Cleanliness begins at home with ‘Swachh Aadat, Swachh Bharat’ - Firstpost
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Cleanliness begins at home with ‘Swachh Aadat, Swachh Bharat’


“The love for God is the love to protect the environment. Keep the environment clean and the waters clear as crystal.” ― Lailah Gifty Akita

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All of us dream of clean surroundings, a cleaner way of life and clean drinking water. However, the question here is “How do we make this happen for all?” Cleanliness should be practiced not only at an individual level but built to a group level and finally extended to the masses. If we apply the rules of clean living to our day-to-day life and inculcate this habit in each person, we will be able to live the ‘Swachh Bharat’ dream.

Hindustan Unilever Limited (HUL) launched an initiative in line with the Indian Government’s Swachh Bharat Abhiyan (Clean India Mission) named ‘Swachh Aadat, Swachh Bharat’ (SASB). This program was started to support and encourage good health and hygiene practices at an individual level which would eventually spread to larger masses. Keeping in mind the range of obstacles that one faces in India related to water, sanitation and hygiene (WASH), the program is an endeavor to help India realize the goals of Clean India Mission by 2019.

Swachh Aadat, Swachh Bharat is a behavior change program convening the efforts of some of HUL’s leading brands Lifebuoy, Domex and Pureit. While creating sanitation infrastructure towards an Open Defecation Free nation is a must, the role of Behaviour Change programmes to compliment it is as necessary.

This program emphasizes on bringing about change in basic behaviour and actions adoption of clean habits (Swachh Aadat) can lead to a clean India (Swachh Bharat). It asks people to begin with three basic habits:

Clean hands – washing hands using soap on key occasions (e.g post defecation)

Clean water – Adopt safe drinking water practices

Clean toilet – Using a toilet and keeping it clean

Domex Toilet Academy’s demand led model, Lifebuoy’s massive hand washing programme in rural India and Pureit’s endeavor to provide safe drinking water at affordable prices are important steps in making Swachh Bharat a reality,

While on ground programmes are important, the role of awareness generation is critical. In December 2015, the Haath, Munh, Bum film was launched a part of its mass media campaign and it reached out to more than 100 million people,The Haath, Munh, Bum film is aimed at children, the typical change agents in families. HUL intends to bring Haath Munh Bum on every Indian’s lips.. This timely video showcases the truth about the unhygienic practices that we have continued to practice and have led to us being unhealthy as a nation. Through this campaign, children propagate the three prime Swachh Aadats. Chant 'Haat Mooh aur Bum, Bimari Hogi Kam' while you watch this fun video:

So on this Swachh Bharat Divas, are you too working towards a clean, happy & healthy India?

This is a partnered post.

First Published On : Oct 1, 2016 23:28 IST

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