Social and Behaviour Change Communication as a Tool for Sanitation Awareness

Insights from Swachh Bharat Mission

Abstract

Social and Behaviour Change Communication (SBCC) is a participatory strategy that facilitates sustained behavioural change among youth. As a vital tool for public health, SBCC plays a significant role in initiatives such as the Swachh Bharat Mission (SBM), launched by the Government of India in 2014. SBM’s objective of universal cleanliness aligns closely with the UN Sustainable Development Goal 6, which ensures universal access to water and sanitation. This article employs secondary data analysis to examine the importance of SBCC within SBM, highlighting key challenges that hinder the mission’s progress toward universal cleanliness. It further explores specific SBCC strategies employed in SBM, including multimedia channels, community mobilisation, celebrity endorsements, SBCC material development, and interpersonal communication. These approaches have demonstrated considerable effectiveness in driving lasting behavioural change and advancing SBM’s objectives.