Towards Nirmal Maharashtra
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<strong>Towards</strong> <strong>Nirmal</strong> <strong>Maharashtra</strong><br />
Water Supply and Sanitation Department<br />
Government of <strong>Maharashtra</strong>
Water and Sanitation Support Organization (WSSO)<br />
Water Supply and Sanitation Department, GoM<br />
1 st Floor, South Wing, CIDCO Bhavan<br />
CBD Belapur, Navi Mumbai 400 614<br />
<strong>Maharashtra</strong>, India<br />
Tel. +91 22<br />
Email: directorwsso@gmail.com<br />
Cover Photos:<br />
© UNICEF/India/PrashanthVishwanathan/2012<br />
March 2013<br />
[This document is<br />
prepared by WSSO<br />
<strong>Maharashtra</strong> and UNICEF<br />
Mumbai. The document<br />
is informed by the<br />
National Guidelines on<br />
Sanitation and Hygiene<br />
Advocacy and<br />
Communication Strategy<br />
Framework 2012 – 2017<br />
by Ministry of Drinking<br />
Water and Sanitation<br />
(MDWS), GoI under the<br />
<strong>Nirmal</strong> Bharat Abhiyan]
<strong>Towards</strong> <strong>Nirmal</strong> <strong>Maharashtra</strong><br />
Water Supply and Sanitation Department<br />
Government of <strong>Maharashtra</strong>
Contents<br />
Foreword………………………………………………………………………………………………………………………… Page i<br />
Abbreviation…………………………………………………………………………………………………………………… Page iii<br />
Chapter 1: Background……………………………………………………………………………………………. Page 01 - 07<br />
Overview of the State<br />
Sanitation situation of the State<br />
Findings of Formative Studies of KAP since 2008<br />
Chapter 2: NBA, SHACS AND ODEP………………………………………………………………………….. Page 08 - 17<br />
Status of the NBA in the State with reference from baseline<br />
IEC an important component of NBA<br />
Why SHACS Framework<br />
About National Framework on SHACS<br />
Why State Sanitation and Hygiene Advocacy and Communication Strategy<br />
Goals and objectives of State SHACS<br />
Challenges: Regional Disparities and Sustainability<br />
Chapter 3: Communication Approaches……………………………………………………………………. Page 18 - 37<br />
Four critical sanitation and hygiene behaviours<br />
Social norms and socio ecological model<br />
Activities done so far on IEC in the state in last 3 years<br />
Short, Medium and Long term targets addressing regional disparity, sustainability and gender mainstreaming<br />
Three phases of implementation<br />
Proposed activities at state level linking with targets and objectives with time line roles and responsibilities<br />
Capacity building plan<br />
Chapter 4: Institutional structures…………………………………………………………………………… Page 38 - 43<br />
State/district/block/GP level Institutional structure<br />
Reference of GRs<br />
Existing Monitoring, Evaluation and feedback mechanism<br />
IEC Outlay and estimated allocation figures for next five years as per the template<br />
Chapter 5: Convergence……………………………………………………………………………………………. Page 44 - 49<br />
Line departments for implementation of SHACS at state level with their envisaged role<br />
Convergence platform at district level<br />
Annexures………………………………………………………………………………………………………………………. Page 50 - 56<br />
District Plan<br />
IEC Budgeting
List of Tables and Figures<br />
Table 1: Various usages of household toilet structures Page 02<br />
Table 2: Reason for not having individual household toilet by districts Page 03<br />
Table 3: Motivation behind construction of toilets Page 03<br />
Table 4: Felt need expressed by women and adolescent girls for building toilets Page 03<br />
Table 5: Common barriers experienced in using household toilet Page 04<br />
Table 6: Crucial times when respondent and family members generally wash hands Page 04<br />
Table 7: Materials used to wash hands Page 04<br />
Table 8: Handling of children's excreta and hand washing practices Page 05<br />
Table 9: Manner in which child excreta is disposed Page 05<br />
Table 10: Ways of protecting/handling drinking water sources Page 05<br />
Table 11: Transportation of drinking water Page 07<br />
Table 12: Last Three Year Information, Education & Communication (IEC) Activities Page 22<br />
Table 13: Details of the communication activities to be undertaken at state level Page 27<br />
Table 14: Details of the Advocacy Activities to be undertaken at State level Page 28<br />
Table 15: Suggested Activities for Behaviour Change Communication through IPC Page 30<br />
Table 16: Capacity building development plan Page 36<br />
Table 17: List of Government Resolutions Page 40<br />
Figure 1: Distribution of households for access, usage and open defecation Page 02<br />
Figure 2: Households reported treating water Page 07<br />
Figure 3: Number of Gram Panchayats Received <strong>Nirmal</strong> Gram Puraskar Page 09<br />
Figure 4: Region-wise Households and Availability of Toilets Page 10<br />
Figure 5: Percentage of Families without toilet among BPL and APL Families Page 10<br />
Figure 6: Region-wise SC and ST Households and Availability of Toilets in Percentage Page 11<br />
Figure 7: Percentage Families without toilet among Landless APL Page 11<br />
Figure 8: Percentage of Families without toilet among Women headed APL Page 12<br />
Figure 9: Percentage of Families without toilet among other APL Page 13<br />
Figure 10: Region wise Percentage of Defunct Toilets among BPL and APL Families Page 13<br />
Figure 11: Organogram of Water Supply and Sanitation Department, Government of <strong>Maharashtra</strong> Page 39<br />
Figure 12: Organogram of Drinking Water and Sanitation Mission Page 40
Foreword<br />
i
Abbreviations<br />
iii
Chapter 1<br />
0
OVERVIEW<br />
Vision: Water and Toilet at Doorstep (the vision statement of Water Supply and Sanitation Department, Government of<br />
<strong>Maharashtra</strong>).<br />
Mission: Increased access to safe drinking water and sanitation services to rural and urban communities at affordable cost in<br />
an environmentally sustainable manner, including emphasis on water recharging measures and making the state open<br />
defecation free, through enhanced quality service delivery by local self-governments, with community participation wherever<br />
possible.<br />
1.1 Background<br />
<strong>Maharashtra</strong>, the third largest state by area and the second most populous state in India, has witnessed a significant increase in the<br />
level of urbanization during last four decades which has changed the dynamics of infrastructure facilities and services. <strong>Maharashtra</strong><br />
is also India’s most developed state, contributing 15 per cent of the country’s industrial output and 14.7 per cent of its Gross<br />
Domestic Product (GDP). The state has been classified into six revenue divisions namely Amravati, Aurangabad, Konkan, Nagpur,<br />
Nasik and Pune. The Nasik and Pune divisions being contiguous form the popularly known Western <strong>Maharashtra</strong>; Aurangabad comes<br />
under Marathwada; Nagpur and Amravati division together form the Vidharbha region and Konkan comes under the Khandesh region.<br />
According to the Census of India (2011), <strong>Maharashtra</strong> has nearly 23.8 million households, with 13 million households in rural areas<br />
and 10.8 million households in urban areas. Of this 53 per cent households have access to improved sanitation facilities (toilets). The<br />
corresponding figure in rural areas is 35 per cent, which is far from satisfactory. In last ten years sanitation sector in <strong>Maharashtra</strong><br />
has witnessed positive growth and nearly 6.5 million new households have gained access to toilet facilities. In rural <strong>Maharashtra</strong>, in<br />
the last ten years 2.9 million new toilets have been constructed. While the number of households not having toilet within the<br />
premises has decreased at state level by 1.2 million (Census 2011), 38.2 million persons still practice open defecation. Of these 90<br />
per cent are in rural <strong>Maharashtra</strong>. While the percentage of households having access to improved sanitation facilities is higher (50.2<br />
per cent) in the state as compared to the national average (41.7 per cent), 60 per cent households from three regions (Vidharbha,<br />
Marathwada and Northern <strong>Maharashtra</strong>) alone continue to practice open defecation. The district wise variation shows that<br />
Sindhudurg district has reported highest (75.9 per cent) proportion of households having toilet facility within the premises followed<br />
by Nagpur (75.7 per cent), Kolhapur (74.5 per cent), Pune (73.8 per cent) and Satara (71.1 per cent) districts. On the other hand, this<br />
is lowest in Bid (25.1 per cent), Gadchiroli (27.0 per cent), Osmanabad (27.7 per cent), Nandurbar (28.7 per cent) and Parbhani (28.8<br />
per cent). In <strong>Maharashtra</strong>, the percentage of households using open space for toilet is highest in Bid (73.2 per cent) followed by<br />
Gadchiroli (71.9 per cent), Parbhani (70.1 per cent) and Osmanabad (68.9 per cent).<br />
The disparity in the Scheduled Castes (SC) and Scheduled Tribes (ST) households and Non SC and ST households having toilet within<br />
the premises increased during the period 2001 to 2011. While overall 46.9 per cent households do not have toilet within premises,<br />
55.3 percent SC households and 69.9 percent ST households do not have toilet within premises. If the state continues to<br />
progress at the given pace, then it is estimated that the state would not be able to meet the universal household<br />
sanitation target before 2032.<br />
1
Apart from the increasing regional disparity, state is also facing a daunting task to sustain the <strong>Nirmal</strong> Gram Panchayats (NGPs).<br />
There are many studies which highlight strong incidences of slip back. <strong>Maharashtra</strong> accounts for one-third of the total Gram<br />
Panchayats (GPs) that have been awarded NGPs in India. In 2008, TARU and UNICEF conducted a joint study to understand NGP<br />
sustainability in 60 GPs and it was found that only 6 GPs were maintaining open defecation free (ODF) status though 85 per cent<br />
households have access to toilet. Poor installation accounts for 72 per cent of the reasons for toilets not being used. 26 per cent<br />
households do not use toilets due to lack of water availability.<br />
Table 1: Various Usages of Household Toilet Structures (TARU-UNICEF Study, 2008)<br />
Status (all figures in percentage)<br />
State<br />
Regular Toilet<br />
Toilet Choked,<br />
Damaged or Not<br />
in Use<br />
Storage Space<br />
Used for<br />
Bathing<br />
Used as Cattleshed<br />
Konkan 63 28 05 03 01<br />
Marathwada 54 31 08 06 01<br />
Northern <strong>Maharashtra</strong> 91 07 01 00 00<br />
Vidarbha 56 40 02 00 02<br />
Western <strong>Maharashtra</strong> 98 02 01 00 00<br />
Total 87 10 02 01 0.03<br />
A joint concurrent monitoring of UNICEF and Communication and Capacity Development Unit (CCDU) <strong>Maharashtra</strong> with the Key<br />
Resource Centres (KRCs) in 2010 on the NGP aspirants villages also gave a similar picture. Out of the 9,836 surveyed households<br />
covered from 406 gram panchayats from 33 rural districts, 75 per cent were found to have access to toilet of which 79 per cent<br />
reported using the facilities. Only 44 per cent of the households are disposing child excreta in toilet and 8 per cent of the surveyed<br />
GPs are found to be ODF as per the NGP guideline.<br />
Figure 1: Distribution of households for access, usage and open defecation (all figures in percentage)<br />
(Source: UNICEF-CCDU, <strong>Maharashtra</strong> Assessment 2010)<br />
Though 30 per cent of the GPs of <strong>Maharashtra</strong> have received NGP, yet majority of the bigger villages are still not ODF. It is seen that<br />
the population growth rate in last two decades (1981-91 and 1991-2001) was very high, and reflects the alarming rate of population<br />
increase in these potential growth centres. However, the services of water supply, sanitation, education, health, etc. have not grown<br />
with the same pace. So far, out of total growth centres of 327 GPs, only 75 (23 per cent) GPs have received <strong>Nirmal</strong> Gram Award for<br />
100 per cent ODF status.<br />
2<br />
Households Visited<br />
Households with Toilet Facility<br />
Households using Toilet Facility<br />
Households with Toilet Not Using it<br />
Households without Toilet Facility<br />
Households Practicing Open Defecation<br />
21<br />
25<br />
40<br />
0 20 40 60 80 100<br />
75<br />
79<br />
100
1.2 Knowledge, Attitudes and Practices around sanitation and hygiene in rural <strong>Maharashtra</strong><br />
Different past studies in <strong>Maharashtra</strong> suggests that one of the main reason for construction of toilets is the safety, dignity and<br />
privacy for women.<br />
Table 2: Reason for not having individual household toilet by districts (all figures in percentage)*<br />
(UNICEF-GfK Mode Study, 2011)<br />
Reasons for not having toilets Chandrapur Latur Nandurbar<br />
High price 68 78 69<br />
No space in house 14 18.3 12<br />
Lots of open space in village 28 16 14<br />
Not aware of toilet use 03 04 05<br />
Misconeceptions (Toilet near kitchen, etc.) 03 01 04<br />
Lack of water 08 15 06<br />
* Total exceeds 100 per cent due to multiple responses<br />
The high price incurred in the construction of individual toilets was cited as one of the major reasons by maximum of the respondents<br />
across all three districts of Chandrapur, Latur and Nandurbar. Availability of open spaces in the village and lack of space in the house<br />
emerged as next important reasons for not having toilets.<br />
Table 3: Motivation behind construction of toilets (all figures in percentage)*<br />
(UNICEF-GfK Mode Study, 2011)<br />
Motivation behind construction of toilets Chandrapur Latur Nandurbar<br />
Safety and security of women and adolescent girls 45 66 49<br />
Need for privacy/ dignity 50 52 55<br />
Awareness about health benefits of toilet use 22 41 30<br />
Motivated by panchayat members 31 38 44<br />
Motivated by NGO/ CBO/ local club 01 01 02<br />
Motivated by policital leaders 02 02 01<br />
No open space for defecation 02 0.3 01<br />
Money recieved by panchayat after being declared ODF 03 0.3 01<br />
* Total exceeds 100 per cent due to multiple responses<br />
For nearly half the respondents across the three districts, one of the prime motivating factors has been the need for privacy/ dignity,<br />
safety and security for women and adolescent girls.<br />
Table 4: Felt need expressed by women and adolescent girls for building toilets<br />
(Source: Formative Research on WASH, Innovation and UNICEF Mumbai, 2012)<br />
Emotional and Behavioural<br />
Factors<br />
Embarrassment<br />
Concerns of Women and Adolescent Girls<br />
Women and girls shared that when they go for open defecation, it becomes very embarrassing if<br />
men pass by the same road<br />
Risk and safety Going outside alone for defecation in the night is very difficult and unsafe<br />
Discomfort<br />
When suffering with problems such as diarrhoea or during menstruation going for open<br />
defecation creates more problems<br />
3
Emotional and Behavioural<br />
Factors<br />
Adverse health impact<br />
4<br />
Concerns of Women and Adolescent Girls<br />
Some women shared that they avoid going for defecation during the daytime, as there is no<br />
toilet. As a consequence they complained of suffering from stomach ache and constipation<br />
Table 5: Common barriers experienced in using household toilets<br />
(Source: Formative Research on WASH, Innovation and UNICEF Mumbai, 2012)<br />
Dimensions Details<br />
Cognitive factors Open defecation is an age-old practice. “Our parents and our ancestors also did not use a toilet”<br />
Toilet near the cooking place is like having a dirt and foul smell near cooking place<br />
Going for defecation in the open ground is more comforting. One can enjoy greenery, open air while<br />
defecating open<br />
There is a claustrophobic feeling and fear in using toilets<br />
Behavioral factors Open defecation is more convenient than using a toilet<br />
Economic factors Going for open defecation saves water. We have to use one mug if we follow open defecation<br />
practices, but for using a toilet, we need bucketfull of water<br />
We cannot invest/ prioritize building toilets. Government should provide financial support for building<br />
toilets<br />
Technical factors Septic tank toilets are “real good” toilets as compared to soak pit toilets<br />
Soak pit toilets are getting filled soon<br />
Structural factors Drinking water is not available for a week, how can we afford to use water in the toilets<br />
No assurance for livelihood, no road connectivity, unavailability of health services, rampant poverty –<br />
at the backdrop of such challenges, people are not ready to prioritize building toilets<br />
Table 6: Crucial times when respondent and family members generally wash hands (all figures in percentage)*<br />
(UNICEF-GfK Mode Study, 2011)<br />
Crucial times Chandrapur Latur Nandurbar<br />
After waking up 66 38 33<br />
Before praying 40 32 19<br />
Before handling food 72 57 52<br />
Before feeding 70 57 49<br />
Before breastfeeding 47 44 36<br />
Before eating 94 91 88<br />
After eating 95 92 86<br />
After defecation 91 84 85<br />
* Total exceeds 100 per cent due to multiple responses<br />
Table 7: Materials used to wash hands (all figures in percentage)*<br />
(UNICEF-GfK Mode Study, 2011)<br />
Materials Chandrapur Latur Nandurbar<br />
Soap 87 89 87<br />
Detergent 05 06 05<br />
Ash 06 10 08
Materials Chandrapur Latur Nandurbar<br />
Soil/ mud 03 03 02<br />
Only water 25 23 20<br />
* Total exceeds 100 per cent due to multiple responses<br />
Soap is the most widely used detergent for hand washing. However, there was also significant number of respondents using only<br />
water for hand washing.<br />
Table 8: Handling of children's excreta and hand washing practices<br />
(Source: Formative Research on WASH, Innovation and UNICEF Mumbai, 2012)<br />
Knowledge Gaps Identified Practice<br />
