The Making of “Swachh” India Driving behaviour change at scale

1. The Making of “Swachh” IndiaDriving behaviour change at scale Mahatma Gandhi International Sanitation Convention29 Sept 2018

2. In 2014, Source – UNICEF India was contributing • 60% to the world’s open defecation; with • 600 million • people openly defecating.

3. The Case for Improved Sanitation in India Lack of access to clean water Absence from school Impact on Tourism 1.5 million children below the age of five die from diarrhoea every year Economic Impact of inadequate sanitation 6.4% of India’s GDP in 2006 Source – World Bank Source – World Bank Source – World Bank Over US$ 20 Bn have been spent on WASH projects in the last 20 years. However, none have been able to meet the set objectives nor sustain outcomes, leading to minimal change

4. Scale of the Challenge Key socio-economic concerns for a sanitation program included lack of public support, inadequate focus on behaviour change and demand creation Scale and geographic spread, together with non-homogeneity Ingrained behaviour– centuries-old practices Multi-layered implementation structures • 1.35 billion people; 29 states, 7 UTs • Diverse language, customs, traditions and cultural beliefs • Geographic and climatic variations • Not just about lack of infrastructure and facilities • Understanding of deeper issues defining social and cultural beliefs • Open defecation is an accepted norm and a toilet within the premises is considered unacceptable in many areas • Bringing sanitation to the forefront as a State priority • Presence of corresponding systems at the state level • Capacities needed at the state level

5. Launch of Swachh Bharat Mission (Grameen) Why What How Ensuring universal sanitation coverage by 2 Oct 2019, benefiting the health and livelihood of 18% of the global population On 2 Oct 2014, the Swachh Bharat Mission (SBM) was launched Spearheading the world’s largest behaviour change programme initiated by any government

6. Achievements under the Mission India aims to achieve Sustainable Development Goal 6.2 (sanitation for all) in 2019 instead of 2030 • Independent verification agency (IVA) - National Annual Rural Sanitation Survey (NARSS) • Of the 93.4% people who had toilets, used them regularly • Confirmed the Open Defecation Free (OFD) status of 95.6% of the villages that had been verified ODF by the state governments 2014 600 Million 2017 100 Million Accelerated growth in the number of open defecation free districts in India (Source: SBM-G MIS) Open Defecation in India (Nos) A decrease of 500 Million in open defecators

7. Critical Success Factors Support from Government Engagement with implementers Think scale The New Era of Sanitation Getting everyone involved Success breeds success Competition and housekeeping

8. Thank You

9. Glossary Information Abbreviations • SBM – Swachh Bharat Mission • IHHL – Individual Household Latrine • ODF – Open Defecation Free • IHHL Coverage – The %age coverage of IHHLs across the country An assessment of the programme brings forth some key lessons for such missions, and this case study attempts to document them with an aim to serve as an important starting point for other similar programmes globally. Swachh Bharat Mission-Gramin (SBM-G), the rural component of the Mission, driven by the Ministry of Drinking Water and Sanitation (MDWS), and the Swachh Bharat Mission-Urban (SBM-U). The MDWS also works towards mainstreaming sanitation across other sectors and Ministries like railways, schools, hospitals, highways, tourist places etc.