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7 - Raise awareness at all levels to foster demand and build capacity for sanitation and hygiene including but not limited to youth led movements, pro-poor public private partnerships and the media.
Decided at SACOSAN V, 2013
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Achievement reported for commitment "S Evidence exist on private sector sharing the responsibility"

SBM includes guidelines for engaging private partnerships, media and other mechanisms to increase awareness and foster demand for sanitation and hygiene-SBM (U)Pg 10, 13,16; SBM(R)-Pg 9, 10, 28. There are specific campaigns to increase awareness about hygiene practices, about 15% of the SBM program budget is kept aside for IEC and public awareness. However, there is little evidence of PPP and media engagement in a systematic fashion. Companies like P&G, Reckitt Benister have launched campaigns about hand washing, toilet cleaning etc. NDTV has launched an awareness campaign for SBM but systematic use of these channels is not evident. Guidelines exist at a basic level, the implementation is left to states and the monitoring is not being done actively. GOI is running campaigns on radio and TV channels with Vidya Balan as the ambassador of SBM to create awareness about toilet usage and thus create demand. Also, Aamir Khan was appointed as ambassador for CBSE schools however there is little evidence of his active engagement with the initiative as on today. Also, there is an extensive use of social media like WhatsApp, Hike, Twitter and Facebook to spread the message of sanitation and share successes. However there is no regulation on media. As per SBM strategy, this IEC/IPC programme will be assisted by multilateral agencies like UNICEF, World Bank's WSP etc., national NGOs working on sanitation and groups like Rotary, Nehru Yuva Kendra, CLTS Foundation etc. Also, states, which perform well in their IEC campaign, behavioral change and toilet construction efforts under the Swachh Bharat Mission are planned to be given incentives. Gram Panchayats performing well under the Mission will be incentivized with funds for waste water management. Government has also launched CSR guidelines to involve private sector to help in construction of community toilets, SLWM, MSM, IEC, etc.

CSO Traffic Light Paper scores and evidence, India, 2016

Traffic Lights Paper (TLP)/Progress Chase Matrix of the commitments made by the countries represented at the South Asian Conference on Sanitation (SACOSAN) V held in Kathmandu, Nepal during October 2013. It was prepared in close consultation with FANSA and WaterAid India, and other key stakeholders in the sanitation sector.

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