Community members were<br />
theoretically aware that<br />
children’s excreta carries germs<br />
and dirt<br />
Soap is not regularly used in the household Don’t always wash hands with soap<br />
Children are considered replica of the god.<br />
Mothers are supposed to never complain in<br />
cleaning child’s excreta<br />
Children’s excreta is generally thrown in the<br />
garbage dump<br />
Washing hands after cleaning excreta is not a<br />
priority<br />
Parents allow children to go for open<br />
defecation<br />
Table 9: Manner in which child excreta is disposed (all figures in percentage)*<br />
(UNICEF-GfK Mode Study, 2011)<br />
Manner of disposing child excreta Chandrapur Latur Nandurbar<br />
Child use toilet 15 25 20<br />
Flushed into toilet 4 12 7<br />
Buried in ground/ pit 12 31 20<br />
Flushed into drain 3 4 3<br />
Indiscriminate/ dumped along with wastes 22 24 24<br />
Child practices open defecation 19 4 5<br />
HH does not have a child 33 14 30<br />
* Total exceeds 100 per cent due to multiple responses<br />
Respondents across the three districts have stated various practices in this regard. Hence knowledge level differs quite a bit.<br />
Table 10: Ways of protecting/handling drinking water sources<br />
(Source: Formative Research on WASH, Innovation and UNICEF Mumbai, 2012)<br />
Ways Primary Responsibility Constraints<br />
Putting bleaching powder in<br />
common water tanks<br />
Repairing water pipelines, borewells<br />
Preventing water pipeline<br />
breakage, blockage<br />
Distribution of water<br />
purification medicine to every<br />
household<br />
Jalsurakshak (panchayat employee responsible<br />
for water distribution) – needs to be monitored<br />
by the panchayat<br />
Gram Panchayat members Budgetary constraints<br />
Gram Panchayat members Budgetary constraints<br />
Inconsistency in following the practice. Less/<br />
more mixing of bleaching powder in the<br />
drinking water<br />
ASHA workers Difficulty in ensuring consistent usage<br />
5
Table 11: Transportation of drinking water (percentage of households)<br />
(Source: UNICEF-IMRB Study 2008)<br />
Aurangabad Chandrapur Latur Nandurbar Sangli Aggregate<br />
Base: All households 598 1200 1196 1200 600 4794<br />
In Covered Vessels 5.1 18.8 1.6 4.4 4.4 6.4<br />
In Uncovered Vessels 94.5 81.0 98.2 94.7 75.3 86.4<br />
Do Not Transport 0.2 0.2 0.0 0.9 20.3 7.1<br />
Majority of the respondents, across all districts, found to be carrying water in uncovered vessels.<br />
Figure 2: Households reported treating water (all figures in percentage)<br />
(Source: UNICEF-IMRB Study, 2008)<br />
80<br />
70<br />
60<br />
50<br />
40<br />
30<br />
20<br />
10<br />
0<br />
46<br />
72<br />
16 16<br />
Aurangabad Chandrapur Latur Nandurbar Sangli Aggregate<br />
From the above findings it is quite evident that the sanitation programme should not be seen solely as a hardware driven programme<br />
and often necessarily awareness does not translates into knowledge and knowledge into action. This is a complex issue. Only access<br />
to the sanitation facility and awareness campaigns cannot ensure open defecation free villages unless this is linked with increasing<br />
aspiration and value for investment. Hence there is a need for a long term communication strategy which would support the rural<br />
sanitation programme of <strong>Maharashtra</strong> to make villages open defecation free.<br />
10<br />
31<br />
7
8<br />
Chapter 2
NIRMAL BHARAT ABHIYAN IMPLEMENTATION IN THE STATE<br />
2.1 Status of NBA Implementation in the State<br />
Total Sanitation Campaign (TSC) was launched in 2000 only in the rural areas of four districts of <strong>Maharashtra</strong>. Subsequently by<br />
2004, it was extended to cover all the districts in the state. Between the year 2000 and 2012, around 71 lakh individual household<br />
toilets were constructed in the rural areas as per the TSC online data, an achievement of 73.8 per cent against the TSC target for<br />
the state. According to the TSC data, by June 2012, in four districts, i.e., Gadchiroli, Kohlapur, Ratnagiri and Sindhudurg 100 per<br />
cent of the targeted household were covered with the sanitation facilities. However, the census 2011 data revealed that only 34.8<br />
per cent of the rural households have access to improved toilets. This slow progress can be attributed to the strategy used by TSC<br />
which was more hardware driven. The TSC is now being rechristened as <strong>Nirmal</strong> Bharat Abhiyan (NBA) by the Ministry of Rural<br />
Development, Government of India. Under the NBA, the subsidy for construction of individual toilets has been raised from INR 2,200<br />
(allocated earlier under TSC) to INR 10,000. Another major departure which the new scheme has made from the TSC is that every<br />
rural household besides large farmers, which does not have a toilet, would be eligible for availing of the benefits of the scheme,<br />
unlike in the case of TSC which was meant only for the BPL households. In order to mobilize financial resources for implementing the<br />
scheme, it is envisioned that towards the construction of each individual household toilet, a total of INR 4,500 would be made<br />
available from Mahatma Gandhi National Rural Employment Guarantee Scheme (MGNREGS). At present <strong>Maharashtra</strong> has 34.13 per<br />
cent (9,523) <strong>Nirmal</strong> Gram Panchayats and 11 <strong>Nirmal</strong> blocks.<br />
Figure 3: Number of Gram Panchayats Received <strong>Nirmal</strong> Gram Puraskar (NGP)<br />
Total GPs<br />
Non-NGP GPs<br />
NGP GPs<br />
9,523<br />
18,384<br />
27,907<br />
Though <strong>Maharashtra</strong> is a leading state there is still a long way to go before the state can achieve 100 per cent elimination of open<br />
defecation and establish safe and healthy hygiene practices in the community. In early 2013, the state carried out rigorous exercises<br />
of baseline survey to generate database for its Project Implementation Plan 2012-17 (PIP) under <strong>Nirmal</strong> Bharat Abhiyan (NBA). The<br />
findings of the baseline, available for the last six months, have only made the challenge more visible. Out of the total 125.24 lakh<br />
rural households in the state, only 60.32 lakh (48 per cent) have access to toilet facility and 64.92 lakh (52 per cent) households do<br />
not have toilet facility. Further, studies pertaining to the use of toilet facility clearly indicate that there is considerable gap (nearly 20<br />
– 30 per cent) between the households having toilet and households using this facility. Even the census data highlights this fact<br />
9
where there are 31 lakh missing toilet reported in the state. The slip back of <strong>Nirmal</strong> Gram Puraskar award winning Gram Panchayats<br />
is yet another hurdle in the way of achieving total sanitation.<br />
2.2 Disparity and Social Equity<br />
Apart from the afore-mentioned issues, there also exist issues related to regional and social disparities among households in terms of<br />
access to the toilet facilities. As per the recent baseline nearly 52 per cent rural households do not have toilet facility. There are two<br />
revenue divisions Konkan and Pune where two third of the rural households have the toilet facilities, whereas, in Aurangabad and<br />
Amravati it is just the other way round. The Census 2011 also states that 60 per cent of the open defecation load of the state<br />
comes from Marathwada and Vidharba (Aurangabad, Nagpur and Amravati) regions.<br />
Figure 4: Region-wise Households and Availability of Toilets (all figures in percentage)<br />
Figure 5: Percentage of Families without toilet among BPL and APL Families<br />
At state level there is no significant difference between access to toilets between BPL and APL. However, in Aurangabad and<br />
Konkan division there is visible disparity.<br />
10<br />
52<br />
51<br />
66<br />
53<br />
45<br />
46<br />
68<br />
34 32<br />
42<br />
62<br />
63<br />
40<br />
62<br />
60<br />
71<br />
29<br />
Kokan Pune Nasik Aurangabad Amravati Nagpur State<br />
% of Household having access to toilets % of Household having no access to toilets<br />
73<br />
65<br />
60<br />
60<br />
60<br />
32<br />
36<br />
32 34<br />
31<br />
State Nagpur Amravati Aurangabad Nasik Pune Konkan<br />
71<br />
38<br />
Total HHs APL HHs BPL HHs<br />
62<br />
55<br />
45<br />
48<br />
52<br />
41
Figure 6: Region-wise SC and ST Households and Availability of Toilets in Percentage<br />
60 42<br />
36 42<br />
34 32<br />
(Source: State base-line survey 2012-13)<br />
In terms of social disparities in the backward communities, 68 per cent ST families (APL+BPL) do not have toilets against the state<br />
average of 52 per cent which is 15 percentage points difference. If one is to analyse disaggregated data for region and district level<br />
the disparity further increases. There are districts like Nandurbar and Dhule where the percentage of SC families having no toilet is<br />
77 per cent and 87 per cent respectively. There are six districts of <strong>Maharashtra</strong> where more than 80 per cent ST households do not<br />
have toilet facility.<br />
Figure 7: Percentage Families without toilet among Landless APL<br />
73<br />
59<br />
60<br />
77<br />
75<br />
69<br />
71 62<br />
Kokan Pune Nasik Aurangabad Amravati Nagpur State<br />
51<br />
% of Total Household having no access to toilets % of SC Household having no access to toilets<br />
% of ST Household having no access to toilets2<br />
38 37<br />
46<br />
49<br />
63<br />
64<br />
50<br />
78<br />
22<br />
62<br />
44<br />
45<br />
68<br />
58<br />
52<br />
32 31<br />
24<br />
State Nagpur Amravati Aurangabad Nasik Pune Konkan<br />
73<br />
Other APL HHs All APL HHs<br />
60<br />
(Source: State base-line survey 2012-13)<br />
11
Within the APL families also disparity is quite striking. There are 10.4 percentage point difference in terms of landless APL and all<br />
APL families in terms of access to the toilet facility. In Amravati and Pune division this disparity is much more visible. This is to be<br />
noted that overall Pune division’s performance is very good where two-third rural community have toilet facility.<br />
Figure 8: Percentage of Families without toilet among Women headed APL<br />
12<br />
State<br />
Nagpur<br />
Amravati<br />
Aurangabad<br />
Nasik<br />
Pune<br />
Kokan<br />
31<br />
31<br />
32<br />
37<br />
0 10 20 30 40 50 60 70 80<br />
Women Headed APL Families AllAPL Families<br />
In all the divisions, there is 2-4 percentage points difference between women and non-women headed families except Konkan as the<br />
decision making power is largely vested with male members in the family.<br />
46<br />
48<br />
49<br />
51<br />
60<br />
63<br />
63<br />
68<br />
73<br />
76
Figure 9: Percentage of Families without toilet among other APL<br />
It is clear from the above chart that the large farmers of the APL families have more access to the toilet facility compared to the<br />
other category of APL families. However, this is also to be noted that one third of the richer class of rural <strong>Maharashtra</strong> is defecating<br />
in open and in Nasik, Amravati and Aurangabad districts this practice is about 50 per cent.<br />
Figure 10: Region wise Percentage of Defunct Toilets among BPL and APL Families<br />
15<br />
51<br />
38 37<br />
46<br />
49<br />
63<br />
64<br />
73<br />
50<br />
60<br />
22<br />
32 31<br />
24<br />
State Nagpur Amravati Aurangabad Nasik Pune Konkan<br />
5<br />
8<br />
6<br />
3<br />
3<br />
28<br />
20<br />
Other APL HHs All APL HHs<br />
23<br />
17<br />
17<br />
Kokan Pune Nasik Aurangabad Amravati Nagpur State<br />
% of Total BPL HH with Defunct Toilet % of APL HH with Defunct Toilet2 % of Total HH with Defunct Toilet3<br />
17<br />
20<br />
16<br />
18<br />
33<br />
15<br />
23<br />
21<br />
10<br />
14<br />
(Source: State base line survey 2012-13)<br />
13
Defunct toilet is a concern for the state as 13.51 per cent (8,15,028) of the total toilets are reported defunct as per the recently<br />
conducted baseline survey. The percentage of defunct toilet among BPL is 20.83 per cent whereas among APL it is 10.31 per cent.<br />
There is a significant 10 percentage point difference between BPL and APL households. While BPL families have been receiving<br />
subsidy for construction of toilets since the beginning of TSC, a lesson learnt is that subsidy will not always motivate community to<br />
construct and maintain toilets. Region wise data shows that Nagpur and Nasik regions are having highest percentage of defunct<br />
toilets i.e. 22.95 and 22.83 per cent respectively. Even if the percentage of defunct toilets is further reduced, then also at present<br />
38 per cent rural households have functional toilets in their premises which is at par with the Census 2011 findings.<br />
In short, achieving the objectives defined through Project Implementation Plan (PIP) under <strong>Nirmal</strong> Bharat Abhiyan for the state<br />
requires a well thought out strategy on different components of the programme including Information, Education and Communication<br />
(IEC) to address equity and gender.<br />
2.3 IEC an important component of NBA<br />
Information, Education and Communication (IEC) is an important component of the <strong>Nirmal</strong> Bharat Abhiyan which firmly believes that<br />
demand driven approach is a way to achieve sustainable sanitation. The IEC component has been designed in such a way that it can<br />
generate demand and aspiration for improved sanitation facilities at the household level addressing equity. The continuing weightage<br />
to IEC components since TSC time (15 per cent of the total budgetary allocation) clearly indicates its importance. Creating<br />
awareness, strong advocacy with the major stakeholders and social and behavioural change communication (SBCC) are the three<br />
major components of the programme. Interpersonal communication and door to door visits are recognized as the most significant<br />
tools for achieving the programme goals and 60 per cent of the total IEC budget has been allocated for these activities only. To<br />
strengthen communication machinery at village level different triggering methods using participatory social mobilization provision for<br />
engaging community and village motivators have also been made. For effective dissemination of IEC material, funds will be provided<br />
under IEC component to district, blocks and GPs for execution of work which can be done by engaging local NGO and village level<br />
motivators (Swachhata Doot).<br />
2.4 Why SHACS Framework?<br />
Research studies carried out during recent past in the country clearly indicate that the effects of poor sanitation seep in to every<br />
aspect of life and it also perpetuates an intergenerational cycle of poverty and deprivation. In this backdrop meeting the country’s<br />
sanitation and hygiene challenges requires an urgent focus on triggering the demand to build the toilets, ensuring their quality, use<br />
and maintenance. In order to make this happen there is need for sustainable resources and time investment to inculcate a lasting<br />
change in behaviour and adoption of key hygiene practices at the community and household level. Changing the social norms and<br />
misconceptions among community is always a challenge and requires evidence based long term strategic approach. Sanitation and<br />
Hygiene Advocacy and Communication Strategy Framework 2012-17 (SHACS) has emerged out of this approach which focuses on<br />
the behaviour change pertaining to improved and sustained sanitation practices.<br />
About National Framework on SHACS<br />
National Sanitation and Hygiene Advocacy and Communication Strategy Framework 2012-17 (NSHACS) is framework developed<br />
jointly by Government of India, Ministry of Drinking Water and Sanitation and UNICEF, New Delhi to bring out appropriate strategies<br />
for behaviour change communication under IEC component to make villages open defecation free by build and use of toilets, hand<br />
washing with soap in critical periods, handling and storage of drinking water and safe disposal of child excreta. SHACS is more<br />
objective and integrated approach in which critical sanitation and hygiene behavioural issues are identified and approaches are<br />
suggested to bring about positive change which is also sustainable. It also throws light on selection of activities under IEC and<br />
specific guidelines in terms of budgetary allocations. Inter-personal communication is the core of this approach leading to social and<br />
behavioural change. One of the major features of SHACS is that it has incorporated monitoring and evaluation framework as part of<br />
14
strategy along with measurable indicators and means of verification. NSHACS 2012-17 has been developed and states are advised<br />
to formulate state specific Sanitation and Hygiene Advocacy and Communication Strategy Framework 2012-17 (SHACS) to give<br />
proper direction to the district activities based on yearly district communication plan under the IEC component of state-led <strong>Nirmal</strong><br />
Bharat Abhiyan.<br />
2.5 Open Defecation Elimination Programme (ODEP) and SHACS<br />
The biggest challenge under NBA programme is open defecation elimination (ODE) as even after efforts of more than decade old<br />
sanitation programme 55 per cent of the state rural population still practices open defecation. Open defecation on such a scale with<br />
multiple diversities needs awareness generation and advocacy among all stakeholders including politicians, administrators,<br />
implementers and frontline workers to prioritise open defecation elimination programme (ODEP) at policy and execution level. At<br />
community level planning and implementing communication activities leading to social behaviour change for creation of demand for<br />
construction and use of toilet is also required. Since elimination of open defecation is visualized through NBA, will require systematic<br />
