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Antyodaya Group Launches Behavior Change Communication Program for Swachh Bharat Abhiyan

Antyodaya Group has partnered with AA communications for the launch of this pilot project.

Behavior Change is the exact science that deals with the forming of new perceptions and abolition of old perceptions. Thus, every policy at the end of the day is a behavior change exercise, be it vaccination drives or sanitation drives, the component of behavior change is what makes the whole policy a success. 

Swachh Bharat Abhiyan is world’s biggest behavior change program, with nearly 8% of the total budget is reserved for the behavior change component, but over the course of the last three years the focus has been on building toilet infrastructure without the proper understanding of how people’s mindsets can be changed towards the usage of the same. Thus, today we see, 60% of the total toilets built under Swachh Bharat abhiyan not being used, unused toilets are being converted into storage spaces and this leads to huge loss to the public as well as leads to the stress on the public health systems as 70% of all diseases diagnosed are related to sanitation. If this goes on then India is facing a 2.2 Trillion Dollar expenditure on public health care because of lack of awareness about sanitation.

It was this fact that inspired a behavior change pilot program being launched by a behavioral intervention startup, Antyodaya Group at the New Delhi Railways station on 19th July, 2017. The pilot has been inspired by behavioral interventions theories invented in India’s first post graduate research on behavior change communication for Swachh Bharat Abhiyan by the founder of the startup, Sourav Panda. Antyodaya Group has partnered with AA communications for the launch of this pilot project.

The pilot (Installation inside Railway stations):

Guerilla(Low cost, high penetration) Marketing technique to induce emotional stress in order to start behavior change:


Using public and social Norms to effect behavior change:


Using Inter personal Roles to drive responsible behavior change:



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