading awareness and encourage usage ‘everybody’s business’. Partnerships can be taken
of solutions-driven/ grievance redressal forward in the following ways, while further details
mechanisms and platforms available under are provided in Annex IV.
SBM-U such as Swachhata App, locating SBM
Toilets on Google Maps, helpline number a) Inter-Ministerial Convergence: Under SBM-U
14420, Swachh Manch, etc; 2.0, convergence with other Ministries is proposed

24 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
to be taken to the next level through structured O State Level – Brand ambassadors and
interventions. Inter-departmental collaborations influencers with regional and/or state level
may be forged to converge community appeal;
engagement processes under various missions,
O ULB Level – Individuals who have influence
programs, and projects. This will ensure effective
within the ULB should be approached by the
convergence of community processes and groups
ULB. These could be activists, local artists,
at the ground level. MoHUA is already closely
sportspersons, faith leaders, teachers, well
working with AMRUT, PMAY, Metro, NULM etc. as
known doctors, businessmen, subject matter
part of Intra Ministerial convergence;
experts etc;
b) Intra-Ministerial Convergence: Programs O Ward / Lane level – Ward / lane level
and missions managed by MoHUA also provide influencers are important people who can
opportunities for intra-ministerial convergence. mobilize people at local level. They could be
For example, National Urban Livelihood Mission elected office bearers of local RWA, elders,
and the ULB level SHGs under state level missions local medical practitioners, schoolteachers,
can become a major resource for community local businessmen, etc.
mobilization;
d) MOUs/collaboration with international and
c) Identification, nomination and leveraging national development partners and civil society:
of brand ambassadors and influencers for Collaboration with International Development
campaigns and other allied activities: Branding Partners and donor agencies can provide valuable
is an essential element of communication, as it resources by providing technical assistance to
creates a common and easily recognizable visual strengthen communication, development of
identifier which the audiences can relate to and communication collaterals, and monitoring and
recall. It could be a symbol, a tag line, a name or evaluation support. Civil society organizations
a combination of these. For example, in phase and NGOs are an important link to mobilize
I of SBM-U, the pair of spectacles with Swachh communities. Their existing networking with
and Bharat written in either lens has became a community and community groups can produce
well-recognized symbol for the Mission. Brand positive behaviour change. Since the CSO/NGOs
ambassadors represent the brand in a positive are working closely with the community, the
light. A brand ambassador could be a positive behaviour change will be easily sustained;
spokesperson, an opinion leader or a community
influencer: they may have a national, sub-national, e) MOUs/ MOAs with private sector and service
state level, or ULB level reach. It is important to providers/ aggregators etc. for awareness
note that a ULB level brand ambassador may have generation. Private sector partnerships can add
more contextual influence than a national level to the resource pool through CSR funding. private
brand ambassador. Centre and States are expected sector and CSR investment in the sector has
to identify a cumulative number of SBM-U brand remained subdued. There is a need to accelerate
ambassadors at their level. Cities are expected the involvement of the private sector. They can
to identify a cumulative number of influencers at also be important partners in social and behaviour
their level: change in/around industrial areas in cities. In
attempting to realize the objectives of SBM-U
O National Level – Brand ambassadors such as 2.0, inclusion and integration of businesses and
celebrities with nation-wide appeal; commercial institutions in the implementation
of the mission is critical. Corporate and other

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 25
partnerships to be cultivated to assist in campaign liquid waste. It would be pertinent to engage
development, messaging and dissemination and this group strategically;
support in programme implementation;
O As consumers of upcycled materials: Market
f) Engagement with businesses and market linkages is important for closing the loop
associations: Within the urban spaces, businesses therefore this group like Phool and many
(small and large), industries and commercial others would be useful in implementation of
establishments are identified and acknowledged SBCC strategy.
as consumers (also the Changemaking catalysts), The business community – most of whom would
as well as waste generators. A significant volume fall in the “Bulk Waste Generator” category
of the generated waste in the country is attributed as per SWM Rules 2016, can be divided into
sub-categories, which will help in designing
target-oriented communication for sustainable
The integration of businesses change of behaviour. Businesses and commercial
and commercial institutions institutions account for considerable consumption
for effective implementation and waste generation. While these attributes
and impact of the mission, is make these establishments a part of the problem,
necessitated by their tendencies of they also share a characteristic that makes them
consumption and generation. suitable for a solution. Most businesses and
commercial units, on account of interaction
and exposure, have influence. Be it a renowned
business, a marketplace or a manufacturing
to businesses, private and public sector facility, these establishments and their implicit
undertakings, and commercial units (hotels, malls, processes influence a number of people and
markets, recreational facilities). These their practices. Instilling behaviour and practices
establishments not only have substantial in the functioning of these establishments can
consumption but also significant contribution to prove to be consequential in actualizing the
the generation of waste. SBM-U 2.0 envisages to SBM-U 2.0 objectives. (Annex V provides a list of
engage with businesses in the role of: primary generators of waste under businesses and
commercial establishments);
O Waste Producers: Businesses which produce
waste like plastics for packaging are required g) MOUs/ MOAs with academia, educational
to provide financial incentive to the collection institutions, and youth organizations; MoE,
systems, processing facilities and the recycling MOYAS, NCC, NYKS, NSS: Over the last seven
industry to collect and process plastic waste; years, keeping citizens at the centre of the Jan
Andolan for swachhata has been a critical focus
O Waste Generators & Producers: The area. An important stakeholder group for the
generators of waste – mostly qualifying second phase of the Mission are young people
as Bulk Waste Generators – are required and students who are the future of the urban
to comply with SWM Rules for BWGs for sanitation movement. In order to engage them
managing their own waste; with the Mission, it is critical to view the target
demography as active change agents who can
O Recyclers of Waste: This group is emerging as
act as volunteers to inspire behaviour change in
very crucial link for management of solid and
sanitation across communities;