and result oriented approach towards communication component. The communication plan should be well equipped with the menus<br />
for different levels considering their roles and responsibilities. Sanitation and Hygiene Advocacy and Communication Strategy<br />
Framework 2012-17 (SHACS) developed by GOI and UNICEF brings out the required strategy to strengthen communication activities<br />
and to establish link between the programme and the community for which it is made. SHACS provides an integrated approach to IEC<br />
component as it talks about all the aspects including identification of resources, capacity building plans at different levels, activity<br />
listing, fund management and monitoring and evaluation plan. In other words the world’s largest sanitation programme (i.e. NBA) is<br />
started and the major stakeholder i.e. rural community is also identified with its needs, now it need an instrument to establish the<br />
link between these two and that instrument is Sanitation and Hygiene Advocacy and Communication Strategy Framework 2012-17<br />
(SHACS).<br />
15
2.6 Goal of SHACS (2013-2017)<br />
1. The overall goal of the SHACS is to attain a positive social and behaviour change among the rural community of <strong>Maharashtra</strong><br />
with respect to knowledge on<br />
Build and use of toilets<br />
The safe disposal of Child Excreta<br />
Hand washing with soap after defecation, before food and after handling child faeces and other personal hygiene practices.<br />
Safe storage and handling of drinking water<br />
2. To impart and ensure knowledge on improved sanitation and hygiene behaviours to the individuals translates into practices like<br />
Building of toilets<br />
Always use a toilet<br />
Dispose child excreta safely<br />
Wash hands with soap on critical times<br />
3. To change social norms making open defecation unacceptable among all<br />
2.7 Objectives<br />
52 per cent (64.92 lakh HH) rural population who do not have toilets will have a positive attitude towards building and use of<br />
toilets with focus on Marathwada and Vidharbha by the end of 2017.<br />
Increased knowledge of at least 70 per cent elected representatives (at all levels) and opinion leaders on importance of<br />
elimination of open defecation and its sustenance by the end of 2015 and all by the end of 2017.<br />
Increased knowledge of parents and caregivers on safe disposal of child excreta in all the GPs selected for village saturation<br />
approach as per the state PIP by the end of 2017 in a phased manner.<br />
Increased knowledge of rural HH on the benefits of hand washing with soap and importance of better water handling practices<br />
at household level in all the GPs selected for village saturation approach as per the state PIP by the end of 2017 in a phased<br />
manner.<br />
Increased knowledge of 30 per cent of rural slip back HH and all the PRIs of 9521 NGP GPs on continuing use of toilet by the<br />
end of 2014.<br />
100 per cent HH of the achieved saturated GPs always use a toilet and dispose child excreta safely by completion of every AIP.<br />
At least 90 per cent of the HH in achieved saturated GPs wash hand with soap on critical times and engaged in safe water<br />
handling practices by completion of every AIP. For the year 2013-14 it will be achieved among 3,695 GPs and 6.14 lakh<br />
families.<br />
17
18<br />
Chapter 3
NIRMAL BHARAT ABHIYAN IMPLEMENTATION IN THE STATE<br />
3.1 Communication Approaches<br />
Majority of the Indian rural masses are not aware about general sanitation and hygiene practices. Governments of India as well as<br />
Government of <strong>Maharashtra</strong> have implemented a number of sanitation and hygiene programs to promote sanitation and hygiene<br />
practices on both levels, i.e. individual as well as gram panchayat level. While implementation of these programmes helped increase<br />
awareness level of rural masses, somehow the expected behaviour change has not taken place.<br />
Considering the constraints, the National Sanitation and Hygiene Advocacy and Communication Strategy Framework (NHACS)<br />
focused on four selected critical Sanitation and Hygiene behaviours-<br />
1. Building and use of toilets<br />
2. The safe disposal of child faeces<br />
3. Hand washing with soap after defecation, before food and after handling child faeces<br />
4. Safe storage and handling of drinking water<br />
The Government of <strong>Maharashtra</strong> has decided to focus on the afore-mentioned four critical sanitation and hygiene behaviours as<br />
derived by the NHACS. Therefore the communication strategy for the state of <strong>Maharashtra</strong> is bound to be guided by these four<br />
considerations. While, the state has also decided to follow the National Sanitation and Hygiene Advocacy and Communication<br />
Strategy Framework, some changes according to state specific context have been done during implementation.<br />
3.2 Social Norms<br />
Every society has its own social norms towards the issue related to their<br />
lifestyles and day to day activities, especially in villages. Masses from<br />
rural <strong>Maharashtra</strong> have set norms of sanitation and hygiene practices and<br />
that are widely accepted by society.<br />
Evidence shows that the most effective approach leading to behaviour<br />
change is a combination of efforts at all levels – individual, interpersonal<br />
network, community and societal. For effective communication, different<br />
levels are reached with different communication approaches.<br />
The great challenge is to change the mind-sets of rural masses that are<br />
following the set norms of sanitation and hygiene practices traditionally.<br />
Hence the communication strategy of changing behaviour regarding four<br />
critical hygiene practices should be focused considering the following<br />
social norms.<br />
“Social norms are the rules people in<br />
a society are expected to abide by.<br />
They are ‘agreed upon’ rules by which<br />
a culture guides or shapes the<br />
behaviour of its members in a given<br />
situation. Sanctions of different types<br />
and degrees (stigma, social exclusion,<br />
fines, etc.) are usually expected for<br />
those who do not adhere to the<br />
norms. Norms can suggest what<br />
behaviour/ practice should be followed<br />
or which behaviour/practice should<br />
NOT be followed, thus providing easy<br />
guidance in a number of situations<br />
(queuing, stealing, bringing a gift<br />
when invited, etc.)”<br />
19
Box 1: Social norms generally followed by rural community in <strong>Maharashtra</strong><br />
Villagers normally decide the space or location for open defecation in the village.<br />
As space is available for open defecation, they don’t feel the need and importance of toilets.<br />
Male rural population or opinion leaders (generally men) don’t feel to construct a toilet for women for the sake of their<br />
dignity as they feel, there is a separate space available for defecation for women in village itself.<br />
The rural community feels that the child faeces are harmless, which is otherwise.<br />
It is assumed that simply washing hands with water is enough to clean the hands during critical times.<br />
Fetching, storing and handling of water is generally the responsibility of women (primarily at household level).<br />
Water fetched from natural reservoirs like well, bore well, lake, river etc. is safe for drinking.<br />
The Communication Strategy focuses on<br />
The immediate need for individuals adults and children, men and women to change existing traditional perceptions about the<br />
importance of sanitation and hygiene practices and accept better sanitation and hygiene practices<br />
The long term need for the whole of rural society to agree that it is not socially acceptable to practice open defecation, handle<br />
child faeces, ignore hand washing with soap or store and handle drinking water inappropriately.<br />
It is only a change in individual practice coupled with a change in the social norm that will bring about a positive change for everyone.<br />
Changing an Individual’s Behaviour<br />
To achieve a positive change in human behaviour it is important to recognize that individual behaviour is complex. Human behaviour is<br />
determined by close social networks and also the socio-cultural and physical environment that each person lives in. Bringing about<br />
changes in an individual’s behaviour requires a look at the person’s environment at different levels, from the household and<br />
community to the institutions responsible for support and the policy framework. Each of these levels influences how an individual<br />
behaves.<br />
20<br />
STRUCTURAL ENVIRONMENT<br />
Infrastructure, economic barriers<br />
PUBLIC POLICY<br />
National, state, local laws<br />
INSTITUTIONAL<br />
Staff capacities, resources, mandate<br />
SOCIO-CULTURAL<br />
Community norms and social networks<br />
INTERPERSONAL<br />
Family & friends<br />
INDIVIDUAL<br />
Knowledge, attitudes,<br />
skills, practices<br />
Focus on change at<br />
different levels<br />
Multiple dimensions<br />
influence individual<br />
behaviour as<br />
depicted in the<br />
figure.<br />
Interpersonal factors,<br />
socio- cultural and<br />
policy environments<br />
all influence<br />
sanitation and<br />
hygiene behaviours
3.3 IEC Activities and the efforts taken for its strengthening during last three years<br />
Department of Water Supply and Sanitation, Government of <strong>Maharashtra</strong>, through its organization Water Sanitation Support<br />
Organization (WSSO) together with UNICEF is continuously making efforts to strengthen its communication activities for the better<br />
participation of rural community in the area of water and sanitation. <strong>Maharashtra</strong> has pioneered many initiatives and set the road<br />
map for successful implementation of campaigns. Following are the few major initiatives towards strengthening its IEC efforts in the<br />
area of water and sanitation and list of major activities conducted during last three years.<br />
State level workshop in collaboration with UNICEF Mumbai on 1 December 2011<br />
WSSO organised state level workshop at Aurangabad on 1st December 2011 with the following specific objectives:<br />
Strengthening the IEC efforts being taken up across the state, orienting IEC specialists on various elements of communication<br />
strategies<br />
Elements for preparation of output based district IEC action plan,<br />
Sharing best practices and to review overall performance of IEC activities in the state.<br />
Group discussions were conducted on the various issues related to IEC and the reports presented by groups helped in:<br />
Understanding loopholes in the existing IEC strategies and capacity building system, ways and means to develop strategy with<br />
participatory approach<br />
Strengthening IEC efforts and possibilities of convergence to reach the masses with appropriate messages.<br />
The entire workshop was led by Principal Secretary and Director WSSO, UNICEF State Programme Officer and many more key<br />
persons were among the facilitators. All the IEC experts from districts attended this workshop. This state level workshop helped in<br />
shaping IEC efforts across the state to lead towards behaviour change among community for better sanitation and hygiene practices.<br />
Communication skill building on Water, Sanitation & Hygiene (WASH)<br />
A workshop on inter personnel communication, training effectiveness and media communication skill on water, sanitation and<br />
hygiene was organised by Abhivyakti Media for Development during 28-29 June 2011 at KT Hill Resort Virar in collaboration with<br />
UNICEF. The objective of the workshop was to enhance and strengthen knowledge, skills and perspective of district level TSC<br />
Consultants , district level IEC Specialists, representatives of the Key Resource Centres (KRCs) and Jalmitra about effective use of<br />
IEC material with community and realize their role as 'trainers' to transfer this knowledge within functionaries. Two day workshop<br />
developed a training module for enhancing the communication skills of district level water and sanitation functionaries and created a<br />
pool of 100 master trainers on communication related to Water, Sanitation and Hygiene in the State and Training Module including all<br />
required training tools. Apart from these outcomes workshop helped in developing a perspective towards communication activities<br />
and its importance. It also motivated on selecting and experimenting the different means and tools for effective communication.<br />
Innovative IEC Materials and tools<br />
UNICEF in partnership with Government of <strong>Maharashtra</strong> is working intensively to ensure better access to improved sanitation and<br />
water facilities for the rural population of <strong>Maharashtra</strong> to lead a better quality of life and reduce morbidity and health expenditure. It<br />
is obvious that a planned Behavioural Change Communication supported with social marketing of WASH hardware elements is the<br />
need of the hour. It should be a process driven approach with proper balance of both hardware and software elements blended with a<br />
strong peer pressure and learning.<br />
Every year a large portion of resources (INR 8-10 Crores) under NBA and National Rural Drinking Water Programme (NRDWP) is<br />
allocated under IEC component. As per the recent circular from GoI, 60 per cent of the allocated IEC fund needs to be utilized by the<br />
gram panchayats. However, the large portion of IEC fund either used in printing of same old materials, meeting, workshops and travel<br />
21
without understanding the changing need in the society. Still, there is huge potential to use this resource in a constructive way<br />
supported by proper evidence and field research so that objectives under NBA and NRDWP can be achieved.<br />
In this background, UNICEF Mumbai engaged Innovation, a Lucknow based media and communication agency to support in developing<br />
innovative IEC materials and tools on sanitation, personal hygiene and water supported by desk and field research. The overall<br />
objective of the services was to undertake a rapid need assessment followed by desk review of existing IEC materials on WASH and<br />
field research in Chandrapur and Latur to develop field tested creative IEC materials to overcome the above stated barriers and train<br />
60 IEC consultants from DWSM at state and district level. The deliverables were<br />
A rapid need assessment and desk research of existing WASH IEC materials developed by different districts at state level<br />
Conducted a field research to understand the barriers in WASH communications at different levels in Chandrapur and Latur<br />
Thirty different appropriate behavioural change communication materials developed on water, sanitation and personal hygiene<br />
with a focus on tribal and excluded population, frontline workers of health and anganwadis, students, committees like Village<br />
Water Sanitation Committees (VWSCs), School Management Committees (SMCs), Self Help Groups (SHGs), Community Based<br />
Organizations (CBOs) and adolescent girls groups and field test in Latur, Sholapur and Chandrapur<br />
Undertook training of 60 IEC experts at state and district level on usage on the IEC materials<br />
Table 12: Last Three Year Information, Education & Communication (IEC) Activities<br />
Celebration of<br />
Days<br />
“Swachatta<br />
Mitra Elocution<br />
competition<br />
2011-12,&<br />
2012-13<br />
“Sujal –<strong>Nirmal</strong>“<br />
Monthly<br />
Magazine<br />
Swatchta Dindi<br />
22<br />
In <strong>Maharashtra</strong> the following days have been celebrated on a regular basis as a part of communication strategy<br />
through advertisements, rallies, competitions and public meetings: World Women’s Day, World Water Day, World<br />
Health Day, <strong>Maharashtra</strong> Day World Water Day, Hand Washing Day, World Toilet Day, Anniversaries of Spiritual<br />
& Social Leaders etc.<br />
“Swachatta Mitra” - elocution competition has started since 2011-12 with an objective of involving youth in<br />
the campaign.<br />
The elocution competition is the biggest competition in the country.<br />
More than 15,000 students participated in the last year’s competition.<br />
The competition is organized at block, district and state level.<br />
State level competition is arranged on the occasion of Youth Day and the winners at state level have now<br />
been engaged as ‘Resource Persons’ in WASH programme.<br />
WSSO has started monthly magazine of 32 pages called “Sujal – <strong>Nirmal</strong>.”<br />
First issue was published on 29 June 2012.<br />
Sujal – <strong>Nirmal</strong> Magazine mainly highlights WASH activities, guidelines, events and GRs<br />
It is wildly circulated across the state with more than 5000 copies circulated on a monthly basis<br />
This is a mega spiritual event of the state called ‘Palkhi Sohla’. There are two march simultaneously<br />
between Dehu, Alandi district in Pune to Pandharpur district Solapur (the most popular and oldest Spiritual<br />
Places influencing entire Maharashtrian community centuries together)<br />
Department has visualised importance and opportunity to interact with masses through this spiritual event<br />
and started Swachta Dindi. Since last seven years the department has continuously organizing this event.<br />
In both the Dindis 16 IEC mobile vans are deployed to disseminate sanitation massages.<br />
20 kalapathks and more than 200 folk artists participate in both the dindis.<br />
The Swatchta dindi has gained immense popularity and has been extensively covered by leading print<br />
media and TV channels.<br />
Hon’ble Minister addresses many public meetings and press conferences on the dindi marg<br />
300 hoardings of sanitation massages were displayed in pandhrpur as well as road side of the dindi.
