The centre launched an aggressive new campaign titled 'Darwaza Band' to promote toilet use and freedom from open defecation across the country's villages. Darwaza Band stands for shutting the door on open defecation. The campaign produced by the MDWS (Ministry of Drinking Water & Sanitation) under Swachh Bharat Mission was launched in the presence of iconic actor Amitabh Bachchan and Union Minister for Drinking Water and Sanitation Narendra Singh Tomar.
The 'Darwaza Band'
campaign has been supported by the World Bank and is being rolled out
countrywide immediately after the launch. It is designed to encourage behaviour
change in men who have toilets but are not using them. A part of the campaign
also features actor, Ms Anushka Sharma, who will be seen encouraging women to
stand up for this issue in their villages and assume a leadership role.
Bachchan has been a major
supporter and ambassador for the Swachh Bharat Mission and is already
associated with its ongoing campaigns. Behaviour change has been the focus of
Swachh Bharat Mission, which is being pursued through a countrywide
comprehensive IEC(Information-Education-Communication) programme. Communication
campaigns have been taken up both, at the central and State levels, for
promoting sustained use of toilets and for sustaining the Open Defecation Free
status achieved.
The Amitabh Bachchan
series of ads encourages behaviour change in men who have toilets but are not
using them. The Anushka Sharma series of ads is a clarion call for women who
are more affected by this problem to stand up for this issue in their village
and influence a positive change. These have been developed by Lowe Lintas,
Mumbai under a World Bank Project.
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