26 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
A. Introducing Good Practices of
Waste Management in the School
Curriculum
O WASH-related material will be developed in
the form of comic, animation videos, video
games to be developed and disseminated
among students and schools;
O In convergence with Ministry of Education
including WASH in School as part of the
school curriculum;
O MoHUA will develop and share Standard
Operating Procedures (SoPs) for waste
h) WASH in Schools: In the backdrop of the SBM-U management in schools to be introduced as
2.0’s focus on achieving garbage-free cities, the IEC part of the school practices.
framework of the Mission would also incorporate
integration with schools across India in its mission B. Regular Awareness Initiatives
to create larger awareness as part of Jan Andolan.
O Campaigns for Garbage Free Schools –
Through flagship programmes like the Swachh
States/ULBs will be encouraged to organize
Bharat- Swachh Vidyalaya and Swachh Bharat -
a week-long initiative every year, led by
Phase I, over 1 million schools have benefitted from
Swachhata Champions, for promoting zero
improvements in their sanitation infrastructure like
littering, source segregation of solid waste,
separate toilets for girls and boys and the provision
safe hygiene practices in schools, etc;
of handwashing facilities as well as from the
promotion of hygiene education. Under Phase II of O Shramdan campaigns – ULBs can engage
SBM-U, the inclusion of Swachhata as part of school with school students to promote community
curriculum and awareness generation in schools cleanliness drives, sensitization of
will be a key component given the important communities in contributing to garbage-free
role schools and students have played in bringing city initiatives, etc;
home key messages of sanitation and hygiene,
O ‘Mobile-Van’ education - States can
thereby contributing to the success of the above
support ULBs in organizing educational and
programmes.
sensitization campaigns in schools similar to
The BCC framework will be implemented in schools Swachhata Rath, where students can watch
in collaboration with the Ministry of Education with key messages played on a video, watch short
support from development partners and NGOs films on waste management from other cities
working in the sector. States/UTs have the flexibility and schools, and thus learn to practice them
to initiate their own campaigns and platforms at home and at school;
to achieve the desired objectives. Some of the O Waste management tours at ULB facilities -
initiatives that can be undertaken in this respect ULBs can support schools in arranging visits
include the following: to their waste management facilities to help

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 27
students learn different processes involved students from schools across the city to
in waste management and also to cultivate engage in discussion forums of pressing
empathy towards sanitation workers; urban WASH challenges and promote solution
building opportunities;
O Waste to Wealth initiatives – Cities can
organize Waste to Wealth competitions in O Network of Garbage Free schools – States
schools, where students can repurpose waste can support building a network of well-
into art or re-usable items, allowing them performing schools across the State and
to both engage in creativity as well as instill facilitate peer to peer learning.
a sense of understanding about the waste
generated around them; D. Recognition and Awards
O Leadership development camps for O Garbage Free Schools – MoHUA may develop
interested students – States and ULBs can a rating system for schools based on key
engage with NGOs and relevant institutes to waste management indicators to incentivize
train aspiring students aimed at improving schools to improve their infrastructure
communication and abilities to design and and processes. Best rated schools will be
take forward IEC/BCC initiatives in their incentivized/awarded for their performance;
schools and communities. O Sharing of good practices: Videos of efforts
by champion students/schools across India
C. Building Champion Schools
can be developed and shared with other
Network schools to inspire them and enable learning
O Swachhata Townhalls – An annual event of good practices.
can be organized by ULBs bringing together

28 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
CHAPTER 5 Funding

The Central share fund allocation for States/ UTs O 90:10 for ULBs in NE/Himalayan States;
as well as amount to be retained at MoHUA are
O 100% for UTs without legislature;
provided in Annex II. Fund sharing mechanism
at the National and State/ UT level is provided in O 80:20 for UTs with legislature;
sub-section 8.7 of Chapter 8 of the Operational
Guidelines.
O 60:40 for other States/ UTs.

The 1st instalment of 40% of allotted Central


A total of 5% of the total allocation for project
share from MoHUA will be released to the State/
components of the overall budget is earmarked
UT for a ULB provided the entry conditions
for IEC component. Of this earmarked amount,
specified in Section 4.2 of the Operational
80% of the Central share will be released to
Guidelines, and following additional conditions are
States/ UTs/ ULBs to design and undertake IEC/
satisfied:
BCC interventions. Out of this released amount,
half the amount must be allocated to ULBs by
O SLTC approved IEC action plan for State
respective State/ UT. The remaining 20% per
submitted.
cent will be earmarked for the National Mission
Directorate to draw up a national campaign and The 2nd instalment of 60% of allotted Central
develop standard campaign tools for effective share from MoHUA will be released to the State/
awareness and communication. UT for a ULB provided the following conditions are
satisfied:
The Centre: State fund sharing for IEC component
will be as given below: O UC submitted for 75% expenditure of Central
and State share;

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 29
O 50% Progress against action plan; In light of the experience of the past, it is advised
that ULBs will need to report expenditure on
O City certified ODF+; IEC to the State Mission every month and States
in turn will provide information on monthly
O City certified at least 1-star with 60% source expenditure in IEC to SBMU Mission at MoHUA
segregation. through the designated portal. For further release
of funds to States, at least 75 % of utilization of
Expenditure on national Newspaper and TV is
funds earmarked for IEC would be considered
not an admissible item under this component
essential. ULBs shall be competent to spend the
for the State Government or for the ULBs. Under
minimum 50% part of the ULB level funds, as per
no circumstance shall the IEC fund be utilized
approved communication action plan.
for purchase of vehicles, construction and
maintenance of buildings, creation of posts and Based on the deliverables detailed out in Chapter
payment of salary of municipal staff, and purchase 3 of this document, the following Table highlights
of furniture and fixtures. Moreover, while the maximum possible fund spend by States/
approving IEC proposals, SHPC should ensure UTs and ULBs on the various components and
that at least 80% of the funds requested are for deliverables, along with suggested method of
ground -level behaviour change initiatives through procurement.
inter-personal 72 communication, rather than for
merely messaging and awareness activities.