Swachatta<br />
Utsav<br />
Hand washing<br />
campaign<br />
<strong>Nirmal</strong> Swrajya<br />
Mohim-<br />
Campaign<br />
Mahacharcha<br />
TV Talk Show<br />
Kirtankar<br />
Parishad<br />
During the Yatra period messages about the sanitation was scroll on Marathi Channels .<br />
On 29/06/2012 a closing ceremony is arranged in presences of Hon. Chief Minister, Hon. Minister of rural<br />
development, Hon. Minister of water supply & sanitation.<br />
Swachatta utsav organized during the 2 October to 4 November 2011, On the basis of Sant Gadgebaba<br />
Campaign from <strong>Maharashtra</strong> suggested by GoI.<br />
At State Level Swachta utsav inaugurated by Hon Chief Minister, Hon. Minister of rural development,<br />
Hon. Minister of water supply & sanitation .At District level Chair Person, Zilla Parishd inaugurated the<br />
said campaign<br />
On these occasion advisements were published in 10 major newspapers of the state<br />
At district places Swachatta utsav is inaugurated in presence of ZPs president & officers.<br />
Arranged awareness campaign was carried out during Swachta Utsav<br />
State celebrates Hand washing day on 15 October every year<br />
Special thrust on Promotion of proper hand washing practices among school children is given through this<br />
campaign. Various advertisements are published in major news paper<br />
Demonstration of hand washing at public places is one of the major features of the campaign.<br />
The <strong>Nirmal</strong> Swarajya Mohim carried out in the state during 2010-11 & 2011-12 during the birth<br />
anniversaries of “Chtripathi shvaji Maharaj & Dr. Babasaheb Amebdkar<br />
Objectives of the campaign were increase the coverage of sanitation in low performance villages.<br />
During the Mohim different days are celebrated, Advertisements are published telecasting of episodes on<br />
WASH issues on TV Channels, TV Spots also telecasted.<br />
During the Campaign at village level meson training programme, melavas, programmes of the kalapathk<br />
were organized.<br />
This campaign proved to be useful as major number of IHHL (more than 50%) is constructed during the<br />
period.<br />
The Unique initiative of the state to rech masses across the state through electronic media is a popular<br />
talk show on Sahyadri, Doordarshan, “Mahacharcha”. Dedicated TV talk on WASH issues, state policies &<br />
best practices. The participation of subject experts, Government Authorities, Public Representatives &<br />
Opinion leaders made this show more useful.<br />
Till the Date 5 Episodes are telecasted. This Program is popular in rural area<br />
Kiratankars are spiritual speakers and having a respect among the community. In all the villages in state<br />
community organises a week devoted towards spiritual activity called Saptah and these Kirtankars orients<br />
the community through it with this background Government decided to involve Kirtankars in the campaign<br />
to appeal community for better hygiene practices.<br />
The first interaction with these Kirtankars made through Kirtankars Parishd orgnized on WASH issue in<br />
2011 at Alandi (Pune). The response was encouraging as 700 Kirtankars participated in the Parishad.<br />
23
3.4 Short, Medium and Long term targets addressing regional disparity, sustainability and<br />
gender mainstreaming<br />
# Targets Regional disparity Sustainability Gender Mainstreaming<br />
1 Short<br />
term<br />
2 Medium<br />
term<br />
3 Long<br />
term<br />
24<br />
Identification of low<br />
performing Regions,<br />
Districts , Block<br />
Launching special<br />
communication drives for<br />
low performing areas<br />
Identification of additional<br />
resources & strengthening<br />
of Existing resources to<br />
support campaign<br />
Effective and regular<br />
system of Monitoring of<br />
IEC activities<br />
Special initiative for<br />
involvement of PRIs<br />
Effective implementation<br />
of campaign to<br />
brought below average<br />
regions with state average<br />
Assessment of earlier IEC<br />
efforts made through short<br />
term targets to improve<br />
upon upcoming strategies<br />
Develop social norms not<br />
to except open defecation<br />
Bring behaviour change<br />
among rural community<br />
regarding hygiene<br />
Identification of slip<br />
back NGP Awarded GPs<br />
Development of trained<br />
technical human<br />
resource<br />
Development of<br />
knowledge bank on<br />
viable technological<br />
options<br />
Special initiative for<br />
motivating community<br />
towards repairing all<br />
defunct toilets<br />
Develop culture of<br />
social marketing for<br />
economics of sanitation<br />
Promote events leading<br />
Cross learning among<br />
GPs at various<br />
stages of NBA<br />
Imparting ownership<br />
feel among rural<br />
community towards<br />
available sanitation<br />
facilities<br />
Development of model<br />
villages to inspire &<br />
guide<br />
Identification of low performing Regions,<br />
Districts, Block in gender prospective i.e.<br />
low % of toilets in women headed families,<br />
less participation in various IEC activities<br />
etc.<br />
Development & dissemination gender<br />
specific materials & tools<br />
Under take regular internal monitoring &<br />
evaluation of progress made & obstacles<br />
encountered in integrating gender<br />
perspective<br />
Awareness raising workshops for the<br />
concerned personnel of state, District level.<br />
On gender sensitive legislation , norms<br />
related to sanitation & importance of<br />
participation of both men & women<br />
Formation of core of women with<br />
involvement of AHSA, AWW, ANM, SHG<br />
group sustainability issue.<br />
Mechanisms / networks for knowledge<br />
sharing & exchange, good practice of<br />
women participation in ODF process.<br />
Design special campaign with involvement<br />
of Female PRI members , GP”s<br />
members for low performing districts<br />
Integrate gender mainstreaming pro poor<br />
issues into planning , implementation of<br />
sanitation activities<br />
“ Toilet is symbol of dignity & privacy of<br />
women” set as basic social norm<br />
Efficiency, effectiveness, equity &<br />
affordability are the main gains of adopting<br />
a gender approach in sanitation &
# Targets Regional disparity Sustainability Gender Mainstreaming<br />
practices<br />
Create competitive spirit<br />
among villagers to be at<br />
par with other developed<br />
regions<br />
Motivate to achieve &<br />
maintain 100% ODF<br />
status<br />
Promote community<br />
monitoring culture for<br />
sustainable sanitation<br />
Promote culture PPP to<br />
generate resource<br />
support<br />
empowering women to participate<br />
unequivocally<br />
Adequate representation of men & women<br />
in planning, operation, maintainers as well<br />
as management<br />
Positive & direct impact on rural women’s<br />
quality of life & productivity through time<br />
& energy savings, improve health, cleaner<br />
environment.<br />
Enhance self–esteem and status of<br />
women.<br />
The building blocks<br />
The strategy envisages reaching the goal of changing people’s knowledge, attitudes and practices through different communication<br />
activities in a phased manner. Every phase is designed to achieve a specific set of communication objectives, each of which will act<br />
as a building block for the next.<br />
3.5 The Three Phases of the Sanitation and Hygiene Advocacy and Communication Strategy<br />
Framework<br />
Phase 1<br />
Raising Awareness<br />
Increase the number of<br />
individuals who<br />
describe open<br />
defecation as a problem<br />
Increase the number of<br />
individuals with correct<br />
knowledge about<br />
sanitation and hygiene<br />
practices<br />
Phase 2<br />
Advocacy<br />
Engage key<br />
stakeholders who<br />
understand the<br />
importance of<br />
sanitation and can<br />
describe government<br />
initiatives for total<br />
sanitation<br />
Build alliances/<br />
partnerships to support<br />
sanitation and hygiene<br />
programmes<br />
Phase 3<br />
Social & Behavioural Change<br />
Communication<br />
Increase the number of<br />
individuals with a positive<br />
attitude towards - (a)<br />
Building and Using Toilet;<br />
(b) Safe disposal of child<br />
faeces; (c) Handwashign<br />
with soap at critical<br />
times*; & Safe storage<br />
and and handling of<br />
drinking water<br />
Increase number of<br />
individuals who - (a) Build<br />
toilets; (b) Always use a<br />
toilet; (c) Dispose of child<br />
faeces safely; & (d) Wash<br />
their hands with soap at<br />
critical times<br />
*after defecation, before handling food and after handling child’s faeces<br />
25
The Strategy is divided into three distinct phases<br />
Phase 1: Raising Awareness<br />
Phase 2: Advocacy<br />
Phase 3: Social and Behavioural Change Communication.<br />
Phase one and two of the strategy present significant overlap as the focus is on raising understanding and visibility of sanitation and<br />
hygiene behaviours and creating an enabling environment for change. Phase Three, social and behaviour change communication<br />
empowers individuals and family members to take decisions based on information and improved understanding; and motivates the<br />
community to play a proactive role in supporting change and influencing perceptions, beliefs and attitudes to change sanitation<br />
practices and existing social norms.<br />
The three phases are not fully sequential, as there will be a degree of overlap in activities carried out through the implementation.<br />
Through these three overlapping phases, the strategy will reach out to children, women and men, influencers and decision makers<br />
across the country, at strategically appropriate times, to create a momentum of supportive public will and a social movement for<br />
positive change.<br />
Advocacy and Communication Activities<br />
The communication activities identified for the different phases are designed to raise awareness levels on the importance of adopting<br />
sanitation and hygiene behaviours, influence attitudes at the household and community level and promote adoption of hygiene<br />
practices. The first and the second phase of the strategy will be carried out simultaneously followed by the third phase.<br />
State level activities<br />
Phase 1: Raising Awareness<br />
The focus will be on enhancing knowledge of audiences on understanding open defecation as a problem and provide correct<br />
knowledge on sanitation and hygiene practices. As the objective of this phase is to raise awareness and increase knowledge the<br />
emphasis will be on increasing the visibility of the issues and keeping it firmly in the national spotlight.<br />
26<br />
Three phases of the Sanitation and Hygiene Advocacy and Communication Strategy Framework<br />
Phase 1: Raising Awareness- Designed to raise visibility of the importance of good sanitation and hygiene behaviours and to<br />
build public support, creating an enabling environment for change.<br />
Phase 2: Advocacy- To arm influencers and decision makers with the information they need, and to encourage them to speak up<br />
and to take action for positive change.<br />
Phase 3: Social and Behaviour Change Communication- To empower individuals and families to make decisions based on correct<br />
information and improved understanding and to motivate communities to help create positive social norms.
