“Swachchta Kranti” was a behaviour change campaign created to target large religious gatherings. The aim was to collaborate with faith leaders to spread the message of an open defecation free land. The approach stemmed from the observations that faith leaders have a much larger impact on behaviour change than advocacy from doctors, scientists or celebrities.
The Kumbh mela, being the largest gathering in the world, was the platform on which the campaign was executed. Interventions were organised in the Ardh Kumbh mela held at Haridwar as well as the Maha Kumbh at Ujjain. With over 15,00,000 people attending the mela everyday, a series of activities were planned across the camps, targeting the rural audience.
A variety of mediums like parades, plays, public service announcements featuring prominent faith leaders, mobile stage shows, street dancers and hoardings were used across the venue. These were used to share information on government subsidies and benefits of toilet use along with the negative impact of open defecation on our health and environment.
From conceptualization to on-ground implementation was entirely handled by TheShift. Monitoring and evaluations results post the campaign reflected that the people attending the interventions were 2.7 times more likely to use/build a toilet.