Table 3: Mode of Communication, Activities and Permissible Funding

Serial Medium of engagement and Suggested Activity Permissible Fund Spend


No (Not exceeding % of
allocated IEC funds)
Inter- Personal Communication (IPC)

1 Door-to-door awareness campaigns/ home visits/ group meetings,


demo sites / kiosks at public places

2 Incentive mechanism/ award programs for citizens to sustain Swachh


behaviour (e.g. Maximum plastic waste collected and deposited)

3 Preparation of toolkit, flipchart etc. to facilitate interaction with


community members Not less than 40%
4 Tie-ups with service providers for awareness generation

5 Tie-ups with NGOs/ CBOs to drive behaviour change among


communities

6 On ground activation program on important celebratory days of the


year

30 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
Serial Medium of engagement and Suggested Activity Permissible Fund Spend
No (Not exceeding % of
allocated IEC funds)
Mid media

1 Dissemination of Audio spots on community radio driven by ward


members

2 Wall paintings/ graffiti art/ roadshows, street theatre, tableau,


felicitation events and award ceremonies, exhibitions, competitions,
on Swachhata themes

3 Preparation, printing and dissemination of manuals/ compendiums,


coffee table books, newsletters, etc. documenting best practices that Not less than 30%
can facilitate knowledge sharing

4 Press conferences with media

5 Exhibitions/ public melas on SBM-U related themes

6 Printing and distribution of merchandise such as face masks, jute


bags, umbrellas, caps, and wristbands with important messaging
(only in specific events/ meetings, exhibitions, etc.)

Inter-Personal Communication (IPC) + Mid- Media = Not Less than 70%

Digital media

1 Swachh Talks – Monthly thematic webinar series

2 Development and dissemination of podcasts/ mobisodes/ bulk SMS/


Approx. 10% to 15%
WhatsApp/ local apps for engaging local champions etc.

3 Digital comics, interactive video games, quizzes on focus areas of


sanitation and waste management

4 Virtual Sanitation Museum

Mass media

1 Dissemination of Audio Spots on All India Radio, video spots on


national TV, print advertisements in national media

2 Dissemination of Audio Spots on Private FM channels


Maximum upto 15%
3 Video Spots on local cable TV

4 Print and outdoor advertisements in local media

5 Development of print, audio and video collaterals

Mass Media + Digital Media= Not more than 30%

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 31
CHAPTER 6 Monitoring and Evaluation

A system for monitoring and evaluation of side monitoring indicators. These indicators
communication activities is critical to ensure provide measurable information to determine
regular information flow on the performance of if implementation is taking place among
the activities and the overall program, which helps communities as planned. Such indicators include
in assessing gaps in and required modifications of knowledge, needs, expectations of households
IEC strategies. and communities, community participation, reach
and quality of engagement, as well as prevailing
In phase 1 of SBM-U, IEC and BCC interventions attitudes and social norms around key behaviours
have been primarily monitored through indicators and actions identified in the strategy. Hence,
built into Swachh Survekshan, the annual periodic surveys at ULB level would need to be
cleanliness survey for urban India conducted conducted to keep abreast of evolving needs of
by MoHUA. Along with this, the robust citizen communities.
feedback component built into the assessment
process has served as a monitoring tool to
measure effectiveness of IEC and BCC initiatives. 6.1 Input, Output and
Under SBM-U 2.0, a dedicated IEC portal has been Outcome Indicators
built into the overall MIS platform to monitor
communications and BCC initiatives undertaken at Monitoring can be at various levels: Input
the State and ULB levels. (process) indicators, Output indicators, Outcome
indicators, to gain a comprehensive understanding
To effectively identify gaps and develop new of the quality and impact of advocacy and
iterations of communication strategies, it is behaviour change interventions.
essential to pay close attention to demand

32 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
6.1.1 Input (process) Mission, increased IEC activities in cities, as well
as improved citizen feedback received for Swachh
Indicators Survekshan.
Input (Process) indicators assess how well
the advocacy and communication plans have 6.1.3 Outcome Indicators
been implemented and provide an idea of how
communication and advocacy activities can be Outcome indicators are used to assess the
adjusted to meet determined objectives. Process effectiveness of communication plans in meeting
evaluation indicators assess whether inputs and their stated objectives. Outcome indicators can be
resources have been allocated or mobilized, and defined by behavioural results, policy change or
whether activities are being implemented as changes in social norms specified from the very
planned. Process indicators may include points outset. The outcomes sought by this Framework
such as number of households applying for IHHL is visible behaviour change, e.g. households have
funding, and whether citizens have contacted started source segregation across all urban areas,
authorized desludgers and have put septic tanks in and the holistic achievement of the Mission’s
their households. vision of ‘Garbage Free Cities’.

6.1.2 Output Indicators 6.1.4 Indicative List of


Output indicators refer to early results of the Input, Output and Outcome
communication interventions. These indicators Indicators
provide an understanding of the intermediate
results of the intervention and can be used as Given that the different mediums of communication
predictors of behaviour change. Examples of given in Section 4.2 are to be used at all levels to
output indicators could be States and Cities drive Behavior change communication, there would
submitting their utilization certificates for IEC to a range of expected initiatives and deliverables
MoHUA, increased number of toilets in urban at each level arising out of these initiatives. Some
areas, increased numbers cities conducting indicative indicators of IEC and BCC interventions are
thematic campaigns on core themes of the highlighted in the Table below:

Table 4: Input, Output and Outcome Indicators

Activities Input Indicators Output Indicators Outcome Indicators


Capacity Number of resource O Number of message and Increased levels of
Building of persons trained on critical communication design knowledge and awareness
functionaries for SBM issues, related workshops conducted; regarding SBM_U 2.0
implementation programmes, significance components with special
O More number of people who
of communication of communication and emphasize on citizen
are able to articulate the
plan communication skills engagement
linkage between Swachhata
and communication.