Audience:<br />
General public- Statewide<br />
Main messages:<br />
Correct knowledge of Sanitation:<br />
Address the State on the dangers of open defecation and need for correct hygiene practices<br />
Understand and acknowledge the need for building, using, and maintaining a toilet.<br />
Correct knowledge of Hygiene practices:<br />
Understanding why safe disposal of child faeces is important/ risks related to not disposing child faeces safely and ways<br />
to dispose child excreta safely<br />
Know the critical times of hand-washing with soap-after defecation, before food and after handling child faeces<br />
describe the benefits of hand-washing with soap/risks of not washing hands with soap at critical times<br />
Know how to safely store and handle drinking water/risks related to drinking contaminated water<br />
Communication activities:<br />
Mass media campaign<br />
Mobile media campaign<br />
Engaging social media<br />
Promotion through Brand Ambassador<br />
Table 13: Details of the communication activities to be undertaken at state level<br />
Category Strength/Purpose Activities/material<br />
Mass media Reach to the masses at a time.<br />
Overcome barriers of literacy and language.<br />
Good Coverage and Penetration<br />
Good for public service announcements.<br />
Outdoor media Reinforcement to other media.<br />
Reminder Media.<br />
Mobile Media<br />
Campaign<br />
Useful to build awareness and create a<br />
national movement demanding adequate<br />
sanitation and hygiene standards for India<br />
to stop open defecation.<br />
Production, schedule and Broadcast of -<br />
Television Production<br />
Radio/Audio Production<br />
Newspapers/magazines<br />
Press Releases/Advertisement<br />
Highly circulated printed material<br />
Web Based publicity<br />
Films/Short Films/Documentaries<br />
Cable publicity<br />
Wall Writings/Paintings<br />
Posters<br />
Hoardings on various strategic locations<br />
Banners<br />
Audio/video announcements, displays<br />
Exhibitions<br />
State Level Competitions<br />
Recorded Message of State level/national Level<br />
celebrities with appeal.<br />
SMS to mobile user on sanitation and hygiene<br />
promotion<br />
27
28<br />
Category Strength/Purpose Activities/material<br />
Social media Web Based Media<br />
Free Access<br />
Wide Spread.<br />
Print Media Can be documented.<br />
Stored hard copies as well as soft copies.<br />
Can be referred as and when required.<br />
Celebrity<br />
spokesperson<br />
Well known to people<br />
Good Image<br />
Popular status<br />
Messages can be sent through social<br />
networking sites like face book.<br />
Videos or visual documentation upload on you<br />
tube.<br />
Booklets<br />
Brochure.<br />
Leaflets/Pamphlets<br />
Manuals etc.<br />
Messages given by celebrities are easily<br />
acceptable by people.<br />
Messages delivered by celebrities can be given<br />
through any medium or live<br />
Phase 2: Advocacy<br />
The purpose of the advocacy phase of the strategy is to mobilize government, media, civil society, implementing agencies and other<br />
stakeholders to strengthen sanitation programming and policies. Advocacy will create a platform to bring about effective<br />
implementation of the programmes of the government. The focus of the communication will be to inform through evidence-based<br />
advocacy to increase knowledge and influence key decision makers. The objective is to galvanize support to translate commitments<br />
into concrete actions.<br />
Audience:<br />
Elected Representatives, Policy makers, Line departments, programme managers, media, opinion leaders, youth, academia, private sector<br />
Main messages:<br />
Understanding the importance of sanitation and information on government initiatives for total sanitation<br />
NBA programme; the different components of NBA<br />
Importance of communication within the NBA, the challenges of implementation<br />
and solutions .<br />
Key stakeholders’ roles and responsibilities in implementation<br />
Sharing relevant sector and programme information to build alliances/partnerships to bring in support for sanitation and hygiene programmes<br />
Advocacy activities<br />
One to one meetings<br />
Sensitization workshop<br />
Field/exposure visits<br />
Seminars/ conferences<br />
Public private partnerships<br />
Table 14: Details of the Advocacy Activities to be undertaken at State level<br />
Category Strength/Purpose Activities/material<br />
Evidence-based<br />
advocacy<br />
package<br />
The package can be use to orient policy<br />
makers, elected representatives (PRI, MLAs,<br />
MPs) in order to gain their support to the<br />
Fact Sheets<br />
Human Interest Stories<br />
Best Practices/case studies in sector.
Category Strength/Purpose Activities/material<br />
Media kit for<br />
journalists<br />
programme in Sanitation and hygiene<br />
programmes in state/their constituencies.<br />
To encourage media for building positive<br />
partnership in state, region and district level.<br />
State fact Compiled data shows overall scenario of the<br />
sheets<br />
state in the field of sanitation and hygiene.<br />
Useful for showcasing state scenario to state<br />
and central government counterparts.<br />
Guiding document for further implementation<br />
of the programme.<br />
Field visits To increase awareness level on sanitation<br />
issues among elected representatives, media,<br />
celebrities etc. to increase civil society<br />
contribution<br />
programme<br />
and participation in the<br />
Process<br />
documentation<br />
Seminars and<br />
conferences<br />
Strengthening<br />
institutional<br />
capacity<br />
Private sector<br />
partnerships<br />
To create data bank of meaningful<br />
documentation of the various innovative<br />
activities undertaken in the sanitation sector.<br />
The data can be shared among various<br />
stakeholders for better results.<br />
A Good platform for sharing the experiences<br />
and learn good things from others to improve<br />
performance.<br />
To strengthen and update the knowledge and<br />
skill levels.<br />
Build partnership with corporate and share<br />
responsibility to promote sanitation and<br />
hygiene in their jurisdiction<br />
Power Point Presentation. (PPTs).<br />
Published Reports and Studies.<br />
Published Newsletters<br />
Fact Sheets<br />
Human Interest Stories<br />
Best Practices/case studies<br />
Photo essays.<br />
Photo documentation on sanitation and hygiene<br />
CDs containing photos<br />
CDs of Short Films<br />
Compiled summary of baseline data.<br />
Power Point Presentations.<br />
Reports.<br />
Field exposure to such villages/GPs where<br />
remarkable work under sanitation and hygiene<br />
undertaken.<br />
Interaction with key persons of such GPs to<br />
understand the entire process of the initiative and<br />
results in such GPs.<br />
Best Practices<br />
Case Studies.<br />
Lessons Learned<br />
Innovative Activities<br />
From the Field<br />
Field news.<br />
State level conferences of Collectors/CEOs<br />
Organization of seminars to share the views and<br />
thoughts among state govt., line department and<br />
partners in the sector.<br />
Strengthen the capacity of –<br />
key opinion leaders<br />
Policy makers<br />
NGOs<br />
Nodal Institutes<br />
Develop messages<br />
Disseminate messages to the field<br />
Design and undertake campaign in their areas.<br />
29
District, block, village/GP level activities<br />
Phase 3: Social and behaviour change communication<br />
High level of awareness and understanding among the broader public and an enabling environment to support change are important in<br />
this phase. Communication approach using suitable media mix especially IPC tools will be used for changing attitude and hygiene<br />
practices of key stakeholders. IPC tools can be proved best to change sustainable attitudinal and behavioural change towards the<br />
four critical WASH behaviours.<br />
Audience segmentation is an integral part of any best communication strategy. Audience segmentation allows for better designed,<br />
more focused and more effective messages. Primary and Secondary audiences would be identified carefully. Type of Audiences are-<br />
Primary Audiences House Holds (families), Men, Women and Children<br />
Secondary Audiences Peers, school going children, teachers, PRIs, SHGs, community leaders, volunteers, religious<br />
leaders, frontline workers like AWW, ASHA, Swachchhata Doots<br />
IPC allows having direct communication through discussion, meeting etc., one to one or group communication and having a great<br />
scope of interaction and feedback. Folk media can play complimentary role to register messages and help the change in behaviour of<br />
stakeholders. It also helps to enhance the understanding of the risks and benefits that such behaviour can bring if adopted. The<br />
secondary audience plays a key role in influencing the primary audiences to adopt the positive behaviours ensuring that it does not<br />
seem to be behaviours prescribed from outsiders. Advocacy with opinion leaders and influential sources on district, block and GP<br />
level will play an important role.<br />
Table 15: Suggested Activities for Behaviour Change Communication through IPC<br />
Category Strength/Purpose Activities/material<br />
Interpersonal<br />
communication<br />
(IPC)<br />
Community<br />
Mobilization<br />
30<br />
An interactive medium<br />
One to One and small group interaction is<br />
possible.<br />
Scope for immediate feedback on ideas,<br />
messages and practices.<br />
Local Resources, network can be utilized<br />
while doing IPC<br />
Most effective in rural settings, where<br />
communities form closely intertwined units.<br />
Opinion leaders and other influential sources<br />
can influence for Behavioral change locally.<br />
Trained Frontline workers can play an<br />
important role in local mobilization.<br />
Community can directly participate in local<br />
level sanitation and hygiene activities.<br />
Community mobilization is essential for<br />
desired practices to become the norm in the<br />
community.<br />
Training to Frontline workers to improve<br />
<br />
Interpersonal skills.<br />
Training on IPC tools.<br />
Strengthen interpersonal communication skills<br />
<br />
among community volunteers<br />
Organize community volunteer-led home visits and<br />
small group educational meetings<br />
To ensure participation in Sanitation and Hygiene<br />
programme at local level-<br />
Strengthen social network at local level (CBS,<br />
Volunteers, SHGs, Youth Groups etc.)<br />
Train on Use of IPC tools –within groups<br />
Train local leaders to facilitate public educational<br />
talk and have dialogue on sanitation and hygiene.<br />
Conduct Group Meetings at GP/Block level.<br />
Knowledge sharing meetings on district/block/GP<br />
level.<br />
Transit Walk<br />
Rallies on sanitation messages.<br />
PRA<br />
Local events to reinforce the sanitation and hygiene
Category Strength/Purpose Activities/material<br />
behaviour.<br />
Home visits.<br />
Entertainment<br />
education<br />
Outdoor media<br />
and traditional<br />
media<br />
Social marketing<br />
activities<br />
Useful for reinforcement messages<br />
Complementary to other communication<br />
efforts<br />
Learning through entertainment make<br />
messages easy to understand.<br />
Reminder media<br />
Can be used as reinforcement to IPC and<br />
community mobilization activities.<br />
Display messages through display media are<br />
always seen<br />
To promote the adoption of specific<br />
practices and products aimed at improving<br />
the sanitation and hygiene situation<br />
Gaining an understanding of customer<br />
behaviours and drivers of consumer demand<br />
Street plays/ Dramas/cultural shows<br />
Radio Dramas,<br />
Songs<br />
School Plays<br />
Games and local competitions<br />
Story telling<br />
Hoardings<br />
Wall Paintings/Wall Writings<br />
Banners<br />
Folk troupe performances<br />
Local Exhibitions<br />
Mobile van activities<br />
Promote Rural Sanitary Marts<br />
Empanelment/Listing of competent Service Providers<br />
Capacity building of service providers.<br />
Make planning to get necessary products/services in<br />
reasonable rates.<br />
Audience:<br />
Primary: Households/ family, i.e. men, women and children<br />
Secondary: peers, school going children, teachers, PRIs, SHGs, community leaders, volunteers, religious leaders, frontline<br />
workers like AWW, ASHA, Swachchhata Doots<br />
Main Messages:<br />
Correct knowledge of sanitation and government programmes:<br />
o Understand the benefits of using toilets regularly and acknowledge need for toilet<br />
o Describe the different sanitary options available and awareness of the cost<br />
o Awareness about government sanitation programme<br />
o Understand the processes involved in building a toilet<br />
Correct knowledge of hygiene practices:<br />
o Caregivers know why safe disposal of child faeces is important/ risks related to not disposing child faeces safely<br />
and ways to dispose child excreta safely- dispose in a toilet; bury at a safe distance from home.<br />
o Know the critical times of hand washing with soap- after defecation; before preparing food; before eating; after having<br />
contact with faeces; after cleaning a child’s bottom Describe the benefits of hand washing with soap/risks of not<br />
washing hands with soap at critical times<br />
o Understand the benefits of safely storing and handling drinking water safe storage and handling of drinking water so as<br />
to not contaminate it- keeping the stored drinking water covered and using a long handled ladle for drawing out water<br />
Communication Activities:<br />
Interpersonal communication<br />
Community mobilization<br />
Multi-media campaigns including-mid media and traditional media<br />
Entertainment education<br />
Social marketing<br />
31
3.6 State Level Proposed Activities<br />
Approaches Purpose Stakeholders/Activities Responsibility Time Line<br />
Advocacy To influence public and policy<br />
with information and to raise<br />
the issue of sanitation higher in<br />
the policy agenda and in the<br />
minds of the people.<br />
Interpersonal<br />
communication<br />
(IPC)<br />
Community<br />
mobilization<br />
32<br />
To raise awareness on the<br />
importance of sanitation among<br />
the rural community and support<br />
the increased interest and<br />
willingness to uptake sanitation<br />
and hygiene practices.<br />
To initiate dialogue among<br />
community members to deal<br />
with critical issues of sanitation<br />
and hygiene and also provide a<br />
platform for the community to<br />
Awareness/Orientation/S<br />
ensitization for decision<br />
makers like-<br />
MPs and MLAs.<br />
Chairman and members<br />
of ZP<br />
Secretaries of Line<br />
Departments like- RDD,<br />
Public Health, women<br />
and Child Development,<br />
Education etc.<br />
ZP officials- CEOs,<br />
Addl. CEOs, Dy. CEOs<br />
Minister/Secretary/P<br />
D & HRD section.<br />
PD/Director WSSO<br />
and HRD Section.<br />
Secretary/PD and<br />
HRD Section.<br />
Director WSSO &<br />
HRD Section.<br />
Various types of Director WSSO &<br />
opinion leaders<br />
HRD Section.<br />
Media Advocacy Minister/Secretary/P<br />
D & IEC section<br />
Field and exposure<br />
visits.<br />
Seminar and<br />
conferences.<br />
IPC Tools development<br />
on sanitation and<br />
hygiene practices<br />
Training on toolkit to<br />
be given.<br />
Dissemination of<br />
Communication<br />
Material and Tool kit to<br />
Districts.<br />
Guidelines of IPC<br />
activities to be shared<br />
with district teams.<br />
School Sanitation<br />
Through IPC Tools<br />
Guidelines to be issued to<br />
districts to conduct<br />
following activities at<br />
district, Block and GP level.<br />
Conduct PRAs<br />
Director WSSO &<br />
HRD Section.<br />
Director WSSO &<br />
HRD Section<br />
IEC–WSSO<br />
Oct 2013<br />
Oct 2013<br />
Oct 2013<br />
Club up with HRD<br />
trainings<br />
Club up with HRD<br />
trainings<br />
June 2013<br />
Oct 2013<br />
Oct 2013<br />
May 2013<br />
IEC –WSSO April 2013<br />
IEC–WSSO<br />
May 2013<br />
IEC -WSSO May 2013<br />
DWSM/BRC July – Nov 2013<br />
June – Sept 2013
Approaches Purpose Stakeholders/Activities Responsibility Time Line<br />
participate in decisions that Thematic/Topical PRAs<br />
June – Sept. 2013<br />
affect their daily lives. Transit Walk DWSM/BRC<br />
June – Sept 2013<br />
Mass Media To raise mass awareness,<br />
