Summary:
By Express News ServiceBENGALURU : Implementing Swachh Bharat Mission (SBM), the world’s largest behaviour change programme, in a five-year time frame has not been easy. But changing behaviour in tandem with implementing infrastructure (construction of toilets) is an uphill task, with a very high degree of difficulty. We sometimes used to compare the SBM challenge with attempting to paint the wings of a plane in flight. Demand for a toilet had to be stimulated to wean people away from the habit of open defecation and therefore a behaviour change campaign had to be designed and implemented at scale. Stimulating Demand: Behaviour Change at Scale Disruption Begins at Home While getting hundreds of millions of people in rural India to adopt and use toilets was going to be no easy task, we realized that behaviour change, like charity, has to begin at home..