Need Assessment Mapping the resources, O State and ULB specific Insight driven assessment
community perspective baseline assessment report findings inculcated
and barriers of conducted; while designing
communication through communication strategy
O Development of
field assessment
communication strategy.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 33
Activities Input Indicators Output Indicators Outcome Indicators

Outdoor Media O Number of paintings; Increased proportion of Change in behavioural


individuals (men women and practices of citizen and
O Wall painting; O Number of hoardings.
children) adopted to following active participation to
O Hoardings. behaviours: achieve the vision of
Garbage free Cities at
Folk and other Number of
O Source segregation;
O individual and society level
media performances; O Adopting 3R principle;
O Nukkadnataks; O Number of screenings. O On regular interval ensuring
septic tanks are cleaned;
O Video shows.
O No littering and elimination of
Inter-Personal O Number of visits Garbage Vulnerable Points.
Communication (within the specified
time period);
O Home visits;
O Number of group
O Group
meetings convened/
meetings;
held RWA, Market
O RWA meetings; association etc.
meetings held.
O Market
association
and vendors
meetings.

Events O Number of activities Increase in number of Number of post, articles,


organized during this active engagement of brand messages disseminated
O Celebration of
period; ambassadors and local by the brand ambassadors
special week/
influencers like religious leaders, and influencers through
months; O Number of brand
active citizen, youth, SHGs etc. social, digital, on ground
ambassadors and
O Engagement coming forward. events etc.
influencers joined Jan
of Brand
Andolan.
Ambassadors
and
influencers.

Swachh Talks and O Number of Swachh Enhanced learning and


Exposure visit Talks organized; adopting to new modes of
communication
O Number of
participants;
O Number of visits.

34 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
6.2 Other Aspects of campaign efficacy at least once every 18
months. To carry out this exercise successfully,
Monitoring the following points must be adhered to:

O States and ULBs must report progress on


O Communication KPIs must be developed
communication activities in a regular and along with the communication objectives
timely manner on the Swachhatam portal; and the campaign content should be
developed with an aim to achieving
O MoHUA may undertake periodic independent these;
third-party impact evaluations of major
national IEC/BCC campaigns undertaken
O The baseline and end line research to
under SBM U 2.0. These evaluations may also assess movement on KPIs requires special
include select state/ULB level campaigns to skills and funds. Therefore, it should be
assess effectiveness and cost-efficiency of done for state level campaigns through a
these campaigns; third party;

O It would be the States’ and ULBs’


O At the ULB level, post the campaign a
responsibility to ensure that all the funds third party can be hired to conduct a
spent on IEC activities are utilized judiciously reach and recall study and understand
on high impact activities undertaken with the impact of the campaign on those
integrity and on scale. Due mechanisms who have seen the campaign versus
must be put in place to monitor the those who have not. Both quantitative
implementation of these activities. and qualitative methodologies may be
Technology can be used extensively for this used;
purpose (e.g. Digital app for driving citizen O The campaign should have been
engagement, GPS tracking of LED Vehicles, implemented in an integrated fashion
before-after pictures of GVPs with time over a minimum period of three months
stamps and GIS coordinates, etc.); before it is evaluated;
O In addition to the above, it is suggested that O Other tools such as impact studies, third party
States and ULBs undertake an independent evaluations may also be instituted by National
assessment through third party to gauge Mission Directorate.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 35
CHAPTER 7 Conclusion

Swachh Bharat Mission-Urban (SBM-U) has run along with focusing on entire sanitation value
emerged as the largest urban sanitation behaviour chain for inclusive sanitation, which includes
change program in the world and has been collection, containment, treatment, disposal and
able to accelerate India’s progress in ensuring recycling of faecal waste and wastewater so that
availability and sustainable management of water no untreated fecal sludge or used water pollutes
and sanitation for all. Information, Education the ground or water bodies, as well as managing
Communication (IEC) and Behaviour Change different types of solid wastes including plastic
Communication (BCC) interventions have been waste and construction & demolition waste.
one of the key pillars for the success of the first This implies that intensified focus is required
phase of the Mission. Significant participation for behaviour change to maintain the positive
from citizens across urban India shaped the behaviours adopted by people in the first phase,
government program to a people’s movement, sustaining Open Defecation Free (ODF) status and
a ‘Jan Andolan’. Intensive behaviour change preventing slippage and at the same time bring
communication raised awareness and changed about change on a range of new behaviours and
attitudes among citizens about the importance areas as required under the second phase, and
and benefits of ‘swachhata,’ motivating them which will contribute to comprehensive sanitation
to adopt positive water, sanitation and hygiene and waste management.
(WASH) practices.
Behaviour Change Communication will remain a
While cities and towns have become cleaner and key strategy for achieving sustainable sanitation
urban sanitation has captured the mind-space and the vision of Garbage Free Cities. Given the
of citizens, more needs to be done to ensure new components that will be the focus of the
improved quality of urban life. Achievements of Mission, viz. used water management, focus on
the first phase need to be sustained in the long reduction of usage of single use plastic, source