promote the four critical<br />
behaviours and programme<br />
information. Simultaneously also<br />
provide support to interpersonal<br />
and community mobilization<br />
efforts by reinforcing and raising<br />
the credibility of the message<br />
carried by non-professionals.<br />
Rallis June – Sept 2013<br />
Local<br />
Competitions/Games.<br />
June – Mar 2013<br />
Local events. Etc. June – Mar 2013<br />
Production, schedule and<br />
Broadcast of<br />
Newspapers/magazines<br />
IEC –WSSO<br />
June – Oct 2013<br />
(as per need)<br />
Radio/Audio Production IEC –WSSO/DWSM April – June 2013<br />
Radio Broadcast IEC –WSSO/DWSM June – Dec 2013<br />
Television Production IEC –WSSO April – June 2013<br />
TV Telecast IEC –WSSO June – Dec 2013<br />
Highly circulated IEC –WSSO/DWSM May 2013<br />
<br />
printed material<br />
Web Based publicity IEC –WSSO Regular Activity<br />
Films/Short<br />
Films/Documentaries<br />
IEC –WSSO Jan – Feb 2014<br />
Cable publicity DWSM June – Sept 2013<br />
Outdoor Media Planning/development<br />
Oct 2013 – Feb<br />
and display of<br />
DWSM/BRC<br />
2014<br />
Wall Writings/Paintings<br />
Posters IEC –WSSO/DWSM Oct 2013 – Feb<br />
2014<br />
Hoardings on various IEC –WSSO/DWSM Oct 2013 – Feb<br />
strategic locations<br />
2014<br />
Banners DWSM Oct 2013 – Feb<br />
2014<br />
IEC –WSSO/DWSM Throughout the<br />
year (2013-14)<br />
Audio/video<br />
announcements,<br />
displays<br />
Exhibitions DWSM/BRC Oct 2013 – Feb<br />
2014<br />
IEC Mobile Van<br />
(multiple activities)<br />
IEC Mobile Van<br />
(multiple activities)<br />
Folk Media Training, schedule and<br />
performances of-<br />
Trainings (ToT) to troupes<br />
on Key messages on water<br />
and sanitation and parallel<br />
IEC-WSSO June – July 2013<br />
DWSM/BRC Sept 2013- Feb<br />
2014<br />
IEC-WSSO<br />
May 2013<br />
33
Approaches Purpose Stakeholders/Activities Responsibility Time Line<br />
activities to be conducted<br />
on field during campaign<br />
(Master Trainers)<br />
Entertainment<br />
education<br />
34<br />
To disseminate messages which<br />
are educational in substance,<br />
entertaining in structure and<br />
popular in the community, in<br />
order to promote sanitation and<br />
hygiene messages by building on<br />
and coordinating with the above<br />
efforts.<br />
Trainings To promote sanitation and<br />
Hygiene promotion on various<br />
level<br />
District level<br />
orientation to troupes<br />
Folk troupes/dramas<br />
(including tribal areas)<br />
DWSM June 2013<br />
Trained Folk Troupes Oct 2013 - Feb<br />
2014<br />
Street plays Trained Folk Troupes Oct 2013 - Feb<br />
2014<br />
Song/drama based<br />
performances<br />
Monitoring<br />
Performances<br />
Film /CDs production<br />
on water and<br />
sanitation in schools<br />
Competitions on<br />
sanitation and hygiene<br />
in schools/colleges-<br />
State level<br />
elocution/debate/drawi<br />
ng, essays etc.<br />
Identification of<br />
stakeholders for<br />
Communication<br />
strategy<br />
Trainings on<br />
implementation of<br />
communication<br />
strategy (IEC<br />
consultants)<br />
Conduct trainings on<br />
implementation of<br />
communication<br />
strategy (other<br />
identified)<br />
Development of<br />
monitoring Formats to<br />
Trained Folk Troupes Oct 2013 - Feb<br />
2014<br />
DWSM/ IEC-WSSO Sept 2013 – Feb<br />
2014 (parallel<br />
tasks)<br />
IEC WSSO/UNICEF June – July 2013<br />
(to be taken from<br />
UNICEF, copy and<br />
disseminate to the<br />
districts)<br />
IEC<br />
WSSO/DWSM/BRC<br />
HRD Section –WSSO<br />
HRD/IEC –WSSO<br />
HRD/IEC –WSSO<br />
HRD /IEC/M & E<br />
(WSSO) and UNICEF<br />
Dec 2013 – Jan<br />
2014<br />
April 2013<br />
April 2013<br />
May 2013<br />
May 2013
Approaches Purpose Stakeholders/Activities Responsibility Time Line<br />
capture IEC activities.<br />
Training for districts on<br />
monitoring of IEC<br />
activities undertaken<br />
HRD and M & E<br />
(WSSO/Divisional)<br />
May 2013<br />
3.7 Capacity Building Plan<br />
Construction of toilets is still being seen as a government responsibility, rather than a priority that individual households should take<br />
responsibility for using and maintaining a toilet. The challenge is to motivate people to see toilet as fundamental social need, status<br />
and well-being. The challenge is now before us to make people aware and build an improved toilet as well as start using the facility.<br />
The focus of the Sanitation and Hygiene Advocacy and Communication Strategy Framework, therefore, is to change an individual’s<br />
behaviour with proper knowledge and build positive attitude.<br />
The three phases of the Advocacy and Communication Strategy Capacity building activities should be carried out at:<br />
i. State<br />
ii. District<br />
iii. Block<br />
iv. Village/GP level<br />
WSSO has institutional structures and resources at state, division, district, and Block level for effective implementation of water and<br />
sanitation program which includes District Water and Sanitation Mission at district level and Block Resource Centre at block level.<br />
There are 495 consultants working in the 33 Districts in DWSM, 309 working as BRC at Block level and 721 working as Cluster<br />
Coordinator at block and cluster level. To enhance the capacity of these missionary along with other stakeholders this<br />
communication strategy intends to provide support to achieve the objectives of SHACS.<br />
Rural Sanitation Mart<br />
The effective and reliable supply of goods and services from manufacturers, retailers and skilled artisan, masons are vital in the rural<br />
water and sanitation sector. These goods and services reaches up to households through a chain of suppliers. WSSO will support Key<br />
Resource Centres to build supply chain of raw material providers, retailers and skilled masons. To enhance the capacity of<br />
skilled/unskilled labours/ artisans, SHG members, special drive of trainings of mason designed and linked with supply chain<br />
mechanism established at block level.<br />
Special drive has been taken for increasing demand for toilets among rural households because it has created an awareness of the<br />
cost effectiveness of a one-time capital investment. For achieving the SHACS goals and objectives state capacity development plan<br />
incorporates different mechanisms to facilitate and strengthen interpersonal communication skills among community volunteers.<br />
Primary and Secondary stakeholders<br />
For the purpose of this communication strategy, the primary target audiences are:<br />
Officials of WSSO at the state level<br />
Different line department officials like WCD, RDD, Health, Education etc.<br />
Elected representatives<br />
DWSM, BRCs<br />
35
The secondary target audiences include:<br />
NGOs, community-based organizations ,SHGs<br />
School children, Teachers<br />
ANMs, ASHA ,AWW<br />
Frontline workers,<br />
Village Motivators<br />
Opinion leaders at grassroots, eminent personalities<br />
Table 16: Capacity building development plan<br />
STATE<br />
LEVEL<br />
DISTRICT<br />
LEVEL<br />
BLOCK<br />
LEVEL<br />
36<br />
Training Output Stakeholders<br />
Training of the District IEC<br />
consultants<br />
Training On Implementation of<br />
Communication Strategy<br />
District IEC Consultants orient about tools and<br />
trained about using of Communication tools in<br />
the community<br />
Communication strategy implementation<br />
mechanism and role of line department will be<br />
clear<br />
District level IEC Consultants<br />
of DWSM<br />
Dy. CEO, IEC Consultants,<br />
Line department officials<br />
Training on Procurement Procurement plan will be prepared by Districts DWSM F&P Consultants<br />
Training On preparation of District<br />
Communication Plan<br />
District level TOT on use of<br />
Communication Materials<br />
Training On preparation of Block<br />
level Communication Plan<br />
Training on community led village<br />
saturation approach<br />
Training of PRIs and block level<br />
functionaries<br />
Training on Monitoring and<br />
Evaluation<br />
Training of village motivators „on<br />
community led village saturation<br />
approach<br />
Training of PRIs and village<br />
secretaries<br />
District Communication plan will be prepared District level IEC Consultants<br />
Master trainers trained and have skills for<br />
using these tools in community<br />
Block level Communication plan will be<br />
prepared<br />
Gained knowledge on community saturation<br />
techniques<br />
PRIs and block level functionaries trained and<br />
have skills<br />
Monitoring System established<br />
Triggering techniques<br />
Number of frontline workers trained in<br />
critical WASH issues and IPC skills,<br />
technical details of toilets.<br />
Communication plan of GP<br />
Sarpanch and Gramsevak trained on the<br />
NBA programme<br />
Training of teachers Teachers trained on critical WASH issues,<br />
communication skills and use of<br />
facilitation Materials<br />
School sanitation component will be<br />
strengthened<br />
BRC, Village Motivators<br />
BDO, BRCs, Village<br />
Motivators<br />
BRC, BDO<br />
PRI members of Block and<br />
GP level<br />
BRC<br />
Village Motivators, ASHA,<br />
AWW<br />
Sarpanch, Gramsevak,<br />
Opinion leaders of village<br />
School Teachers, CBOs
Steps Taken<br />
Following are steps listed will help state to develop state-specific strategies and action plans for rolling out of the strategy. The time<br />
frame for the rollout of the strategy would be developed by the state in consultation with other development Partners and<br />
departments linked with the district AIP and PIP.<br />
State level Workshop<br />
for developent of<br />
Communication<br />
Strategy<br />
TOT of district<br />
consultants.<br />
Preparation of District<br />
Comunication Plan.<br />
State Level<br />
District level Workshop<br />
on the communication<br />
plan<br />
Identify resource teams<br />
for implementation at<br />
district level<br />
Training on<br />
communication and<br />
community led trigerring<br />
processes for the<br />
identified district<br />
resource groups<br />
Select and train block<br />
level<br />
resources/mobilizeson of<br />
the communication plan<br />
and use of<br />
communication<br />
materials andcommunity<br />
led trigerring processes.<br />
Preparation of District<br />
communication plan<br />
Monitoring and<br />
Evaluation<br />
District Level<br />
Selection of<br />
VillageMotivators<br />
Training of<br />
VillageMotivators<br />
Preparation of detailed<br />
communication plan for<br />
GPs.<br />
Block Level<br />
37
38<br />
Chapter 4
INSTITUTIONAL STRUCTURES<br />
4.1 State level set-up<br />
Water Supply and Sanitation Department has very defined institutional structure from State to Gram Panchayat level. WSSD has a<br />
Minister who has independent charge of the department. The department also has a Minister (State). The Principal Secretary heads<br />
the department and Deputy Secretary WSSD is in-charge of Water and Sanitation Support Organization (WSSO). Additional Director<br />
is having specific charge of Water Supply section. The Director is an administrative head and directly responsible for facilitating the<br />
state level team (WSSO). In addition many technical positions are also supported by UNICEF Mumbai. Further, there are seven<br />
departments/ sections viz. Water Quality, IEC, HRD, Research and Development, sanitation, Finance and Administration. These<br />
sections are directly responsible to complete the component specific tasks but complementing each other.<br />
Hon'ble Minister, WSSD<br />
Hon'ble Minister<br />
(State), WSSD<br />
Principal Secretary,<br />
WSSD<br />
Deputy Secretary,<br />
WSSD/ WSSO<br />
Figure 11: Organogram of Water Supply and Sanitation Department, Government of <strong>Maharashtra</strong><br />
Additional<br />
Director<br />
Director<br />
WSSO<br />
Water<br />
Supply<br />
Water<br />
Quality<br />
4.2 District, Block and GP level set up<br />
WSSO has to cover large number of GPs in the state following saturation approach. To reach this large number of GPs, the District<br />
Water and Sanitation Mission (DWSM) has been established. CEO Zilla Parishad is the head of DWSM and Deputy CEO (VP mostly) or<br />
whoever is handling the charge of <strong>Nirmal</strong> Bharat Abhiyan is directly responsible for facilitating district team. The DWSM has five<br />
sections IEC, HRD, Water Quality, M&E and Finance. Further the team is extended to Block level. BDO heads the Block Resource<br />
Center (BRC) and Cluster Resource Center (CRC). Gram Panchayats comes under block and at GP level, Village Water Supply and<br />
Sanitation Committee is functional and ‘Swachchhata Doots’ and ‘<strong>Nirmal</strong> Doots’ soon would be in place to gear up the water and<br />
sanitation activities at village level. Jal Surakshaks are already in place to look after the entire water quality component.<br />
IEC<br />
HRD<br />
R&D<br />
Sanitation<br />
Finance<br />
Admin<br />
39
Table 17: List of Government Resolutions<br />
# Name of GR Brief information Date of GR<br />
1<br />
2<br />
3<br />
40<br />
CEO Zilla Parishad Dy. CEO NBA<br />
Figure 12: Organogram of Drinking Water and Sanitation Mission<br />
कें द्र पुरस्कृ त निर्मल भारत<br />
अनभयािाांतर्मत अनभप्रेरक म्हणूि<br />
निवडण्याबाबत (Motivation incentive under<br />
centrally sponsored <strong>Nirmal</strong> Bharat Abhiyan)<br />
र्ट सांसाधाि कें द्रे (पाणी व स्वच्छता)<br />
या कररता कां त्राटी पद्धतीिे कर्मचा-<br />
याांची नियुक्ती, पुिनिमयुक्ती करण्याबाबत..<br />
(Recruitment, re-recruitment of contractual<br />
employees of Block resource Centers (water<br />
& sanitation)<br />
स्वच्छतानर्त्र वक्तृ त्व करांडक स्पधाम<br />
(Swachhata Mitra Elocution Competition)<br />
IEC<br />
HRD<br />
Water<br />
Quality<br />
M&E<br />
Finance<br />
BDO<br />
BRC<br />
CRC<br />
GP<br />
To engage local level people (e.g. Bharat <strong>Nirmal</strong><br />
Swayansevak, ASHA, Anganwadi workers, health<br />
workers, teachers, GP members etc as '<strong>Nirmal</strong> Doot, to<br />
motivate villagers to construct and use toilet. The<br />
provision of Rs. 75/- /per toilet made for motivators.<br />
Appointment, re-appointment of the staff at BRC level<br />
on contact basis by giving advertisement in newspapers<br />
as well as on website. The instructions for recruitment<br />
are given regarding to the educational qualification,<br />
experience, honorarium and incentives as well as other<br />
rules and regulations. The detail about selection<br />
procedure is given.<br />
Announcement of arrangement of elocution competition<br />
for junior and senior college level students in the entire<br />
state. The GR having the whole [process of competition<br />
including the issues/topics for elocution, various levels<br />
of competition, instructions on IEC activities to be<br />
undertaken to showcase the competition in various<br />
media, rules and regulations for competition.<br />
VWSC<br />
Jal<br />
Surakshak<br />
Swachta/<br />
<strong>Nirmal</strong> Doot<br />
24/01/2013<br />
12/12/2012<br />
11/12/2012
# Name of GR Brief information Date of GR<br />
4<br />
5<br />
6<br />
7<br />
8<br />
जिल्हा पाणी पुरवठा व स्वच्छता<br />
नर्शि (DWSM) आजण जिल्हा सांपूणम<br />
स्वच्छता कक्ष (TSC) याांचे<br />
ववनलिीकरण. सांनियांत्रण, सल्लार्ाराांचे<br />
र्ािधि व सेवाशती, तसेच र्ट<br />
सांसाधि कें द्राांचे बळकटीकरण<br />
(Merging of DWSM and TSC in Districts and<br />
co-ordination, honorarium, and service<br />
conditions of contractual consultants and<br />
others)<br />
र्हात्र्ा र्ाांधी राष्ट्रीय ग्रार्ीण रोिर्ार<br />
हर्ी योििा व निर्मल भारत अनभयाि<br />
कायमक्रर् एकवत्रतपणे राबववण्याबाबत<br />
(NBA and MGNREGS convergence)<br />
कें द्र शासिाच्या र्ार्मदशमक सूचिाांिुसार<br />
राज्यात पाणी व स्वच्छता सहाय्य<br />
सांस्थेची स्थापिा, सांरचिा, कायमकक्षा व<br />
सांनियांत्रणाची कायमपध्दती ववहहत<br />
करण्याबाबत (Establishment of WSSO, its<br />
structure, monitoring system etc.)<br />
राज्यात सांपूणम स्वच्छता<br />
अनभयािाांतर्मत हद.२ आॅ क्टोबर २०११<br />
ते हद. ४ िोव्हेंबर २०११ या कालावधीत<br />
स्वच्छता उत्सव राबववण्याबाबत.<br />
(Celebratrion of 'Swachhata Utsav' in the<br />
state)<br />
कें द्र पुरस् कृ त रा रीय ग्रार्ीण पेयिल<br />
कायमक्रर्ाच् या अांर्लबिावणीसाठ<br />
A GR having information about merging of DWSM and<br />
TSC cell in district. The instructions are given about the<br />
coordination expected on district level. Guidelines are<br />
given on honorarium, service conditions are other terms<br />
