Initiative nominates My Ten Yards for Cannes 2018

The agency has sent the entry in the categories of A12 – Best CSR and Brand Activation under Health and Wellness Lions

e4m by exchange4media Staff
Updated: Jun 6, 2018 8:45 AM

Initiative has nominated My Ten Yards campaign for Cannes 2018. The agency has sent the entry in the categories of A12 – Best CSR and Brand Activation under Health and Wellness Lions.

The Campaign

As per the World Health Organization, around 600 million people; 50% population of India, defecate in the open. India accounts for 59% of the world population who practice open defecation. Open defecation poses a serious threat to the health of children in India and over 1,20,000 children under the age of 5 die of diarrhea annually.

Prime Minister Narendra Modi launched ‘Clean India Mission’ on October 2, 2014 to achieve universal sanitation coverage and eradicate open defecation from the country.
However, getting the right infrastructure in place is only half the battle. To achieve a Clean India, driving behavioural change towards personal hygiene and sanitation is equally important.

Reckitt Benckiser decided to join forces with the government’s programme and launched ‘Banega Swachh India’ (BSI) in 2014, as a national movement for driving behaviour change among people regarding toilet usage, for better health, hygiene and sanitation practices.

BSI approached the programme by building a network of community leaders, who aided in breaking deep-rooted beliefs and strove to bring about attitudinal changes. Change leaders were identified from amongst local government bodies, religious leaders, front line health workers and mothers/care givers.

BSI thus successfully galvanised the people power around the idea of a Clean India, through a holistic approach whist driving behavioural change, which is scalable, sustainable and measurable.

There was a 12-hour live cleanliness drive that was aired on leading news channels featuring panel discussions on effective measures for a clean India, involving celebrities and influencers from all walks of life.

A hygiene education bus ‘Swachh Express’ travelled across 500 villages in 6 states to inform people about proper sanitation through street plays. Specially curated hygiene curriculum was introduced in 2,50,000 schools, and in 14 languages (including braille.) As many as 13,000 community health workers contacted new mothers, educating them about hygiene practices, through specially designed baby books in their native language.

Hygiene messages appeared at the Kumbh Mela, where 50,000 religious leaders supported the programme to ensure that the messages of cleanliness were engrained in popular culture as well.

Mass media engagement occurred through regular conversations on TV, newspapers and on the platform microsite, which brought to life the sanitation issue in a relatable way.


There was a 5% reduction in diarrhea deaths amongst children through the hygiene curriculum and community programmes. There has been a 38% increase in the awareness related to diseases such as cholera, malaria, typhoid and hepatitis.

RB won the President’s Award for making 200 villages and 40 cities open defecation free by building 90,000 toilets. India’s first Toilet College trained 13,000 hygiene trainers and also helped provide dignified livelihood to workers involved in manual scavenging.

Prolonged education drive has ensured that 54% of the households are willing to construct toilets with their own saved money.

Number of economic working days saved due to this investment is 10,000 which otherwise go in sickness due to poor health and hygiene. A total of 1.7 million USD was added to the national GDP through economic working days saved from diseases.

Prime Minister Narendra Modi came forth to support the cause on Twitter.

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