36 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
segregation of waste, and remediation of legacy The key principle that underpins the BCC
dumpsites, there is a need to intensify the IEC and framework is ‘inclusiveness’ – be it engaging with
BCC interventions with relevant messaging, in a every stakeholder and citizen category, or using
targeted and structured manner, so that every every possible channel to disseminate relevant
urban citizen and every stakeholder becomes messages for engagement. Hence, the framework
a partner in Urban India’s journey towards proposes a multi-pronged approach where every
becoming “Garbage Free”. medium of communication, viz. mass-media,
mid-media, digital and social media, interpersonal
The Behavior Change Communication Framework communication, and strategic partnerships –
outlined in this document is expected to provide will be used to reach out to and connect with
knowledge and awareness to States and ULBs every citizen and citizen category - students
on new mediums of engagement, approaches to and youth, senior citizens and armed forces,
various kinds of messaging, design of campaigns, women, home-makers, self-help groups, market
and mobilizing diverse stakeholders through associations and business houses, RWAs and
strategic collaboration/ partnerships to scale up housing colonies, celebrities and influencers, local
initiatives. The targeted approach to planning NGOs and CSOs, geared towards advocacy, citizen
campaigns, coupled with robust monitoring engagement and community mobilization, so
& evaluation approaches detailed in the BCC that ‘swachhata’ becomes everybody’s business.
framework can be expected to help States / UTs It is hoped that this approach will not only help
and ULBs to effectively utilize funds allocated for accelerate the outcomes under the Mission but
IEC activities under SBM-U 2.0, and meet their also help in strengthening the sanitation and
objective of enthusing their citizens in becoming waste management sector per se, so that ‘swachh’
equal partners in their collective journey of habits become institutionalized in the system and
‘swachhata’. ingrained into the DNA of society, even beyond
the life and tenure of the Mission.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 37
ANNEX I Chapter 8 of
Operational Guidelines

urban citizens. With the momentum created by


the SBM, citizens have realised that sanitation
Sets out the overall approach to
impacts their lives in so many ways that it needs
be adopted to ensure awareness
to be everybody’s agenda. The scale of impact
creation along with large scale
that behavioural choices around sanitation have
citizen outreach to intensify ‘Jan
on people’s lives and society at large makes the
Andolan’ and institutionalize
issue of sanitation both personal and social. Under
swachh behaviour and action, for
SBM-U 2.0, this aspect will assume far greater
achievement of “Garbage Free”
criticality, and will need to become the soul of the
cities, and sustaining the gains of
Mission. Accordingly, IEC and BCC under SBM-U
urban sanitation.
2.0 will require a more intensified and focused
approach to ensure participation and active
engagement from each and every citizen and
8.1 The IEC & Behaviour Change initiatives under
every stakeholder. In fact, people’s participation
SBM 2.0 will be based on the learning that the
will be foundational to achieving the Mission’s
achievements of SBM-U in the last 7 years largely
vision of Garbage Free cities. The IEC and BCC
rest on people’s participation, made possible
strategy would thus have to be innovatively
through systematic communication at multiple
reformatted to cater to the Mission’s vision
levels. The Jan Andolan created under SBM-Urban
of Garbage Free cities in accordance with the
was triggered by the Hon’ble Prime Minister
objectives under SBM-U 2.0.
and managed to engage with nearly 20 crore

38 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
8.2 8.2 IEC and BCC strategy among them a sense of intolerance to garbage,
alert them to the benefits of a clean surrounding
8.2.1 MoHUA will disseminate a National Level
and specify the behaviours they can adopt to
Communication Strategy to be implemented
contribute to that vision.
at Central, State and ULB levels. This will be
done in close consultation with States, other 8.2.6 For achieving Garbage Free outcomes,
stakeholders, domain experts and after taking households and citizens would need to be
into account relevant studies of the past and sensitized about:
present. Additionally, States and ULBs would also
be advised to design their own communication O Segregating their household waste into two
strategy. bins;
O Taking ownership to maintain cleanliness of
8.2.2 MoHUA will hold periodic consultations
their immediate neighbourhoods;
among States for mutual learning and exchange of
best IEC practices. O Educating others about the importance of
cleanliness;
8.2.3 Detailed studies will need to be taken up
by States/ UTs to identify triggers for behaviour O Harmful effects of single use plastic and
change among communities, which would form triggered to reduce their usage.
the basis of their IEC and BCC strategy and
8.2.5 For sanitation and used water management,
initiatives to be undertaken.
households and citizens would need to be
sensitized about:
8.2.4 ULBs would need to engage citizen
volunteer (depending on the size of the ward), O The harmful effects of grey and black water
who will be the designated interpersonal from kitchens and toilets not being safely
communicator(s) to engage with each household contained, transported and managed;
in the ward on regular basis. The role of these
volunteers would be critical in bringing about
O Maintaining community toilets in a functional
and sustaining behaviour change at the ground manner;
level with respect to key sanitation and waste O Providing feedback after using public toilets;
management practices. The volunteers could be
engaged through community structures already
O Calling for periodic desludging of their septic
working in the ward such as NULM, NUHM, tanks.
ASHA, Anganwadis, Self-Help Groups (SHGs), 8.2.7 ULBs should facilitate formal creation and
Non-Governmental Organizations (NGOs), youth/ registration of all citizen residential areas into
women’s groups, Community-Based Organisations RWAs/ CBOs/ Slum Development Associations or
(CBOs), RWAs, and other similar bodies, or equivalent, to strengthen ULB’s last mile connect
from among general citizens (e.g. teachers, with every household.
senior citizens, retired personnel, etc) who have
influence in the community/ ward. 8.2.8 ULBs should set up City Sanitation
Committees with participation of selected citizen
8.2.5 The role of the citizen volunteer would be to representatives for periodically reviewing and
sensitize households on how their role would be monitoring the efficient functioning of assets
critical to make their cities Garbage Free, trigger created.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 39
8.3 States and ULBs may make use of existing 8.7.3 The 1st instalment of 40% of allotted Central
IEC material designed at the national level, in share from MOHUA will be released to the State/
addition to developing their own creative content, UT for a ULB provided the entry conditions
depending on the local and cultural context. specified in Section 4.2, and following additional
conditions are satisfied:
8.4 States will make sure that at least three
comprehensive multi-media camoagns are O SLTC approved IEC action plan for State
created and placed in public domain: 1. in favour submitted (as per Annex 7).
of garbage free city 2. Usage and maintenance of 8.7.4 The 2nd instalment of 60% of allotted Central
toilets, especially public and community toilets 3. share from MOHUA will be released to the State/
Safe disposal of used water. UT for a ULB provided the following conditions are
satisfied:
8.5 States will locate opportunities to converge
SBMU campaigns with other highly visible major O UC submitted for 75% expenditure of Central
campaigns for gaining collateral impact and State share;
O 50% Progress against action plan;
8.6 States and ULBs will coordinate with locally
resourceful organizations/ enterprises so that they O City certified ODF+;
partake in SBM-U 2.0 messaging in a significant O City certified at least 1-star with 60% source
manner and add to the overall communication. segregation.