and conditions.<br />
The GRs about convergence of TSC and MGNREGS is<br />
issued. As per GoI's instructions. MGNREGS provide<br />
labour charges to the skilled and unskilled labours for<br />
the constructions of Individual, Anganwadi, school and<br />
community toilets under NBA. The other terms and<br />
conditions are also given in this GR.<br />
The GR is issued about to merging of TSC and DWSM<br />
cell and establishment of Water and Sanitation Support<br />
Organization. The instructions are given about the Title<br />
of organization (WSSO), its headquarter, Organizational<br />
structure and its jurisdiction, approved posts and<br />
honorarium, opening of bank accounts, distribution of<br />
funds, delegation of financial authorities, role and<br />
responsibilities of WSSO, role and responsibilities of<br />
officers, under WSSO, Appointment of Director of<br />
WSSO etc.<br />
The GR is issued about to organize 'Swachhata Utsav"<br />
(cleanliness campaign0 in the state during 2nd October<br />
to 4th November 2011 in all GPs of the state. The<br />
instructions are given about the implementation of this<br />
campaign. This includes inauguration, swachhata<br />
training programme, organization of Gramsabha, Wash<br />
Hand campaign, village health and nutrition day,<br />
Mesons’' Training, Survey on availability of toilets in<br />
premises govt. institutions, <strong>Nirmal</strong> SHGs, honour ODF<br />
villages, <strong>Nirmal</strong> school and colleges, HH/community<br />
toilets, organization of IEC activities during campaign.<br />
The GR is issued about the establishment of DWSM cell<br />
at District level. The posts to be filled in DWSM. The<br />
GR shows the instructions about how to take written<br />
1/11/2012<br />
27/08/2012<br />
12/3/2012<br />
26/09/2011<br />
17/09/2011<br />
41
# Name of GR Brief information Date of GR<br />
9<br />
10<br />
42<br />
जिल् हा पाणी पुरवठा व स् वच् छता<br />
नर्शि (DWSM) स् थापि करण् याबाबत<br />
(Establishment of DWSM Cell)<br />
राज् यात सांपूणम स् वच् छता अनभयािास<br />
र्ती देण् यासाठ निर्मल स् वराज् य<br />
र्ोहहर् राबववणे बाबत<br />
(Emplement the <strong>Nirmal</strong> Swarajya Mohim to<br />
Push up the sped of TSC in the stafe)<br />
वपण्याचे पाणी , स्वच्छता व पाणी<br />
र्ुणवत्ता याबाबत याबाबत एकजत्र्क<br />
र्ाहहती, नशक्षण व सांवाद(IEC) कायमक्रर्<br />
अांर्लबिावणी करणे<br />
(Implementation of IEC for drinking water,<br />
sanitation and water quality)<br />
examination of candidates, interviews procedures,<br />
marking system, consideration of higher qualification<br />
and experience and displaying merit list after selection<br />
procedure.<br />
The GR is issued to gear up Total Sanitation Campaign<br />
during February 19, 2011 to April 14, 2011 through<br />
organizing <strong>Nirmal</strong> Swarajya Mohim in the state. The GR<br />
shows the objectives of the campaign, Instructions<br />
about the implementation of campaign, organizing<br />
various IEC activities like district level camps,<br />
celebrations of days like IWD, International Water Day,<br />
International Health day during campaign as well as<br />
construction of toilets, felicitation of ODF GPs, etc<br />
activities to be undertaken. The campaign to be<br />
undertaken involving various social elements including<br />
PRIs.<br />
The GR is based on to conduct joint IEC campaign of<br />
NRDWP and TSC with holistic/integrated approach in<br />
the state. The campaign should be focused around<br />
various water and sanitation aspects. Holistic IEC<br />
Action pan to be prepared considering target groups,<br />
The instructions also given about the approval of plan,<br />
Implementing machinery, outcome and indicators,<br />
monitoring activities and budget provision from both<br />
programmes.<br />
Note: All GRS are available on website -https://www.maharashtra.gov.in/Site/Common/governmentResolutions.aspx<br />
21/02/2011<br />
29/09/2010<br />
4.3 Existing Monitoring, Evaluation and Feedback Mechanism<br />
Monitoring and Evaluation has a key role in any development programme. Monitoring and Evaluation of any activity is helpful to<br />
improve the implementation and revise the strategy based on results/ outcomes/ evaluation. There are certain formats developed by<br />
NBA headquarters to capture IEC activities undertaken by the districts. Total 17 activities listed in the format by NBA headquarters<br />
itself. The formats having number of various types of IEC activities (Mass media activities, IPC, outdoor and mid media activities,<br />
workshops, folk troupes etc.) listed.<br />
WSSO has online monitoring system and monitoring formats of all components are being captured on it. IEC cell existed in DWSM<br />
and two IEC consultants are engaged in implementation of IEC activities on district as well as block and GP level. There is a provision<br />
of filling of physical and financial achievements in the formats. The activities undertaken are filled up in the given formats by IEC<br />
consultants. Each district has to fill a format capturing IEC activities at district level. One cumulative format, showing the status of<br />
IEC activities of all districts is being filled up.
Since, the online monitoring system has been activated last year. The district teams were not used to operate it online, the<br />
monitoring was not much strong. Though, quantitative aspects are being covered through these formats, qualitative aspects have<br />
not been captured. WSSO would try to focus to strengthen the monitoring of IEC activities and revise formats to capture the<br />
qualitative aspects. The key information would be displayed on WSSO website.<br />
4.4 Fund Management<br />
State Project Outlay : 2012- 2017<br />
Funds earmarked for IEC activities<br />
(Detailed break-up of activities with percentage of allocation per activity)<br />
Medium<br />
Interpersonal communication and community mobilization (including all<br />
IPC print material and incentive and training for Front Line Workers<br />
recruited for WASH)<br />
Total Central share Status share<br />
682.45 545.86 136.49<br />
Percentage of IEC<br />
budget<br />
- Up to 60%<br />
Amount in Crores<br />
409.45<br />
Print ceiling- 10%) - (Print ceiling- 10%) 40.9<br />
Outdoor media – (wall painting, hoarding) folk media Up to 15% 102.34<br />
Mass Media Up to 15% 102.34<br />
- Monitoring and evaluation of IEC activities - 5% 34.17<br />
- Evidence building (research/KAP studies) for strategy re-planning - 5% 34.17<br />
43
44<br />
Chapter 5
CONVERGENCE<br />
5.1 Introduction<br />
<strong>Nirmal</strong> Bharat Abhiyan (NBA) is an ambitious flagship programme in India which is related to improvement of sanitation and hygiene<br />
of the rural community. The emphasis is given on the construction of toilets and its use, solid - liquid management and other hygiene<br />
practices. There is a strong need to change behaviour towards sanitation and hygiene practices of the people including men, women,<br />
children and family per se.<br />
Changing behaviour, however, is not an easy task to be handled solely by the nodal department, i.e. Water Supply and Sanitation<br />
Department as there are many cross cutting issues. Therefore the four key departments viz. Women and Child Development<br />
Department, Rural Development Department, Education Department and Department of Public Health are the key cross sectoral<br />
departments that can proactively contribute towards reaching the goals and objectives of SHACS. Convergence with these key line<br />
departments will help build strong partnership.<br />
Health<br />
WCD<br />
WSSO<br />
(NBA)<br />
Education<br />
Besides government departments, WSSO would work closely with KRCs and NGOs working in water and sanitation sector in the<br />
state. The expected areas of convergence with these line departments can be studied as follows:<br />
RDD<br />
45
5.2 Expected State level Convergence with Line Departments in Brief<br />
Department Objective Key Person Role Activities Expected Output<br />
Rural<br />
Development<br />
Department<br />
Department<br />
of Primary<br />
Education<br />
46<br />
(as programme is<br />
to be implemented<br />
in rural areas) To<br />
motivate<br />
machinery of PRIs<br />
to support NBA<br />
To ensure support<br />
of elected<br />
members to<br />
motivate them to<br />
undertake NBA in<br />
their respective<br />
constituencies<br />
To ensure<br />
effective<br />
implementation at<br />
district, block and<br />
GP level<br />
To ensure proper<br />
guidance to<br />
district level<br />
machinery to<br />
achieve the goals<br />
of NBA<br />
(as programme is<br />
to be implemented<br />
in rural areas) To<br />
motivate<br />
machinery of PRIs<br />
to support NBA<br />
To ensure<br />
effective<br />
Minister of RDD Instructions to<br />
be given to<br />
secretary level<br />
Policy level<br />
decisions to be<br />
taken<br />
whenever<br />
required<br />
Minister of RDD Orientation to be<br />
given to elected<br />
members of Zilla<br />
Panchayat (ZP),<br />
Panchayat Samiti<br />
(PS) and block level<br />
Secretary RDD<br />
and<br />
Secretary<br />
MGNREGS<br />
Deputy<br />
Secretary<br />
Minister (School<br />
and Sports<br />
Education)<br />
Minister (Higher<br />
and Technical<br />
Education)<br />
Secretary School<br />
Education<br />
Instructions to be<br />
given to district<br />
level machinery<br />
To understand and<br />
involve regular<br />
activities of NBA<br />
Instructions to<br />
be given to<br />
secretary level<br />
Policy level<br />
decisions to be<br />
taken<br />
whenever<br />
required<br />
Instructions to be<br />
given to district<br />
Arrange meeting<br />
of WSSD<br />
Minister with<br />
RDD minister<br />
Announcement<br />
of convergence<br />
(NRLM,<br />
MGNREGS)<br />
Orientation<br />
about NBA by<br />
conducting<br />
meeting with<br />
power point<br />
presentation<br />
Organize meeting<br />
in coordination<br />
with WSSD<br />
Secretary<br />
Presentation on<br />
NBA and role of<br />
both<br />
departments<br />
Regular<br />
Meetings<br />
Letters to be<br />
issued from<br />
state level<br />
Support and<br />
guide districts<br />
Arrange meeting<br />
of WSSD<br />
Minister with<br />
Education<br />
Minister<br />
Announcement<br />
of convergence<br />
Organize meeting<br />
in coordination<br />
Instructions issued to<br />
RDD machinery<br />
regarding support to<br />
NBA in the form of<br />
letter/ GR<br />
Elected<br />
representatives of<br />
ZP, PS and GP will<br />
actively be involved in<br />
NBA<br />
Clear understanding<br />
to be developed<br />
among both<br />
machineries about the<br />
implementation of<br />
NBA at all levels<br />
RDD and WSSD<br />
machineries have<br />
good coordination in<br />
implementation.<br />
Active involvement of<br />
PS<br />
Instructions issued to<br />
education machinery<br />
about the support to<br />
NBA in the form of<br />
letter/ GR.<br />
Involvement of<br />
primary, secondary,<br />
high school and<br />
college students<br />
Clear understanding<br />
to be developed
Department Objective Key Person Role Activities Expected Output<br />
Health<br />
Department<br />
implementation at<br />
district, block and<br />
GP level<br />
To ensure proper<br />
guidance to<br />
district level<br />
machinery to<br />
achieve the goals<br />
of NBA.<br />
(as programme is<br />
to be implemented<br />
in rural areas) To<br />
motivate<br />
machinery of PRIs<br />
to support NBA<br />
To ensure support<br />
of Health<br />
Machinery to<br />
motivate them to<br />
undertake NBA in<br />
their respective<br />
constituencies<br />
To ensure<br />
effective<br />
implementation at<br />
district, block and<br />
GP level<br />
To ensure proper<br />
guidance to<br />
district level<br />
machinery to<br />
achieve the goals<br />
Secretary &<br />
Higher and<br />
Technical<br />
Education<br />
Director SSA,<br />
Dy. Secretary<br />
(primary and<br />
secondary<br />
schools/ higher<br />
and technical<br />
education)<br />
Minister of<br />
Public Health<br />
Minister of<br />
Public Health<br />
Additional Chief<br />
Secretary (ACS)<br />
Health<br />
Director Health<br />
&<br />
Director NRHM<br />
level machinery - ZP<br />
Schools/ schools<br />
and colleges<br />
To understand and<br />
involve regular<br />
activities of NBA<br />
Instructions to<br />
be given to<br />
secretary level<br />
Policy level<br />
decisions to be<br />
taken<br />
whenever<br />
required<br />
Orientation to be<br />
given to Director,<br />
Additional Director<br />
and Deputy Director<br />
Instructions to be<br />
given to district<br />
level machinery<br />
To understand and<br />
involve regular<br />
activities of NBA<br />
with WSSD<br />
Secretary<br />
Presentation on<br />
NBA and role of<br />
both<br />
departments<br />
Regular<br />
Meetings<br />
Letters to be<br />
issued from<br />
state level<br />
Support and<br />
guidance to the<br />
districts<br />
Arrange meeting<br />
of WSSD<br />
Minister with<br />
Health Minister.<br />
Announcement<br />
of convergence<br />
(NRHM)<br />
Orientation<br />
about NBA by<br />
conducting<br />
meeting with<br />
power point<br />
presentation.<br />
Organize meeting<br />
in coordination<br />
with WSSD<br />
Secretary<br />
Presentation on<br />
NBA and role of<br />
both<br />
departments<br />
Regular<br />
Meetings<br />
Letters to be<br />
issued from<br />
state level<br />
among both<br />
machineries about the<br />
implementation of<br />
NBA at all levels<br />
Education and WSSD<br />
machineries have<br />
good coordination in<br />
implementation.<br />
Active involvement of<br />
PS<br />
Instructions issued to<br />
Health Machinery<br />
about the support to<br />
NBA in the form of<br />
letter/ GR<br />
Director, Additional<br />
Director and Deputy<br />
Director will be<br />
actively involved in<br />
NBA<br />
Clear understanding<br />
to be developed<br />
among both<br />
machineries about the<br />
implementation of<br />
NBA at all levels<br />
Health and WSSD<br />
machineries have<br />
good coordination in<br />
implementation.<br />
(Director Health<br />
47
Department Objective Key Person Role Activities Expected Output<br />
Women and<br />
Child<br />
Development<br />
48<br />
of NBA Support and<br />
guide districts<br />
Engage local<br />
level machineries<br />
(as programme is<br />
to be implemented<br />
in rural areas) To<br />
motivate<br />
machinery of PRIs<br />
to support NBA<br />
To ensure support<br />
of elected<br />
members to<br />
motivate them to<br />
undertake NBA in<br />
their respective<br />
constituencies<br />
To ensure<br />
effective<br />
implementation at<br />
district, block and<br />
GP level.<br />
To ensure proper<br />
guidance to<br />
district level<br />
machinery to<br />
achieve the goals<br />
of NBA<br />
Minister of<br />
Women and Child<br />
Development<br />
Instructions to<br />
be given to<br />
secretary level<br />
Policy level<br />
decisions to be<br />
taken<br />
whenever<br />
required<br />
Minister WCD Orientation to be<br />
given to<br />
Directorate of WCD<br />
Principal<br />
Secretary WCD<br />
Commissioner<br />
WCD<br />
Instructions to be<br />
given to district<br />
level machinery<br />
To understand and<br />
involve regular<br />
activities of NBA<br />
Arrange meeting<br />
of WSSD<br />
Minister with<br />
WCD Minister<br />
Announcement<br />
of convergence<br />
(ICDS)<br />
Orientation<br />
about NBA by<br />
conducting<br />
meeting with<br />
power point<br />
presentation<br />
Organize meeting<br />
in coordination<br />
with WSSD<br />
Secretary<br />
Presentation on<br />
NBA and role of<br />
both<br />
departments<br />
Regular<br />
Meetings<br />
Letters to be<br />
issued from<br />
state level<br />
Support and<br />
guide districts<br />
would instruct DHO<br />
to engage both<br />
machineries viz.<br />
Health and NRHM<br />
MOs/ ANMs/ MPWs<br />
and ASHA as ‘<strong>Nirmal</strong><br />
Doot’, Engage School<br />
Health<br />
Officer)<br />
Medical<br />
Instructions issued to<br />
WCD machinery<br />
about the support to<br />
NBA in the form of<br />
letter/ GR<br />
Active involvement of<br />
officials from WCD<br />
Directorate<br />
Clear understanding<br />
to be developed<br />
among both<br />
machineries about the<br />
implementation of<br />
NBA at all levels<br />
WCD and WSSD<br />
machineries have<br />
good coordination in<br />
implementation.<br />
Active involvement of<br />
Anganwadi workers<br />
in construction of<br />
Anganwadi toilets.
