Manoj Joshi, Secretary, Ministry of Housing and Urban Affairs (MoHUA), has launched the “National Behaviour Change Communication Framework for Garbage Free Cities,” a Swachh Bharat Mission-Urban 2.0 (SBM-U 2.0) initiative under the aegis of MoHUA. The objective of the framework is to strengthen the ongoing Jan Andolan (mass movement) for “Garbage-Free Cities.”
- To effectively transform India’s urban landscape, the framework focuses on intensifying messaging around the core focal areas of source segregation, garbage collection, transportation, and processing; plastic waste management; and remediation of legacy dumpsites.
The framework will also serve as a reference and blueprint for States and Cities interested in launching large-scale multimedia campaigns along with intensive and focused inter-personal communication campaigns.
Roopa Mishra, Joint Secretary and Mission Director, Swachh Bharat Mission, Ministry of Housing and Urban Affairs; Saumil Ranjan Chaubey, Mission Director (Chhattisgarh); Sangramjit Nayak, Mission Director (Odisha); Radharani Mitra, Global Creative Advisor from BBC Media; Dr. Barsha Poricha, Head of Technical Cell at CURE (Centre for Urban and Regional Excellence).
Swachh Bharat Mission-Urban 2.0 (SBM-U 2.0):
i.The SBM-U is extended for 5 years, from October 1, 2021 to October 1, 2026, as Swachh Bharat Mission-Urban 2.0 (SBM-U 2.0), to ensure that the SBM- U’s achievements are continued in the long run.
ii.Under SBM-Urban 2.0, the Government of India, in collaboration with States/Union Territories (UTs) and Urban Local Bodies (ULBs), is committed to making all cities “garbage free” in order to help achieve SDG 2030, which will improve the quality of life and ease of living of urban populations, resulting in urban transformation.
iii. SBM-U 2.0 focuses on the following areas:
- To achieve the vision of a “Garbage Free” Urban India
- To sustain the ODF status
- To achieve the mission’s objectives by focusing on information, education, and communication (IEC) and behaviour changes.
Swachh Bharat: Urban India’s Participation
The Swachh Bharat Mission (Clean India Mission) has brought people together to take responsibility for their city’s cleanliness. The central idea of the mission is that “swachhata is everyone’s business.”
As a result, the Indian government’s cleanliness campaign has evolved into the world’s largest behaviour change programme in the last seven years.
- The Mission has promoted sustainable urbanization, circular economy, Reuse, Reduce, and Recycle concepts, as well as the UN Sustainable Development Goals.
Second Edition of SwachhTalks-‘Swachhata Ki Jyot’
Following the launch of the National Behaviour Change Communication Framework for Garbage Free Cities, the second edition of ‘SwachhTalks-‘Swachhata Ki Jyot’, a virtual event, was also launched.
- It is a peer-learning webinar series aimed at sharing field experiences and best communications practices of sector partners, cities, and states in creating an impact in the field of Swachhata.
Swachh Bharat Mission-Urban (SBM-U)
i.The first phase of the Swachh Bharat Mission-Urban (SBM-U) was launched in 2014.
- The Mission has placed sanitation at the forefront of India’s development agenda, in line with Prime Minister Narendra Modi’s steadfast commitment to achieving Mahatma Gandhi’s vision of “Swachh India” (Clean India).
ii.It had three key objectives:
- Reaching 100% Open Defecation Free (ODF) status,
- Assuring 100% scientific Solid Waste Management (SWM), and
- Behaviour changes through the “Jan Andolan” in all statutory towns, by 2nd October 2019
Outcomes of SBM-U
i.SBM-U has become the world’s largest urban sanitation behaviour change programme, accelerating India’s progress toward ensuring the availability and sustainable management of water and sanitation for all (Sustainable Development Goals (SDG)-6).
ii.The Mission has laid the foundation for a mass behaviour change campaign – a Jan Andolan – that will involve every citizen as an equal partner in India’s development toward swacchata, and the promotion of dignity and inclusion of sanitation workers.
NOTE: Swachh Survekshan: An innovative survey conducted by the Ministry of Housing and Urban Affairs (MoHUA) under the SBM-U, to rank cities on various sanitation and cleanliness parameters.
- Chhattisgarh – India’s Cleanest State in Swachh Survekshan 2021.
About Ministry of Housing and Urban Affairs (MoHUA):
Union Minister – Hardeep Singh Puri (Rajya Sabha – Uttar Pradesh)
Minister of State – Kaushal Kishore (Mohanlalganj Constituency, Uttar Pradesh)
Attached Offices of MoHUA – Central Public Works Department; Directorate of Estates; Directorate of Printing; Land & Development Office; National Buildings Organisation (NBO)