8.7 Fund sharing (as mentioned in section 4.5.4) 8.7.5 Expenditure on national Newspaper and TV
is not an admissible item under this component
8.7.1 The Centre: State fund sharing for this for the State Government or for the ULBs.
component will be as given below:
8.7.6 Under no circumstance shall the IEC fund be
O 90:10 for ULBs in NE/Himalayan States;
utilized for purchase of vehicles, construction and
O 100% for UTs without legislature; maintenance of buildings, creation of posts and
payment of salary of municipal staff, and purchase
O 80:20 for UTs with legislature; of furniture and fixtures.
O 60:40 for other States/ UTs.
8.7.7 While approving IEC proposals, SHPC should
8.7.2 A total of 5% of the total allocation for ensure that at least 80% of the funds requested
are for ground -level behaviour change initiatives
project components of the overall budget will be
through inter-personal communication, rather
earmarked for this component. Of this earmarked
than for merely messaging and awareness
amount, 80% of the Central share will be released
activities.
to States/ UTs/ ULBs to design and undertake IEC/
BCC interventions. Out of this released amount, 8.7.8 In light of the experience of the past, it is
half the amount must be allocated to ULBs by advised that ULBs will need to report expenditure
respective State/ UT. The remaining 20% per on IEC to the State Mission every month and
cent will be earmarked for the National Mission States in turn will provide information on monthly
Directorate to draw up a national campaign and expenditure in IEC to SBMU Mission at MOHUA
develop standard campaign tools for effective through the designated portal. For further release
awareness and communication. of funds to States, at least 75 % of utilization of

40 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
funds earmarked for IEC would be considered O All citizens sensitized about non-
essential. acceptability of garbage in any form in their
vicinity and acting for its due disposal;
8.8 Outcomes
O All citizens sensitized about harmful effects
It is expected that outcomes of the IEC and BCC of usage of single use plastic and triggered
initiatives would lead to: to reduce their usage;

O All households segregating their household O All citizens sensitized about necessity for
waste into two bins and ensuring its due getting septic tanks periodically desludged
disposal; and acting accordingly.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 41
ANNEX II Fund Allocation for IEC

Sl No State/ UT Central Share


(in ₹ crores)
1 Andaman and Nicobar Islands 1.7
2 Andhra Pradesh 142.4
3 Arunachal Pradesh 10.3
4 Assam 36.8
5 Bihar 106.0
6 Chandigarh 8.9
7 Chhattisgarh 62.2
8 Dadra and Nagar Haveli and Daman and Diu 1.5
9 Delhi 135.6
10 Goa 3.8
11 Gujarat 218.0
12 Haryana 70.5
13 Himachal Pradesh 11.3
14 Jammu and Kashmir 40.9
15 Jharkhand 54.4
16 Karnataka 220.5

42 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
Sl No State/ UT Central Share
(in ₹ crores)
17 Kerala 64.0
18 Ladakh 5.9
19 Madhya Pradesh 192.0
20 Maharashtra 447.1
21 Manipur 7.4
22 Meghalaya 5.2
23 Mizoram 6.9
24 Nagaland 5.9
25 Odisha 65.2
26 Puducherry 6.3
27 Punjab 91.5
28 Rajasthan 168.4
29 Sikkim 1.9
30 Tamil Nadu 251.0
31 Telangana 118.7
32 Tripura 7.2
33 Uttar Pradesh 384.2
34 Uttarakhand 27.7
35 West Bengal 179.6
Total For States/ UTs 3,160.8
Retained At MoHUA 790.2
Total 3,951

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 43
ANNEX III Format for IEC Action Plan

IEC and Public Awareness for FY XXX


State Profile
Name of the State

Total No, of Districts

Total No. of ULBs

Total No. of Wards

Population 2011 Census

Households 2011 Census

Projected Population 2025 (@2.31% Annual Growth)

Projected Households 2025

44 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
Key Interventions under IEC and Public Awareness for FY XXXX
State: XXX
Proposed IEC And BCC Interventions at the State Level
S. No. Key Themes Messages of the Details of the Target Audience Expected
Mission Covered Activity Outcome
1.
2.
3.