5.3 Convergence at distict level – roles<br />
Line<br />
Departments<br />
Construction and use of<br />
toilets<br />
RDD CEOs, Dy. CEOs<br />
(Panchayat)<br />
Four Critical Behaviours<br />
The safe disposal of<br />
child faeces<br />
Hand washing with<br />
soap after<br />
defecation, before<br />
food and after<br />
handling child faeces<br />
Safe storage and<br />
handling of drinking<br />
water<br />
------ ------ CEOs, Dy. CEOs<br />
(Panchayat)<br />
Education CEOs, Education Officers ------ CEOs, Education<br />
Officers<br />
Health CEOs , DHOs and ADHOs CEOs , DHOs and<br />
ADHOs<br />
WCD CEOs, District Women and<br />
Child Development Officer,<br />
Dy. CEO ICDS<br />
CEOs, District Women<br />
and Child Development<br />
Officer, Dy. CEO ICDS,<br />
Supervisors<br />
CEOs , DHOs and<br />
ADHOs<br />
CEOs, District Women<br />
and Child Development<br />
Officer, Dy. CEO ICDS<br />
CEOs, Education Officers<br />
CEOs , DHOs and ADHOs<br />
CEOs, District Women<br />
and Child Development<br />
Officer, Dy. CEO ICDS<br />
49
50<br />
Annexure
DISTRICT COMMUNICATION PLAN TEMPLATE<br />
1 Name of the State<br />
2 Names and contact details of the department implementing NBA<br />
3 Name and contact details of the Dealing Officer at State level<br />
4 Management/ Institutional Arrangements at State leve l<br />
5 Define<br />
Linkages between different district units<br />
Human resource structure<br />
Role and responsibilities of unit<br />
Policy making of the state, strengthening of the mechanisms<br />
6 Name of the District<br />
7 Name and contact details of the Dealing Officer at District level<br />
8 What are the management arrangements at District level<br />
9 Define<br />
Linkages between different district units<br />
Water supply, health department, education, child development department<br />
Human resource structure<br />
Roles and responsibilities of unit<br />
10 Institutional Arrangement at Block level<br />
11 Institutional Arrangement at GP/Village level<br />
12 Who all are involved and what are their roles and responsibilities<br />
13 Who is the Village Motivator?<br />
14 Who will be assigned for the development and execution of monitoring and evaluation plans<br />
15 What has happened so far: Does a communication action plan in exist<br />
51
16 Gap analysis for existing communication plan<br />
Barriers/Challenges<br />
Learning’s - Positive and negative<br />
1. Communication Plan - Steps to Implementation<br />
Given in the table below are the steps that need to be undertaken before the communication activities can be implemented at the<br />
village level. Indicate who would be responsible to carry out these steps in your district and by when they will be completed.<br />
52<br />
Steps<br />
District level<br />
Workshop on the<br />
Communication plan<br />
Identify resource<br />
teams available<br />
for implementing<br />
communication<br />
activities at district level<br />
In-depth training on<br />
communication<br />
for the identified<br />
district resource<br />
group<br />
Select and train block<br />
level resource mobilizers<br />
on the communication<br />
plan and use of<br />
communication<br />
materials<br />
Duplication/<br />
Dissemination of<br />
communication<br />
materials<br />
Responsible<br />
person/<br />
department<br />
Time<br />
frame<br />
Objective of the step Output Output indication<br />
- Develop Communication<br />
plan<br />
- Understanding of key<br />
communication approaches<br />
- Identification of<br />
key messages (contextual<br />
to the identified audience)<br />
To have in place a district<br />
resource group to manage/<br />
support communication<br />
activities<br />
To acquaint the group on<br />
the significance and<br />
content of the<br />
communication plan<br />
Increase knowledge on<br />
WASH issues, build skills<br />
in communication, build<br />
familiarity and skills with<br />
use of facilitation material<br />
Identification of materials<br />
available/ what needs to<br />
be developed/ no. of copies<br />
required/ identify recipients<br />
of the communication<br />
tools<br />
- Communication<br />
plan<br />
- Key messages<br />
identified<br />
- Key resource team<br />
identified and<br />
engaged<br />
- Roles and<br />
responsibilities<br />
identified and<br />
communicated<br />
Number of resource<br />
people trained<br />
Number of block<br />
level<br />
Mobilizers trained<br />
- Number of material<br />
developed<br />
- Number of<br />
recipients identified<br />
Action plan<br />
ready to roll out<br />
Team engaged<br />
- Number of<br />
Resource people<br />
skilled on<br />
communication<br />
- Individual plans<br />
developed and<br />
adopted<br />
Number of skilled<br />
mobilizers<br />
Number of<br />
communication<br />
materials quantified<br />
with<br />
dissemination<br />
plan
Select and train Village<br />
Motivators<br />
Prioritize villages and<br />
prepare detailed<br />
communication plan for<br />
GPs<br />
Put in place monitoring<br />
plan/mechanism<br />
Identify funding<br />
modalities<br />
2. Fund Management<br />
Funds available to the District<br />
Individuals who will drive<br />
the communication<br />
activities at the village<br />
level<br />
Based on the assessment<br />
identify the level of<br />
activity required<br />
To review progress and<br />
get input to feed back in<br />
the communication<br />
strategy/plan<br />
Identify which funds will<br />
be utilized for the<br />
communication activities -<br />
(IEC budget, District<br />
Collectors Fund, etc.)<br />
District Project Outlay in lakhs<br />
Funds earmarked for IEC activities (Detailed break-up of activities with<br />
percentage of allocation per activity)<br />
Funds already utilized ( IEC)<br />
Balance Funds available ( IEC)<br />
Number of<br />
motivators<br />
trained<br />
- Number of villages<br />
identified<br />
- Detailed action in<br />
place<br />
Supervisors and<br />
monitoring indicators<br />
identified<br />
Identified budget for<br />
communication<br />
activities<br />
No. of motivators<br />
trained/ skilled (pre<br />
and post<br />
assessment<br />
reports)<br />
Detailed action plan<br />
for identified<br />
villages ready for<br />
roll out<br />
Monitoring plan<br />
with roles<br />
responsibilities<br />
(reporting lines) and<br />
frequency<br />
(Fund utilization to<br />
be monitored by the<br />
relevant district<br />
unit<br />
Total Central share States share<br />
Guidance note: The behaviours to be promoted under the strategy are home based behaviours and require decision making at family<br />
level. Evidence from communication research shows that interpersonal communication and community mobilization are the most<br />
effective approaches to influence home based behaviours. Hence, the following percentage weightage is suggested or IEC budget<br />
utilizations.<br />
Medium Percentage of IEC budget Amount in lakh<br />
Interpersonal communication and community mobilization<br />
(including all IPC print material and incentive and training for Front<br />
Line Workers recruited for WASH)<br />
Up to 60%<br />
Print ceiling 10% of 60%<br />
Outdoor media – (wall painting, hoarding) folk media Up to 15%<br />
53
Medium Percentage of IEC budget Amount in lakh<br />
- Monitoring and evaluation of IEC activities 5%<br />
Evidence building (research/KAP studies) for strategy re-planning 5%<br />
Note: The Annual District Template including media plan must have the approval of DWSM before the start of the financial year.<br />
Independent impact assessment of IEC carried out may be done annually. Annual review of the activities of Swachchhata Doots or<br />
other Sanitation messengers engaged, if any<br />
3. DISTRICT COMMUNICATION PLAN TEMPLATE<br />
a. Communication Material Costs<br />
Material to be sued at village level<br />
54<br />
Communication tool User Audience<br />
Activity Manual Village Motivators<br />
Simplified NBA guidelines booklet<br />
Types of Toilet (Different Technology<br />
Options) Pocket Booklet<br />
Village Motivators/ Block<br />
level mobiliser<br />
Village Motivators/ Block<br />
level mobiliser<br />
Various schemes on toilets Village Motivator<br />
Important of village card game. Village Motivator<br />
Water Security and Safety at village<br />
level flip book.<br />
Important of toilet-<br />
Toilets as a pride- poster<br />
Importance of toilet for economic<br />
reason poster<br />
Importance of Toilet to Reduce Health<br />
Burden Poster<br />
Toilet for Privacy, Dignity and Security<br />
- Poster<br />
Wash Friendly School – Different<br />
Component of wash compliance school<br />
– Poster<br />
Facts for Life video<br />
- Meena radio episodes - Radio/ TV<br />
spots<br />
Village Motivator Men<br />
Village<br />
Motivator<br />
Key opinion<br />
leaders<br />
- Community<br />
members<br />
- Men<br />
Community<br />
members<br />
Community<br />
members<br />
Village Motivator Women<br />
Village Motivator<br />
AWW, Teachers Men & women<br />
Frontline Workers, VWSC Men & women<br />
Education Officer, BDOs,<br />
BRCs, DWSM & Student<br />
Village Motivator<br />
School children<br />
Community<br />
members<br />
Numbers<br />
required<br />
Unit<br />
Cost *<br />
Total Cost
. Outdoor media<br />
Wall painting<br />
Hoardings<br />
RSM branding (rural sanitary material)<br />
Communication tool Numbers Unit Cost Total Cost<br />
c. Folk and other media<br />
Activity Frequency Unit Cost Total Cost<br />
Folk programmes<br />
Once per quarter schedule to<br />
Video shows<br />
coincide with group meetings/<br />
VHND/ Health melas/special day<br />
Nukkad Natak<br />
celebrations<br />
d. Mass media<br />
Activity Frequency Unit Cost Total Cost<br />
Radio spots As per the media plan- staggered in<br />
Press advertisements<br />
bursts over the year<br />
Rate to be<br />
calculated as per<br />
the media plan<br />
e. Interpersonal communication<br />
Activity Frequency Unit Cost Total Cost<br />
Home visits Daily<br />
Group meeting Fortnightly<br />
Any meeting organised by the village motivator Fortnightly<br />
f. Events<br />
Activity Frequency Unit Cost Total Cost<br />
Celebration of Sanitation week and Global hand<br />
washing day<br />
Once a year (Sanitation week can to<br />
extended to a month)<br />
0.05 2.05<br />
Sanitation fairs/meals 0.10 4.00<br />
Commendation to recognize and create championscertificates<br />
and awards for involvement<br />
- Best sanitation leader<br />
- Best motivator/s<br />
- Best VWSC<br />
- Best AWC<br />
- Best school<br />
Exposure visit of PRIs/VWSC to <strong>Nirmal</strong> GPs/<br />
innovations within or outside state<br />
Once a year (5-6 events) 0.10 1.00<br />
Once a year<br />
Competitions 1-2 in a year<br />
55
g. Implementing Community Driven Village Saturation Approach<br />
Activity Frequency Unit Cost Total Cost<br />
District level TOT for BRCs on Implementing<br />
Community Driven Village Saturation Approach<br />
Sensetision of PRIs and block level functionaries<br />
apart from BRCs<br />
Training of Village motivators on Implementing<br />
Community Driven Village Saturation Approach<br />
Engaging and providing incentive to master<br />
trainers (district facilitators) and motivators<br />
Triggering and follow-up of wards/ villages/ GPs<br />
- Community meeting<br />
- Focused group discussion<br />
- Transect walk<br />
- Mapping<br />
- Demonstration<br />
56<br />
Once a year day training Annual<br />
refresher 12<br />
Once a year 1 day orientation 500<br />
3-4 days at block level - Biannual<br />
refresher 300<br />
DWSC - will engage on daily basis<br />
50mt,10days 100mot<br />
To be decided by the motivators<br />
daily basis 41<br />
Community Approaches for Total Sanitation (CATS) is the term used by UNICEF for community based sanitation approaches.<br />
CATS encapsulate various approaches to community based sanitation such as setting when working with government and partners.<br />
The minimum elements of this approach includes-that it is driven by collective process (as opposed to targeting individual<br />
households); that hand washing at critical times is a key component of the programme and; that community leadership includes<br />
children and caregivers<br />
h. Additional costs<br />
Activity Frequency Unit Cost Total Cost<br />
- Man power requirements<br />
- Village motivator (Incentive pattern)<br />
- Block resource (Incentive pattern)<br />
- District resource<br />
- Operational costs<br />
- Mobility<br />
- Office expenses<br />
- Others<br />
Monitoring support costs<br />
Dispatch/distribution mechanics for each tool (post printing) so<br />
that they are able to reach from the District level to the village<br />
motivator level
Water and Sanitation Support Organization (WSSO)<br />
Water Supply and Sanitation Department, GoM<br />
1<br />
58<br />
st Floor, South Wing, CIDCO Bhavan<br />
CBD Belapur, Navi Mumbai 400 614<br />
<strong>Maharashtra</strong>, India<br />
Tel. +91 22<br />
Email: directorwsso@gmail.com