National Behaviour Change Communication Framework
National Behaviour Change Communication Framework
National Behaviour Change Communication Framework
COMMUNICATION FRAMEWORK
FOR GARBAGE FREE CITIES
Chapter 1: Introduction 1
Chapter 2: Background 4
Chapter 5: Funding 29
Chapter 7: Conclusion 36
Annex VI: List of Primary Generators of Waste under Businesses and Commercial Establishments 52
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.
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
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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
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.
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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:
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;
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CHAPTER 3 Planning the Communication
Strategy
Campaign
Gap Analysis design &
Monitoring &
& Need communica on
Evalua on
Assessment approaches
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
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.
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
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CHAPTER 4 Campaign Design
National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative 13
All SBM-U
messaging to
ensure:
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
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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
tne ic
ip
l - ce
Par rateg
A
rsh
par
St
r
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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:
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.
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.
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.
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.
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
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.
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;
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:
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.
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.
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.
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
Digital media
Mass media
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’.
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
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:
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
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
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
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 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
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
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
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.
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
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.
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56 National Behaviour Change Communication Framework For Garbage Free Cities | A Swachh Bharat Mission-Urban 2.0 Initiative