Proposed Consolidated IEC Action Plan of ULBs


S. No. Key Themes Covered Details of the Target Audience Expected
Activity Outcome
1.
2.
3.
4.

Proposed Overall Budget Demand under IEC and Public Awareness for FY XXXXXXX
S. No. Component Quantity Unit (in ₹) Period/ Amount
Frequency (Rs. in Lakhs)
(a) (b) (c) (d) (e)= (b)x (c)
x(d) =
Mass Media

Total

Mid-Media

Total
Outdoor Media

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 45
S. No. Component Quantity Unit (in ₹) Period/ Amount
Frequency (Rs. in Lakhs)

Total

Overall Budget Demand under IEC and PA for FY 2022-23


Sl No. Sub Component Budget (Rs in Lakh)
1. Mass Media
2. Mid-Media
3. Outdoor Media
4. Printing and Replication of IEC Material
5. ICT
6. Total

Total: ₹ …… only
Fund Allocation for Fund Received Until Fund Utilized Until Balance Outlay till
Mission Period Now Now Date

Fund Sharing
(₹. In Lakhs)
S. No. Component Central Share State Share Total Budget Demand

46 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
ANNEX IV Branding

Logo Usage O Under no circumstances shall the logos be


modified in any way by State or ULB;
For the implementation of SBM-U 2.0, the O Logos of specific initiatives under SBM-U
following logos are to be mandatorily used in the such as Swachh Survekshan, Star Rating
given order: Protocol of Garbage Free Cities, Lakshya
Logo Placement Zero Dumpsite etc. shall be incorporated
Swachh Bharat Mission- Top right of appropriately, as needed below the
Urban communication asset aforementioned logos;
Ministry of Housing Centre of O The usage of SBM logo is permitted without
and Urban Affairs, communication asset any prior approval by all other Ministries/
Government of India offices under Government of India;
State/ ULB Logo Top Left of
O Any other logo to be incorporated as
communication asset
per directions from Government of India
for specific occasion or event shall be
Considerations communicated to States and ULBs as
deemed appropriate.
O Logos are available in Hindi and English and
Artwork files of logos are available on the
may be suitably used depending on the region
Swachh Bharat Mission-Urban portal.
and the language of the communication
asset;

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 47
Mission Branding related banners, hoardings, advertisements and
other communication collaterals. The phrase
In order to ensure that Swachh Bharat Mission- ‘Garbage Free Cities’ as articulated by Hon’ble
Urban 2.0 finds prominence in all communication Prime Minister as the vision of SBM-U 2.0,
assets, it is recommended that the line ‘An to the extent possible, must be prominently
Initiative of Swachh Bharat Mission-Urban used across all communication collaterals and
2.0’ be displayed prominently below all event channels.

48 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
ANNEX V Framework for Engaging
with Media and Community

Part A: Engaging with O Identify and organize a consultation with


15-30 vernacular journalists on the issues
Media that are underreported;
O Involve sector experts who journalists
Engagement Activities can interview or seek more information
from;
O Media Consultation on SBM-U 2.0;
O Constantly engage at least five journalists
O Engage with local vernacular journalists
from local vernacular media outlets to
(across print, web and audio-visual platforms)
produce/ publish 10-15 stories/ editorials
and sensitize them on urban sanitation
on issues every quarter.
issues and the SBM 2.0 mandate. Before
a consultative workshop is conducted, it For the journalist, the media sensitization
is important to undertake the following workshop will aid in initiating and encouraging
activities: the right conversation and reporting on urban
sanitation for the greater good.
O Conduct a dipstick survey among local
vernacular journalists (across print,
web and audio-visual platforms) to Other Activities
understand their current perceptions and
O Media Roundtable – Monthly/ quarterly
knowledge of SBM-U priorities;
roundtable with media where the concerned

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 49
minister can interact with media persons Formalize
to share the success stories (past), current Map City Arrangements List Stakeholders
projects (present) and the action plan Se lements for Community and Influencers
Volunteers
(future). Similar roundtables can be organized
with local media by the ULBs with a greater
frequency;
Organize
Mobilize Pla orms for
O ULB Level Swachhata Awards Sponsorship – Community
mee ngs,
Community
Media houses can be approached by the ULB consulta ons,
Groups Engagement
etc.
to sponsor ULB level awards for ward / lane
competition. Such sponsorship are low cost
options for the media houses but result in
Create
increasing their engagement; Community Assess Monitoring and
Engagement Resources Reflec ons
O Regular press briefs/notes from ULBs; Pla orms
O Build case studies on best practices,
champions and collaborative campaigns – as a
knowledge transfer docket; Mapping Settlements, Groups, Stakeholders
O Organize site visits for journalists e.g. visit to and Influencers
STP/ FSTP/ bio-gas plants/ MRFs etc; Map all settlements, including slums and
informal settlements on the city’s map with
O Mailers, newsletters dispatch to a database
information on RWAs, CBOs, NGOs, etc.
of journalists (especially those covering city,
health, environmental issues);
Arrangements for Community Volunteers
O Regular update on government websites / Community volunteers form the backbone of
social media on innovation/ information/ communication strategy as they can provide
policies etc. and tag or inform journalists and the last-mile reach. They can be engaged
media houses to follow. through CSOs / NGOs / other private sector
support platforms provide through corporate
social responsibility. A Community Volunteer
Part B: Engaging with can belong to any socio-economic background
Community to drive citizen engagement and sustainable
behaviour change among citizens. The
Community Volunteer may be an individual
Building Inter- specifically selected for the purpose or be
Departmental engaged through community structures already
working in the ward such as NULM, NUHM,
Collaborations ASHA, Anganwadis, Self-Help Groups (SHGs),
I. Engagement of NGOs / CSOs Non-Governmental Organizations (NGOs),
youth/ women’s groups, Community-Based
Planning and Implementing City/Town Organizations (CBOs), and other similar bodies.
Community Engagement Strategy Influential women candidates, transgenders,
A simple 9-step process is suggested for differently abled persons are strongly
development of City Sanitation Action Plan (CSAP) encouraged to be selected as Community
and City Solid Waste Action Plan (CSWAP). Volunteers.

