Prime Minister Narendra Modi launched the Swachh Bharat Mission on 2nd October 2014, with the objective of making India clean and hygienic by 2019, the 150th birth anniversary of Mahatma Gandhi. Taking cue, Reckitt Benckiser (also referred as RB), the maker of Dettol, Harpic Colin, and Lizol, launched a 5-year initiative, “Dettol – Banega Swachh India”,in 2014 in partnership with NDTV and Facebook, to make India healthier and cleaner by 2019. Towards this end, it is investing Rs 100 crores to spread awareness around the importance of hygiene and sanitation to millions across the country.
The Banega Swachh India initiative aims to
(1) Drive behaviour change towards hand hygiene, through numerous awareness initiatives such as the School HandWash Program and Young Mother’s Program, and
(2) Improve sanitation facilities by working with NGO partners to identify areas across the country, to support the development and maintenance of cleaner toilets.
This assumes importance because in India 53% of the population does not have access to a toilet, and over 120 thousand children under the age of 5, annually, die from diarrhea.
In collaboration with RB, for one of the awareness initiatives, Butterfly Fields has designed activities and modules on 5 sensitive issues – Hand washing, Cleanliness at home, school & in neighborhood, Good and bad habits of Toileting, Dental hygiene and water purification.
The objective being, using “Children as change agent” and the vision being “Reaching 10,00,000 children in 10,000 govt schools over a span of 4 years”.
These kits are designed and manufactured in India for Indian context which in a way also supports the Make in India initiative, I guess.
Each of the modules focuses on similar aspects with the belief that these informed children would become the ‘Change agents’ at their home and in our country’s future thereby truly making a Swachh Bharat!
We are happy to be part of this mission and hope to bring about the change envisaged by Swachh Bharat Mission.
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