50 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
Number of Community Volunteer Per Ward groups have representatives from across the ULB
and Assignment of Households to Community and represent all castes, religions, gender, and age
Volunteers groups in the community.
It is suggested that every ward should have at
Organizing Meetings, Focus Group Discussions,
least one Community Volunteer. The optimum
Consultations etc.
number of Community Volunteers for each ward is
left to the discretion of the ULB. Organize small or large group meetings,
consultations, workshops, vision building
Rewards and Recognition for Community exercises, etc. with communities, stakeholders,
Volunteers NGO and Civil society groups and influencers to
Community Volunteers must be suitably (1) Understand their needs, desires, concerns,
recognized and suitably felicitated by ULB at ward, ideas, and vision for the community; and (2) Plan
city state and national level (where applicable) specific projects and interventions. CSAP may
in different forums and events. Other suggested be developed for each neighborhood and can
ideas which ULBs may implement to motivate and be combined at the ward, zone and city level for
incentivize Community Volunteers include: procurement of communication services.

O High-tea/ interaction of best performing Creating Community Engagement Platforms


Community Volunteers with Municipal Create spaces for community engagement at
Commissioner/ State Mission Directors, other neighborhood, area, ward, zonal and city level, to
senior officials; facilitate/increase interactions between the city
and the community. Set up virtual platforms using
O Discount coupons, passes which may used in
social media platforms like WhatsApp, Facebook,
public transport, purchase of essential good,
or Instagram groups etc. at neighborhood, area/
etc.;
ward/zonal and city level.
O Free annual health check-ups for Community
Volunteers. Assessing & Strengthening City Capacity for
Community Engagement
Publication of stories of Best Performing Effective community engagement requires skills
Community Volunteers in government and understanding of participatory tools. City
publications, outdoor, print, digital and social teams may be trained and mentored to facilitate
media community engagement processes. Capacity of
city staff across all departments, programs, and
List all key stakeholders and influencers schemes may also be built.
They are people who could be affected - positively
or negatively by the project or who are able to Monitoring and Reflections
influence the success or failure of a project. List Cities must reflect on the community engagement
stakeholders for the ULB. processes regularly to see if they are achieving
the goals and objectives. Reflect on outreach,
Mobilizing Community Groups utilization of services, money saved, people’s
New group formation, if needed, shall be contribution in cash and kind. Reflection shall also
facilitated with the help of NGOs or trained help understand if solutions have been better
municipal staff. Ensure that old and newly formed accepted and adopted.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 51
ANNEX VI List of Primary Generators of
Waste under Businesses and
Commercial Establishments

O Manufacturers – They are responsible for O Small/Large Businesses − All businesses,


generating considerable waste, especially product or service-based, produce a certain
plastic waste, implicit in manufacturing amount of waste. The type of waste is subject
processes. Potential site for practices of to the nature of business. This waste can be
segregation, treatment, recycling, and proper clinical, hazardous, glass, solid, food, dry or
disposal of generated waste; wet. The responsible management of this
waste is imperative for ensuring resource
O Retail Outlets – This group generates waste
efficiency and fulfilling ecological obligation;.
primarily in the form of packaging (plastic,
paper, and cardboard). Retail outlets can O Offices/Trade Sites − Offices particularly
prove to be critical in implementing the generate a large amount of mixed paper
reduction of SUP; waste, and can be appropriate avenues to
implement practices of reducing, reusing and
O Industries − Industrial processes generate
recycling in order to effectively manage their
chemical waste, hazardous waste and solid
waste;
waste. It would be beneficial to ensure
adequate practices of segregation, land O Hotels − The hospitality industry produces
application, recycling, reuse and scientific both dry and wet waste, primarily comprising
disposal; of food waste and solid waste. Packaging of

52 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative
food also contributes to the waste generated. in the country, it is imperative to integrate
Practices pertaining to purchase policy, and businesses and commercial units into the
waste management and disposal can be implementation of the SBM-U 2.0.
incorporated for effective waste reduction;
O For commercial establishments such
O Market Spaces − These commercial spaces as market places, retail outlets, shops,
are responsible for significant waste recreational facilities, hotels, street vendors
generation, as waste produced from all and shopkeepers, the SBM-U needs to
commercial activities is invariably disposed communicate the principle of the 3Rs, the
of on-site. The responsibility of waste importance of practicing segregation at
management and disposal is often transferred source, the responsible disposal of waste, and
in market places, which leads to negligence; the need for banning SUP. The community
O Shopkeepers − Shops generate a considerable needs to understand the importance and
amount of waste, which is primarily dry their role in making cities Garbage Free.
waste and wet waste. The disposal of this These establishments are often BWGs as well;
waste is often improper. Additionally, not all hence, communication and capacity building
shopkeepers practice segregation of waste; regarding the on-site processing of organic
waste in BWGs are required. These should
O Street Vendors/Business Haats (markets) − also be appropriately linked for disposal of
The waste generated is often unsegregated non-biodegradable waste via authorized
and disposed of as per convenience, as vendors;
opposed to designating spaces for waste
disposal in a proper manner. This is often due O Business associations of each group, such
to a lack of awareness; as associations of small-scale industries,
associations of street vendors, etc. should be
O Recreational Facilities − Movie theatres, roped in not only to disseminate messages
sports complexes, convention centres, etc. but during the planning stages as well.
generate substantial waste (paper, plastic This would help in garnering maximum
bottles, straws, cardboard, etc.).; participation and giving the necessary push;
O E-commerce – With the shift in the O For businesses, focus should be on effectively
consumption habits of the urban population, invoking CSR and channelizing funds to
e-commerce businesses are responsible for a support ULBs in the respective cities;
large quantity of waste generated.
O Initiatives to improve awareness, concerning
Integrating Businesses and Commercial Unit in the benefits of segregation at source and
the Implementation of the SBM-U 2.0 the benefits of the 3Rs, can effectively bring
about a change in the practices and attitudes
Acknowledging the influence and contribution of of these establishments as well as the people
these establishments towards waste generation associated.

National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 53
56 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative

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